38%
Average Engagement Uplift
AI personalisation and journey-optimised digital products deliver vs. non-personalised equivalents
2.4×
Higher Customer Retention
organisations with intentionally designed digital experiences retain customers longer than average
62%
CSAT Improvement
organisations report after redesigning core digital customer journeys with modern UX principles
What We Do

Exceptional CX is a differentiator.
We engineer it deliberately.

Exceptional customer experience is not accidental — it is the result of disciplined research, intelligent design, and continuous optimisation. Crux Customer Experience & Digital Product Innovation services craft compelling digital journeys that delight users and strengthen brand loyalty in Saudi Arabia's competitive digital landscape.

We integrate design thinking, AI personalisation, and CX analytics to build intuitive experiences across web, mobile, and omnichannel platforms — enabling organisations to exceed customer expectations at every touchpoint.

crux — cx-platform — omnichannel
~ crux-cx research --target customer-base
✓ 847 user interviews analysed
✓ 12 critical journey pain points identified
✓ NPS baseline: 32 → target: 68
~ crux-cx design --system ai-personalisation
✓ Design system: 240 components · 6 themes
✓ AI engine: 14 personalisation signals active
~ crux-cx deploy --channel all
█Live: Web · Mobile · Portal · Kiosk · App
Core Capabilities

CX capabilities.
Every digital touchpoint.

Customer Journey Mapping & UX Design

We map and redesign the end-to-end customer journey — identifying friction, moments of delight, and the highest-impact opportunities to differentiate through experience.

  • Jobs-to-be-done research — Deep qualitative and quantitative research that reveals what customers are actually trying to accomplish.
  • Journey mapping workshops — Cross-functional sessions that align product, marketing, and operations around the customer perspective.
  • Pain point prioritisation — Data-driven scoring of journey gaps by frequency, severity, and business impact.
  • Experience vision — Future-state journey blueprints that become the north star for your product roadmap.
01
Journey Health Score
Awareness Stage
Friction: Low · Satisfaction: 78%
Onboarding Stage
Friction: High → redesigned
Core Usage
Friction: Medium · improving
NPS Trajectory
32 → 68 · +36pts in 6mo

Digital Product Strategy & Prototyping

We define, design, and validate digital product concepts — from initial strategy through clickable prototypes tested with real users — before committing to full engineering investment.

  • Product discovery — Jobs-to-be-done analysis, competitive landscape review, and opportunity sizing to de-risk product investment.
  • Concept validation — Rapid prototype testing with target users to validate assumptions before build begins.
  • Product roadmapping — Prioritised, phased roadmaps that balance user needs, business goals, and engineering feasibility.
  • Lean MVP delivery — Minimal viable product scoping that maximises learning speed and reduces time-to-market.
02
Product Pipeline
Discovery Phase
3 concepts validated · user-tested
MVP Definition
Feature set locked · sprint plan ready
Beta Launch
1,200 beta users · 4.6/5 rating
Full Launch
Roadmap: Q3 · 40K target users

Personalisation & AI-Driven Engagement

We embed AI personalisation infrastructure directly into digital products — serving each user a tailored experience based on behaviour, preferences, and context in real time.

  • Recommendation engines — Collaborative filtering and content-based models that surface relevant products, content, and actions.
  • Dynamic content personalisation — Real-time content and offer personalisation based on user segment, behaviour, and intent signals.
  • A/B testing infrastructure — Experimentation platforms that continuously test and optimise every element of the user experience.
  • Behavioural analytics — Event tracking and funnel analysis that close the loop between design decisions and user outcomes.
03
Personalisation Engine
Active User Segments
247 dynamic segments live
Recommendation CTR
4.2% (↑ from 0.8% default)
A/B Tests Running
18 active experiments
Revenue Lift
+23% from personalised journeys

Omnichannel Experience Frameworks

We design and build experience frameworks that ensure consistency, context-awareness, and continuity across web, mobile, kiosk, branch, and partner touchpoints.

  • Channel architecture design — Define how data, identity, and experience logic flow across every customer-facing touchpoint.
  • Unified customer profile — Single view of the customer across all channels — enabling contextual, continuous experiences.
  • Cross-channel analytics — Unified measurement that attributes outcomes to the full journey, not individual channel interactions.
  • Arabic & English localisation — Full bilingual experience design optimised for KSA cultural context and RTL interface requirements.
04
Channel Performance
Web App
NPS: 71 · Satisfaction: 89%
Mobile App
NPS: 74 · 4.7/5 store rating
Customer Portal
NPS: 68 · 78% self-service rate
Cross-channel Consistency
94% brand consistency score
How We Deliver

Insight to experience. Experience to outcomes.

A research-led, data-informed engagement that moves from customer insight through to production-grade digital products — tested and validated before full launch.

01
Discover & Research
Deep customer research, journey mapping, and competitive analysis to define the experience vision and product opportunity.
User ResearchJourney MappingCompetitive AnalysisOpportunity Sizing
02
Design & Prototype
UX design, information architecture, and interactive prototypes validated with real users before engineering begins.
UX DesignDesign SystemPrototypeUser Testing
03
Build & Personalise
Full-stack digital product engineering with AI personalisation infrastructure embedded from the first sprint.
Front-End BuildAI IntegrationPersonalisationA/B Framework
04
Launch & Measure
Phased rollout with analytics instrumentation, funnel tracking, and NPS measurement from day one.
Phased LaunchAnalytics SetupNPS TrackingFunnel Analysis
05
Optimise & Iterate
Continuous improvement cycles driven by behavioural data, user feedback, and experiment results.
Experiment ResultsIteration SprintsJourney OptimisationRetention Focus
Client Outcome
"Crux redesigned our entire digital onboarding journey and embedded AI personalisation across the platform. Customer drop-off during onboarding fell by 58% in the first month. Our NPS went from 31 to 67 in six months — the highest in our sector."
CD
Chief Digital Officer
Saudi Insurance Group · Riyadh
67
NPS score — up from 31 in six months
-58%
Onboarding drop-off rate reduction
+23%
Revenue uplift from AI personalisation
4.7/5
Mobile app store rating post-redesign
Technology Stack — Best-in-class tools · No vendor lock-in
Figma React Next.js Flutter React Native Framer UX Research Jobs-to-be-done Design Systems Personalisation A/B Testing Amplitude Mixpanel Hotjar Segment Contentful Arabic RTL WCAG 2.1 Omnichannel AI Recommendations Figma React Next.js Flutter React Native Framer UX Research Jobs-to-be-done Design Systems Personalisation A/B Testing Amplitude Mixpanel Hotjar Segment Contentful Arabic RTL WCAG 2.1 Omnichannel AI Recommendations

Extend your CX capability.

SVC / 02
Intelligent Application Engineering
Build the underlying AI-enabled application infrastructure that powers your personalised digital experiences.
Explore service
SVC / 05
Data Engineering & Analytics
Build the data pipelines and customer analytics platform that feed your personalisation and CX intelligence engines.
Explore service
SVC / 07
Digital Banking & Financial Services
Apply CX and digital product innovation specifically to banking, payments, and financial services journeys.
Explore service
// ready to transform cx

Build digital experiences
customers remember.

Research-led. AI-personalised. Omnichannel. Designed for Saudi Arabia's discerning digital consumers and the enterprises competing to serve them.

Start Your CX Engagement Schedule a Design Workshop