Two decades of putting users at the centre of design decisions.
We're a user research and experience design consultancy based in Wellington, New Zealand. With over 20 years of experience across government, healthcare, technology, and professional services, we help organisations build products and services that genuinely meet user needs.
Our approach is grounded in rigorous research methodology, combined with practical experience delivering results in complex organisational environments. We believe that understanding users isn't just about running studies - it's about building empathy across teams and embedding user-centred thinking into how organisations work.
Our founder, Michael Dutton, holds a Master's degree in Human Factors in Information Design from Bentley College's McCallum Graduate School of Business, and a Bachelor of Arts in Psychology from Rollins College.
We believe in doing business the right way. These principles guide every decision we make and every engagement we take on. They reflect our commitment to ethical practice, genuine partnership, and the values of Aotearoa New Zealand.
You hire us to be experts in Experience Design, not to be experts in your business. We bring deep craft knowledge while respecting that you understand your domain, customers, and constraints better than we ever could.
We produce work that we are proud of, and we get work because of our work. No slick sales pitches or over-promising. Our reputation is built on the quality of what we deliver, not what we say we'll deliver.
We tell you what you need to hear, not what you want to hear. If we think you're heading in the wrong direction, we'll say so respectfully. Good advice sometimes means challenging assumptions.
We charge fairly for our expertise and are upfront about costs. No hidden fees, no scope creep surprises, no inflated estimates. If something will cost more than expected, you'll know before we proceed.
Research involves real people sharing their experiences. We treat every participant with respect, ensure informed consent, protect privacy, and give back where we can. People are never just "data points."
We are guardians of the data and insights entrusted to us. We handle sensitive information with care, maintain confidentiality, and never exploit research findings for purposes beyond what was agreed.
We decline work that doesn't align with our values or expertise. If we're not the right fit, we'll tell you and try to point you in a better direction. Taking on the wrong project helps no one.
We design for everyone, including those often excluded. Accessibility isn't an afterthought or a compliance checkbox—it's fundamental to good design. We advocate for users who may not have a voice at the table.
We're proudly based in Aotearoa New Zealand and committed to our local community. We bring international best practice while understanding the unique context of working in this place—including our obligations under Te Tiriti.
Every engagement should leave your team more capable, not more dependent on us. We share our methods, build internal skills, and aim to work ourselves out of a job. Your long-term success matters more than our repeat business.
Recommendations are grounded in research, not assumptions. We bring methodological rigour to every engagement while remaining pragmatic about constraints.
Research is most valuable when teams are involved. We work alongside your people, building shared understanding and capability along the way.
Insights without action are wasted. We focus on delivering clear, prioritised recommendations that teams can actually implement.
Working in Aotearoa means understanding diverse perspectives. We bring sensitivity to cultural contexts and a commitment to inclusive research.