ux research approach

Making things work for people

The experience matters. What's good for your audience is good for your business. Establishing the experience first is instrumental for early validation and helps you deliver something more people want.
  • Magnifying Glass and Pencil
    De-risk the design

    Get the necessary insights and drivers before you commit time and resources to design a product or service. The result? Higher engagement and a predictable experience at launch.

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    Understand use

    When you understand the experience early with your audience, you create a focused strategy that has higher quality requirements at the start of your project. This leads to meeting both your user's needs as well as your business needs.

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    Repeatable success

    Innovation is a constant in business. Doing it in the right way allows you to deliver ongoing value in tune with your audience's needs and desires. Today and in the future.

Let's create your shorter path to awesome. Together.

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How we Work

Experience Thinking

How we Work

Experience Thinking


The experience is not created in a vacuum or as an afterthought

There are four key experiences that need to be considered to improve and innovate customer and user journeys: Brand, Content, Product, and Service. Often, all four need to be researched, strategized and designed in close collaboration with all stakeholders.
Deliver the brand promise through the brand experience


Defining a strong brand requires a process of discovery to define your vision and design for the qualities you want associated with your organization. This means your brand becomes not just what you want it to be, but also what your audience thinks and feels about you over time.

ERICA WIEBE Brand Experience arrow

The team provided professional advice and thought-provoking questions to shape the purpose and future direction of my goals. It was an absolute pleasure working with! ERICA WIEBE, OLYMPIC CHAMPION

Match user expectations


With ever growing information available to us, Content is now the product. Different media, big data and machine learning helps to interact in a way that makes sense to us. Understand how users think so you can match the way they want to find information. The need to design your Content so it enhances the Product and Service experience is higher than ever.

Involve users early and often


At some point, your product or service will be used by your customers, so why not involve them during design? When you engage people in the process early, you learn if the flow and interactions work as envisioned and deliver an intentional experience at launch. Successful organizations apply the right mix of business, customer and user input, this puts the focus squarely on the experience.

Eliza UX design arrow
The big picture


Service design connects the points of the experience. Since people experience your organization often through the service they receive, we need to design the service as an end-to-end experience. Here is where we tie brand, content, and product experiences together to make them work successfully in a connected, holistic way.

Journey Strategy arrow

Akendi gave us greater insight into our users, their customer journeys and their behaviours, allowing us to better position ourselves to respond to their needs in a way that met their expectations. DIRECTOR OF SEASON-SEAT MEMBERSHIP & GROUP TICKET SALES CHRIS ATACK

People don't just buy products, they buy experiences

No matter what experiences you're looking to create, Experience Thinking is essential to delivering cohesive, remarkable experiences that will delight long after the initial encounter. Let's get started.
Are you ready to embrace better?
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Clients We've Supported with Experience Thinking

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Clients we've helped with Experience Research





Finance & Insurance

CRI Canada



Government & Public Service

City of Edmonton

Government of Canada

NB Power

University of Toronto


Canadian Digestive Health Foundation

Health Canada




Ontario Medical Association

Interested to know more about Experience Thinking?

Take a deeper dive into Experience Thinking with the published book, "Experience Thinking: Creating Connected Experiences" by Tedde van Gelderen, the President of Akendi.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.