What GriDD does

GriDD is a Dutch customer experience consultancy founded around 2008 in Utrecht, structured around three service pillars: CX Leadership (strategy and stakeholder management), CX Architecture (user research, customer interviews, journey mapping), and CX Creation (touchpoint design, prototyping, UI design). The firm operates a UX Lab for user testing, produces proprietary methodologies and tools including the Customer Experience Deck (an 82-card physical and Miro-integrated toolkit), Persona Canvas, Customer Journey Canvas, Website UX Check, and Digital Maturity Scan, and runs an Academy offering paid CX training and free persona creation sessions. Its customer base spans enterprise, mid-market, public-sector, and nonprofit clients across 15 sectors, with named engagements at Signify/Philips Lighting (8+ years), Kramp, Nexperia, DSM, Rijkswaterstaat, and University of Twente; work has won multiple SpinAwards, Dutch Interactive Awards, and an International CX Award.

Since February 2023 GriDD has operated as a trade name of Witteveen+Bos Raadgevende ingenieurs B.V., following an acquisition that merged the firm with a W+B team into a new Digital Engineering Experience business unit combining CX expertise with engineering domain knowledge in water, infrastructure, environment, and construction. Revenue is generated primarily through project-based and retainer consulting engagements with enterprise clients, supplemented by structured Academy training (€1,099 per participant in the CX course), freemium workshops, and sale of the CX Deck physical product. The go-to-market is enterprise field sales supplemented by content marketing (Insights blog, podcast, social channels) and free assessment tools (Website UX Check, Digital Maturity Scan) used as lead generation.

Name

GriDD

Legal name

Witteveen+Bos Raadgevende ingenieurs B.V.

Website

https://gridd.nl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

GriDD is a Dutch CX consultancy, founded c.2008 in Utrecht and now part of Witteveen+Bos's Digital Engineering Experience unit, offering user research, journey mapping, and touchpoint design to enterprise, mid-market, and public-sector clients across 15 sectors.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Brand Experience (BX) & Service Design (BPAFAEAI), Customer Experience (CX) & Journey Strategy (MPAAAFAI)

Keywords

• Customer experience consulting
• UX research services
• Customer journey mapping
• UX design consulting
• Digital maturity assessment

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. CX Consulting Services: Professional consulting services including CX Leadership, CX Architecture, and CX Creation engagements with enterprise clients
2. Training and Academy: CX training programs including a 5-session Customer Experience course (€1,099 per participant) and free persona creation training
3. CX Tools and Templates: Sale of Customer Experience Deck physical and digital tools for organizational use

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

GriDD is a customer experience consultancy that sells CX strategy, research, and design services to enterprise and mid-market clients, structured around three service pillars: CX Leadership (strategy and vision), CX Architecture (user research and customer journey mapping), and CX Creation (touchpoint and UI design). The consultancy also monetizes a UX Lab user testing facility, assessment services such as the Website UX Check and Digital Maturity Scan, an Academy training program, and physical/digital CX tools including the Customer Experience Deck and Persona/ Journey canvases.

Product overview

GriDD is a customer experience consultancy operating under Witteveen+Bos, offering a three-pillar service structure: CX Leadership (strategic consulting), CX Architecture (research and customer understanding), and CX Creation (design and implementation). The portfolio includes professional services (UX Lab, Website UX Check, Digital Maturity Scan), training programs (Customer Experience Training, Persona Creation Training), and physical/digital tools (Customer Experience Deck, Customer Journey Canvas, Persona Canvas). GriDD also develops custom guided selling tools and serious games for specific client needs. The company operates primarily in B2B sectors including agriculture, healthcare, technology, and engineering.

Differentiator

Problem solved

Functional benefit

Products and services

• CX Leadership Strategic consulting service that helps organizations set a customer-centric vision, CX strategy, and value propositions, including change management, stakeholder management, and organizational transformation mapping.
• CX Architecture Service for understanding customer needs through user research, customer interviews, and customer journey mapping, creating the building blocks for a customer-centric organization through behavior analytics and capability building.
• CX Creation Service for designing and improving touchpoints and content for optimal customer experience, including websites, digital platforms, UI design, concept development, prototyping, wireframing, and high-fidelity design.
• UX Lab User research facility where clients' target customers test websites or apps live while clients observe; produces qualitative feedback for experience improvements without lengthy reports or timelines.
• Website UX Check Fixed-scope expert review of a website's user experience, delivered as a complete report with recommendations and actionable tips for immediate improvement.
• Digital Maturity Scan Assessment tool that evaluates an organization's digital maturity, identifies digital capabilities, and provides a framework for measuring development over time.
• Customer Experience Deck Physical card deck (82 cards across touchpoint, digital touchpoint, emotion, activity, and opportunity/trigger categories) for creating customer experience journeys, building sitemaps, and organizing brainstorm sessions; also offered as a digital edition compatible with Miro.
• Customer Journey Canvas Free downloadable template that helps teams easily map the customer journey of their target audiences.
• Persona Canvas Template tool for mapping user needs and goals to ensure perfect alignment with customer needs and requirements.
• Customer Experience Training Paid 5-session CX training program (five half-days plus introduction and follow-up) covering CX design, delivered to cohorts of 5-10 participants in Utrecht for €1,099 excl. VAT per participant, with a certificate of completion.
• Persona Creation Training Free 1-hour online session that teaches the basics of persona creation, covering persona models and methods, available on request to any professional.
• Guided Selling Tools Custom-built digital tools including product finders, calculators, and customer portals that guide customers through purchase decisions, complemented by an online masterclass on guided selling methodology.

Quantifiable outcome

• 67% reduction in material selection complexity - users need only answer 8 questions to get material recommendations
• +1 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Q42coreTechnology or IntegrationQ42 served as development partner for the Kramp app project. GriDD provided UX concept and design while Q42 handled the technical development. The app was successfully launched during Agritechnica 2019.
• DefignerscoreStrategic or Co-development PartnerDefigners provided visual design for the Kramp app in collaboration with GriDD and Q42. The three companies worked together as partners at the top of their respective fields.
• TRIMMcoreStrategic or Co-development PartnerTRIMM is a B2B internet agency that collaborated with GriDD on multiple projects including Brocacef online platform, Nexperia Interactive Datasheets, and de Jong & Laan website improvement. Long-term partnership for digital transformation projects.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• IDEO: Global pioneer in design thinking and customer experience innovation; a much larger incumbent that defines the premium benchmark GriDD's award-winning positioning aspires to.
• Fjord (Accenture Song): Global design and CX consultancy within Accenture Song offering customer experience strategy and service design at enterprise scale — competes for the largest CX transformation budgets GriDD targets via W+B.
• Work & Co: Global digital product studio focused on CX-led product and experience design for enterprise clients like Google, Nike, and IKEA — a comparable premium boutique competing for high-end CX engagements.
• Contentsquare: Global digital experience analytics platform; not a consultancy, but represents the tooling-based alternative to GriDD's manual UX research and journey mapping services — a structural substitute buyers evaluate.

Direct peers

• Mirabeau: Dutch CX/digital consultancy of comparable size offering customer experience strategy, UX research, and digital platform builds to enterprise clients — the closest head-to-head competitor to GriDD in the Netherlands.
• Informaat: Dutch service design and CX consultancy with deep experience in customer journeys, persona development, and stakeholder research for government and enterprise — a near-direct peer on methodology and customer segment.
• Dept Agency: Amsterdam-headquartered digital agency with a strong CX, UX, and experience design practice serving enterprise brands across Europe — competes for the same Dutch and EMEA enterprise CX engagements as GriDD.
• Q42: Dutch digital product studio that partnered with GriDD on the Kramp app; competes in the same enterprise digital product and CX-adjacent delivery space in the Netherlands.
• Usability Matters: Dutch UX research and usability consultancy offering UX lab testing, user research, and customer journey work for enterprise clients — closely comparable to GriDD's UX Lab and CX Architecture services.

Emerging players

• Hotjar: Self-serve experience analytics and user feedback platform popular with mid-market customers; overlaps with GriDD's Website UX Check and Digital Maturity Scan offerings as a low-cost alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GriDDtweets
• Facebookfacebook.com/GriDD.consultancy
• LinkedInlinkedin.com/company/gridd-consultancy

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GriDD