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Step into service design with our library of short articles, where we discuss the value and art of creating exceptional customer experiences.

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Embracing the “outside-in” perspective

In the context of the business world, it is important to recognise that customers are not just functional entities represented by entries in a... Read more

The power of a compelling vision in business: Lessons from Amul and The Body Shop

The Essence of a Vision-Led Business Strategy Read more

You can't buy passenger experience

The airport experience. For some, it conjures images of long queues, confusing signs, and mounting stress. But what if airports transformed from... Read more

Be vision-led, be successful

The Essence of a Vision-Led Organisational Strategy Read more

Engine’s Six-Step Methodology to Building Effective Customer Personas

Understanding the Heart of Your Customers At Engine, our 20 years of experience in designing services and experiences for global organisations... Read more

Understanding Your Customers: How Customer Personas Drive Business Value

Bridging the Customer Understanding Gap Organisations across sectors acknowledge the importance of being customer-centric. Most have a grasp on... Read more

A Masterclass in Perfecting Your Personas

In customer experience and business strategies, 'customer personas' have become pivotal in shaping the interaction between companies and their... Read more

The power of putting customers first: Unveiling the value of customer-centricity

In a rapidly evolving marketplace where competition is intense, what's the secret sauce for businesses aiming for sustained growth? The answer: We... Read more

Is your organisation truly customer-centric? Here’s your checklist

Customer-Centricity Defined In the rapidly evolving world of business, there's a burgeoning perspective that everyone is talking about - being... Read more

5 tips to start your customer-centricity journey

In today's rapidly evolving business environment, where customers are in control, adopting a customer-centric approach has become an essential... Read more

Customer-led vs Technology-led: Leveraging Service Design for Digital Products

Balancing customer needs with emerging technologies is the cornerstone of success in today's fast-paced and ever-evolving business landscape.... Read more

Building a strong case: Why you should be doing user-centred design

In today's fast-paced world, the most successful services and products are those that elegantly solve people's problems while aligning with their... Read more