Bringing business and customers closer
Knowing what moves your customer—how they think, feel, and behave—is the key to improving their experience, and your business. We’ve made it our business to understand the needs of many kinds of customers, with a special focus on industries like insurance, where the customer experience must evolve quickly to meet growing expectations.
What these 12 people want insurance companies to understand about their finances
We recently spoke to 12 working-aged adults across America about their finances, about insurance, and about how they are managing uncertainty about the future. Read their stories to discover what they had to say.
Placing people at the heart of the process
We believe that great design and innovation starts with understanding real-life, human problems. It’s a principle that guides every aspect of the work we do—designing to serve the people at the heart of your business: your customers, your employees, your team.
Customer Research & Insights
Understand your customer, your opportunity
Turn opportunity into strategy
Product & Service Design
Design experiences that move people to action
Design Education & Thinking
Share new tools and mindsets with your team
What we've been up to
September 22, 2023
Reevaluating the value of insurance
From trust issues to affordability concerns, five key findings from our recent qualitative research study
September 13, 2023
AI and human-centered user research: a conversation
A team of Cake & Arrow researchers and designers sit down to discuss what a human-centered design practice that utilizes AI might look like
August 15, 2023
The mindset shift the insurance industry doesn’t know it needs
A human-centric, design-minded perspective on a business-centric, insider-minded industry