Enlighten Designs has been developing groundbreaking user experiences for our leading software and web based solutions for over a decade. We achieve great results by utilising a multi-disciplinary team which is made up of cognitive scientists, computer scientists, business analysts, graphic designers and information architects. It's this team that focuses on all aspects of User Experience Design (UX), drawing from an in-depth understanding of the information architecture, interaction design, user interface design and usability.

To develop the correct feature requirements and interaction plans based on your user and business goals, we undertake various analysis activities, drawing on the experience of hundreds of successfully delivered user experience projects.

Enlighten Designs approaches UX as a collaborative approach with prototyping and testing happening earlier and more frequently throughout the process. We bring users and other stakeholders in constantly to validate and iterate designs and ensure that the balance between business, marketing goals and user goals are met.


We believe that it is critical to deeply understand the perceptions, influences and motivations of our clients audiences as they begin to engage with their business in order to understand how best to frame the ideal customer experience. Why are we doing this? Who are we doing it for? What needs do they have? How do we meet these needs?

Identifying Persona UX needs

In order to build this unique understanding of experience, influences and motivations, we conduct Service Design activities, which build a deep understanding of the users and their context as per the process below. We always begin by defining the core opportunities or problems you wish to explore.


The Problem or Opportunity Statement

We always begin by defining the core opportunities or problems our clients wish to explore. 

User Journey Mapping

To begin building the human-centred view of the persona experience, we would utilise a user journey map tool that is used across service industries to analyse the customer experience of a customer and to specifically begin to understand the cumulative, end to end experience, rather than isolated, individual interactions at one point in this journey. This perspective also enables organisations to understand where in the journey their customers are experiencing pain or pleasure and where customers have needs which are being unmet by the current experience.


The Value Proposition

We are able to work with the customers to validate and identify their personas. These will inform the direction of the customer journey and website experience.

The easiest way to end up with great services is to focus on nailing the jobs to be done for your customer personas, rather than the traditional process of demographics.

Looking at the jobs-to-be-done from your customer personas point of view causes you to see your business through the eyes of your customer and really understand how you fit into their world. We then extend our clients personas using the value proposition canvas based on the work from Clayton M. Christensen codified by Strategyzer into the value proposition canvas.

Where UX fits in with the development process

  • Edgewater College

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    Enrollment and News Website

    Edgewater College has a small but thriving community of students and families from around New Zealand and around the world. Having such a large and spread out community made effective communication a challenging necessity.  Their website was dated and no longer met their needs and Edgewater College identified communication with parents and recruitment of international students as key areas for concern.

    Enlighten redesigned Edgewater College’s web site from the ground up. The design is modern and usable, while managing to convey the culture and mana of the school. Using Sitefinity we were able to build a powerful modern interface, facilitating communication with parents. The international student recruitment and enrolment pages were also vastly improved to enable prospective students to find all the information and resources they need to successfully enrol in one place.

  • UOW

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    Responsive Web Design

    The University of Waikato is committed to providing New Zealanders with a world class education and research portfolio. With approximately 12,000 students, three quarters of whom are under 25, it is important that the University’s webpage is appealing and offers an excellent user experience to attract young people to study at Waikato. Analytics on their website showed that 10% of users accessed the site from mobile devices and this figure was growing steadily. However the in-house University web team lacked the experience with implementing mobile-optimised user experiences needed to transform the existing site.

    Together we redesigned the University’s web site, providing the expertise and experience needed to bolster the skills of the University’s web team. We also consulted on the design of the user experience for the site.  The University now have a mobile optimised web site using responsive design principles for their web team to manage.

  • Power Farming Ltd

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    Parts Direct E-Commerce Website

    From humble beginnings in the Waikato in 1946, Power Farming Ltd has grown to become a major enterprise serving the New Zealand and Australian tractor and machinery markets. Power Farming strives to enhance the lives of their customers by supplying machinery that makes life easier and safer. Drawing on this philosophy, they looked deeper into current processes to focus on new and creative solutions to positively impact not only customers but their extensive network of dealerships as well.

    Power Farming were attracted to Enlighten after hearing of their reputation through word of mouth. We worked with Power Farming to come up with a solution that would move their systems away from an outdated and under-performing e-commerce platform to a modern, well designed and easy to navigate one stop shop. The solution was built on NOPCommerce and hosted on Microsoft Azure to cut costs and development time, allowing a perfect fit solution to be built. Using agile methods, we collaborated closely with Power Farming key stakeholders to ensure an amazing experience was delivered every step of the way.

Talk with our in-house UX experts