Our toolbox contains a range of collaborative methods that have been honed and innovated over 40 years. What underpins them all is a human-centred approach.

people-standing-inside-airport-2767767-1
People First

Our human-centred lens sees your business through the eyes of your customer. Standing in the shoes of your customers is the first step to insight.

  • You benefit from a perspective that is hard to see and understand.
  • It helps you to focus on meeting your real customers’ needs.
  • Designing from the “outside-in” has been shown to be a great way to build customer-centric thinking within your organisation.
Service design workshop
Research Led  

What do your customers really think and care about? Our research turns insight into tools for strategic decision-making.

  • You get the benefit of evidence to guide decision making.
  • Your team has great confidence to go ahead based on regular feedback from your customers.
  • The insights enable you to embed customer thinking across your programmes.
  • Remove internal biases by adopting a truly customer-centric view.
SofiaYangMartinezPhotography-42
Thick Data

Big data only tells half the story. You need research and insights that get you the ‘why’, not just the ‘what’ to your customer-centred questions.

  • A qualitative research approach compliments your data to ask the right questions and explain customer attitudes & behaviours. 
  • Develop new products and services that fit with how people want to use them… not the reverse.
  • Avoid blind spots that can result by being led by the ‘what’ and not the ‘why’.
Service design mapping
Thinking Left to Right 

How do your customers view your business? Our research doesn’t just tell you – it shows you their experience from A-Z. 

  • You benefit from seeing their perspective across the journey – before, during and after – and the perceptions that drives
  • You can better understand the interactions between all of the user touchpoints.
  • Our end-to-end thinking connects the dots and shows the importance of getting every moment right.
0842-SK-CCD-Blackfriars-Hi-009
Delivering for your customers

Step one is designing what your customers want. Step two is designing to deliver on that promise.

  • We help you to look at this across processes, people, place, products and data.
  • You get a more effective and efficient operation that is totally focused on your customers.
  • Happy staff = happy customers – you can design your organisation with more valued and meaningful roles.
Visitors at Victoria & Albert Museum
Co-creation

Involving stakeholders in the design process brings a deeper understanding of needs & wants, and better outcomes. 

  • You get more feedback on the implications of the project across your organisation – from back-of-house to front-of-house.
  • You get buy-in and a stronger sense of ownership with your staff at all levels.
  • It can help you to grow a culture of collaboration and innovation.


Featured Projects



Sharing boards during CCD's V&A action research.
Wayfinding and behavioural research for the Victoria & Albert Museum
04 Dec 2019
Defining the passenger experience vision to secure investment for Dublin Airport
Defining the passenger experience vision to secure investment for Dublin Airport
27 Nov 2018