Immersion Group

Proposition design tested before launch

Human-centred design is the method behind Immersion Group, an experience innovation company based in South Africa. It builds products, services and propositions that address real customer needs. Its method starts with understanding the value-creation context of a business and how its products are organised to meet specific needs. Propositions are tested and de-risked before launch, and the company says its work is aimed at measurable growth through value-driven design.

Brand experience and client journeys

The group connects a brand's promise to its proof points, products, features and experiences, so that the brand reads consistently in the market. It also maps the key moments that shape client and employee experience, identifying the points of truth that build loyalty and lifetime value. Its work covers business-to-business, direct-to-customer and internal projects, and it says it integrates its design approach across products, services, people and touch-points.

Experience engineering and capability building

Experience engineering creates or refreshes digital and physical product experiences, through strategies that create and capture value. Delivery is agile, with continuous integration and optimisation so that products reach the market faster. The group also helps organisations build their own design capability, setting out the skills, capacity and ways of working needed to grow experience-led practice inside the business. Its three service areas are design, engineering and growth.

Projects, insights and reach

The group describes its partners as customer-focused organisations that want to uncover the difficulties facing both their staff and their customers. Its projects range from small, rapid engagements to large omni-channel and digital programmes. Its three outcomes are the design of key moments of truth for employees and clients, the study of user mindsets and behaviours to build products that perform, and continuous integration and optimisation through agile delivery. It also publishes insights on strategy and experience, including research on customer experience and consumer behaviour in the South African context, and writing on experience design as a strategy for businesses that want to be remembered.