Growth starts with understanding customer choice

What we do

We find out what drives your customers to choose, stay or leave, then design and build around it.

Elemental CX

Understand what drives customer choice.

We diagnose why customers choose you, stay with you or leave, using Jobs to Be Done. Your CX strategy and investment then focus on the experiences that actually change customer behaviour.
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Experience Design

Design what people use.

UX research and design, service and operating model design, product strategy, design systems and employee experience, all grounded in evidence of what drives choice.
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Engineering

Build it and scale it.

Tech consulting, architecture and software development from our global engineering team, with AI built into how we deliver. Includes Purple Shirt Studio for start-ups and SMEs.
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AI

Put AI where it creates value.

We start with where AI will make a real difference to your business and your customers, then design and build the AI products and agents to deliver it.
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Get our Elemental CX whitepaper
Discover why traditional CX measures only tell part of the story, and what it takes to influence the choices that drive acquisition and retention.

Our work

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Auckland Transport

Transforming Temporary Traffic Management

Employee Experience

Supporting Auckland Transport to shift from a prescriptive approach to more proactive, risk-based Temporary Traffic Management across the road network.

University of Waikato

University of Waikato: Student Support Services, Service Model Design

Service Model 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

Auckland Transport

Transforming Temporary Traffic Management

Employee Experience

University of Waikato

University of Waikato: Student Support Services, Service Model Design

Service Model 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

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 SMEs who are serious about technology solutions and digital products that last.

Learn more about Purple Shirt Studio

Latest articles

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Investment decisions

Get clarity before you go to RFP

Make better digital investment decisions by understanding your customers, defining the future experience and knowing what it will take to deliver before going to RFP.

October 8, 2026

What NPS can't tell you

NPS remains a useful way to track customer sentiment, but it cannot tell you what to change, reliably predict what customers will do, or explain what drives growth. This article examines the limits of NPS and argues for adding a causal layer beneath it: one that identifies the jobs, blockers, and experience factors that genuinely influence whether customers choose, stay, or leave.

September 1, 2026

Purple Shirt's founders step into global leadership roles at Elemental Concept

A year ago, Purple Shirt joined the Elemental Concept Group. Since then we've spent a lot of time figuring out what we're genuinely good at when we operate as one business rather than two client lists sitting side by side. This week that work reached a milestone worth sharing directly with you.

July 28, 2026

Growing the right way: why Purple Shirt's approach to CX is heading to Australia

We believe we can help businesses grow, the right way. That belief has driven Purple Shirt for years, first on our own and now as part of a larger group. It's why, together with our colleagues across the Elemental Concept Group, we're taking our approach to CX to Australia.

July 28, 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

View case study