Digital experience: UX, strategy, design and development


We advise many of our clients on their whole digital ecosystem. It usually starts with a website but also encapsulates every consumer touchpoint from email and digital marketing to apps.

When it comes to websites, many of the technical challenges that used to plague web and product development are no longer challenges. Quite often, the hard part isn't writing the code, it's knowing what to build in the first place. So our process reflects that. It's focused on understanding customers, what they want, and how to deliver value to them.

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User Research

We use real people to test digital products. We put them in front of the website or app and ask them to complete tasks. We record the outcomes and provide insights that can be applied in the design phase.

Experience Audit

We put ourselves in the shoes of a user and provide qualitative feedback on the experience. We also dig into analytics to get quantitative data on how the experience is performing.

Persona Development

3-4 personas that reflect typical customers is a great way to create empathy with users.

Customer Journey Mapping

We can help you piece together the whole user experience across apps, email, phone and offline. It allows us to spot gaps where the experience can be improved.

Prototype Development

Before building a website or app, we can test all or parts of it with real users to make sure our assumptions are correct. We use clickable screens that mimic the real experience but are quick to produce.

UX / UI Design

We're experts at translating your brand identity and tone of voice into beautiful, useable interfaces. With decades of work behind us, we know how to create a great experience.


We are technology agnostic and happy to use whatever technology suits the project. That might be custom development, a small-scale website using a platform like Webflow, or a commercial grade CMS like Umbraco.


We test the end product with real users and encourage clients to see testing as a component of continuous improvement. Your website is never finished.

Case Study

Chapman Tripp
The firm that leads

“We found the team to be very responsive, great to work with and incredibly knowledgeable at what they do. Their digital capability is impressive and we are thrilled with our dynamic and modern website that seamlessly reflects our brand, vision and people.”

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Case Study

Auckland Light Rail
Building our future

Iceberg is Auckland Light Rail's creative partner. We help the Government engage with the public and communicate the plans for New Zealand's largest ever infrastructure project

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Our philosophy


We are focused on providing the right solution for the job. Not the right solution based on the resources we have in-house.

We partner with experts who have skills in almost every technology. We can also work with your in-house team if you have one.


We don't estimate for digital projects without a thorough scoping first.

A project may require significant research and prototyping, or might simply be a small marketing website. Either way, we need to understand the requirements, deliverables and timeframes before we can estimate.


People often spend a lot of time and effort thinking about the technology and much less time thinking about the right content.

For most clients, the right words and imagery will make a far bigger difference to the success of a project than elaborate interactivity.

It's never

Constant iteration is the key to success; learning from your customers and gradually making improvements as time goes on.

The first version of Facebook wasn't great. Look at them now.

Don't make
me think

We design for the lowest common denominator and keep things simple wherever possible. We avoid fashionable things like hidden menus because they aren't simple for people.

This approach often results in less code which is an extra bonus. Technical "bloat" is a real thing and will bog your project down.

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