CXA

EXPERIENCE | VALUE | ALIGNMENT

Creating Customer Value
That Drives 
Sustainable Growth

Every organisation exists to create value — for customers, citizens, users or members. When that value is recognised and experienced, it fuels commercial success, whether measured as profit, revenue, growth or impact.

CXA, or Customer eXperience Architecture, is the principle that customer value must run as a connected thread across the whole organisation.

From understanding customer needs, shaping propositions that solve real problems, and designing the experiences that deliver them, through to the value streams, teams and shared services that operate to make those experiences possible — everything should align to the creation and delivery of customer value. 

CXA helps organisations strengthen the thread.

We work across product, marketing, technology, design, operations and shared services to ensure the organisation is set up to deliver meaningful value to customers — and, in doing so, deliver sustainable commercial outcomes. 

WHAT WE DO

We help organisations understand the experience customers need, what the future could look like, the barriers that exist today, and the practical steps to close the gap. Our work spans vision, strategy, design and delivery — supporting both change and capability building.

Strategy and portfolio

01.
Customer Experience Vision and Roadmap

02.
Strategic Product Portfolio Management

03.
AI Opportunity Identification

Discovery and insight

04.
User Research

05.
Usability Testing

06.
Heuristic Evaluation

Experience design

07.
Experience Design

08.
Service Design

09.
Product Design

Innovation and concept development

10.
Concept development

11.
Prototyping

12.
Design Sprints

Measurement and value realisation

13.
CX Metrics Definition

14.
Voice of the Customer (VoC)

15.
Roadmap Development

Capability building

16.
Design Maturity Assessment

17.
Team Training

18.
Leadership Coaching

HOW WE WORK

We tailor our approach to your context — no off-the-shelf playbooks. We build on your strengths, adapt to your maturity, and enable your teams to progress with confidence. 

| EXECUTION
Turning strategy into actions and outcomes

| BUILD CAPABILITY, NOT DEPENDENCY
We equip your people to continue without external support

| SENIOR TALENT ONLY
Experienced practitioners who exercise good judgement, operate independently and deliver high-quality work at pace in complex environments

| FEASIBILITY & VIABILITY MINDSET
Ensuring solutions are not only desirable to customers, but realistic to deliver, scalable and sustainable

| STRUCTURED COLLABORATION
We create environments where cross-functional teams can align, solve problems and make decisions at pace; this collaborative discipline underpins much of the success of our work

Our difference

  1. We adapt to your context, rather than impose a pre-written methodology or playbook
  2. We develop your internal capability, so progress continues long after we leave
  3. We bring joined-up expertise across commercial, product, experience, technology and operational realities
  4. We focus on tangible movement and outcomes, not reports that sit on a shelf
  5. We provide senior-level expertise without the overheads of large consulting firms — offering exceptional value for money

OUR CUSTOMERS

FEATURED CASE STUDY

Embedding lean product concept sprints

Oxford University Press

PROBLEM

A print-first product development process treated digital design as an afterthought. Work couldn’t begin until print copy was finalised, stretching timelines into years. Speed to market was slow, agility was low, resources were constrained, and development costs were high.

APPROACH

Working with the Transformation team, we introduced a 2-week lean, cross-functional sprint to define the value proposition, test feasibility, and confirm early viability. The approach was implemented immediately with minimal preparation, refined in real time, and later standardised into a repeatable sprint model with Miro templates and facilitation training.

IMPACT

  • Reduced development timelines by 6+ months at the concept stage
  • Cut end-to-end speed to market from 27–42 months to 15–24 months
  • Delivered a ~10% reduction in first costs, freeing budget for strategic product development