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Our approach

TXI is the strategic partner helping you build conviction, drive change, and achieve outcomes through digital product innovation. We build software to solve your unique and complex problems while improving people's lives and work, giving your organization a competitive advantage.

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Engage with experts

Engage with experts and evaluate the potential impact of your idea by peering through these three lenses.



What are your users’ needs, goals and motivations? Who will be impacted by this idea and by how much? Why might they care? How much will they have to change their current behavior to adopt your product or service? What are their existing alternatives?



What does success look like for this idea? How does it contribute to your overall organizational vision and strategy? How important is it to your future viability and how quickly do you need to get there? Do you already have customers and users at the ready?



Can your solution be built and for how much? What assets are already in place to use as a foundation? What can we use to start small and validate the need and riskiest assumptions? Where can we buy versus build to jumpstart the solution?



What is the magnitude of change your organization is ready to commit to? What’s currently getting in the way? Is your culture and organizational model able to adjust to support innovation? Are people excited or apprehensive?

Case Studies

Creating safety with a chatbot to drive better outcomes in pelvic health


Work differently

As a business leader, you have big goals and limited resources to achieve them. Product innovation requires a fundamental shift in how your organization generates, validates, and iterates on ideas. To help you get there, we follow six principles to work differently.

See and Experience

We interact with the world beyond our desks, starting with end users. Getting as close to their experiences and perspectives as possible—combating bias with empathy—to ensure we accurately identify and document their needs

Dimension and Diagram

We break down our observations and restructure our findings to better understand the problem space. We visualize our shared understanding using maps and frameworks to align on insights and mental models.

Question and Reframe

We interrogate our clients’ (and our own) beliefs and orthodoxies. We reframe problems and opportunities to challenge those assumptions.

Imagine and Model

We make our ideas tangible and shareable—concepting, sketching and wireframing what’s plausible, probable and possible.

Test and Shape

We study actual users engaging with what we’ve sketched, prototyped or built. We ask for their feedback with every interaction and use that input and our observations to improve what we’re building.

Pitch and Commit

Throughout the process, we pitch concepts and ideas, collect feedback, and align on preferred paths forward. We make sure everyone is on the same page throughout the whole engagement, building conviction for what to do next.


Widen your aperture

To design products that your users want to use, you need to understand their unique needs and perspectives. At TXI, we give ourselves permission and space to generate a high number of ideas. We don’t get attached to the first approach and we seek out evidence to support our recommendations. By quickly generating and testing ideas with your users, we get answers early.

Build the right thing


Remain accountable

Every step you take toward launching a new product should create value and move you toward the outcomes you need. To this end, we opt for small, fast releases, and don’t waste time building solutions to problems that have already been solved. We front-load the queue with our riskiest assumptions and validate only the things that will differentiate you.


Learn to innovate

Anyone can become a successful innovator by adopting a disciplined approach to cultivating the right mindsets and behaviors. We know from experience that to build the most impactful products, you have to build impactful teams. We’ll demonstrate the process for your organization, help you practice it, and then take a back seat when your team is ready to operate on its own.

I’ve been very impressed with TXI’s adaptability. We created something new to the industry, a framework for innovation.

Rizal Hamdallah, VP Innovation Labs, Tyson Foods
Case Studies

Creating safety with a chatbot to drive better outcomes in pelvic health

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