Built by a practitioner,
not a brand.
CXD Labs was founded in 2015 by Saiful Nasir. Over the decade since, we’ve delivered 50+ projects for 20+ clients across enterprise software, financial services, telecommunications, government and the not-for-profit sector.
What the name means, and how we got here.
CXD Labs stands for Customer Experience Design - and the “Labs” reflects what we’ve spent the last decade building: a research method, an analytical approach, and the in-house tooling that supports both. We started as a customer experience and service design consultancy. Over the years, the work we’ve been pulled into most often - and the work we’ve consistently done best - is the upstream piece: understanding what customers actually experience, what frustrates them, why they leave, and what to do about it. As that pattern got clearer, and as our methodology matured, we sharpened the offer around it. Today, customer experience research and the product, service and process design that flows from it is what we do.
CXD Labs stands for Customer Experience Design - and the “Labs” reflects what we’ve spent the last decade building: a research method, an analytical approach, and the in-house tooling that supports both. We started as a customer experience and service design consultancy. Over the years, the work we’ve been pulled into most often - and the work we’ve consistently done best - is the upstream piece: understanding what customers actually experience, what frustrates them, why they leave, and what to do about it. As that pattern got clearer, and as our methodology matured, we sharpened the offer around it. Today, customer experience research and the product, service and process design that flows from it is what we do.
Three principles you can hold us to.
Decision-linked.
Research has to move a decision. If a question doesn’t map to something the team will choose differently, we don’t ask it.
Evidence-traceable.
Every insight in every deliverable traces back to the customers who said it. No anonymous claims.
Outcome-accountable.
We measure whether what we recommended actually delivered - and we tell you straight, even when the answer is uncomfortable.
See if we’re a fit for what you’re working on.
Book a 30-minute scoping conversation. No pitch - just a sharper view of what your customer research could reveal.