Customer experience strategy

NZs leading CX agency of experienced CX strategists creates experiences that resonate with your customers and add value to your business.

We use a unique combination of strategy, innovation, design and execution to create deliverable, measurable CX strategies that create real impact for your customers and your bottom line. 

Our team help you deeply understand your customers, using human-centred design to elevate the customer experience and improve customer satisfaction, retention and brand loyalty. 

Our expertise

We identify and improve the experiences that matter most to your customers and your business.

Customer research
Jobs to Be Done
Experience strategy
Customer segmentation
New value creation
Service blueprints
Multi-channel experiences
Capability building and training
University of AucklandCAESerkoAir New ZealandXeroUniversity of Canterbury ASBTHLArchives New ZealandAuckland TransportGentrackAuckland AirportUniversity of AucklandCAESerkoAir New Zealand

How we work with you

Our approach is collaborative and effective, based on over a decade of expertise. We tailor this  to meet the needs of your organisation, and create lasting value for your business. With over a decade of expertise, we understand how to work with clients to deliver success, quickly. 

Our three step approach 
  1. Identify:
    We carry out research to deeply understand your customers, and define improvements to the customer experiences that would be most valuable. 
  2. Design, Test, Refine:
    Using human-centred design principles, we prototype and refine these experiences to ensure they resonate with your customers.
  3. Deliver:
    We deliver enhanced experiences, partnering with internal teams and other organisations to drives success.  

We work with our clients in two ways to best meet your needs: 

Embedded CX Support

Placing our specialists directly into your team, backed by consultancy expertise.

Project-Based Initiatives

CX research and design support on a project basis.

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, Veovo
Read the 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, they 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
Read the 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

Take a look at some of our work

Learn more

Jobs To Be Done Research

Learn how Purple Shirt used the Jobs To Be Done methodology to develop Onwardly's disruption strategy.

Learn more
University of Canterbury

Digital strategy for the University of Canterbury

Learn how Purple Shirt used Human Centered Design techniques to form the University of Canterbury's digital vision.

Learn more
Waka Kotahi NZ Transport Agency

Using HCD to connect people and places

Discover how Purple Shirt and Waka Kotahi used digital prototyping to inform decision-making and enhance pedestrian safety.

The leadership team

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Steve Alexander
Managing Director
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Blake Lough
Director of Experience
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Kimberley Edgell
Head of People & Practice
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Chris Green
Head of Strategy & Innovation
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Jon Martin
Head of Design

Book your 1 hour free consultation

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What is customer strategy?

Why is CX Strategy important?

What does a CX Consultant do?

How does Purple Shirt approach CX Strategy?

Why choose Purple Shirt as your CX Consultant?