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Alternative by Design

Alternative by Design

Founded by James and Cett, Alternative by Design is a nimble Customer Experience and Design consultancy. We believe accessible, equitable and inclusive customer experiences can make a deep and lasting impact on our community.

Our expertise

We have a combined 30+ years in business, human-centred design and innovation. We have delivered commercial, creative and transformative projects across a variety of industries including aviation, insurance, science, and government.

Cettina. A woman with shoulder length brunette hair. She is smiling and wearing a patterned shirt

Cettina

Cettina is endlessly curious about how good design can unite people, ideas and organisations. Using her deep experience in leading innovation, culture, and service design programs, she helps teams move from intent to action with clarity and confidence. As Co-Founder of Alternative by Design, Cettina tackles every challenge with warmth, rigour, creativity and a sharp commercial lens.

James. A man with no hair, glasses and a beard. He is smiling and wearing a shirt with cockatoos on it.

James

James believes great design starts with empathy and ends with impact. With a career spanning from aviation professional to designer, he is driven by solving complex problems in ways that make life simpler. As Co-Founder of Alternative by Design, James creates change that sticks by blending human-centred, innovative and inclusive design practices.

Our principles

Everything we do at Alternative by Design is guided by these core principles.

Partner with purpose

We partner for the long term, building trust and demonstrating the value of the work we do

Creative and Pragmatic

We are bold with our creativity, and balance visions by grounding them in realistic actions

Connect diverse disciplines

We value the the diverse experience of different teams, and work together in service of our goals 

Human centred and beyond

We include diverse voices to build experiences that are human, inclusive and sustainable

Ready to transform your customer experience?

Contact us to arrange a no obligation chat to discuss your goals and to decide on the best place to start your journey.

Cettina. A woman with shoulder length brunette hair. She is smiling and wearing a patterned shirt

Cettina

Co-Founder

James. A man with no hair, glasses and a beard. He is smiling and wearing a shirt with cockatoos on it.

James

Co-Founder

Culture of experimentation

  • A space to test, learn and iterate on new experience concepts

  • Teams empowered to explore bold ideas without disruption

  • A mindset shift to continuous innovation and improvement

Breakthrough insights

  • Deeper understanding of unmet needs and emerging behaviours

  • Early validation of concepts through prototyping and testing

  • Data-driven discovery that fuels smarter, more relevant innovation

Scalable impact & growth

  • A pipeline for turning ideas into measurable business outcomes

  • Systems and partnerships that accelerate innovation

  • Clear link between experience improvement and success

Whats included in CX Innovate?

Our 12 week CX Innovate process includes:​

  • Establish an experiment pipeline

  • Create and validate CX concepts

  • Design of CX Innovation Lab

  • Operating and governance models

  • Implementation plan

  • CX Innovation playbook

Who is it for?

C Suite across Executive, Technical and Customer offices, Heads of Operation, Strategy, Transformation and organisations experiencing:

  • Lots of ideas; little evidence to choose where to start

  • Local improvements that don't scale

  • CX Improvements that did not land with customers

  • Stalled transformation with unclear ownership

  • Capability drain

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