Strategic decisions are easier and cheaper with
We help product and executive leaders reduce risk, uncover unmet needs, and launch with evidence – not assumptions
- Validate the behaviours that drive adoption before major budget is committed.
- Prove real customer demand before assumptions turn into expensive mistakes.
- When adoption underperforms, uncover the behavioural friction behind it.
- Fix, pivot, or stop with clear evidence before more time and budget are lost.
- End siloed research and align teams around a shared view of the customer.
- Define the critical questions that matter most, reduce duplication, and ensure insight drives strategic commercial decisions.
Why How Might We?
Since 2017 we have operated at the intersection of strategy, product, and customer behaviour.
We have worked alongside global consulting firms in corporates navigating complex products at scale, but also with startups finding product–market fit under financial pressure. We understand both boardroom expectations and delivery reality.
Each year, we speak directly to hundreds of real customers across retail, finance, healthcare, and services. That depth of exposure allows us to spot patterns, pressure-test assumptions, and surface risks early, before they become expensive.
Working with How Might We was a genuinely pleasant experience. Their UX audit of our ticket booking flows was insightful, practical, and exceptionally well presented. We especially valued their collaborative approach — offering clear guidance without being prescriptive. The resulting changes have had a noticeable impact on customer navigation and ease of use across the site. We’d gladly work with them again and recommend them to any business serious about improving user experience.
Christy Turner - Webtickets owner
I have worked with How Might We in various capacities at different organisations. And it never ceases to amaze me at how easy they craft the simplest solutions for complex design problems. The team is extremely smart and dedicated and they have made a profound, positive impact on both the strategic direction of the project as well as the working group.
Lindie Cilliers, Allan Gray Head of Design
How Might We were a pleasure to work with. Having worked with multiple agencies, we were impressed by the organisation, depth of insight and professionalism of the team. They ran a great kick-off to understand our project needs and requirements and they kept us informed every step of the way.
Jessie Hill, Raspberry Pi Foundation
My experience of working with How Might We is exactly the experience I want to create for my customers when they work with my organisation! From initial engagement, to planning, to their reports and outputs, to the way they have engaged with my engineering team, it has been a great user experience.
Saul Kornik, Healthforce CEO
They expertly incorporated design thinking methodologies to guide the development of our innovative experiments and captured the essence of the user experience in each setting. Their commitment to quality and flexibility when navigating complex healthcare environments truly set them apart. How Might We has proven to be a trusted partner in innovation.
Amanda Hyman, Mediclinic
A cut above the rest, How Might We have been instrumental in helping Nedgroup Investments define and prototype business opportunities cutting through the clutter and sharpening the client focus. We are privileged to have worked with them!
Donna Barnes, Nedgroup Investments head of direct customer
How Might We's energy and commitment to human centred design meant we provided our clients with products that solved the staff’s pain points, freeing them up to get their jobs done well
Robbie Quercia, Deloitte Partner
How Might We have been instrumental in helping us get a deeper understanding of our customers’ needs and re-shaping our customer experience strategy across every channel as we move into a new Design Thinking-lead era. A potent team of dedicated practitioners. Couldn’t recommend enough!
Damian Stephens - Virgin Active Senior Service Designer
Organisations that focus on customer insights grow faster, have more satisfied employees and are more nimble.
From the state of customer centricity white paper commissioned by Google in 2022, and presented by How Might We at Think Retail in 2023.
0x
Customer centric organisations have 9x higher revenue growth
0%
90% of them have highly satisfied employees
0%
65% of them deliver changes in weeks or months not years