EXPERIENCE STRATEGY · DECISION SYSTEMS
Most experience problems are decision problems.
We uncover what's really driving the problem, then redesign the system behind the decision.
THE DIAGNOSIS
The presenting problem is rarely the real one. We identify the hidden constraints that stop customers from moving forward with confidence.
THE ARCHITECTURE
We design the future state in enough detail for a team to build it and for a board to back it.
FEATURED WORK · PC FINANCIAL
Customers had choices. What they needed was clarity.
Customers moving money between their own accounts abandoned the flow because they couldn't tell what the system would do next. The redesign made four things explicit at every step: who has authority, what the structure is, where the boundaries sit, and what state things are in.
29% to 82%
First-try success in usability testing.
68%
Chose Interac, the fastest funding option, in the first week after launch
+270%
Increase in Pay Bill usage after surfacing it inside the funding flow
WHAT WE WORK ON
Behind most broken journeys is a decision no one designed.
We find the choices and rules inside complex experiences, then redesign them so people can move forward.
Decision systems
Clarifying choices, trade-offs, and constraints so people can decide with confidence.
Complex journeys
Mapping and redesigning end-to-end experiences to remove friction and drop-off.
Product & service strategy
Turning insight into strategy that aligns business goals with customer behaviour.
Experience communication
Writing and designing content that makes complicated systems clear.
WESTJET · SELF-SERVICE EXPERIENCE DESIGN
The baggage rules were complicated. Getting answers didn't have to be.
Baggage was one of the top reasons customers called. Allowances depended on fare, destination, status and card benefits, making a seemingly simple question unexpectedly complex.
We mapped the rules and decision logic, shaped the experience from early concept through prototype and design, and wrote the content that turned that complexity into a clear, intuitive self-serve tool.
–30%
baggage-related interactions
7.52/10
satisfaction score
TD INSURANCE · CONVERSION EXPERIENCE DESIGN
The CTA wasn’t the problem. The purchase journey was.
The original ask was to change a single call-to-action button. Looking across the journey revealed a bigger problem: customers were told they were almost done when they weren't, asked for personal information without enough context, and presented with actions that didn't match where they were in the purchase.
We restructured the final steps around clearer expectations, information hierarchy and actions, making the path to purchase easier to understand and complete.
+34%
digital sales, against a 30% year-end target
4 months
ahead of schedule
RBC ROYAL BANK OF CANADA · DIGITAL ONBOARDING
The account opening was digital. The signature wasn’t.
Opening an account still depended on an in-person signature. We led design strategy and content design for the move to a fully digital account-opening experience, including Click to Sign.
Working through prototyping, user testing, iteration and implementation, we helped shape the journey from application through electronic signature.
Celent Model Bank Award
digital onboarding
RBC first
fully digital account opening with electronic signature
The problem you see may not be the one you have
Let's find the real problem and design a clear path forward.