DNA Experience Design



A craftsperson battles for perfection. Never willing to give in or walk away. We’re DNA Experience Design. We create experiences from the ground up. Using the tools we feel comfortable with and used by pioneers before us. We weren’t always free experience designers. We worked office hours chasing money and titles. And it nearly broke us!

So we threw it all away and started over. We decided to create what we believe in. To feed our souls. And we have never looked back.

We believe there’s a craftsperson in all of us. So join us on a quest. To uncover the skills and mindset that build our society. One craftsperson at a time. We will discover what drives the men and women that we call our heroes. We will learn their craft. And maybe even find some inspiration along the way. There is a part of you in everything you do. Your legacy. A craftsperson’s legacy.

We are DNA Experience Design

DNA Experience Design, founded in 1998, started out with two people that believed in a better, more human way in helping businesses achieve competitive advantage. Along the way, we found others fighting the same cause.

We bring a unique perspective to everything we do. We are big into sharing, so we have created The Side Hustle Project and African StartUps.

From our humble beginnings to where we are today, our purpose has not wavered. We believe in humanising business. Designing business that have mutually beneficial relationships with the people they connect with.

We are big believers in the power of keeping it simple. Every effort we have ever put in on making something easier and simpler for our clients and their customers and employees has always paid off.

Treating people right is fundamental to how we do business. We treat our clients as we would want to be treated, we treat each other like family, and we treat ourselves to a good day’s work and a good night’s sleep.

Our goals have always been the same: Have fun, do exceptional work, build the best solutions in the business, experiment, pay attention to the details, treat people right, tell the truth, have a positive impact on the world around us, give back, and keep learning.

The next chapter of DNA is in the making. Drop us a note and we’ll make you part of our journey. Follow our journey. Here is a little bit more on what it is we do. And while you’re here, have a look at our clients’ stories.

The DNA Journey

Our Design Manifesto

We will specialise.
We will replace reports with conversations.
We will transform insights into ideas and solutions.
We will diagnose before we prescribe.
We will invest our efforts upfront in problem discovery.
We will rethink what it means to sell.
We will do with words what we used to do with paper.
We will be selective.
We will build expertise rapidly.
We will collaborate. We co-create and co-design.
We will iterate and not stop listening.

Thank you

If you are just browsing, enjoy your stay. If you would like to become a client, we would love to have you. Either way, thanks for visiting DNA Experience Design.

Dare and step up!

We love sharing our ideas on business, culture and design with the world.

You can reach out directly to Alan Williams, our co-founder,
via e-mail at alan@dna.co.za or via Twitter @AlanWilliamsDNA .