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Purple Shirt is excited to announce that we are now an Elemental Concept company.

We are thrilled to share that Purple Shirt has officially joined the Elemental Concept family! This new chapter opens up exciting opportunities for innovation and collaboration.

Our work

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Air New Zealand

Partnering with a world-leading airline

Customer Experience Strategy, Digital Product Strategy, UX Research & Design, Service Design, Employee Experience

For over a decade, we delivered world-first innovations, accelerated transformation programmes, and helped shape globally recognised customer experiences with Air New Zealand.

Air New Zealand

Reimagining Inflight Entertainment as a strategic customer channel

Product Strategy, UX Research & Design

Arvida

Supporting change through a clear view of the employee experience

Employee Experience

HR managers taking notes with agentic ai on computer

UK Client

Empowering HR leaders with an agentic AI for people analytics

Tech Consulting, Software Development

Air New Zealand

Partnering with a world-leading airline

Customer Experience Strategy, Digital Product Strategy, UX Research & Design, Service Design, Employee Experience

Air New Zealand

Reimagining Inflight Entertainment as a strategic customer channel

Product Strategy, UX Research & Design

Arvida

Supporting change through a clear view of the employee experience

Employee Experience

UK Client

Empowering HR leaders with an agentic AI for people analytics

Tech Consulting, Software Development

Purple Shirt Studio | From idea to scalable product.

Purple Shirt Studio combines great design, modern engineering and AI assisted delivery to move you forward faster. Perfect for start ups and SME's who are serious about technology solutions and digital products that last.

Learn more about Purple Shirt Studio

Latest articles

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Is SaaS dead?

Purple Shirt Studio replaces its SaaS-based time-tracking tool with a bespoke internal platform better aligned with how the business operates. The new system connects project estimation, time tracking and reporting, providing clearer visibility into budgets and profitability while reducing ongoing subscription costs.

March 12, 2026

What we’ve learnt from developing service delivery models

Over the past 12 months, we’ve worked alongside some of New Zealand’s leading organisations to design new service delivery models. In every case, the drivers were familiar: growing customer expectations, stretched teams, the need for team consolidation, legacy ways of working, and the need to deliver more consistent outcomes at scale.While the contexts differed, the lessons were remarkably consistent. A good service delivery model is not just an operating diagram or a set of roles and processes. It is a shared understanding of how a service is meant to work, for customers and for the people delivering it.

February 2, 2026

How legacy systems slow growth

Most organisations rely on legacy systems to keep their business running. These systems may not be new or exciting, but they underpin critical operations and enable everything else to work. The challenge is that maintaining them often absorbs a disproportionate amount of internal development time, slowing progress on the initiatives that really matter. At Purple Shirt, we help organisations reclaim that time. By taking care of legacy systems through our specialist global teams, we enable internal developers to focus on strategic work that drives growth, innovation, and value.

January 28, 2026

The Purple Shirt Mentoring Programme

Next intake mid-2026

January 20, 2026

“Working with the Purple Shirt team was an incredibly rewarding experience. We gained deep insights into not just what our clients want to achieve, but also what works for them, what doesn’t and the role they want Milford to play in helping them achieve their goals. Our thinking was challenged throughout the process, and as a result, we now have a robust client experience framework, cemented in client research, to not just guide all future client experience enhancements, but also to help us prioritise which enhancements to go after first.”

Nina Hassall

Senior Manager Client Experience

Milford Asset Management

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Working with Steve and the team at Purple Shirt has been revolutionary for SchoolDocs. They have helped us recognise the potential of our product, providing insightful, client-focused evidence and data that has supported us to scale and transform. The quality of engagement with Steve and the Purple Shirt team has been exceptional. Their passion for customer experience has inspired us to be bold and ambitious about our business, fostering a renewed sense of purpose across our whole company.

Jane Gregg

CEO

SchoolDocs

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Purple Shirt has been instrumental to the success of our next generation of airport operational and financial software. It feels like Purple Shirt have become part of the Veovo family.

Holger Pleiss

Solutions Manager

Gentrack

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"Purple Shirt partnered with us on two generations of our inflight entertainment experience, which contributed to Air New Zealand winning two international awards. More than just a UX partner, they gave us the confidence to deliver a series of world firsts for the aviation industry."

Paul Harper, Product Manager, Air NZ

The Purple Shirt team not only helped us navigate through a critical period in our Zeno product development process, but they also worked with us to build out a thoughtful and consistent approach to design and user experience. This has given us the internal capability to carry forward across our organisation and has been tremendously valuable for Serko.

Charlie Nowaczek

Chief Operating Officer

Serko

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"I just wanted to acknowledged Purple Shirt's amazing contribution to help Rail Freight team’s vision come to reality. Their expertise to deliver the UX and working collaboratively with the Team is outstanding."

Ley Ilo, Senior Project Manager, KiwiRail

This was Loadrite's first experience working with external user experience designers and it was a big call for the organisation to make. However, our engagement with Jonathan and Steve from Purple Shirt has been fantastic. Right from the start of the project, they collaborated with us to gain a deep understanding of our users' needs and together we have crafted a truly world-class product that our customers are thrilled to use.

Jason Anderson

Director of Product Management

Loadrite

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