ThinkingCX is an unusual and interesting business. ThinkingCX sits in the centre of a supply chain which services the needs of SMEs wanting to grow or to establish new markets and ventures through brand, product and service development.

ThinkingCX was established in 2015 by Sandra Dartnell. Sandra Dartnell graduated from a great school, the school of running sophisticated design and communication projects, as a producer, at leading interactive and graphic design agencies, for clients including Science Museum Group, Heron International,  Vodafone, Snog, UPS and V&A, during the period 1999 - 2012.  It's where  she learned to be strategic, practical and always centred on the end user.  She has always been imaginative and creative, since 1976.


The core proposition of ThinkingCX is independent, value focused strategy, that is sector considered and customer experience (CX ) driven. This can be summed up in an approach that we call NBA - Needs. Benefits. Actions. In practical terms that means working together to review and improve existing business models and customer models, in order to plan, name and activate new products and experiences - from a user need perspective. Thinking CX is specialist, well informed and agile, making our offering High value. Low commitment. for our customers. The standards that ThinkingCX measure our own behaviour and performance by are: Clear.  Human. Remarkable.

ThinkingCX works directly with directors to create and communicate value. 
Let's get ThinkingCX

Sandra started her career in 1999 as a web editor. She spent the years 2001 - 2012  as a producer, leading user-centred, creative, digital interactive projects and teams for agencies SAS (now MSL Group) , unit9 and brand design specialist ico. In 2013 she set up business consultancy Make Design Happen to provide project direction consultancy to the managing directors of design and development agencies. The consultancy saw her take on a strategic role, in particular looking at focus and how the key point of value could be communicated. She became a bolt-on 'value' strategist and her design and development agency clients remain more than happy with the results of working with  her to bring strategic thinking and collaborative workshops directly to their clients. ThinkingCX was established to take Sandra's vision and network of associates to the wider SME business community, at MD level, as a strategic consultancy package focused on problem solving in situations of brand and product development.  Sandra is interested in ideas, behaviour and design. She also has a big soft spot for applying her skills to public good projects.

I don’t always fly kites. My business helps other organisations and businesses understand how they can create value. It reinforces how important clear, joined-up customer experience is to success.
— Sandra Dartnell, ThinkingCX
Sandra has an outstanding ability to understand client’s deliverable and brand assets better than the client him/herself.
— Piero Frescobaldi, Chairman, cofounder at UNIT9 (2011)

There's no point in doing it, if you aren't enjoying it.