About

Every organisation delivers an experience - whether it’s designed intentionally or left to chance.
What we’ve learned is that great experiences aren’t magic. They’re built from repeatable, observable moments that can be designed, measured, and improved - step by step.
That’s where the idea of Experience Rooms comes in.
We use “rooms” as a practical way to break down an experience into clear, manageable modules. Each room represents a specific phase or type of experience — such as how people discover you, how they arrive, how they’re helped, how transactions happen, how staff are enabled, or how systems support the whole journey. Think of it like walking through a building: Each room has a purpose. Each room creates a specific feeling and outcome. And each room can be examined, improved, and rebuilt independently. Because the rooms are modular, anyone can analyse them. They don’t rely on intuition, personality, or “good service people.”
Each room comes with: Clear intent. Observable behaviours. Environmental and system requirements. Measurable signals of success. That’s what makes the framework replicable and consistent.
The rooms act as a step-by-step guide - not a rigid script, but a structured way of thinking: What is this moment supposed to do? What friction or emotion typically shows up here? What should the client and staff experience instead? What needs to exist - physically, digitally, and behaviourally to make that happen every time?
Now, it’s important to say this upfront: The rooms themselves are not fixed. The framework stays the same, but: The number of rooms. The order of rooms. And the depth of each room will change depending on the organisation, the industry, and where the biggest experience breakdowns are occurring. A retail business may need to focus heavily on arrival, browsing, and checkout. A bank may need to prioritise trust, onboarding, and problem recovery. A healthcare organisation may need fewer rooms but much deeper emotional and operational design inside each one.
This demo isn’t about saying “everyone must use these exact rooms.” It’s about showing how experiences can be curated deliberately, using a shared language that: Makes invisible problems visible. Turns subjective opinions into observable design choices. And allows teams to recreate the same quality of experience consistently, across people, locations, and time.
What you’ll see today is an example configuration of rooms. They’re here to demonstrate how the system works, not to prescribe a one-size-fits-all solution.
By the end of this demo, the goal is simple: You should be able to look at your own organisation and say, “I can see where our experience breaks down — and I know exactly which room to fix first.”