Product, marketing and support each improve their own step, sure they know what customers need there. Nobody has followed one customer from start to finish, so each fix quietly breaks the next.
Your customers aren’t in the meeting. Someone has to speak for them.
That someone can be you, with our books, tools and live workshops.Or it can be our team, inside your business.
Take the Customer Healthcheck
See the booksEight questions your customers wish you could answer.
When Myer heard its customers first, it measured $27m+ in uplift. When Telstra Health did, it united eighteen acquired companies for a third of the budget.
Picture the meeting where the last big decision was made.
Finance had the margin forecast open. Engineering had already sized the build. Sales wanted the fix the last prospect asked for. Legal and security were adding guardrails to every idea. Marketing was drafting the launch slogan.
Every part of the business had someone speaking for it. Except the customer.
They weren’t invited. So whoever was most senior, or most certain, spoke for them instead. A founder’s memory of a customer conversation from two years ago. An engineer’s weekend idea. A competitor’s latest release.
That may be why the last thing you shipped barely moved the number.
Do you make these four mistakes with your customers?
Most teams make at least one without knowing it
Every feature was built because someone was certain customers asked for it. Few were checked with a customer first, so people now meet several ways to do the same task.
Price is the easy answer on the way out. The real reason showed up months earlier, when visits dropped and customers stopped finishing a step.
An acquisition, replatform or restructure handed you a product built on someone else’s conversations with customers. Those people have gone, and so have their notes.
What gets measured, gets improved
eCommerce / Retail
Myer
$27m+
in measured uplift
A combined sign-up for Myer and MYER one customers, A/B tested and attributed to revenue.
Healthtech
Telstra Health
$550k
delivered against a $1.6m budget
Eighteen acquired companies with no shared technology. Discovery, strategy and a design system to unify them.
SaaS
Startup Goal
422%
lift in activation
Activation was broken and everyone blamed pricing. The cause was step three of onboarding.
Now AI speaks for your customers too.
My team uses it every day. It pulls the patterns out of a hundred session recordings before lunch and builds a prototype by dinner. My books show you how to do the same.
Every answer AI gives about your customers is a risky guess.
Your customers are the ones who sit through your checkout at nine at night and decide your competitor is easier to deal with.
Your business exists because a customer chose to open their wallet.
They live with that choice long after the purchase, through the ups and downs of that purchase decision, and they tell their friends about both.
So we use AI to do the sorting, and we make sure your customers are heard before anything gets built.
Hello, I'm Anton.
For sixteen years, I've been the person in the meeting who had spoken to the customers.
At Myer, that work was worth $27m+ in measured uplift. At Flybuys, it helped move twelve million members onto a new platform. I've done the same at Telstra Health and Versent, and for startups and scale-ups that couldn't afford to get it wrong.
I write about this work for UXmatters. I built MethodLoop, a library of practical tools for practitioners, and Testerr, so any team can put its product in front of design experts and real people and hear what they have to say.
I wrote three books so any designer can do this without me. For leaders who'd rather hand it over, I take on three or four clients at a time.
Stop guessing what customers want. Embed their evidence in every business decision.
Design Compass® is our trademarked system for embedding lean UX research, lean design systems and voice of the customer programmes into a business. Five stages take you from no system to one that feeds customer evidence into every decision: plan, research, design, test and embed.
At every stage, you know what to do, which method to use and what done looks like, and there’s a customer check-in before you begin. Designers learn the system from the books and workshops. For leaders, our team installs it.
Why UXDesigned
A customer voice in every big decision.
Quick wins in the first month
We find the experience problems costing you most, and fix the ones that can be fixed fast.
A written order of operations
What to fix, in what sequence, and what each is worth. Updated every month.
A senior voice in the room
Someone speaks for your customer in every major leadership decision.
A team that delivers
Our team installs what is missing through guaranteed sprints, so the work does not stall.
Decisions you can defend
Real customer evidence sits behind every major call, so your leadership team can stand behind it.
Your attention, not a queue
We work with three or four organisations at a time, so each one gets real focus.
Take their word for it.
Rarely do you meet an individual with the vision, strategy, and drive to transform a business. Anton is just such an individual. He produced a clear and concise strategy and embodied the lean start-up mentality, his enthusiasm, detail, and deep knowledge made him excel as both a project lead and product owner.
Troy Bebee
CTO, Google Cloud
Anton is a deeply impressive Design Leader with a breadth and depth of digital domain expertise that is extremely rare in the Australian market. He brings holistic design thinking together with commercial acumen and data-driven thinking. Anton isn't merely world-class, but world-beating.
Stu French
Chief Digital Officer, AGL
Anton's a high-class design leader who has worked in very challenging environments. He thrives when faced with challenges. User experience is his bread and butter, and he works tirelessly to champion that mindset.
Jordan Barnard
Director, EY
An invaluable team member with the innate ability to simplify complex design problems, delivering effective and engaging user experiences. I know, right... an absolute unicorn!
Angela Edwards
Founder, Elli Cares
Have it done for you or do it yourself.
Done for you
For leaders whose product experience is now holding back growth, retention or the confidence of the people they report to.
- Advisory gives you quick wins in the first month and an order of operations your leadership team can defend.
- Sprints put a team inside your product to install a capability. They're guaranteed: if the result isn't there, we keep working until it is.
Do it yourself
For designers, researchers, product managers and founders who want the method in their own hands.
- A step-by-step book for $6.99.
- A live monthly workshop for $29.
- Both are guaranteed.
Your next big decision may be made without a single customer’s words in it.
At Myer, one change that came from listening to customers has banked more than $27m