Customer insight.

Everything's better when you understand your customer and their experience.

We believe that every great business model and strategy has the customer at its heart. Understanding who they are, what they value, and where they fit provides the foundation for great product and experience design, and ensures you focus your effort and resources in the right places. 

1. Who are they? 

We help you identify the underlying characteristics of your customers, their behaviours, values, goals, likes, and dislikes. We develop personas to represent them and utilise these to validate your design process.

2. Who's in their tribe?

Where do they fit in the world including segmentation, demographics, income, location, family, house owner, etc.  We help you understand their place, so you can reach them.

3. How do we measure how much they love us (or not)?

Where are you capturing and measuring your customer's experience? Do you understand their touchpoints, capture data at those points, and utilise this insight effectively? We work with you to develop customer journey maps, define data capture points, feedback loops, and provide structure to your decision making.

Tools and Techniques

  • CX/EX maturity assessment

  • Customer/staff  journey mapping (current & future)

  • Customer/staff personas

  • Customer segmentation model

  • Quantitative and qualitative research

  • Empathy mapping

  • Competitor analysis

  • Hypotheses development

  • Workshops and stakeholder interviews

  • Ethnographic research

  • Customer value propositions

  • Omnichannel strategy

Experience design.

Start with the customer and design an offer they can’t refuse

We help you create great customer and employee experiences directly impacting business growth, customer loyalty, retention, revenue, and employee engagement

1. Designing your customer's experience and journey

We help you understand your customer interaction points and their customer journey.  We utilise mapping and user stories as the blueprints or statements of direction for the work to be done to improve and to redesign the experience.

2. Customer value proposition

The linchpin between insight and action is the enhancement of existing, or development of new, customer value propositions. We help you deliver on what customers value and expect.

3. Product and solution design

We utilise Design Thinking techniques to drive customer-centric outcomes. This is a human-centred approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology and the requirements for business success.

4. Experience commercialisation

Perfect product design works for all stakeholders. We work with you to ensure we undertake end-to-end commercial modeling that confirms the ongoing business viability before the final solution is confirmed. 

Tools and Techniques

  • Design Thinking

  • Human-centred design

  • Current and future state experience design

  • Service design

  • Employee experience (EX) design

  • User stories

  • Value proposition canvas

  • Prototyping and testing

  • C0-design and CX capability uplift

  • Commerical modeling


Starting your operational journey with a clear understanding of your customer and what they want may sound obvious, but everyone needs a little reminder now and then...oh, and some help.

We articulate who your customers are (internal or external), how they feel, what they value, and most importantly, what they think of you and your products.

What your customer thinks, matters most.