Experience Strategy: Where Business Transformation Meets Customer Experience!
Exceptional digital experiences don’t happen by chance; they stem from strategic alignment between business goals and customer expectations. Extentia’s Experience Strategy practice helps enterprises reframe customer engagement as a source of competitive advantage by focusing on meaningful interactions that drive growth and loyalty. Through research-led insights, cross-disciplinary collaboration, and outcome-oriented planning, we enable organisations to transform how customers perceive and interact with their brand while delivering measurable business impact.
Our Offerings
Design Thinking Workshops
Our workshops bring stakeholders together to align on priorities, define experience direction, and accelerate decision-making. Designed to balance business objectives with customer expectations, these collaborative sessions turn insights into focused, actionable outcomes that guide transformation initiatives.
Discovery and Definition
The Discovery and Definition Workshop uncovers real business needs and user challenges, aligns teams on key insights, and identifies priority opportunities. It then uses clear frameworks to co-create a focused, value-driven roadmap, ensuring solutions are strategic, user-centered, and built for impact.
Business AI
This workshop uncovers high-impact AI opportunities aligned with business goals, co-creates a transformation roadmap, and builds readiness for implementation through collaborative exploration of viable use cases.
Vision Alignment & Road Mapping
The Vision Alignment and Road Mapping Workshop unifies teams around a shared vision and clear strategy. It identifies experience, process, and technology gaps, aligns priorities, and builds a focused future roadmap, driving faster decisions, stronger ownership, and smoother execution.
Service Design
The Service Design Workshop unites teams to identify service gaps and co-create human-centered, scalable experiences. It aligns people, processes, and platforms, uncovering inefficiencies early and accelerating transformation.
Design Thinking Awareness
The Design Thinking Awareness Workshop introduces a human-centered, collaborative, problem-solving approach. It helps teams uncover real challenges, explore opportunities, and build a shared innovation mindset, improving experiences, and strengthening cross-team collaboration.
Solution Rollout
The Solution Rollout Workshop helps teams spot journey friction, define clear activation actions, and build a structured rollout plan. It aligns people, processes, and change enablers to ensure smoother adoption, lower support needs, and faster time-to-value.
Solution Adoption & Retention
The Solution Adoption and Retention Workshop uncovers why users aren’t adopting or engaging with your solution. It identifies root causes, maps friction points, and shapes strategies to boost experience, usage, and long-term retention, improving ROI and reducing churn.
Trends Alignment
The Trends Alignment Workshop helps teams understand evolving behaviors and prioritize the trends that matter most. It turns global insights into actionable opportunities and a clear roadmap, strengthening decisions, accelerating innovation, and keeping organizations competitive.
Grey Patterns Discovery and Definition
The Grey Patterns Discovery and Definition Workshop uses Extentia’s evaluation framework to identify dark, light, and grey patterns that create friction or reduce trust. It uncovers issues hurting user confidence and conversions, then helps teams design ethical, high-impact experiences that strengthen trust and results.
Research
Our research offering helps enterprises uncover deep customer, market, and business insights to inform experience decisions with clarity and confidence. By grounding strategy in evidence, we reduce assumptions, identify opportunity areas, and ensure transformation efforts are aligned with real user and business needs.
Business Research
Business Research analyzes qualitative and quantitative data, such as focus groups, interviews, NPS (Net Promoter Score), churn, and revenue metrics, to understand customer experiences and business performance. It identifies gaps in customer journeys and drivers of engagement, enabling data-driven decisions that improve retention, prioritise investments, and deliver measurable business impact.
Market & Ecosystem Research
Market & Ecosystem Research analyzes industry trends, competitors, and the broader product-service ecosystem to uncover opportunities and gaps. It helps businesses stay competitive and relevant while aligning offerings with customer needs. Insights from this research guide strategic decisions, drive growth, and ensure digital experiences deliver measurable business impact.
Competitive & Benchmarking Research
Competitive & Benchmarking Research involves systematically comparing a product, service, or user experience against direct and indirect competitors to measure relative performance, uncover strengths and weaknesses, and identify opportunities for improvement. This process is crucial for positioning a product effectively within the market landscape and ensuring it keeps pace with industry leaders.
User / Primary Research
User Research engages directly with users to understand their needs, behaviors, and preferences through interviews, usability tests, and surveys. It uncovers real user challenges, helping teams design solutions that are user-centric and aligned with business objectives, ensuring products meet expectations while driving adoption, satisfaction, retention, and measurable ROI.
Concept Validation Research
Concept Validation Research is a critical component of experience strategy, as it helps ensure that the design and development of products or services align with the needs and preferences of the target audience. This research involves gathering feedback from potential users to validate ideas and concepts before full-scale development begins.
Feature & MVP Research
Feature & MVP Research identifies core user problems to define the essential features of a Minimum Viable Product (MVP). It ensures the product delivers immediate value, validates the core concept with real users, and provides actionable insights for future iterations, helping businesses reduce development risk, prioritize resources, and accelerate time-to-market.
AI Use-Case Research
AI Use-Case Research identifies opportunities to leverage AI technologies to enhance customer interactions and drive business outcomes. It is important because it helps organizations understand where AI can automate routine tasks, interpret user behavior in real time, and deliver personalized, context-aware recommendations. The insights from this research enable smarter, data-driven experiences, improve engagement, increase operational efficiency, and support measurable business growth.
How We Make It Happen
Exceptional digital experiences start with empathy.
Our structured 5D process brings together experience strategy, human-centered design, and business goals to turn deep insights into meaningful, user-driven solutions. Through focused research, collaborative workshops, and purposeful innovation, we design experiences that elevate customer journeys and deliver measurable digital impact.
Different ways to experience XEN
XEN LAB PNQ
An immersive, in-person workshop at Extentia’s purpose-built innovation lab in Pune.
XEN IN A BOX
The full XEN experience, brought to your location with customized setup and facilitation.
XEN UNWIRED
A fully virtual, globally accessible format for seamless remote collaboration.
Serving Key Industries
Fintech
Drive experience-led transformations to streamline your operations, manage compliances, and gain complete control of your customer interactions.
Healthcare
Personalize patient-provider interactions through enhanced UI/UX. We empower you to streamline data access and collaboration for improved care.
Automotive
Enhance user experience, offer integrations, and streamline vehicle booking and purchasing.
Is your experience strategy ready for what’s next?
Unlock human-centered, business-driven digital experiences.
The Extentia Difference
Tech-Savvy and Future-Ready
Tech-Savvy and Future-Ready
Agile and Adaptable
Agile and Adaptable
Creativity that Clicks
Creativity that Clicks
Partnerships with a Personal Touch
Partnerships with a Personal Touch
Growing Together, Every Step of the Way
Growing Together, Every Step of the Way
Explore Our Other Services
Mobility
Extentia, a Merkle Company, crafts innovative mobile solutions that blend cutting-edge technology with user-centric design, creating seamless and engaging experiences that leave a lasting impression.
Cloud
Extentia, a Merkle company, helps you navigate your cloud transformation journey, providing expert guidance and support every step of the way.
Artificial Intelligence
Extentia’s AI expertise helps you deliver exceptional customer experiences, automate processes, and gain a competitive edge in today’s digital world.