Symplicit - A Customer-Led Innovation Consultancy

We understand people

Symplicit was founded on equal parts behavioural psychology & industrial design methods. People don’t know why they do what they do. So it’s our job to understand the gap and design what they didn’t realise they needed.

“You need to understand people before you design a product, service or system for them – because you are not them.”

We're experts in design thinking

The Symplicit customer-led innovation framework underpins all we do.


Team alignment on the project challenge, approach and timings. Direction on who and what we should explore in the research.


A deeper understanding of the needs, wants, motivations and frustrations of our target.


A range of concepts, strategies and initiatives that address the identified problems.


Taking the identified opportunities and test them with your target audience.


The format of output will be locked in once the research has been completed and synthesised.

Balancing user and
business needs

We start with your customers, whilst taking into consideration your business requirements and the parameters of technology.

Through exceptional experiences

Symplicit has an end-to-end design capability that caters for delivery for any type of project.

Service strategy

We help you design for an increasingly complex world, with multiple service touchpoints.


  • Behavioural Research
  • Service Safaris
  • Collaborative Design
  • Co-Design
  • Symplicit Garage Sessions

Experience design

We understand and design a consistent experience across multiple touchpoints, physical and digital.


  • Behavioural Research
  • Journey Mapping
  • Total Brand Experience
  • Prototyping
  • Content & Comms strategy

Design delivery

We have experience in every design discipline from strategy to delivery.


  • Information Architecture
  • Interaction Design
  • UI Specifications
  • Detailed Design
  • Functional Prototypes

Technical delivery

We work seamlessly as one team with our parent company DWS. We lead with strategic design & technology follows.


  • Detailed Design
  • Agile Delivery Sprints
  • Front End Development
  • Designs systems, GEL and Style Guides
  • User Testing
  • Back End Integration

Across a range of industries

The central premise of Human Centred Design (HCD) is that the best designed products and services result from understanding the needs of the people who will use them.

– Design Council