ThinkingCX is an unusual and interesting business. ThinkingCX loves ideas, behaviour and design.  ThinkingCX believes that all business should benefit from the big ideas and extremely practical tools that innovations from the software and design industries have brought to tech start-ups and big business innovation teams.  ThinkingCX is here to help  SMEs, who want to do great things, through innovative brand, product and service development. We want to help you create your competitive edge. 

Things are better when you create in support of people, possibilities and progress.
The standards that ThinkingCX measure our own behaviour and performance by are: Clear. Human. Remarkable.

ThinkingCX was established in 2015 by Sandra Dartnell. Sandra Dartnell graduated from a great school - the school of hands-on design management. For over 12 years (1999-2012) Sandra ran sophisticated design and communication projects, as a producer, at leading interactive and graphic design agencies. With her teams she created digital exhibitions, marketing show suites, retail experiences, brands, rebrands, games, and engaging stories and characters for clients including Science Museum Group, Heron International,  Vodafone, Snog, UPS and V&A.  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.

Sandra has an outstanding ability to understand a client’s deliverable and brand assets better than the client him/herself.
— Piero Frescobaldi, Chairman, cofounder at UNIT9 (2011)
Sometimes Sandra tells you what you’d rather not hear, in this respect she is highly responsible and excellent at helping the team (especially an MD) manage risk and expectations.
— Niall Henry, Founder & Managing Director ico (2013)


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-value perspective. Thinking CX is specialist, well informed and agile, making our offering High value. Low commitment. for our customers. ThinkingCX works directly with directors to create and communicate value.

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 director level, as a strategic consultancy package focused on problem solving in situations of brand, product and service innovation.  Sandra loves ideas, behaviour and design. She's an explorer, a collector and a creator. 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

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