Product strategy
Where AI changes the product, the pricing model, and the moat — and where it does not.
Capability
AI-native product & experience design
Products that assume a model is present — and interfaces that make it trustworthy.
Our point of view
Adding a chat box to an existing product is not an AI-native product. The native version changes what the product is for, how it is priced, and what the customer has to do.
We work with product and design leadership on the questions that follow: where the model's judgement replaces the user's, how uncertainty is communicated, what the failure experience looks like, and how the interface makes the exchange of data legible.
Permission is an interface property. Customers accept personalisation and automation when the trade is visible and reversible, and resist it when it is neither.
What we do inside this capability
Experience design
Interfaces for uncertainty, correction, and control in AI-assisted journeys.
Pricing and packaging
Unit economics for inference-heavy products, including usage-based and outcome-based models.
Trust design
Explicit preference controls, disclosure, and reversible consent.
Research behind this work
Article
Retail's next chapter: hyper-personalisation without the creep factor
Personalisation works when customers can see the trade. The retailers winning with AI are the ones that made the exchange explicit.
29 May 2026 · 7 min read
Article
The agentic enterprise: redesigning work around autonomous agents
Agents do not slot into today's processes; they dissolve them. The design question is which parts of the process you want to keep — and why.
18 September 2026 · 12 min read
Next step
Where would ai-native product & experience design move the needle for you?
Bring a live decision. We will bring the pattern from comparable organisations — including the failures.