Broken journeys show up in the numbers.
A principal-led CX practice in Washington, DC. We help CX leaders connect customer pain to the outcomes that move budgets — and design fixes that stick.
What we do.
CX strategy, brand, and design for organizations that need fixes that stick. 20 years of consumer experience. Principal-delivered. We leave teams with tools and infrastructure they own — not just a report.
- 01Brand Identity
Strategy, naming, visual identity, and design systems. Brands that carry meaning and scale.
- 02Website Design
Research-driven, conversion-aware. No templates. No shortcuts. Launched in 8 weeks.
- 03App Design
Interface design for digital products — consumer apps, SaaS platforms, internal tools.
- 04CX Strategy & Journey Mapping
End-to-end customer experience design. From research to roadmap.
- 05Advisory Services
Fractional creative direction and design operations consulting.
design experience
delivered
launch
SM products that support our services
Every SM product came from a real CX problem in the field. Our clients use them in production alongside engagements.
- 01 The LatheCX EvaluatorLive
- 02 The GaugePersona BuilderLive
- 03 The PanlSynthetic Focus GroupLive
- 04 The LedgerDiscovery IntelligenceLive
- 05 The CompassJourney IntelligencePreview
Selected work.
- 01 Ascendra→A federal IT firm built to deliver. A brand built to match.
- 02 Adobe CX→Enterprise journeys mapped. Teams aligned.
- 03 Retail CX→Understanding the shopper before redesigning the experience.
- 04 Regional Health System→Redesigning the patient experience across billing, portal, and care journeys.
A practitioner,
not a vendor.
Significant Machine is a principal-led CX and design practice in Washington, DC. Twenty years of consumer experience across healthcare, financial services, CPG, and federal — now combined with AI-native product thinking.
When you work with us, you work with the practitioner. We don't hand the engagement to a junior team. And we don't hand you a report and disappear — we leave organizations with working tools, design systems, and the business case to fund the next initiative.
- 01 ·20+ years consumer design. Healthcare, financial services, CPG, federal.
- 02 ·Principal-delivered. You work with the practitioner, not an account team.
- 03 ·We build the tools we use. Clients leave with infrastructure, not just a deliverable.
- 04 ·Small by design. Senior perspective on every engagement.
Thinking out loud.
Healthcare CX apps are not B2B SaaS — design implications
The same patterns that win in B2B SaaS quietly fail in healthcare. Here is what changes when the user is a patient.
Read →How to redesign an EOB without legal redlining it
The patient billing statement is the highest-leverage patient experience intervention available. Here is how to actually ship a redesign.
Read →Press Ganey vs. NRC Health vs. building custom — when each makes sense
The three real options for patient experience measurement, and the trade-offs nobody puts in the sales deck.
Read →