We use a variety of research techniques to identify opportunities with customers.   Here is an illustration of our work in retail.

PROBLEM: We identified pain points in the customer experience, using ethnographic research. We helped client sell the solution internally by modeling its benefits.


  • We digitized a key part of the buying process, offering it as a feature in the app.
  • Use APIs to integrate to the legacy backend.


  • The feature became the most used feature in the app, contrary to our client’s initial view that the feature would not create sufficient value for their customers.