Strategy & Design

Research & Strategy

Our strategy consulting services ensure your organisation is set up for success from the moment your project starts with us.

Design thinking

Design thinking utilises elements from the designer's toolkit, like empathy and experimentation, to arrive at innovative solutions. By using design thinking, you make decisions based on evidence of what future customers really want instead of making risky bets based on historical data or instinct.

Thinking like a designer can transform the way your organisation develops products, services, processes, and strategy. This approach brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren't trained as designers to use creative tools to address a vast range of challenges.



Our customer experience design workshops take a simple yet rigorous approach to designing new experiences for your customers, focused on opportunities to leverage or pain points to remove.

Well beyond the ideation of design ideas, attendees—typically a cross-functional team with complementary skills—model the drivers of loyalty, align brand promises, and define a straw model for customer experience strategy, which creates design frameworks that guide the process.

Then we work to understand customer wants, needs, journeys, and gaps in the context of their expectations of experience, and develop functional models of desired experiences, including a view of the systems that will support and deliver them.

Examples of service design tools we use

Design Journey mappingThe customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterise their interaction with the service.

This contextual information about the user allows you to view the entire customer experience as a path or journey that begins with having a need and ends with having that need met. It allows everyone to gain empathy for your customer beyond the specific tasks they confront. Understanding the customer’s journey – their feelings, motivations and experiences – can help you design a product or feature that guides them towards meeting their needs.

Design Touchpoint matrixWe provide a visual framework that enables designers to “connect the dots of the user experience” to see the different configurations, interfaces, contexts, and results of the interaction with a specific product-service system.

The matrix is built by vertically listing the different devices or contexts that are part of the system and horizontally listing the main actions that are supported by the system itself. Once this structure has been composed, the designer can put a specific persona inside and imagine their journey through the different touchpoints, connecting the related dots.

Design User personaThe personas are archetypes built after an exhaustive observation of the potential users.

Each persona is based on a fictional character whose profile gathers up the features of an existing group. In this way, the personas assume the attributes of the groups they represent: from their social and demographic characteristics, to their own needs, desires, habits, and cultural backgrounds.

Continuous improvement

In this day and age, all companies who want to get an edge over the competition must embrace continuous improvement as a strategy to ensure their customers receive great customer experiences. Customer experience (CX) is a key ingredient to getting more valued interactions and maintaining customer loyalty. Delivering excellent customer experiences isn’t something that you can measure once and not look to improve. The reason for this is that customer expectations are constantly changing, and what’s seen as exceptional service today may not be the exceptional service of tomorrow.

Organisations need to keep innovating and improving their service, or risk being left behind. It’s essential to establish a continuous improvement process that will constantly improve the customer experience, helping to keep your customers delighted with your service, and helping to boost loyalty.

Business analysis

Whatever your project involves, our teams work closely with you to understand your organisation's goals, framework, and processes. It enables you to define what your organisation needs, and how we can make it happen for you.

Our research spans across a variety of methods including anything from observing your domain and markets, reviewing your internal processes and systems, to conducting stakeholder workshops to pin down what matters to your organisation.

These methods allow us to create a model your organisational environment so we can translate what we've learnt into an optimised solution that is exclusively tailored to your organisation's need for a digital transformation. 

Contact us about our Research & Strategy approach