nodal.

Understanding how all the pieces connect and redesigning them to flow smoothly together.

When your internal systems work well together, everything else (customer service, employee satisfaction, business outcomes) naturally improves too.

Real world example: CRM implementation through Service Design

When working with an organisation implementing a new CRM system, we discovered that simply installing the technology wouldn't solve their underlying workflow challenges. Using service design methodologies and customer journey mapping, we mapped how information actually moved between departments and where handoffs created delays or errors.

Rather than forcing existing broken processes into new software, we co-designed workflows that bridged customer experience objectives with the platform's technical capabilities. This meant redesigning how billing, customer service, and operations teams shared information, ensuring the technology supported better collaboration rather than just digitising existing problems.

The result was a CRM implementation that improved both customer experience and employee workflows. Teams could access the information they needed when they needed it, reducing frustration and enabling them to focus on serving customers rather than chasing data through multiple systems.