/
CASE STUDIES
Innovating UX & CX since 2012
Real stories behind our work, showing how we solve problems, create impact, and help ideas find their place in the world. We have worked with Spotify, Microsoft, Mozilla, Hims & Hers, National Football League, La Liga, Government of Canada, universities, financial services, and many more.
/
CASE STUDIES
Innovating UX & CX since 2012
Real stories behind our work, showing how we solve problems, create impact, and help ideas find their place in the world. We have worked with Spotify, Microsoft, Mozilla, Hims & Hers, National Football League, La Liga, Government of Canada, universities, financial services, and many more.
/
CASE STUDIES
Innovating UX & CX since 2012
Real stories behind our work, showing how we solve problems, create impact, and help ideas find their place in the world. We have worked with Spotify, Microsoft, Mozilla, Hims & Hers, National Football League, La Liga, Government of Canada, universities, financial services, and many more.
/
BLOG
Latest insights
AI Strategy
/
Feb 26, 2026
Strategy for Measuring & Improving AI Products
The moment you plug your product into an LLM, you stop shipping predictable software and start calibrating a probabilistic system. Model upgrades can look like progress while outcomes stay flat, costs rise, and trust erodes in ways SaaS-era metrics can’t see. Your AI product strategy should look like an F1 team: horsepower is table stakes, winning comes from setup, telemetry, and constant calibration under changing conditions.
News
/
Feb 24, 2026
From Design of AI to Product Impact: Why the Future of AI Strategy Is About Measurable Value
PH1 evolved from Design of AI to Product Impact to focus on what matters now: measuring and scaling AI value. Discover why measurable impact defines the future of AI strategy.
/
BLOG
Latest insights
AI Strategy
/
Feb 26, 2026
Strategy for Measuring & Improving AI Products
The moment you plug your product into an LLM, you stop shipping predictable software and start calibrating a probabilistic system. Model upgrades can look like progress while outcomes stay flat, costs rise, and trust erodes in ways SaaS-era metrics can’t see. Your AI product strategy should look like an F1 team: horsepower is table stakes, winning comes from setup, telemetry, and constant calibration under changing conditions.
News
/
Feb 24, 2026
From Design of AI to Product Impact: Why the Future of AI Strategy Is About Measurable Value
PH1 evolved from Design of AI to Product Impact to focus on what matters now: measuring and scaling AI value. Discover why measurable impact defines the future of AI strategy.
/
2024
Future vision for Micrsoft's AI-native mobile devices
Safety concerns undermine use of AI features
Key finding
/
2024
Future vision for Micrsoft's AI-native mobile devices
Safety concerns undermine use of AI features
Key finding
/
2023
CX strategy prioritizing the future of Spotify's analytics & creator tools
User's data maturity dramatically shifts their needs
Key finding
/
2023
CX strategy prioritizing the future of Spotify's analytics & creator tools
User's data maturity dramatically shifts their needs
Key finding
/
2025
Reimagine the customer experience roadmap for Simon Fraser University
Organizational silos break the student experience
Key finding
/
2025
Reimagine the customer experience roadmap for Simon Fraser University
Organizational silos break the student experience
Key finding
/
2025
Develop corporate Customer Experience Action Plan & Journey Map
All riders need additional support at key moments
Key Finding
/
2025
Develop corporate Customer Experience Action Plan & Journey Map
All riders need additional support at key moments
Key Finding
/
BLOG
Latest insights
AI Strategy
/
Feb 26, 2026
Strategy for Measuring & Improving AI Products
The moment you plug your product into an LLM, you stop shipping predictable software and start calibrating a probabilistic system. Model upgrades can look like progress while outcomes stay flat, costs rise, and trust erodes in ways SaaS-era metrics can’t see. Your AI product strategy should look like an F1 team: horsepower is table stakes, winning comes from setup, telemetry, and constant calibration under changing conditions.
News
/
Feb 24, 2026
From Design of AI to Product Impact: Why the Future of AI Strategy Is About Measurable Value
PH1 evolved from Design of AI to Product Impact to focus on what matters now: measuring and scaling AI value. Discover why measurable impact defines the future of AI strategy.
/
BLOG
Latest insights
AI Strategy
/
Feb 26, 2026
Strategy for Measuring & Improving AI Products
The moment you plug your product into an LLM, you stop shipping predictable software and start calibrating a probabilistic system. Model upgrades can look like progress while outcomes stay flat, costs rise, and trust erodes in ways SaaS-era metrics can’t see. Your AI product strategy should look like an F1 team: horsepower is table stakes, winning comes from setup, telemetry, and constant calibration under changing conditions.
News
/
Feb 24, 2026
From Design of AI to Product Impact: Why the Future of AI Strategy Is About Measurable Value
PH1 evolved from Design of AI to Product Impact to focus on what matters now: measuring and scaling AI value. Discover why measurable impact defines the future of AI strategy.
Our Leadership
PH1 Research was founded in 2012 and leveraged human-centred design, rapid prototyping, service design, design thinking, strategic foresight, journey mapping, and service blueprinting with leading orgs. We specialize across the software, ecommerce, SaaS, analytics, education, financial services, higher education, entertainment, sports, and transportation sectors.
/
ABOUT US