What we do

_Explore the needs of people

ThinkingCX provides Independent leadership and problem solving in situations of brand, product and service innovation. ThinkingCX is here to help your organisation benefit practically from Customer-centric creative thought.
We can Help you through the decision-making involved in the Creation of great customer experience


What makes us different

_We focus on the gaps

_ThinkingCX Is an Outsider. A fresh pair of eyes.

_ThinkingCX Understands the complete customer journey.  We look to join-up and better integrate.

_Thinking CX is Specialist. We are focused on communicating your value, to the people who need to clearly understand it - your customers. 

Our goal is a clear, joined-up customer experience

Who we are

_Led by Sandra Dartnell

Sandra believes that organisations - big and small - can and should benefit from Creative strategy that is value-to-customer focused

She loves ideas, behaviour and design and never stops thinking about ways to solve a creative problem. 


Since 2013 she has been Helping commercial,  not-for-profit and local authority clients solve business and communication challenges by providing customer-focused services. Before that she worked in integrated design and brand management for over 12 years. She is embedded in the creatives industries and passionate about creative communities.

ThinkingCX is motivated by these questions: Who are your customers? What do those people need right now? And next? What impact does that have on your business model, value proposition and business tactics? What can we do about that?  Because we care about making a difference, we only work with decision makers and we always start with a review of the business model from a value-to-customer perspective.
— Sandra Dartnell, ThinkingCX

What clients have to say

We brought ThinkingCX in to help advise on a complicated web application project. The platform was to be used across two quite different sets of users and we needed to establish some commonality so that we could standardise the development and work from a single code base. On top of that, we needed to establish a more detailed persona around the user groups to help with the visual identity and language of the platform. Sandra Dartnell’s work was vital in understanding these target audiences, their requirements, their expectations and how we could build a single platform that would service both sides of the business. Sandra’s approach is intelligent, organised, insightful and has great attention to detail. She’s fun to work with and is a benefit to any project.
— Lewis North, Director, Method & Class Ltd (2017)

What we can do together

All ThinkingCX activity is designed to help people identify problems and opportunities. Our services and approach help our clients to use value-to-customer focused creative thinking to Improve the individual and team approach to problem solving in situations of brand, product and service innovation. We do this by placing value to people at the centre of decision making, in order to plan, name and activate brands, products, services and communities. 


Explore more

The best time to call on ThinkingCX is in situations of brand, product and service development. Ideally Right at the inception of the process. You might also call on ThinkingCX  at times of change - for example mergers, Or when a particular problem has your team feeling unable to innovate internally and in need of an independent external perspective. ThinkingCX can work flexibly with your organisation to create strategies to address many common needs.

Get more from a budget •Manage change •Plan for growth • Increase engagement of existing customers • Attract new customers • Improve your products and services • Develop new products and services.

We can show you a new way forward by bringing ideas, clarity and focus to your challenge.