Experience strategy

Set the vision and direction that will inform design and engineering.

Our philosophy

Great customer experiences start with a solid experience strategy.

As the bedrock of successful digital initiatives, strategy sets the direction for bringing your digital experiences to life. Without it, you will waste time on creating something that doesn’t meet your customers’ needs.

Strategist sketching out a roadmap for change

Our approach

Uncompromising on the customer

We leverage behavioural insight to understand how your customers experience your brand. By gaining a deep understanding of the pain points your customers have and the gaps in your current experience, we form a view of today which allows us to start thinking about tomorrow.

Vision for tomorrow

We help you create a vision of the future user experience for your business. To do this we draw on design thinking and business modelling. Once formed, interactive prototypes and technical proof of concepts bring this vision to life. 

Create alignment 

Having a clearly stated vision helps you to build the business case for your new product or service. This clarifies the future direction and promotes stakeholder buy-in for the resources you need.

A roadmap to deliver 

A robust roadmap and measurement framework will help you manage cost while staying on track to deliver your new customer experience. We identify all of the dependencies and deliverables required to turn your vision into reality and form complementary strategies for design and development operations and education that make it a reality.


What we can do to help you create a strategy and plan to bring it to life.

  • Ecosystem design
  • Customer experience transformation
  • Product and service innovation
  • ResearchOps
  • Stakeholder workshops
  • Design research
  • Qualitative research
  • Quantitative research
  • Product & service strategy
  • Proof of concept creation
  • Service design
  • Business design
  • Design thinking training
  • Content strategy
  • Research centre of excellence
  • Lightning decision jams 

Samples of our work

Experience strategy projects

Our work to help organisations think differently about their product and service strategy.



AXA XL launched the world’s first insurance cover for autonomous vehicles. Design thinking and collaboration right across their business moved the product from whiteboard to launch in three months.

Global logistics company

Global logistics company

We helped a billion-dollar company deepen its UX capabilities. A shared vision for future customer experience has informed a roadmap for investment and improvement over several years.

Get in touch

Pick our brains about the vision and strategy for your customer experience.

Contact Ed Walker, Business Development Director on ed@foolproof.co.uk.