quinnat
Warm architectural interior — brand as spatial experience
EXPERIENCE ARCHITECTURE

customer architecture, built by brand, space and technology

quinnat is an experience architecture practice. What we build: one journey, one architecture - in the digital and physical space.

For companies under transformation pressure. Advised and delivered by a team that has run it at scale.

chapter 01 · the value

we build the backbone of your business.

We elevate brand positioning, customer value, and maximise operational efficiency for businesses in need of transformation.

Advised and delivered by an experienced team that knows how to integrate brand experience, customer journey, and technology architecture into one scalable operating blueprint.

From pre-book to stepping into the physical space - one coherent, integrated experience.
chapter 02 · how we create value

connecting the key business drivers

Four drivers, engineered to work as one system. Each one enables the next - the customer focus embedded across every step of the journey.

01

brand experience

what we enablerecognition and a trusted experience

02

customer journey

what we enableconsistency, coherence, personalisation

03

employee journey

what we enableefficient employee workflows

04

technology

what we enablescalable, automated operations

Nike Mercurial retail environment — brand expressed as an immersive space
feel
architecture, space and experience are an expression of the brand and the customer promise.
chapter 03 · what you get

one partner, across three verticals

Built horizontally across the business - and delivered as one connected system.

brand

the experience

A sharpened positioning and a brand experience system your market recognises.

customer

the journey

An end-to-end customer journey designed as one continuous path, bridging the digital and physical space.

technology

the foundation

A backbone built and integrated so the journey runs from day one.

chapter 04 · what we connect

one holistic blueprint

brand experience

We define your brand's strategic positioning and translate it into a cohesive identity that lives in the digital as well as the physical spaces.

outcomes
  • positioning
  • brand experience
  • digital & physical design

customer journey

We understand your customer and their journey — transforming satisfaction into predictable lifetime value while maximising the human experience.

outcomes
  • target audiences
  • customer journey
  • matrix & validation

employee journey

We offload your team from transactional burden to deliver a truly human experience.

outcomes
  • team onboarding
  • playbook

technology

We engineer the technology architecture as a resilient, adaptable structural backbone — offloading transactional burden to maximise human interaction and operational efficiency.

outcomes
  • front-end enablement
  • backend enablement
  • data intelligence
Motion light trails — data and journeys in continuous flow
foundation
the backbone runs the journey from day one - built to adapt and last.
chapter 05 · our delivery model

strategy your teams own

We define with you what business success looks like, align internal cross-functional teams and core partners, then keep progress and capacity aligned as it runs.

  1. 01

    goals, domains & KPIs

    a shared definition of what business success looks like

  2. 02

    product & team donut set-up

    internal cross-functional teams and core partner alignment

  3. 03

    big room planning

    scope definition and prioritisation against resource capacity

  4. 04

    prioritisation of themes

    continuous progress and capacity alignment

chapter 06 · executed in three phases

one execution model, delivered in three phases

Take one phase, two, or all three. Each is scoped as a clean, standalone deliverable with its own outcome — so you are never committed to the whole programme to get value from the first step.

Our initial discovery will determine the need and the scope — and is free of charge for you. Start where the pressure is: many engagements begin with design alone, and only continue once that work has proven itself.

Where your team does not have the capacity, we can introduce core partners — reliable, battle-tested suppliers we have delivered with before — so a phase is never blocked for want of hands.

1

design

strategy & requirements
  • target audiences and customer journeys
  • brand, spatial and digital experience
  • requirements, architecture and validation
2

build

development & integration
  • digital touchpoints and user interfaces
  • build and integrate systems and data
  • prototyping and design packages
3

deliver

execution & optimisation
  • execute pilot, POC or full rollout
  • testing, user acceptance and go-live
  • evaluate performance and optimise
chapter 07 · who we are

strategy delivered by the people who ran it

Mike Rawson

Mike Rawson

tech & delivery

connecting innovation with reality

Former CIO of citizenM. Mike led a digital transformation that tripled revenue and implemented the industry's first autonomous digital employees. He builds the scalable AI foundations (Room 2.0) that power modern hospitality — ensuring data flows seamlessly before the guest even arrives.

Claudia Abt

Claudia Abt

brand experience & design

turning strategy into connected experiences

Former Chief Design Officer at citizenM and Design Director at Nike Inc. Claudia approaches design as both an aesthetic craft and a strategic discipline — translating business objectives into meaningful, tactile and digitally enabled experiences that drive customer loyalty.

chapter 08 · proven track record

case studies & the brands behind us

citizenM Chicago terrace at dusk — brand environment repeated across a global portfolio
hospitality · brand, journey & technology

citizenM

We built a model that enabled the concept to scale 70% across 39 properties globally.

Private dermatology clinic reception — brand expressed at the threshold
healthcare · brand & experience

Dermatology clinic

We elevated the customer experience — sharpening the brand, designing the journey across digital and physical space, and integrating the technology architecture.

where we built it citizenM Nike Heineken
chapter 09 · common questions

what people ask us first

What is experience architecture?

Experience architecture is the practice of designing brand, customer journey and technology architecture as one connected system rather than three separate projects. It treats the physical space, the digital touchpoints and the underlying technology backbone as a single operating blueprint, so the experience a customer is promised is the experience the business can actually deliver.

What does quinnat do?

quinnat is an experience architecture practice. We work across three verticals — brand, customer and technology — and connect four business drivers: brand experience, customer journey, employee journey and technology. We both advise and deliver, so the strategy and the build come from the same team.

Who is quinnat for?

Companies under transformation pressure — typically businesses whose brand promise, customer journey and technology have drifted apart as they scaled. We work across sectors where the digital and the physical experience have to meet, including hospitality and healthcare.

How does a quinnat engagement work?

One execution model, delivered in three phases: design (strategy and requirements), build (development and integration) and deliver (execution and optimisation). You do not have to take all three. Each phase is scoped as a standalone deliverable with its own outcome, so you can start with one and continue only if it proves itself. Where your team lacks capacity, we can introduce core partners — suppliers we have delivered with before — so a phase is never blocked for want of hands.

What does it cost to start?

The initial discovery is free of charge. It determines the need and the scope before any commitment, so both sides know what the work actually is before it begins.

Who is behind quinnat?

Mike Rawson and Claudia Abt. Mike is the former CIO of citizenM, where he led a digital transformation that tripled revenue and implemented the industry's first autonomous digital employees. Claudia is the former Chief Design Officer at citizenM and a former Design Director at Nike Inc. Both have run this work at scale before advising on it.

Where is quinnat based?

quinnat is based in Amsterdam, the Netherlands, and works with clients internationally. The team's track record spans European and global brands, including citizenM and Nike.

chapter 10 · where to start

start a conversation

Our initial discovery will determine the need and the scope - and is free of charge for you.

One architecture. One journey. One voice.

Tell us where the brand, the journey and the technology have come apart — and we will map the fastest way to bring them back together.

mike@quinnat.biz Mike Rawson · tech & delivery claudia@quinnat.biz Claudia Abt · brand experience & design
Whichever is closer to your question — we work as one team.