A human centric approach to business design

People seek experiences, not just products or services.

We uncover meaningful experiences customers desire using a variety of market research techniques, and provide innovative strategic frameworks based on human-centric design thinking methodology to deliver those experiences holistically across all customer interactions.

Towards that end, we provide consulting services as well as training workshops to help organizations unlock their employees' creativity to achieve business goals.

We work with both non-profits, and for-profit social and commercial enterprises.

How should Mindarray position itself in a crowded market of IT monitoring software providers?

Mindarray Systems, a start-up, that builds software to monitor all layers of IT infrastructure wasn't able to position their product in a crowded market place of IT monitoring. Combining passion with technological expertise, its founding team managed to create a software that was superior to products in its class. But lack of brand messaging and positioning prevented its product to stand out.

Abir did a qualitative and desk-top study of what bothers IT administrators and the experiences they seek working in a rather stressful environment of business-critical infrastructure management. Based on insights uncovered, Abir recommended a brand positioning on evoking experiences of freedom, simplicity and control. A  ground-up website redesign with new content was executed to deliver the marketing message to its world-wide audience.