zesty thought...

"The very nature of science is discoveries, and the best of those discoveries are the ones you don't expect." ~ Neil deGrasse Tyson

The Art & Science of Experience

At the Collab, we accept these truths:

  • Experience is about the way you make people feel.  
  • Organizations have spent untold millions of dollars on customer journeys,  customer satisfaction programs, etc. 

So, why don't the customer initiatives work? Why do organizations create customer journeys that still don't make people happy??  

They don't use data.  

Consider the incredibly vast number of conversations people have about products and services, as well as cultural change. Imagine learning how to collect and interpret that data to design an experience that keeps customers and employees engaged.

Here at the Collab, we use the Art & Science of Experience (SoE) to design solutions within a framework that allows organizations not just to understand their customers/employees better, but to actually be able to anticipate experience.

Simply, SoE is the study of people, based on the knowledge we have obtained about their interactions with products and services, that we turn into understanding, empathy, and improvements. We do this by utilizing a Design Thinking exercise; Discover, Dream, Design, and Deliver.


To understand people and their challenges, we immerse ourselves in their world and explore the wider context of the challenge. 

What are the experience realities now?


Based on the current situation, we define the challenges and opportunities at hand. 

What needs to be done?


To transform insights into ideas, we explore creatively, and then analyze and converge on the right ideas. 

How do we proceed?


We then build eXperience Level Agreements (XLAs), refine the Service Level Agreements (SLAs), implement experience management controls and the new Governance model for the desired experience in the end-to-end value chain. 

We proceed!

 With our customers, we have co-created solutions to generate millions of dollars in new revenue streams and improved employee and customer experiences