From customer insight to technology you can count on

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.
Learn more
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.
Learn more
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.
Learn more
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.
Learn more

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

View all case studies

The Duke of Edinburgh

Duke of Edinburgh Australia: Digital Platform Discovery

Digital Platform Discovery & Strategy

Helping Duke of Edinburgh Australia define the requirements for its future digital platform and make informed technology investment decisions.

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

The Duke of Edinburgh

Duke of Edinburgh Australia: Digital Platform Discovery

Digital Platform Discovery & Strategy

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

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

View all articles

Alok Ashtikar

The AI race your organisation can’t win, and the one it can

Chasing the latest AI tools isn't the key to success. Discover why human judgement, business understanding and developing the right capabilities are essential to getting real value from AI.

November 13, 2026

Navigating the UX market: CVs, portfolios and AI

We’ve had the opportunity to review and provide feedback on a lot of CVs and portfolios from early-career designers and researchers, as well as people looking to take the next step in their UX careers. While everyone brings different skills, experiences and examples of work, we’ve noticed some common areas for improvement.

November 10, 2026

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

“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

View case study

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

View case study

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

View case study

"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

View case study

"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