Front end experience strategy
Turn Better Experiences Into Better Business
Every experience reveals two commercial opportunities: value being lost and markets not yet identified. Knot diagnoses both, revealing Friction Markets to optimise and Opportunity Markets to originate. Then we advise what deserves action, testing and investment.
See clearly
When your experience isn’t creating enough value
We diagnose what your customers, patients and guests encounter and reveal the Friction Markets eroding existing value and Opportunity Markets capable of creating profitable growth
Decide Confidently
When the evidence reveals what you should do next
We advise you whether to optimise an existing experience or originate a new proposition, including how to design, what to test, prioritise, pause or reject before investment moves forward at scale.
Act Independently
When your team needs stronger judgement without permanent consultants
We build your capability to read experiences, recognise both markets, test assumptions and make better front-end decisions independently across the experiences your organisation owns.
The
problem
Most organisations start experience work with the answer already chosen. A journey redesign. A platform. Automation. A new proposition. Budget moves into delivery before anyone knows whether the experience is losing value, hiding profitable growth or worth further investment.
Experience Leaks: Weak experiences reduce conversion, loyalty and performance while increasing cost to serve. Revenue and margin drain away, even while the operation appears to be working.
Opportunity Markets: Most organisations improve the journeys and needs they already know. New demand remains hidden in situations no existing proposition was designed to serve.
The Result: Leaders improve what should be replaced, invent what only needed repair and scale based on assumptions. Money moves into delivery before the right commercial choice is clear.
Our solution
Make better experience investments
Understand Before Choosing the Answer, we diagnose the experience before recommending the fix.
That reveals where harmful friction is eroding value, where purposeful friction should be protected and where unidentified needs could become profitable new markets.
From there, leaders can make three clearer choices: optimise what exists, originate what is missing or stop investing where the case does not hold.
The result is a stronger commercial decision before money, time and teams move into delivery.
DIAGNOSE
Reveal where value leaks and unidentified markets are found
We read your experience, reveal its Friction Markets and Opportunity Markets, and turn the evidence into a clear leadership decision before delivery begins.
Where is friction destroying or creating value? Which recurring situations reveal a previously unidentified market? Should the business optimise the experience, originate a new proposition, test the opportunity further, pause investment or leave it alone?
ADVISE
Decide where to optimise and where to originate
The diagnostic creates the evidence. Advisory turns it into a decision. When a Friction Market shows existing value can be recovered, we help leaders determine what to optimise, what must remain and what should be tested. When an Opportunity Market reveals a previously unidentified source of growth, we help shape the proposition, commercial case and earliest experiments. Knot does not become the delivery team. We challenge the logic, clarify trade-offs and help the business choose its next move with confidence.
ACTIVATE
Build the skill to find both markets independently
Capability transfers Knot’s methods into your team through workshops, coaching, tools and live experience challenges. Teams learn to immerse themselves in an experience, interpret behavioural evidence, distinguish harmful from purposeful friction and identify situations that could become Opportunity Markets. The goal is not another toolkit or training course. It is stronger judgement that improves decision making
Folks we’ve helped
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"Danny’s the person you want and need on your team - he makes sure he’s always on hand to talk things through, explain the method in the madness, and bounce around new ideas. He’s brilliant to work with, and I hope our paths cross again!"
Dyson | Chloe Hunt | Business Partner
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“ It was clear from the moment Danny joined, that he would bring a fresh perspective and innovative approach. His personal drive, resourcefulness and creativity all helped to deliver change within the business, from small interventions to wide-scale projects.”
McDonalds | Tamara Griffin | Director
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![Black and white photo of a woman with long wavy hair, smiling, wearing a blazer, in front of a bright yellow background with white lines.]()
"Danny is one of the most innovative and customer focused people I have ever had the pleasure to work with. He is one of those unique people who has one foot grounded in what the customer needs and the other dreaming of something new and fresh that the customer has never considered. This split ensures a fresh employee experience that changes and grows with your organisation."
Sheri Weppel | Vice President - Infopro
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"Having spoken with Danny at length about Experience Design - and it’s applications to enhancing the employee experience - he has a rich and deep skill set in this area, in which he is an industry leader. On top of this expertise, Danny has the credibility and gravitas of a leader - and commands respect as a result."
David James | Chief Learning Officer - 360 Learning
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