Frank Capek · Customer Innovations
Cognitive Experience Design is a discipline that integrates cognitive and behavioral science with human-centered design — creating experiences that powerfully and positively influence how people think, feel, and behave. When these experiences transform people's ability to accomplish things that matter to them, they can drive substantial growth and impact for the organization while enhancing the wellbeing of the audience they serve.
Customer Innovations is the home of Cognitive Experience Design—an approach pioneered by Frank Capek that integrates cognitive and behavioral science with human-centered design to create experiences that intuitively fit how people think and intentionally influence what they do.
Organizations invest enormous amounts of time and money improving customer and employee experiences. Too often, those investments just produce better sameness—experiences that may be somewhat easier or more satisfying but aren't distinctive enough to materially change behavior.
The real opportunity is to ask a different question:
What experiences would meaningfully change adoption, engagement, preference, usage, loyalty, advocacy, or other behaviors that drive economic performance?
Cognitive Experience Design starts there.
At the heart of Cognitive Experience Design is a rigorous approach to reverse engineering the mental model of the customer—understanding how people perceive a situation, what they're trying to accomplish, how they form preferences and make choices, and what ultimately shapes their behavior.
Those insights make it possible to design distinctive experiences that intuitively fit—and positively influence—how people think, feel and behave.
The desired experience and behavioral outcomes then become the starting point for transformation: working backward to determine the processes, technology, roles, employee experiences, management systems and behaviors required to deliver that experience consistently and at scale.
Over four decades, Frank Capek has helped more than 100 major organizations use experience-led strategy and transformation to drive growth and competitive differentiation.
The initiatives he helped design and implement have collectively produced more than $100 billion in annualized economic value.
But economic value is only part of the objective.
The most powerful innovations create value because they make people's lives better—helping customers, employees and other stakeholders accomplish what matters to them more effectively.
Create meaningful value for people. Create measurable value for organizations.
"The goal isn't to just improve experiences. It's to design experiences that are so distinctive that they change what people to improve their wellbeing."— Frank Capek
100+ Organizations
Major enterprises across financial services, healthcare, retail, and technology.
$100B+ Economic Value
Annualized economic value produced by initiatives Frank Capek has helped design and implement.
40 Years
Four decades of pioneering experience-led strategy and transformation.
The Pioneer
Founder & Principal, Customer Innovations
Frank Capek is the pioneer of Cognitive Experience Design—a discipline that integrates cognitive and behavioral science with human-centered design to create experiences that change behavior and drive measurable economic value.
Selected Work
Challenge
Transform client experience from a transactional investment advisory model to a fee-based global wealth management model.
OutcomeS
Challenge
Create a distinctive experience that reduces price driven competition and client churn at contract renewal points.
OutcomeS
Challenge
Develop a new line of business providing differentiated car care services that drives cross-selling of existing service lines.
OutcomeS
We work with a select group of organizations each year. Let's explore whether there's a fit.