We help you to understand what you have of value to offer people and how you might go about offering it in new and exciting ways.

Our strategic business consultancy is focused on the areas of value proposition, customer experience and audience engagement. 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 customer models, in order to plan, name and activate new products and experiences - from a value-to-customer perspective.

Why we do it

Exploring problems and opportunities from a customer experience (CX) perspective is business critical. It is also refreshing for founders, directors and teams. It brings ideas, clarity and focus into environments that can find themselves held back from progress by being contained and single-minded, or overly distracted. All ThinkingCX activity is designed to help clients identify problems and opportunities, and to help people use value-to-customer focused creative thinking to improve individual and team approaches to customer experience. Whether your business is established or new, the goal is to create engaging, innovative business strategies, brands, products and services that are joined up and focused on meeting the needs of people. In short to create  business strategies, brands, products and services of value.   


Working with ThinkingCX will put customer needs and benefits at the center of decision making. Outcome strategies will retain all the valuable business perspectives that the founders, directors and team bring, with added ThinkingCX specialisms of Problem & Opportunity Mapping, Design Thinking , Brand Strategy and Experience Design.  Outcome strategies will be both creative and practical and support the creation of greater opportunity and competitive advantage: to establish new markets; to create stronger ventures; to achieve clarity faster; to get a product or service to market sooner in the form of a MVP (Minimum Viable Product).

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


Design Thinking is a system that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business can convert into consumer value and market opportunity.
— Tim Brown, IDEO, 2008 www.designthinking.ideo.com
Innovation is rarely the big idea. More likely a series of small ideas brought together in a new and different way.
— Dick Powell, Seymour Powell at D&T Futures, 2017 www.seymourpowell.com
The details are not the details. They make the product.
— Charles & Ray Eames, 1961 www.eamesoffice.com
Design in support of people.
— Living with Complexity, Donald A. Norman, 2011 www.nngroup.com
I guess I would say that interaction design is making technology fit people.
— David Kelley, 2004, Designing Interactions, Bill Moggridge, 2007
You are not looking for the wisdom of the crowd,
but the wisdom of someone in the crowd.
— Where Great Ideas Come From, Steven Johnson, 2010 www.stevenberlinjohnson.com