Crafting Seamless Experiences

Where Innovation Meets User-Centric Design

Experience Design that Matters

Experience design is more than skin deep

Human-Centered Design (HCD) framework is the key to the success for today’s digital transformation projects.

A successful digital transformation project needs to cover all three aspects:
People, Business, Technology

Human-Centered Design connects all three aspects from a holistic approach and empowers Emotional Creativity, Process Creativity, Functional Creativity


Why experience design is important

In today’s competitive digital landscape, the companies with top-quartile scores (4 key metrics on the right) for their digital transformation projects, outperformed industry-benchmark growth by as much as:


Analytical leadership

Analytical leadership

Measure and drive design performance with the same rigor as revenues and cost.

Cross-functional talent

Cross-functional talent

Make use-centric design everyone’s responsibility not a siloed function.

Continuous iterations

Continuous iterations

De-risk development by continually listening, testing, and iterating with end-users.

User experience

User experience

Break down internal walls between physical, digital, and service design.

The business value of experience design

First Impressions

The UI is the first thing users see when they interact with your product or website. A well-designed UI creates a positive first impression and can engage users from the moment they land on your site or open your app.



UX design focuses on making products easy to use. If users can’t easily navigate your application or website, they are likely to become frustrated and abandon it. Good UX design ensures that users can complete their tasks efficiently and effectively.


User Satisfaction

A well-designed UI and a seamless user experience can lead to higher user satisfaction. Satisfied users are more likely to return to your product, recommend it to others, and provide positive reviews.


Customer Retention

A great UX/UI design can help retain customers. Users are more likely to stick with a product that meets their needs, is enjoyable to use, and doesn’t cause frustration.


Operational Cost Reduction

Well-designed products require less customer support because users can easily find the information they need and complete tasks without assistance. It also reduces internal operational efficiency. All these lead to cost reduction.



Proper UX/UI design includes considerations for accessibility, ensuring that your product is usable by people with disabilities. This not only expands your potential user base but also helps you comply with legal requirements.


Analytics and Improvement

Good UX/UI design often involves data-driven decisions. You can collect user data and feedback to identify areas for improvement, leading to iterative enhancements that keep your product relevant and competitive.


Trust and Credibility

A professional and well-designed interface instills trust in users. It signals that your organization is committed to delivering a quality product or service.

Our user experience design expertise covers entire user journey

  • Human-Centre Design/Design thinking consulting and workshop
  • UX strategy planning
  • UX/UI design development roadmap
  • UX/UI resource planning
  • Journey mapping
  • User flow/process mapping
  • Wireframing
  • Information Architecture (IA)
  • Accessibility testing (UX)
  • Propose, plan, and conduct user research and usability testing activities
  • Competitive analysis/Market search
  • Ongoing user behavior insight report
  • Propose product improvement opportunities
  • Conceptual development
  • User interface development
  • Design system development
  • UI library setup
  • Design file migration
  • Implementing conversion tracking strategy
  • Propose product iteration direction
  • Plan and execute constant A/B testing, multi-variant testing, or 0/1 measurements for live product
  • Content strategy
  • Concept development
  • Content development
  • Proof reading/Content QA
  • Accessibility testing (Content)

Our Human-Centered Design Process

Human-Centered Design is not a linear process but a cyclical one, where you may revisit and repeat phases as needed to achieve the best possible outcome. It emphasizes empathy, creativity, and a user-centric approach to problem-solving.


Option 1

Full UX/UI Development for Digital Product

01: Empathize

Understand the User: Start by empathizing with the people you are designing for. This involves conducting research, interviews, surveys, and observations to gain a deep understanding of their needs, desires, and challenges.

Create Personas: Develop user personas to represent different user groups, which can help in visualizing and addressing user needs more effectively.

02: Define

Identify the Problem: Based on the insights gathered during the empathy phase, define the core problem or challenge you want to address. It’s important to frame the problem statement in a way that is specific and user-centered.

Create a Problem Statement: Clearly articulate the problem statement, which will serve as a guiding focus throughout the design thinking process.

03: Ideate

Generate Ideas: Encourage creative brainstorming sessions where team members produce a wide range of potential solutions, without judgment. Use techniques like mind mapping, brainstorming, or the “How Might We” approach to spark ideas.

Storyboarding and Sketching: Visualize and sketch out potential solutions, scenarios, or user journeys to communicate and refine concepts.

04: Prototype

Create Low-Fidelity Prototypes: Build low-cost, low-fidelity prototypes of your design concepts. These can be paper sketches, wireframes, or digital mockups. The goal is to quickly test and iterate on ideas.

Iterate: Continuously refine and improve your prototypes based on user feedback and testing results. This phase involves multiple iterations to get closer to the final solution.

05: Test

User Testing: Conduct usability testing with real users to gather feedback on your prototypes. Observe how users interact with the design, listen to their feedback, and identify pain points or areas for improvement.

Iterate Again: Based on the feedback received during testing, make necessary changes and refinements to your prototypes. This process may involve going back to the ideation or prototyping phases.

06: Implement

Develop the Final Solution: Once you have a refined and tested prototype, move forward with developing the final solution, whether it’s a digital product, a service, or a physical product.

Iterate Continuously: Even after implementation, continue to gather user feedback and make improvements to ensure that the solution remains user-centered and effective.

Option 2

Mid-cycle Engagement for UI/UX Improvement


Product Assessment

Understand the User and Business Needs:

  • This involves conducting research, key stakeholder interviews
  • Observations to gain a deep understanding of their needs, desires, and challenges.

Define Personas:

Develop user personas to represent different user groups, which can help in visualizing and addressing user needs more effectively.

Existing Service Process Mapping

UI/UX Improvement Proposal

Solution will be based on Microsoft Dynamic guidelines

  • Improved Process Flow
  • Information Architecture (IA) refinement
  • Wireframe development (Low-fidelity, Hi-fidelity)
  • Visual design
  • Interactive Prototype (optional)
  • Usability testing (optional)

Option 3

Add-on Services as needed


UX Assessment


User Research

UX Strategy


Design Thinking

Interaction Design


Inclusive Design

Design Systems

UX Validations