Our work stems from the needs of customers, market opportunity, organisational capability and conviction.
ThoughtFull™ Stories
Air New Zealand
As part of the airline’s next phase of growth, we partnered with Air New Zealand to envision how their brand and future cabin customer experience could cement their position as a loved and trusted national airline with a purpose of reconnecting New Zealand with the world and the world to New Zealand.
Kiwibank
As part of the bank’s growth strategy, we partnered with Kiwibank to help envision how their brand and future customer experience could reframe Kiwibank from being a brand reflective of nostalgic endearment to representative of a progressive bank with meaningful products, supportive services and a confident world class brand.
Auckland Zoo
As part of the institution’s development program, we partnered with Auckland Zoo to help envision how a Zoo can be admired as an organisation with conservation deeply at its heart. Through a deeper understanding the public, we helped shape a stronger narrative, empower the culture, reframe the brand and redesign the visitor experience.
Dark Sky Project
As part of the organisation’s tourism growth strategy, we partnered with Ngai Tahu to envision a ground-up night sky tourist attraction based in Tekapo, New Zealand that honoured the both work of the University of Canterbury and the relevance of the night sky to the local people of Ngai Tahu. An experienced that fused science with culture.
Auckland Transport
As part of the organisation’s need to increase public transport patronage, we partnered with Auckland Transport to envision what an integrated and coherent public transport system and experience should be that was visible, understandable and accessible to all Aucklanders.
Lumina
As part of the JV partnership’s aspiration for global growth, we partnered with High-health Alliance to envision a new ultra-premium lamb brand that could serve the world’s most elite chefs. A story that connected the innovation of the growers to the creativity of the global Chef community .
Pathfinder
As part of the organisation’s need to amplify its ethical investing proposition to the wider New Zealand market, we partnered with Pathfinder to envision a new brand and digital investing experience that clearly communicated both the performance and ethics of the platform.
ThoughtFull™ Experience
ANZCO
Explored new market opportunities for meat-based products across casual dining, fast-food and mainstream dining across the Philippines, Japan, China, Hong Kong and Taiwan and translated those opportunities into a portfolio of product propositions to feed the NPD pipeline.
ASB Bank
Identified how the bank could build deeper relationships with its small-to-medium business customers to unlock opportunities for new products and services. Within a hybrid project team, we explored what a bank branch would need to deliver to stay relevant.
Airbow
Globalforce technologies asked ThoughtFull to help it commercialise a new technology in the construction space. We connected with target customers, built workflows, and identified the features that would resonate as well as developing the product name, brand and proposition.
All Blacks Experience
Developed a visitor engagement strategy post Covid that enabled the attraction to better understand what it needs to deliver to visitors across the experience to grow visitation.
Auckland Airport
Supported the leadership team to shift the organisation towards customer centricity through a customer experience maturity assessment followed by customer research, customer experience architecture, capability development and strategic visioning.
Auckland Art Gallery
Developed a visitor-engagement strategy post Covid that facilitated a better understanding of what it would need to deliver visitors across the gallery experience to grow visitation.
Auckland City Council
Developed a customer-centric services design toolkit for the organisation along with training modules that would facilitate the development of more relevant citizen-focused services.
Cin7
Worked with the organisation to build internal capability around understanding the value drivers of the different users within the inventory management ecosystem and translate those into new and relevant digital products and features.
Contact Energy
Supported the leadership team to shift the organisation towards customer centricity through a customer experience (CX) maturity assessment followed by developing a CX architecture, governance model and CX metrics.
Fonterra
Developed a customer framework that enabled the organisation to better understand and connect with its farmer audience through the identification of new product, service and business model opportunities.
Hammerforce Technologies
Supported a start-up by translating a new technology into a relevant product proposition and licensable IP across multiple markets.
Mercury Energy
Supported the organisation to identify new areas of value in adjacent market categories to energy retailing through building and testing prototypes of new services, business models and products.
Mitey
Sir John Kirwan approached ThoughtFull to help facilitate the design of a new educational platform that could build the resilience of our youngest Kiwis, aged 5-11 years. We led a process that brought together educators, entrepreneurs and psychologists to co-create a new sector break-through.
Morningstar
ThoughtFull worked with Morningstar to launch a new product into the Australian investment market through a clear understanding of their target customers, clarity of their mindsets, behaviours, biases, pain-points and motivations that formed the foundation for the design team to build out the product.
NZ Post
Supported the organisation’s digital transformation programme by delivering emerging customer clarity, value proposition, customer experience architecture, opportunity landscape and product roadmap that connected the organisational purpose through to business activity.
New Zealand Trade & Enterprise
‘Better By Design’ Advisory Board member for more than 10 years providing strategic direction of a programme established by the New Zealand government to transform the way New Zealand businesses use design to create export products the world desires to drive both higher value and competitive advantage.
Rainbow Springs
Through our relationship with Ngai Tahu Tourism, we were given the opportunity to rejuvenate the popular family attraction based in Rotorua through the design of a visitor-engagement strategy, brand strategy and identity, wayfinding and visitor interpretations.
Sealife Kelly Tarltons
Developed the concept and developed design of the new Sea Cave Adventure within the Kelly Tarleton’s that showcases the amazing sealife and importance of the protection of the Auckland Hauraki Gulf marine reserve.
Stuff
Worked with Stuff to develop a platform vision that moved the organisation towards its ambition to create a multi-sided content platform that facilitates the exchange of news, entertainment, storytelling, content and commerce.
Suntory / Frucor
Focused on a declining category across both New Zealand and Australia by building a product pipeline and portfolio of innovative offerings that could re-engage consumers and reinvigorate the category.
TSB Bank
TSB is well-known for its excellent customer service, but required assistance in establishing a more comprehensive approach to customer-centeredness. ThoughtFull took the lead in guiding TSB on a journey to gain a deeper understanding of their customers, and use that knowledge to design a new and improved home-lending experience.
Vodafone
ThoughtFull supported Vodafone to develop a distinctive customer-value proposition, product portfolio through to a customer experience architecture, opportunity landscape to product design and documentation.
Waka Kotahi
Waka Kotahi engaged ThoughtFull to design an innovation fund that would accelerate carbon-reduction initiatives across the transportation ecosystem called Hoe ki angitū.
World Vision
Enabled a business transformation programme through the development of a new and more relevant operating model that serviced a new generation of supporters.
Xero
Enabled the organisation to better understand their accountancy partner ecosystem, an adjacent market opportunity through to developing their practice vision, co-developing and validating a new market value proposition and product portfolio across global markets, to understanding the value of strategic design in developing business strategy.
Case Studies
Aligning Purpose
Creating and communicating
clarity of intent.
Enlightening Strategy
Injecting customer into strategy to ensure relevance.
Building Structure
Building structures and systems to deliver customer-centric outcomes.
Empowering Culture
Aligning mindsets and behaviours towards customers.
Coaching Capability
Developing the soft and hard skills needed to champion the customer.
Delivering Brand and Design
Creating brands and experiences that people can’t live without.
Select Clients
Steelcase, Kiwibank, Air New Zealand, Amway, Morningstar, Xero, Pepsico, Frucor, World Vision, Rainbow Springs, ASB, FarmSouce, Auckland Transport, Contact Energy, Airbow, NZ Post, Vodafone.