What if your greatest opportunity is outside your field of view?

Many companies across different industries struggle with low NPS scores, customer churn, and broken relationships.

In a fast-paced environment with a fragmented view of the system, teams often lack a clear understanding of the bigger picture — leading them to seek solutions through a narrow and short-term lens. By optimizing one part of the system, they may unintentionally harm the whole.

The truth is: friction-filled experiences don’t just drive customers away — they also hide a sea of opportunities for improvement and even new business models.

A strategic Design process — supported by research methods and journey mapping that goes beyond the digital layer — can uncover costly, complex features that add little to the user experience. On the flip side, it can also reveal untapped value for your audience and spark entirely new ventures.