We Tune Deep into People’s Hearts & Minds 

Human Interaction Design that builds on powerful human behavior insights.

We work with organizations ready to shift to a more humane & sustainable future – creating more healthy things for people, society and our  planet. 

Making this happen together with you – 
is our
North Star.


Let’s Show You The MagiCX

We combine human-centric design with powerful behavioral data & analytics to create engaging products, services and experiences

Strategy Practice: C-Suite Digital Day: helping a small pharma company embrace digitalization

Tell us what you need!

We are an award-winning innovation design studio based in Basel, Switzerland. Since 2010, our team of creative and strategic designers has worked alongside corporates, small businesses and start-ups, across the globe, to help them become more customer-centric and invent solutions that make a real difference to people’s lives. 

We’ll Show You How It’s Done

We are a team of creative and caring designers who made it their mission to bring healthy things to life, creating solutions that are not only desirable by the customer, but viable for your organization and hopefully good for society and our planet too.

Let’s Win your Customer’s Hearts and Minds

Human-centric design allows us to put the human first, understand and resolve what matters most to them. Let’s create solutions that resonate with your customers today as well as tomorrow.

    DesignLab: Evolving a global capability into the future for a big pharma

    Our Work

    From human behavior insight to meaningful customer impact

    Customer Experience CX Design

    Engage your customers with content and touch points that matter  

    design thinking in action

    Transforming beliefs about flu and vaccination

    Patient Engagement Strategy & Flu Disease Campaigns

    Developing the Patient Engagement Strategy for a global flu vaccine
    Our Services: Strategic Design, Customer Engagement Journey Design, Multichannel Marketing & Digital Campaigns
    Client: Global Brand Unit of a US based Healthcare Company


    Strategy Practice: C-Suite Digital Day: helping a small pharma company embrace digitalization

    Helping women adopt less harmful female hygiene products

    Reimagining the Customer Experience in Women’s Health

    Redesigning the multichannel customer experience for a globally known consumer product in Women’s Health & Intimacy Care.
    Our Services: CX Customer Experience Design 
    Client: Global Brand Unit of a US based Healthcare Company

    Motivating diabetes patients towards better self care behaviors

    A New Behavioral Approach to Diabetes Self Care

    Reimagining patient behavior change around type II diabetes and using behavioral science to incentivize diabetes patients to follow more healthy diet, exercise and treatment compliance.
    Client: Danish Pharmaceuticals Company

    Strategy Practice: C-Suite Digital Day: helping a small pharma company embrace digitalization

    Building communities that serve the elderly

    Designing the Caregiver Experience for an Elderly Care Start up in the United States & Finland

    Working with the start up team to craft their patient engagement strategy, design the patient experience and define a meaningful value proposition and business model

    Employee Experience EX Design

    Engage your employees in new ways of working and being 

    Inspiring organizational empathy

    Transforming the Employee Experience  

    Designing a new multichannel culture platform that helped create more transparency, empathy and entrepreneurship across individual employees and teams.
    Our Services: Strategic Design, Organizational Design, Behavioral Design, Ethnography, Customer Journey Engagement Design, Content & Campaigns.
    Client: Roche/Genentech


    Making internal collective knowledge accessible to all

    Transforming the Internal Knowledge & Innovation Exchange 

    Reimagining a new way of internal knowledge exchange that builds on existing ideas and innovation to encourage more internal collaboration across teams everywhere.
    Our Services: Design Thinking, Remote Workshop, Strategic Design, Creative
    Client: Roche/Genentech

    User Experience UX Design

    Creating engaging digital products  

    Engaging Gastroenterologists with content that matters

    Increasing Physician Engagement via a new Gastroenterology Platform

    Creating a new digital platform and content that answered gastroenterologists true needs for collaboration with peers, personalized scientific news content and events. 
    Our Services: Ethnography, Digital Design UX/UI, Content & Campaigns
    Client: Takeda 

    Recruiting patients to clinical trials with multichannel content

    Reinventing Clinical Trials Patient Recruitment 

    Inventing a new digital strategy and campaign to accelerate the speed of participant recruitment into clinical trial studies. 
    Our Services: Multichannel Marketing & Campaigns, UX/UI; Strategic Design
    Client: Novartis

    Enabling employee co-creation on-the-go

    Inventing a new Mobile and Agile Way for Teams to Collaborate Across Countries

    Reinvented team collaboration across geographies by creating  a new mobile employee-centric way of identifying, connecting and collaborating with the right peers for your key projects. 
    Our Services: Ethnography, User Research, Digital Design UX, UI; CX
    Client: Roche/Genentech

    Marketing & Communications: Building a new marketing analytics platform for a generics company

    Enabling the adoption of a new commercial analytics platform

    Reimagining Commercial Analytics & Forecasting 

    Together with our client, designing the new commercial analytics framework solution, establishing new internal processes, driving change management throughout the adoption journey and facilitating exchange.
    Client: Roche/Genentech


    Strategic Design

    Helping you define your north star  

    Consulting an AI Start up 

    Advising an AI start up about Patient Identification and Pharma Partnerships in Rare Diseases

    Through collaboration with the AI start up, Shire was able to explore how the AI Artificial Intelligence Algorithm would be able to integrate with hospital databases to identify patients with highest likelihood of the rare disease in question.
    Our Services: Start Up Partnering, Digital Health, Strategic Design:
    Client: Shire and Asimov Health  

    Strategy Practice: C-Suite Digital Day: helping a small pharma company embrace digitalization

    Defining a vision for Digital Health Investments

    Swisscom: Strategic Consulting to Define a Vision for Future Healthcare Investments

    Our Services: Strategic Design, C-Suite Consulting
    Client: Swisscom Ventures

    Marketing & Communications: Building a new marketing analytics platform for a generics company

    Defining the road towards a more digital future

    UPK, Universitäre Psychiatrische Kliniken: Digital Strategy for the Management Board 

    Our Services: Strategic Design


    Marketing & Communications: Building a new marketing analytics platform for a pharma company

    Digital Transformation Consulting

    Evolving the Digital Capability 

    Conducting a company survey to assess multichannel readiness and using those insights to design a strategic framework and roadmap to help the company navigate safely through its digital multichannel transformation.
    Our Services: Strategic Design, Service Design, Organizational Design, Digital Transformation

    Workshops, Coaching & Training

    Co-creation at its best, live and remote   

    Setting up a Design Thinking Academy

    Global Healthcare Client: Training multiple teams in Design Thinking

    Helping our client build an internal training academy for design thinking.
    Our Services: Design Thinking, Workshops, Sprints, Coaching

    Facilitating Customer Insight Workshops

    Translating Customer insights into Game Changing Storytelling 

    Creating deeper understanding for customers, by translating market research data into insights that come to life through creative storytelling and visuals. 

    Let’s Get Started

    Ready to Design a Game Changing Customer Experience?
    Let’s Build this Thing Together!