XD Thinking

Our thoughts on building better experiences.

FEATURED | Article
Tidying Up Digital Homes With Design Systems

When a design system is set up properly, creating new features and templates can happen fairly quickly. This allows designers to focus on solving user needs and creating an overall better user experience instead of spending our time on mundane tasks of re-creating patterns and modules. Whether you’re starting from scratch, have an existing system, or need to merge designs from different areas of your organization, here are six ways you can leverage the KonMari Method when organizing your design system.

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FEATURED | Article
Five Common Content Faux Pas and How to Avoid Them

Imagine logging into a new application for the first time, only to discover there are no words to guide you. How would you know where to go? How would you know what you could do? You wouldn’t. Without content, your new application might be beautiful, but it would also be useless. Content is a critical – though most often overlooked – part of the user experience. Whether you have a website, application, or other digital platform, your user relies on content to guide them.

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FEATURED | Article
How are Design Systems Being Used to Modernize and Streamline Pharma Websites?

Companies that own many web properties face significant challenges in maintaining the integrity of their brand, ensuring modern best practices, and managing costs across their digital touchpoints. Pharmaceutical companies, in particular, are in a unique and rather challenging position regarding the creation and maintenance of their web properties as a result of a number of factors.

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CASE STUDY | Amex- Plenti

Growing market share through loyalty rewards

We partnered with American Express to design and launch the digital experience of the U.S. Plenti rewards program. Its purpose was to engage new and existing customers, grow brand loyalty, and, ultimately, drive revenue.


Improving acquisition through targeted business solutions

We partnered with American Express to create a responsive web experience that would reposition their offerings, improve online lead generation and acquisition, and reduce customer inquiry rates to improve efficiency.

CASE STUDY | MWI Animal health

Reimagining the buying experience through a human-centered approach

We partnered with MWI Animal Health to increase sales by making improvements to the online buying portal and the internal sales representative tool that would increase efficiencies in the ordering process and improve customer experience and satisfaction.


Communicating a patient-centric mission through human-centered design

We partnered with CityMD to create an online patient experience that reflected the organization’s uniquely personalized brick-and-mortar experience, better informed prospective patients, and reduced unnecessary customer support calls.

Let's create great experiences.