Customer experience

Design customer experiences that deliver business value

A member of the Equal Experts network looks intently at a laptop computer screen during a coworking day.

Create intuitive, user-centred digital products and services that boost adoption, engagement, and customer satisfaction.

Through user research, UX, UI and service design, we help you uncover customer pain points and identify new opportunities to create great experiences that drive increased engagement, brand reputation and revenue.

What we do

User research

We start with users to understand their needs, pains, motivations and behaviours. By putting people at the heart of the design process and basing decisions on insights or evidence, your products will be more successful and deliver the impact needed.

User experience design

We create elegant, inclusive design solutions that bring the product vision to life, with considered use of interactive design patterns, tone of voice, brand and product values. Great UI design builds trust and credibility with users, leading to better product retention, engagement and advocacy.

Content design

We design and structure digital content to remove ambiguity and friction to help users complete a task or consume information, significantly improving user experience and user interface. We understand user needs, design for accessibility, and localise language for different contexts.

Service design

We explore different end-to-end user scenarios and roles, considering the user experience online and offline. In taking a holistic approach, we gain insight into the systems and processes that enable the product or service and help teams collaborate to deliver a successful, joined-up user experience.

Prototype design and testing

We bring ideas to life quickly through low- and high-fidelity prototypes, allowing teams to explore concepts, gather feedback, and refine solutions early. By testing with real users, we uncover usability issues, validate design decisions, and build confidence before investing in full development.

Why Equal Experts?

We combine deep expertise with a practical, collaborative approach. Our designers typically bring more than 10 years of experience working in customer experience across the public and private sectors.

Our consultants are empathetic and considered, creative yet pragmatic and include user researchers, service designers, content designers and user experience designers. Alongside our skills and expertise, we also bring leadership, passion and knowledge, and we’ll invest time with your teams to build in-house capability.

We work closely with your people to co-create intuitive, user-centred services that deliver measurable impact within customer experience. By putting users at the heart of what we do, grounding decisions in real user insight and aligning approaches with business goals, we help you unlock more value, faster. Whether refining an existing service or launching something new, we’ll help you embed lasting capability and create experiences that drive adoption, engagement, and trust.

How we help our clients with design

Case Study

Raising a glass to customer experience at Waitrose Cellar

Case Study

John Lewis & Partners: Designing for complex user interfaces

Case Study

De-risking Fast Iron’s feature delivery

Case Study

Leveraging technology at Travelopia to make customers happier

Case Study

Putting users at the centre of platform design

Case Study

Synchronising a clearer user experience

We achieved the GDS digital by default service assessments by making sure we had a strong multi-disciplinary team in place, we cared about our users and their needs, and we were continually improving and iterating our service. In short, our aim was to make sure we had a service so good that people wanted to use it.

Milan Bogunovic

UK Visas and Immigration Services Manager , Home Office

Read the case study