What Unexpected does

Unexpected (legally MARKETING - SERVICE SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ) is a Kraków, Poland-based boutique user experience (UX) and customer experience (CX) consulting and training firm. The company operates with approximately 11 employees in a sales-led B2B model, targeting enterprise clients across banking, telecommunications, retail, media, and FMCG verticals, with named client logos including ING Bank, Deutsche Bank, Orange, PLAY, MediaExpert, Onet, TVN, Ringier Axel Springer, Smartney, Procter & Gamble, and Asseco. The firm is privately held, with active operating status, and is registered as a Polish limited liability company.

Unexpected's core offering is a catalog of three structured training programs: UX Update (an 18-hour, three-day intensive course delivered online via Clickmeeting at 3,000 PLN + VAT per participant), Customer Experience Kaizen (a two-day in-person workshop with custom pricing), and Sprzedaż usług UX (a 24-hour, four-day course priced at 3,600 PLN + VAT per person). Alongside training, the firm provides UX audits, business consulting, and hands-on UX design services for complex websites and applications. Service delivery is led by named senior practitioners, including Artur Kacprzak (UX expert with 15 years of experience, having trained 300+ participants), Anna Kamieniak (Lead UX Designer), and Mariusz Biedrzycki (business and marketing strategist with 25 years of experience).

Commercially, Unexpected runs a bifurcated model: per-seat fixed pricing for public cohort-based training courses and bespoke enterprise quotations for audits, workshops, and design projects. The firm operates exclusively within Poland with no disclosed geographic expansion plans. No funding rounds, M&A activity, partnerships, patents, or AI/ML capabilities are disclosed in the available data.

Name

Unexpected

Legal name

MARKETING - SERVICE SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ

Website

https://unexpected.pl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Unexpected is a Kraków, Poland-based boutique UX/CX consulting and training firm delivering professional courses, workshops, audits, and design services to enterprise clients in banking, telecom, retail, media, and FMCG.

Ownership category

akta.pro rank

Product category

UX and CX Consulting and Training Services

NAICS

Professional and Management Development Training (611430), Management Consulting Services (54161)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

UX, Design Thinking & Customer Research for PMs (EDABAHAK)

akta.pro secondary industries

Customer Experience (CX) & Digital Experience (BPAHAEAC), Customer Experience (CX) & Service Excellence (EDABACAB), Learning Experience Design (LXD) & UX for Learning (EDAGAKAF)

Keywords

• User experience training
• UX consulting services
• Customer experience workshops
• UX design services
• Business UX training

Headquarters

HQ city

Kraków

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training and Workshop Services: Professional training services delivered to businesses and institutions. Courses range from 2-4 days with varying hour counts (18-24 hours). Pricing is per-person for public courses and custom quote for enterprise engagements.
2. Consulting and Advisory Services: UX and CX consulting services for business challenges, including UX audits and design of complex websites and applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Unexpected delivers professional UX and CX training and consulting services to businesses and institutions. Its structured training portfolio covers a 3-day intensive UX Update course (18 hours, online), a 2-day in-person Customer Experience Kaizen workshop, and a 4-day Sprzedaż usług UX (UX Sales) course, complemented by UX audits, business consulting from a UX/CX perspective, and UX design services for complex websites and applications.

Product overview

Unexpected is a consulting and training company consisting of senior User Experience experts, offering a portfolio of structured training programs and consulting services. The core offerings include three named training courses: UX Update (3-day intensive UX skills course), Customer Experience Kaizen (2-day workshop on customer satisfaction), and Sprzedaż usług UX (4-day course on monetizing UX services). These are complemented by consulting services including UX audits, business consulting, and UX design services for complex websites and applications. The company also offers custom workshops and on-demand training tailored to client needs.

Differentiator

Problem solved

Functional benefit

Products and services

• UX Update A 3-day intensive UX training course covering practical and current UX skills, including modern design methods, user research, prototyping, and business goal alignment, aimed at employees of companies and institutions seeking to develop practical UX competencies.
• Customer Experience Kaizen A 2-day in-person workshop focused on improving customer satisfaction by combining Customer Experience best practices with Kaizen continuous improvement methodology, helping companies continuously improve their products, services, and customer relationships.
• Sprzedaż usług UX (UX Sales Course) A 4-day course teaching companies how to monetize UX services, generate client demand, pursue larger projects, and price UX offerings effectively, with content 100% personalized to the buying firm including analysis of real cases from that client's business.
• UX Audits Analytical UX audit service examining existing products and services to identify usability issues and prioritize improvement opportunities, delivered as part of Unexpected's consulting engagements with businesses.
• Business Consulting Consulting service addressing business challenges specifically from User Experience and Customer Experience perspectives, helping companies rethink customer-facing decisions and strategy.
• UX Design Services End-to-end UX design services for complex websites and applications, producing user-centered digital experiences for enterprise and institutional clients.

Quantifiable outcome

• Over 300 participants trained by lead trainer Artur Kacprzak

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Expansion highlights3 records

Broad incumbents

• IDEO: Global design consultancy offering human-centered design, innovation, and CX services to enterprises. Comparable to Unexpected's UX design services and consulting arm, but at much larger scale and with broader strategic offerings.
• Frog Design: Global design and innovation consultancy delivering product design, brand, and CX strategy for Fortune 500 clients. Comparable to Unexpected's enterprise UX design services practice but with vastly larger scale and global footprint.
• General Assembly: Global training provider offering bootcamps and short courses in UX design, data, and software engineering for individuals and corporate clients. Comparable in delivering corporate UX training at scale, with significantly broader catalog and geographic reach.

Direct peers

• IDEO U: IDEO's online learning platform offering design thinking and UX courses for working professionals and organizations. Directly comparable to Unexpected's UX Update and CX Kaizen workshop content, though delivered online asynchronously.
• Cooper (Cooper-Hewitt affiliated): UX design consultancy and training firm founded by Alan Cooper, offering UX courses and certification for professionals. Comparable as a practitioner-led UX training brand, with similar positioning around senior-led expertise.
• Interaction Design Foundation: Online UX design education provider with extensive course catalog and memberships serving individual designers and corporate teams. Comparable to Unexpected as a UX-focused learning provider, though its model is self-paced e-learning rather than live workshops.
• Nielsen Norman Group: NN/g is the global leader in UX research and training, offering UX certification courses and workshops for practitioners and businesses. Directly comparable to Unexpected's UX Update training in content and B2B workshop delivery.

Emerging players

• UserTesting (UserZoom): UX research and insights platform offering enterprise tools, training resources, and certification for user research and usability testing. Comparable to Unexpected in supporting enterprise UX capability-building, though primarily software-led rather than workshop-led.
• CareerFoundry: Online bootcamp provider offering mentored UX design, web development, and data analytics programs. Comparable as an emerging UX training provider, though its primary market is career-changers rather than corporate teams.

Others

• IxDA (Interaction Design Association): Global community and professional association for interaction designers, organizing conferences and educational events. Comparable to Unexpected as an ecosystem player in UX practitioner education and professional development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/uxunexpected

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Unexpected