How We Work

The Journey

A business like yours is constantly trying to innovate. The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. In reality, most innovations come from applying a structured approach and tested methodologies. We have a proven process to take you through the journey to customer-centricity.


Extraordinary customer experiences start with empathy. We help you see the world from your customers’ perspective.

Key Steps: Observe, Research, Empathize


We use the insights from Step 1 to brainstorm ideas that connect your business goals to your customers’ needs. During envision and ideation, we stay focused on the needs and needs of your customers.

Key Steps: Brainstorm, Explore, Imagine, Ideate


With all the ideas on the table, we package the best thinking and build the target state experience. This is a collaborative, iterative process that involves the whole team.

Key Steps: Synthesize, Design, Prototype

Test & Implement

Now it’s time to make the experience a reality. We work with you to test key concepts with customers and incorporate their feedback into the final target state. Our work doesn’t stop there. Our goal is to ensure that your organization can effectively implement the strategy that we’ve developed.

Key Steps: Test, Refine, Implement

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DOWNLOAD Our “Eight Hard-Learned Lessons of Customer Experience” Paper