customer delight.

No one likes a lemon. Yet that's what so many customers and users experience everyday, and when we have a sour experience we let everyone know about it. That's why we apply innovation to both customer experience (CX) and user experience (UX) design. There's a myth that CX and UX don't add to the profit margins. Feel free to go ahead and take the lemon to market and watch how your sales dwindle. Or be commercially savvy and create that seamless experience now.

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Great intentions don’t guarantee great experiences.

Whilst an organisation may have the highest of intentions for their innovative product or service, if the customers’ assumptions and expectations don’t match, we have frustration.


Design the dream customer journey.

Brilliant customer and sales experience doesn't happen by chance, it's a result of designing the ultimate customer experience.

The good news is we make this easier than ever before. Similar to storyboarding a block buster movie, we help our clients storyboard their dream customer experience. Meaning there's no surprises, no complaints, just praise and raves from happy customers.

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Orchestrate spontaneous delight.

Ok, so you've made sure no one drops the ball, but how do we go that one bar higher that create's the delight but without eating into the bottom line. 

That's where the innovative thinking comes in. Innovative CX thinking enables you to use a shoestring budget to orchestrate a five star experience.

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How to achieve CX innovation.

Design and map the desired user experience through story boards. Leave no stone unturned.

Start CX culturing, by sharing stories and identify positive desirable observable & measurable CX behaviours.

Design a recovery experience just in case something goes pear shaped. Make it simple enough so that anyone can implement as fast as possible.


It’s cheaper to prevent mistakes than to correct mistakes.

Good business design, be it for a product, process or service takes UX on-board by being preventative and inventive at the same time. 

Today’s innovators need to understand usability and to incorporate the key principles of the UX designer. Failure to do so is likely to create frustration on the side of the user, which will negatively impact sales and growth.

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Usability converts frustration into customer satisfaction.

The more frustrated a user becomes, whether they think it is their fault or the fault of the product or service they are using, the more they’ll complain about it. They’ll tell other people about their frustrations and before you know it, more and more people will steer clear of the product or service.

In today’s digital age, where a rant about poor customer service or a faulty product can go viral, businesses cannot afford to ignore the potential power of customer frustration.


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Minimise complexity and reduce customer frustration.

Even if we have an incredible innovation, if it’s difficult to use or access, the field is opened up for a competitor to improve it and then take over the market.

UX designers identify the intentions of a product or service designers and identify a list of user expectations to determine if there is a disconnection.

In some ways, UX design provides a bridge that connects the land of aspiration with the land of customer expectation, whilst keeping customers dry and well above the sea of frustration.

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How to utilise UX design thinking beyond a digital experience.

The three key principles of UX designers are: 

1. Identify - designer intention, customer expectation and assumptions, function and malfunctions

2. Test - usability and functionality, human slips, user groups and self-testing and variations

3. Design - constraints and solutions to prevent slips and malfunctions