Customer and user research
Customer and user research is the process of gathering real-world feedback from the people who use — or could use — your products and services. Through interviews, surveys, and behavioural analysis, we uncover their needs, motivations, and frustrations to provide a true picture of their experiences.
Understanding your customers isn’t a guessing game. Our research helps you replace assumptions with real insights, so you can make informed decisions about what to build, improve, or change. Whether refining a product or entering a new market, we ensure your choices are based on what truly matters to your customers.
01
User Interviews
Direct conversations with real customers to uncover their needs, frustrations, and motivations.
02
Surveys & Polls
Structured, targeted questions to validate assumptions and measure trends at scale.
03
Contextual Inquiry
Observing what people actually do — not just what they say — to reveal real patterns.
Experience and journey mapping
Experience and journey mapping visually represents the steps a customer takes when interacting with your business. It highlights their goals, touchpoints, and challenges, revealing the emotional highs and lows that shape their experience — whether they’re discovering, buying, or using your product or service.
By mapping these journeys, we help you see where customers struggle, where opportunities exist, and where to focus improvements. A great experience doesn’t happen by accident — it’s designed with a deep understanding of customer needs. Our work ensures your business decisions align with how people actually engage with you.
01
Customer Journey Mapping
A clear, visual breakdown of how customers interact with your business, step by step.
02
Touchpoint Analysis
Identifying the moments that shape customer experience and where they succeed or fail.
03
Pain Point Identification
Pinpointing exactly where customers struggle, so you know what to fix first.
Service design
Service design takes a holistic approach to improving how a business delivers its services. It blends research, strategy, and prototyping to create experiences that work seamlessly for customers and employees alike, ensuring services are practical, efficient, and valuable at every touchpoint.
We use service design to bridge the gap between business goals and customer needs. By aligning processes, technology, and people around real user behavior, we help you create services that aren’t just functional, but intuitive, frictionless, and built to serve customers better.
01
Service Blueprinting
Mapping how people, processes, and technology come together to deliver a service.
02
Prototyping & Testing
Rapidly designing and refining service concepts before making costly changes.
03
Stakeholder Collaboration
Aligning teams across your business to create services that actually work.
Customer Experience
Customer experience (CX) strategy is about shaping how customers feel when they interact with your business. It involves defining key principles, priorities, and actions to ensure every interaction — whether online, in-store, or through support — is clear, helpful, and aligned with their expectations.
A strong CX strategy turns customer understanding into a competitive advantage. We help businesses structure their services and communications around real customer needs, ensuring that every touchpoint supports satisfaction, loyalty, and long-term growth. Better experiences mean better business outcomes.
01
Voice of the Customer (VoC)
Capturing real feedback to shape better products, services, and experiences.
02
Customer Segmentation
Grouping customers by real behaviours and needs, not just demographics.
03
Experience Benchmarking
Measuring how you stack up against competitors and industry best practices.
