Brand is the promise you make,
customer experience is the promise you keep

Our Purpose

The experience your employees and customers have of your organisation is defined by successfully delivering on your brand promises. We drive impetus for change by shifting mindsets, behaviours and services to help businesses realise the untapped potential of keeping those promises.

Our Values

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We are really, really customer first

You matter to the lives of your customers and they matter to your business. The customer is the core of any business, just as you are the core of ours. We translate Customer for Australian businesses - because it’s the single most important language every business should speak.

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Keep it meaningfully simple

People can be complicated, but providing the service they want doesn't have to be. We generate and analyse vast qualities of data to produce simple, elegant innovation outcomes and actionable strategies.

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Take ownership and get it done

We understand that change is difficult, especially when it comes to your core services. That's why we take ownership of the problem and work with you, every step of the way, to design and deliver bespoke innovation strategies that work within your organisation and that can be enabled and scaled across your business.

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Stay humble and curious

In order to be exceptional innovators you need to be empathetic. Like our approach to prototyping, we test often and learn faster to ensure the best result for our clients. Our growth-driven design methodology allows us to remain humble, curious, agile and flexible.

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Do the right thing

We are committed to doing the right thing by each other and our clients. We care for each other in both a professional and personal capacity that keeps us connected beyond business.

The Proto Story

Why is it so damn hard to get everyone on the same page?! You have to jump through hoops and keep people focussed, but egos get in the way, projects are abandoned, and a lot of time is wasted. Then consultants come in and leave you with enormous decks you can't do anything with.

We decided to do something different and focus on really listening to customers tell us what was important to them and designing for that. It's hard to argue with the voice of the customer and the employees you are asking to deliver that product or service. It wasn't about us telling you what we think you should do, but what your own people and customers want you to do.

It's not easy telling ‘successful’ businesses things they didn’t really want to hear. So we've spent years learning, changing, tweaking... listening to employees and their customers, designing the methodology, to make sure it works every time.

And the more time we spent with organisations, the more we understood that what is broken for customers is a reflection of what's not working internally. And even then, it's hard to get an organisation excited about the opportunity, especially when they know how hard it is to get everyone on the same page.

The solution is about getting to the heart of your world and your customers. Then aligning the two. It makes the difference between what it is... and what is possible.

The Proto Journey; timeline from 2008 to present

Blurring the lines between work and play

The Proto Influence

We don't just design outstanding services; we work towards changing the Australian service culture, offering our time to highlight the benefits of innovative service strategies to a variety of audiences, ranging from university students to business leaders.

Understand your Customers and Grow your business.

Let us help you identify the most important thing about your customers that will unlock your company’s growth.


Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.