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A Boutique Service Design Firm

We help businesses attract more of their most enjoyable, profitable customers.


Improve customer experience.

Customer-centered companies win. We help businesses turn customers into fans, deepen employees’ sense of purpose, and grow the bottom line from the outside in.

Discover new opportunities.

Our rigorous human-centered design approach uncovers actionable insights and for service improvement and innovation.

Build consensus among stakeholders.

It can be hard to get everyone on the same page, but we have a clear, apolitical process to align your team around your customer’s experience.



Our clients like to get things done.

  • New sales: increased customer acquisition
  • More sales: increased cross-selling to existing customers
  • Longer use: increased loyalty and retention
  • More productivity: reduced friction in internal processes
  • Happier employees: increased employee engagement
  • Happier customers: increased customer satisfaction
  • Buzz: increased word-of-mouth marketing
  • Empathy: understanding customer needs and creating new ways to meet them
  • Alignment: a shared "big picture" understanding and smoother collaboration
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Nathan founded XWORX in 2015 to leverage his expertise in service design to help businesses attract more of their most profitable customers. Nathan's rigorous human-centered design process puts the customer at the center, helping businesses deepen valuable relationships and reap the rewards. 

Nathan teaches Design Thinking at Washington University in St. Louis. He chairs the board of the St. Louis chapter of the Service Design Network and is frequently invited to speak on design thinking, service design, and innovation.



XWORX has attracted several professionals who lend their expertise in culture, strategy, research, design, branding, advertising, and development. Our values shape our work: authenticity, outcome thinking, openness to new ideas, and continuous refinement of those ideas.


Our most successful clients think a little different.

We reject the popular notion that you should focus on an industry niche. XWORX is better able to serve our clients by cross-pollinating fresh ideas from diverse sectors.

Over the years, Nathan has found that he and his clients enjoy the most success when their values align with his. XWORX’s ideal client is:



Many of them feel in their gut that their old way of doing business isn’t sustainable, and are ready to try something new.


They enjoy creating exciting new ways to serve their customers, seeing the joy on their customers’ faces when they experience something they didn’t expect yet really appreciate, and working with employees who feel valued and provide superior service.


They aim to measure the impact of their investments. They know they’ll make wiser and wiser choices as a result, enjoying ever-increasing returns.


They’re committed to creating an exceptional future for their business.


If you’re this kind of leader, but you lack the time or in-house capabilities to be consistent in creating this excitement for yourself and your customers, contact us to discover how you can gain the excitement and financial rewards you deserve.


Past & Present Clients

Here's a sampling of the fine folks we've worked with as Nathan Lucy LLC and/or XWORX.

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Want to talk?

A good conversation could be the next step towards delighting your customers and growing your business. To learn more, contact Nathan Lucy, our CEO:

+1 (314) 799-7524

20 S. Sarah St.
St. Louis, MO 63118
United States


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