Architecture for the next era of Intelligent Customer Experiences (ICX)

Architecture for the next era of Intelligent Customer Experiences (ICX)

Architecture for the next era of Intelligent Customer Experiences (ICX)

We're a design and technology services company on a mission to elevate customer experiences.

We're a design and technology services company on a mission to elevate customer experiences.

We help brands create predictive, personalized, and seamless customer experiences that truly connect.

We help brands create predictive, personalized, and seamless customer experiences that truly connect.

Through powerful CX architecture, we fuel loyalty, boost retention, and unlock long-term growth.

Through powerful CX architecture, we fuel loyalty, boost retention, and unlock long-term growth.

Blueprint for ICX

Blueprint for ICX

Blueprint for ICX

Unified Data Infrastructure

Unified Data Infrastructure

Unified Data Infrastructure

We unify fragmented systems—CRM, CDP, analytics, and behavioral data—into one intelligent foundation. This gives your teams a single source of truth and enables real-time responsiveness across the journey.

We unify fragmented systems—CRM, CDP, analytics, and behavioral data—into one intelligent foundation. This gives your teams a single source of truth and enables real-time responsiveness across the journey.

Technology + AI

Technology + AI

We embed machine learning and GenAI directly into your CX workflows—allowing you to predict customer needs, personalize experiences, and automate at scale.

Design Systems

Design Systems

We establish scalable CX design frameworks that ensure consistency, accessibility, and elegance across every touchpoint—helping your brand deliver experiences that feel seamless and human.

ICX drives growth

ICX drives growth

ICX drives growth

+80%

+80%

Outperfrom Laggards

Brands that lead in CX outperform laggards by 80% in revenue growth.
(Source: Qualtrics XM Institute, 2024)

1.6x

1.6x

Increase in Lifetime Value

Improving CX can reduce customer churn by up to 30% and increase lifetime value by 1.6x.
(Source: Bain & Company, 2023)

+40%

+40%

Boost In Retention

Organizations using predictive CX analytics see a 20–40% boost in conversion and retention.
(Source: McKinsey & Company, 2024)

+70%

+70%

Growth In Customer Satisfaction

Companies that unify data and automate CX journeys achieve 25% faster growth in customer satisfaction scores.
(Source: Forrester Research, 2023)

We help you activate ICX through

We help you activate ICX through

We help you activate ICX through

Strategy

Define who your brand is and who your customers truly are through CX Archetypes and Personas — the foundation of intelligent, consistent, and human-centered experiences. Build clarity, empathy, and alignment that drive lasting customer connection and measurable growth.

Service: Archetype & Personas

Learn More

Research

Unlock what your customers are really thinking with our Voice of Customer (VoC) programs. We help businesses capture feedback across surveys, reviews, support data, and social channels—turning insights into clear actions that drive retention and growth. Whether you’re a small firm or a scaling enterprise, we’ll design a lean, automated VoC system tailored to your business.

Service: Voice of Customer (VoC)

Learn More

Mapping

Unlock the full picture of your customer experience with Intelligent Journey Mapping. By combining feedback, behavioral data, and real-time analytics, we create living journey maps that highlight drop-offs, friction points, and moments of delight. This enables your teams to act faster, personalize experiences, and drive measurable growth across the entire customer lifecycle.

Service: Customer Journey Mapping

Learn More

Automation

Enhance customer support with Intelligent Chat & Voice Agents that answer questions instantly, automate routine tasks, and connect seamlessly to your team when needed. Our AI-powered agents work across chat, WhatsApp, and phone, delivering fast, accurate, and personalized experiences 24/7. Reduce costs, improve satisfaction, and unlock scalable growth with a solution tailored for medium-sized businesses.

Service: Chat, Call, Onboarding

Learn More

Tech Stack

Tech Stack

Tech Stack

We drive results through

We drive results through

We drive results through

Collaboration

Bringing cross-functional teams together to co-create solutions that reflect both customer needs and business realities.

Bringing cross-functional teams together to co-create solutions that reflect both customer needs and business realities.

Bringing cross-functional teams together to co-create solutions that reflect both customer needs and business realities.

Business Alignment

Ensuring every CX initiative ties directly to measurable outcomes like retention, growth, and efficiency.

Ensuring every CX initiative ties directly to measurable outcomes like retention, growth, and efficiency.

Ensuring every CX initiative ties directly to measurable outcomes like retention, growth, and efficiency.

Harnessing Technology & AI

Embedding machine learning, automation, and GenAI to enable scale, speed, and real-time responsiveness.

Embedding machine learning, automation, and GenAI to enable scale, speed, and real-time responsiveness.

Embedding machine learning, automation, and GenAI to enable scale, speed, and real-time responsiveness.

Design Thinking

Applying human-centered design frameworks to craft experiences that are intuitive, elegant, and effective.

Applying human-centered design frameworks to craft experiences that are intuitive, elegant, and effective.

Applying human-centered design frameworks to craft experiences that are intuitive, elegant, and effective.

Customer Obession

Putting the voice of the customer at the center of decisions to build trust and loyalty.

Putting the voice of the customer at the center of decisions to build trust and loyalty.

Putting the voice of the customer at the center of decisions to build trust and loyalty.

Strong Execution

Moving beyond strategy with disciplined delivery, governance, and continuous improvement that make change stick.

Moving beyond strategy with disciplined delivery, governance, and continuous improvement that make change stick.

Moving beyond strategy with disciplined delivery, governance, and continuous improvement that make change stick.

Associations

Associations

Associations

Leadership

Leadership

Ria Jethmalani
MANAGING DIRECTOR

Ria Jethmalani began her journey with a focus on finance and a vision to lead companies. She rapidly rose through the ranks in e-commerce, ultimately becoming a CEO and earning a reputation as a pioneer in digital luxury sales. Seeking to expand her skill set, she studied design and engineering at Carnegie Mellon University. Ria now leads De.SHA design lab, where she  specializes in AI-driven customer experience design, helping founders create intelligent, personalized, and scalable solutions for today’s evolving market.

Raj Jethmalani
CREATIVE DIRECTOR

Raj Jethmalani
CREATIVE DIRECTOR

Raj Jethmalani, an honors graduate in marketing from DePaul University and an award-winning entrepreneur, brings extensive business expertise with a strong focus on branding and customer experience. With a proven track record of driving brand success through innovative strategies, he now applies his marketing insights to designing seamless and engaging customer experiences. By integrating user-centric design with data-driven marketing, Raj helps businesses craft cohesive, impactful journeys that enhance customer satisfaction and brand loyalty. His ability to bridge marketing, design, and CX positions him as a transformative leader in creating meaningful, customer-first brand experiences.

Brands that trust us

Brands that trust us

Brands that trust us

Brgrmeister

CX transformation to deliver a multi-channel gourmet experience

D'Addario & Co.

Transforming Customer Experience in a Utilitarian Market

Orient, Seiko Epson Corporation

Crafting India's first luxury E-commerce Experience for timepiece

Arbana

Establish a customer experience promoting the brands promise of mindful shopping 

Find your CX gap

Take the 3-minute CX Navigator to uncover where your customer experience breaks and what you can do about it.

Take the 3-minute CX Navigator to uncover where your customer experience breaks and what you can do about it.

STEP 1

Dignose

Tell us about your business and customer journey challenges.

STEP 2

Discover

We’ll analyze your responses against 15 CX solution types.

STEP 3

Act

Get a personalized roadmap and CX strategy

Start the navigator

Make every interaction count

Let's Connect

Company

Home

Let's Connect

About

At Dē.SHA Design Lab, we partner with small and medium-sized brands to elevate customer experiences through seamless journey management. Using AI-driven tools, we craft engaging, data-backed experiences that drive scalable growth.

Contact

projects@withdesha.com

PRIVACY POLICY

Copyright @ 2024 De.SHA Design Lab

Make every interaction count

Let's Connect

Company

Home

Let's Connect

About

At Dē.SHA Design Lab, we partner with small and medium-sized brands to elevate customer experiences through seamless journey management. Using AI-driven tools, we craft engaging, data-backed experiences that drive scalable growth.

Contact

projects@withdesha.com

PRIVACY POLICY

Copyright @ 2024 De.SHA Design Lab

Make every interaction count

Let's Connect

Company

Home

Let's Connect

About

At Dē.SHA Design Lab, we partner with small and medium-sized brands to elevate customer experiences through seamless journey management. Using AI-driven tools, we craft engaging, data-backed experiences that drive scalable growth.

Contact

projects@withdesha.com

PRIVACY POLICY

Copyright @ 2024 De.SHA Design Lab