about us

About NextWAVE Innovation

NextGEN UX, especially Strategic UX Research, is your key to unlocking innovation and product-led growth. Innovative companies like GitHub, Microsoft and Apple have known about and leveraged Strategic UX Research for a long time. Isn’t it time you did?

Karyn Zuidinga founded NextWAVE Innovation on the idea that Strategic UX Research is not only a hugely powerful tool to uncover unmet user needs and drive product-led growth but that it is also vastly underused by most digital product organizations because:

  1. It’s misunderstood (most product managers see UX research as being purely evaluative)
  2. The perception is that it takes too long, and the pressure for velocity is too great
  3. There is mistrust in the results being able to drive innovation (you can’t just ask people what they want!)

At NextWAVE, we’re here to help you navigate the challenges of Strategic UX research, find unmet needs, ideate prototype killer solutions and chart a course to implementation.

Experience the next wave of UX

UX, especially Strategic UX Research, is your key to unlocking innovation and product-led growth. Innovative companies like GitHub, Microsoft and Apple have known about and leveraged Strategic UX Research for a long time. Isn’t it time you did?

Contact Us

Our Approach

Our highly collaborative approach focuses on an empowered team and a collaborative leadership style. That means we will work with you to guide and coach your team through our process. The benefit of this approach goes beyond merely financial. It also means that your team will gain new skills.

Our Mission

At NextWAVE Innovation, we aim to harness the power of intentional and regenerative innovation to create a better world. As an innovation consultancy, we are passionately dedicated to working with purpose-driven organizations, particularly those in the software industry, who share our vision of positively impacting society and the environment. We operate with a robust set of values and a value-driven approach that ensures ethics, collaboration, and user-centricity guide our work.

Our Vision

Empower purpose-driven organizations to achieve their vision to improve the world. To help them deliver first-class, innovative products that are a joy to use.

Karyn Zuidinga

Karyn Zuidinga

Founder, CEO, Innovation Researcher & Designer

With over two decades of experience in innovation research and design, I am the founder of NextWAVE Innovation, a company that collaborates with purpose-driven organizations to create solutions that address social and environmental challenges. I specialize in user research-led insights and ideation, applying design thinking methodologies and strategic foresight.

I am passionate about making a positive impact and driven by a robust set of values and ethics. I have helped organizations across various sectors and domains, such as education, health, sustainability, and technology, to innovate new digital products and services that resonate with users and stakeholders. I also co-host and produce the Positive Turbulence Podcast, where we explore the stories of remarkable innovators transforming the world with positive change.