AimCX helps organisations find out where their services fail customers, redesign them, and show the commercial result. Based in Sydney, working with clients across Australia.
AimCX is an independent customer experience and service design practice. It works with businesses, product teams and enterprise stakeholders to design services that are easier for customers to use and cheaper for the organisation to run.
Work starts by establishing the real problem through research with customers and staff. This avoids investing in solutions to the wrong problem.
Findings are expressed in terms executives act on, such as NPS, cost to serve, cycle time and revenue. This makes the case for change clear and measurable.
Recommendations rest on interviews, observation, usability testing and service data. Decisions can be traced back to evidence rather than opinion.
Accessibility standards are built into design and governance from the start. Services work for more customers and avoid costly rework later.
Independent UX, service design and CX advisory for organisations working in complex, multi-channel environments.
Setting direction so that strategy, technology, operations and customer needs point the same way.
Understanding how services work today for customers and staff, and where they break down.
Designing and delivering improved digital experiences within transformation programs.
Examples of work led by Deepa at Insurance Australia Group (IAG) and PwC, each taken from discovery through to tested or delivered change.
Total loss claims took weeks and were identified too late, driving hire car and towing costs. The service was redesigned with machine learning triage, early salvage allocation and online self-service. Winner of the Guidewire Innovation Award 2020.
Customers had no visibility of their claim after lodgement, and satisfaction fell sharply during the decision stage. Proactive email and SMS updates were designed and tested in a 90-day live pilot.
A lack of progress updates and timeframes drove avoidable status calls. An online and mobile claims tracker was designed with ETAs, next steps and self-service inspection booking.
Regulatory data limits meant SA CTP customers could not see their policy online and had to call. A method was designed to match customer profiles using limited regulator data.
National symptom checker designed and tested with 20+ participants across three rounds, improving task completion in high-stakes health journeys. Delivered at PwC.
Usability testing across four design iterations of the transport website and mobile site, identifying critical trip planner issues before launch. Delivered at PwC.
Information architecture for 50+ linked government websites, validated with 155 participants, giving consistent navigation across a fragmented portfolio. Delivered at PwC.
Experience in regulated and customer-facing industries where services are complex and the cost of poor experience is high.
Founder and principal consultant, AimCX
Deepa is a senior service designer and CX strategist with more than 15 years of enterprise experience across insurance, banking, government and health.
She began in design research at IDEO and Google, then worked as a UX design consultant at PwC, followed by ten years leading enterprise service design at IAG across the NRMA, CGU and Coles Insurance brands.
Her focus is upstream discovery and strategic design: establishing the real problem, synthesising qualitative and quantitative research, and turning it into recommendations that executives act on. She first founded the practice in 2010 and reactivated it in Sydney in 2025.
A structured process from understanding the problem to measuring the result. Engagements can cover the full process or a single stage.
Research with customers and staff, call listening and service data to establish what is actually happening and where it fails.
Journey maps and service blueprints that align stakeholders on the problem and prioritise opportunities by customer and business value.
Co-design with product, technology and operations, then test concepts with customers before money is committed to delivery.
Support pilots and delivery teams, and track results against agreed measures such as cost, cycle time and satisfaction.
Sydney, NSW. Working with clients across Australia.