Organizations move fast, but customers move faster.

Since our founding in 2013, we have been helping organizations become more customer and people-centric, through strategy, design and business model innovation.

We are proud of all our work in public, private and non profit sectors, delivering business impact in diverse areas such as energy and utilities, education, telecommunications, technology, community development, social enterprise, logistics and transportation, banking and finance.


The Calgary Zoo

Construction is currently underway to prepare for the arrival of the Pandas in spring of 2018. This exhibit is expected to have significant economic and tourism impact in our city, so the Calgary Zoo hired us to help design this exciting new service experience for their customers.

Using a design sprint methodology, we quickly reviewed existing strategy and research data, along with customer personas and journey maps. In a short amount of time, we prototyped various value propositions to test if they would be desirable for customers and feasible to deliver from an organizational point of view.


Calgary Chamber

We were recently hired by the Calgary Chamber to help design and launch their Ignite program which is a 12 week accelerator for members that want to launch an innovative product or service in 90 days.  

Our team continues to provide the Chamber with advisory services and content to help them promote and scale this service offering to customer segments searching for assistance with product, service or business model innovation.


The Calgary Airport

As the competition for airport hubs in Canada heats up, YYC International Airport wanted to enhance the overall passenger experience of over 16 million travellers per year. In the past, it was just airlines who had to compete, now it’s the airports themselves as well.

Our work involved a diverse set of stakeholders including CATSA, Westjet, Air Canada, Stantec, Dialog and Brock Solutions to design some of the latest airport technologies in the world including; automated kiosks, YYC link shuttle system, digital signage, self-serve bag drop systems and a state-of-the-art baggage system that tracks bags through 10 kilometres of conveyor belts. 


Olds College

From driverless tractors and drones to technologies that preserve produce 5x longer, Olds College is leading our country towards entirely new ways of solving the biggest challenges in our food system.

The executive team recognizes that the future of farming isn’t growing plants or animals; it’s about growing students into innovators.  J5 was hired to help Olds College assess strategic opportunities and risks and then prioritize them based on potential business impact, alignment to purpose and organizational feasibility.  


Capital Housing

Capital Regional Housing is a non-profit Housing Management Body in Edmonton, dedicated to providing affordable housing to some of the most vulnerable individuals within the capital region. CRH’s mandate is to provide safe, clean and affordable places to live for families and individuals. 

The organization was looking for insight into the way various customers felt as they proceeded from awareness of CRH, through application, processing, move-in and move-out of social and near market housing.  Our firm was hired to audit the entire customer experience and provide a list or recommendations and roadmap of future projects.


ATB Financial

In order to best support entrepreneurs and modernize the banking experience, ATB recently created a new organization with new functional leaders in areas such as digital, big data, customer experience and innovation.

After a series of consultations with the Managing Director of Innovation, it was clear that ATB wanted to explore ways of making innovation a more reliable process. Although this can fly in the face of innovation purists, we believe that there are certain processes and tools that can be applied in a systematic way to make things more repeatable.

ATB hired our team to train them on the Strategyzer method of business model innovation and value proposition design.  With this in mind, we created a series of customized workshops that has provided a common language and approach to help them identify and prioritize a portfolio of future based opportunities.


University Calgary

We were hired by the University of Calgary to design and facilitate an event bringing together scientists and business leaders to explore the relationship between commerce, creativity and science.

Speakers from Google, ATB Financial, Imaginea Energy and J5 participated in an immersive design thinking workshop with over 150 guests.  Participants worked in groups to explore the scientific method of experimentation and test new methods and concepts in a fun and engaging way.The event was designed to maximize meaningful connection opportunities and generate unexpected conversations



Alberta’s economic downturn has had a province wide impact on post-secondary funding due to government freezes and large donor contributions have also been reduced.  This makes it increasingly difficult to move forward with student recruitment or the expansion of physical resources and facilities. 

Using the business model canvas as our point of reference, we quickly mapped out the current state and future state business models.  This helped a diverse group of leaders from marketing, finance, faculties and administration come together to identify and prioritize a portfolio of innovation opportunities.



Shaw 's customer care operations team is centralizing knowledge, expertise, training, management and other processes as part of a multi-year "Focus to Deliver" initiative designed to enhance Shaw's efficiency and better meet the needs of customers.

We continue to provide ongoing user experience strategy and design services for Shaw's primary knowledge management system which is used for customer service reps and field service technicians spread across Canada.  Our work includes workshops, ethnography and interviews with employees and stakeholders to ensure that systems and processes are designed with a clear understanding of the needs of users and business owners. 


Cenovus Energy

We were hired by Cenovus Energy to train employees on design thinking and business model innovation frameworks.