Our job is to create a coherent experience

Customer Experience, CX is about every interaction a customer has with an organization – before, during, and after a purchase. It includes their perception of your brand, their experiences interacting with your digital touchpoints, and their whole journey throughout the customer lifecycle.
In the field of CX, Goodhum focuses on how digital touchpoints shape the customer experience and transform the way businesses operate.
This covers the flow of experiences over many individual digital services and products. Understanding this flow empowers businesses with new perspectives on Digital Transformation.

User experience, UX is about what happens in the user's head - the subjective experience. UX is what a person feels when using a product, system or service. It's the overall experience that a person has, including all the emotions and thoughts they have while using it. Good UX is important because it can make people feel happy, satisfied and engaged with what they're using. It can also make people loyal to a brand and more likely to recommend it to others.

User interface, UI is what happens on the screen and thus comes immediately after the experience.
UI design deals with the cognitive processes and the usability of the solution. It must be aligned with the goals set in UX design.

Usability is the efficiency of implementing tasks using the UI; how it works.
It assumes the tasks are of importance for the user. Usability is a measure of the ease of learning and completing those tasks.  

Design is a funny word. Some people think design means how it looks.
But of course, if you dig deeper, it’s really how it works. 


The core of any digital service or product is the utility it provides for the user. Our goal is to validate the assumed utility as early as possible.  This is done by prototyping early and testing the utility and usability with real users.
The process ideally assumes little, and uses synthesis to test often, with an open mind.

The curiosity to innovate

The lean, user-centred, positive, open-minded and iterative process has Design thinking roots. It's in our culture - Goodhum has a strong background of design and innovation.

Read more about Lean UX.