In celebration of our fifth birthday, we look back at why we were created to begin with: There's a gap in the market: the focus to improve the customer experience often competes with cost reduction and efficiency creation. But that doesn't need to be the case! These two approaches not only can, but should work together to create great customer experiences while increasing efficiency.

The more complex a problem is, the greater the chances that we’ll miss something. However, taking a holistic approach and being flexible in how you approach methodologies can improve your chances of designing a solution that sticks, without arguing over which tool or methodology to use.