Build products that customers want
We answer questions about customers, competitors, and how to best leverage emerging technology to gain an advantage
Get startedOur Work
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/4dKwHrMJHPQNFx63IOFh6e/b325165a0b013dafada8d027ac09bcd9/Spotify_For_Artists_carousel_image.png)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/6cn8aCcrh2nxHQ7sNrMknk/61b0cbe8a7a5ca0022b00755263197a7/Spotify_Logo_RGB_White.png)
Build the next generation of Spotify for Artists creator platform & analytics
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/2lt34stem25QkHDUadpx7G/8c5fb00b06a1d884821696e8d58a8148/Bell_White_small_transparent.png)
Define future retail opportunities for telecom stores in 2030
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/6q60QhbE3KEGtWpyi5CUT0/4e105a88f6799cae9f7570cfab36ff4f/moz-logo-1color-white-rgb.png)
Become the most trusted security product suite by households internationally
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/27OX8O4cb2CTmosstFbwyY/5ee3e320bee46d12ec7f0ed1a2afc4bb/1354725238.0.jpg)
Research and launch the most exciting NFT project in sports
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/5VpXafFTniOQ2nMcm6Isnb/40fde4cba2d7367d79794fb9a1adc865/lightning-photo-355989_carosel.png)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/3oMaRS1WSaxag32l9fJS7t/db8a1ac6da2a0232f9f711222d35d84b/twn_logo_white_square.png)
Making Canada's leading weather app more useful & more profitable
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/pDsMGg8Q5bpns1nCt8IcM/fe322f581ae2f794fe9bb1bb4cc8e673/telus-video-screen.png)
Improve customer satisfaction & reduce customer support calls
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/1Uw1KbjzCsSqTw0JV4jPjn/580c9c1986bb7da026cb167d194864e1/photo-lois.png)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/4mH5xuEZqj5clr1xIuuBQ5/561ef72603d40ca2a0094de5d18ddfb1/white-dell-logo-150p.png)
Turn an under-used product into a mission critical enterprise platform
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/1OP8sBYTzJaiCZ7Yjd3eHQ/f43a187d44725f263b4fdee696ada2dc/Screen_Shot_2022-04-14_at_8.10.04_AM.png)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/5fskfbFCKLnPZJ4DttJ14h/dcf4500cbfc567443ac463b1cc64852a/Braintrust_Logo-inverted-200.png)
Define the roadmap for the world's leading Web3 talent platform
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/37jyokqlzpZZbrRyhyQqFM/db820e3776beb6f89799dc0c5383f7bb/dsf-hero_carousel.jpeg)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/4aPwWc3evlDlALUYYLWsrE/081658a393e9d8a8c10a6746730dbc83/dsf_logo_transparent.png)
Finding a better way to connect with donors of all generations
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/47jQrp8tpDAAkI7WZMR1GX/611c2709725c56404a80dde7fdb2011c/bc-ferries-carosel.jpeg)
Create CX Master Plan for one of the world's largest ferry operators
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/1zw55tAAeOuRK5UY5zUnhP/46ceea4a405408325e7f1e3f736ef312/questrade_carosel.jpeg)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/3d0E3Gf2SINJCypK4wPpob/a79219c91dfd673ee9d4704049ee5546/logo_questrade_white.png)
Improve online brokerage platform's conversion rate
![Case study relevant image](http://images.ctfassets.net/ul1bth2hey8p/6eqYD8rQbN7Z3Zp9xHjUED/74ed6f16603cf284de4187bf1b371605/Vancouver_Aerial_cropped.jpeg)
![Client the case study was completed for, logo](http://images.ctfassets.net/ul1bth2hey8p/3Oi7PEDmgT3FAz0KwqOyyN/6709704d45463748640bd711f7f86ca8/tvan_logo.png)
Create a Customer Experience Plan for Vancouver's Tourism Board
Our clients
![Spotify logo](https://images.ctfassets.net/ul1bth2hey8p/26nNdCSHhA2KOlZNbtPyYd/a45c60cd063aa78e148c0e60c9ceb9bb/Spotify_logo.png?h=250)
![microsoft client](https://images.ctfassets.net/ul1bth2hey8p/1MdIuvrEzysuCGH9Wo03Om/43f42ff201fbe90e65099b7ff89b077b/microsoft_grey_logo.png)
![mozilla](https://images.ctfassets.net/ul1bth2hey8p/54wVJdY91cAy6K1PuYCo7X/d34e1da4796800f76f68f57bb0f31680/Mozilla_Corporation-Logo.wine.png?h=250)
![The Weather Network](https://images.ctfassets.net/ul1bth2hey8p/59rJ0UxkFTEGAz6H7hBpqQ/45062ce47946739a9aed0b1b73a5459e/TWN_logo.png?h=250)
![Dapper Labs](https://images.ctfassets.net/ul1bth2hey8p/7zPeee3r4hsBklnrgTxNtc/dfa87115844f368d3061c0e96438df3d/dapperlabs.png)
![TELUS](https://images.ctfassets.net/ul1bth2hey8p/2BkS83sdKDFzfjmFEVgVDT/20d6e5480508229f3e6023b9f5784d11/Telus-Color.png)
![NFL](https://images.ctfassets.net/ul1bth2hey8p/3cCV41voUbYy68eveGTMC0/edade40ed988861f76999ea5f31e1670/nfl_logo.png?h=250)
![Indigo](https://images.ctfassets.net/ul1bth2hey8p/7dOsjx9Yk6oHq6fDKi6hKN/56845f2208571ca158afbfb6b85c0703/Indigo-Color.png)
![dell](https://images.ctfassets.net/ul1bth2hey8p/1GA3UXHs5SnmjaJUpdhGsi/c4c31256c1b8390721601fb533d981f5/DELL_LOGO.png?h=250)
![bcferries](https://images.ctfassets.net/ul1bth2hey8p/6jmNj5FnWajOdtjdtKQd95/f7d4d316744ba7baaabd058702c9f1fd/BC_Ferries_logo.png?h=250)
![new relic](https://images.ctfassets.net/ul1bth2hey8p/oxCwFNRtlaZ7EmUIZd0HV/fb7f5875d6925c567363a623e6a90c44/new_relic_logo.png?h=250)
![David Suzuki Foundation](https://images.ctfassets.net/ul1bth2hey8p/6IB5mwXXiEQhf5jTiVn2vq/e96f04e0e1cbe3e490c1af27ff225dc6/david_suzuki_logo.png?h=250)
![UFC](https://images.ctfassets.net/ul1bth2hey8p/7blu6kFkz2w3JUEeZ3FUbR/7c998ea4f6213434bfd93dc307dcf91a/ufc.png)
![Vancity](https://images.ctfassets.net/ul1bth2hey8p/6uMXJ7UTryHhLCWg8r60Fc/72a804df20bf9f9b3093a132583247d3/vancity_logo.png?h=250)
![Government of Canada](https://images.ctfassets.net/ul1bth2hey8p/5NWj16TBKXhiHdplHOuxy9/de08a4b29b72fbbd64409e72abee8cdc/GovCanada-Color.png)
![University of Waterloo](https://images.ctfassets.net/ul1bth2hey8p/2tO8B9oELak3hBtM9ZR43R/37cc47abda8f2144ea3bc57c6628561c/Waterloo_logo.png?h=250)
How we help product teams
Explore possibilities of AI to boost your business
Scan which innovative uses of AI can benefit your business & get user feedback relevant ones
Learn MorePinpoint AI value drivers for your target customers
Find out which specific features and use cases your target customers would switch/upgrade for
Learn MoreDefine products & services customers want
Conceptualize & test a range of potential AI products so that your team knows where to focus
Learn MoreWhat We Offer
Customer Experience
Strategies to improve customer satisfaction & enhance services
Service Design
Map your service ecosystem & solve complex challenges
UX Research
Benchmark product performance and improve usability & conversion
Innovation Sprints
We recruit, research, rapid prototype, and test new products or features
Behavioural Personas
Actionable customer insights to shift their customer journeys
Futures & Roadmaps
We prioritize improvements & innovation opportunities
Upskill Your Team
![](http://images.ctfassets.net/ul1bth2hey8p/15xL51ck5NGL0oGHHDowNG/a8e6cb8b18d41ec6ba288a39d85aa1bc/DesignofAI_art.png)
Strategy, AI, Design, Product
Build AI products that customers want | Design of AI podcast![](http://images.ctfassets.net/ul1bth2hey8p/7kQ3QH8pUrsDw9SJGemmMQ/65fdfa11c53526896cd9eb144d1d0917/evolution_of_digital.png)
Strategy, AI, Design, Product
The end of UX? This is the start of the service design of AI![](http://images.ctfassets.net/ul1bth2hey8p/7kxB5zCvlu5X709RjkQVgt/7e420dbda96938961508c6268db08892/Futures_thinking_hero.jpeg)
Innovation methodology
For More Impactful UX Strategy, Use Futures Thinking![](http://images.ctfassets.net/ul1bth2hey8p/7ng7GSDryFI3Bl3SFH7aNg/29dfc4c6f3a686c8790e469abfd18d91/PH1_modified_double_diamond_for_innovation_research.png)
Innovation research guide
Guide to researching new products & testing concepts![](http://images.ctfassets.net/ul1bth2hey8p/ppXURcQ0bx8yIMt5Wg3nA/a5e9a661354f55597240eb4f10ca769d/superrare-uxflow.png)
Audit & analysis
Web3 has a major UX problem![](http://images.ctfassets.net/ul1bth2hey8p/3u9xKJx64NMnlE3qxfm5H8/aa9d4bd8e8ca48d40c8e07d70d00c03d/uncertainty.jpeg)
Innovation methodology
A guide to overcoming uncertainty impacting your product or service![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Methodology and Examples
Intro to Service Design![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Strategy, Methodology, Service Design
PH1 Research's Service Transformation Methodology![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Methodology and Examples
Intro to Innovation Sprints![](http://images.ctfassets.net/ul1bth2hey8p/58513gTfhOn6pBYa44BDP8/9cd5d763d9599685bf5253daef690b9c/fandom.jpeg)
Innovation methodology
Turning Fandom into Revenue with Web3![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
About Us
Our Epic Annual Remote Retreat: Colombia Edition![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Methodology and Examples
Intro to Customer Experience![](http://images.ctfassets.net/ul1bth2hey8p/1xURWX5vfb0DgZ9bUc0M49/38807e3acce87825bc2cb6771bc39d66/noun-customer-2276565.png)
Tips & lessons
How to create customer journey maps & journey mapping tips![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
UX, strategy, human-centred design
UX needs to set the bar higher than usability![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
CX, UX, Research
Becoming customer-centric: What most organizations get wrong![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Tips & lessons
Strategies for success: Usability testing & user research of government websites and public services![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Public health guide
Information Architecture for Public Health Organizations![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
CX, Toolkits
Becoming customer-centric: 3 toolkits to measure your Customer Experience![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Research, COVID-19, Lessons
3 lessons: Becoming an adaptive & resilient organization![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
CX, UX, Research
Innovating your organization begins by understanding your customer experience![](http://images.ctfassets.net/ul1bth2hey8p/354nLGTAmUK21lG7KWAhql/509d4aedee5d689481d27b3058460758/social-recruit.png)
Tips & lessons
Recruit the right audience for your research: Social media recruitment![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Strategy, Travel, Lessons
10 business lessons we learned travelling around the world![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Tips
4 ways we helped entrepreneurs and business leaders around the world![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Strategy, Gamification, Marketing
Guide to gamification: strategies to increase engagement and make your audience feel special![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Article, Innovation, Competition
It’s time to realize you’re already competing with Amazon, Google, Facebook, Apple![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Innovation, Engagement, Future
Forget VR — Mobile cameras are the greatest innovation your business must embrace![](https://via.placeholder.com/960x1440.webp/c3c3c3&text=%E2%80%8F%E2%80%8F%E2%80%8E%20%E2%80%8E)
Innovation, Future-proofing
Thanks to Google, the end of the mobile app is near