• Design Thinking, applied.

  • Thinking

    Being Challenged

    Design Thinking, applied.

    Welcome to Being Guided @ Xceliant Limited. We are a Design Thinking agency, focused on delivering digital innovation solutions.


    Ian Smith

    Design Thinker

  • Thinking

    Being Affordable

    Paid on Deliverables, Not Hours.

    Working with our Design Thinking method, we are able to deliver digital innovations on the Salesforce Lightning Platform with the assurance of fixed-price outcomes. This is our 'Deliverables, Not Hours' advantage.

  • Thinking

    Being Compelling

    The power of ROI Modelling.

    Our Design Thinking Platform enables all stakeholders to separate 'must have' from 'nice to have' features in a digital innovation - with a deeper understanding of the problem and the rigour of ROI Modelling.

  • Thinking

    Being Curious

    Embracing openness and empathy.

    Great designers are curious. And curiosity is what Design Thinking translates into the right questions, right stakeholders - right time. Value is best created when people are able to communicate openly and honestly.

  • Thinking

    Being Structured

    Adopting ideas from Stanford d.school.

    Design Thinking as a method was developed by the Hasso Plattner Institute of Design (Stanford d.school). It has five steps, applied applied in an iterative loop: Empathize; Define; Ideate; Prototype; and, Test.

  • Thinking

    Being Connected

    It all starts with Empathy Mapping.

    Empathy Mapping allows all stakeholders to express ideas in different ways, unhindered by undue fear or negativity. With receptivity, rapport and trust established, stakeholders can create meaningful Empathy Maps.

  • Thinking

    Being Accountable

    Tangible results from innovation.

    Our Design Lab is built on a scalable network of like-minded people, grounded in the real world. We commit to delivering measurable value outcomes. We know time is money, so we remove this risk for you.

  • Thinking

    Being Collaborative

    Design Thinking drives innovation.

    Design Thinking, when applied to the widest network of stakeholders and subject matter experts, enables value to be better quantified, and risks to be reduced. Creating receptivity and rapport leads to trust.

  • Thinking

    Being Focused

    Eisenhower meets Churchill.

    Our Tools enable the constant reprioritisation of Tasks into the 4 Ds: Do; Develop; Delegate; or, Delete. This is inspired by Dwight Eisenhower, former President of USA - underpinned by Churchill's 'Action This Day'.

  • Principles

    Meaningful Journey

    Design Principle 01.

    When designing a Web, mobile or SaaS app, the first thing to create is its journey: the path, steps or tasks that users will complete in providing a service, undertaking work or solving a big and important problem.

  • Principles

    Fierce Reduction

    Design Principle 02.

    When users get confused with apps, it's usually because what they are confronted with on a page view offers too many choices of what to do next. Often, there is no obvious place to go or action to take next.

  • Principles

    Progressive Disclosure

    Design Principle 03.

    When designing a Meaningful Journey and applying Fierce Reduction, it is better to have more clicks or swipes through pages of an app, than add too many options in any given page or screen view.

  • Partners

    Our growing network.

    Salesforce Consulting Partner

    Being Guided is a Registered Consulting Partner with Salesforce, the global leader in delivering enterprise cloud solutions.

    Tangle.io Low-Code Integration

    Integration of cloud and other apps and the extension of Salesforce Lightning Platform on the trusted Google Firebase.

    Growing Startup Ecosystem

    Complementary tech startups in the dynamic and thriving digital marketspace - growing in challenging economic times.

  • Labs

    Working with challengers.

    Sales Lab

    Enabling the high-value, high-touch sell.

    Design Lab

    Creating apps faster with No-Code.

  • Blog

    Thoughts on Design Thinking, applied.

    September 18, 2020
    We have entered a highly-challenging economic recession, made worse by a seemingly never-ending...
    September 17, 2020
    Our Design Lab brings together the best talent for advanced, yet cost-effective digital...
    September 7, 2020
    As the opening of the Nightingale Hospital at the ExCel London proved, when a compelling need...
    'Design Thinking' is simply a people-oriented way to solve problems. Often, in digital innovation...
    As we live through a challenging economic environment, investment in digital innovations, whether...
    New tech ventures face many hurdles, not least, access to affordable capital. Regardless of...
    Design Thinking is a powerful method for solving problems in a people-oriented way. Salesforce is...
    February 14, 2020
    The Social Care Platform is a cloud solution, built on the Salesforce Lightning Platform and...
    February 6, 2020
    Entrepreneurs and managers should never fall into the trap of paying for tech talent or IT...
    December 30, 2019
    This blog post is written for manufacturing, services and tech challengers: fast-growth firms who...
    December 20, 2019
    Here are 3 Design Principles when applying Design Thinking to creating next generation Web,...
    December 10, 2019
    With our Software Lab, we are offering digital agencies innovative 'White Label' services,...
    August 19, 2019
    Ethnography is the structured study of people and cultures. Jay Hasbrouck is a strategist and...
    Design has become mainstream thinking: Design Thinking. This may be defined as a method and set...
    This is a first blog post in my Management History Series, reviewing words of wisdom from my...
    April 14, 2019
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
    More Posts
  • Connect

    Let's talk. Support: +44 203 991 6368

  • Legal Notices

    Privacy Policy

    When you use and interact with our Websites or Services, communicate with or otherwise contact us or visit our offices or attend our events, we may collect, use, share and process information relating to you ("Personal Data"). These Privacy Statement Highlights summarise our Personal Data processing practices and your related rights.

    We collect and process Personal Data for a variety of purposes, including:

    • The processing of your name and contact information to provide you with information about our products, manage your registration for and attendance at our events and webinars or for office visits, manage your registration for contests or promotions, provide you with customer support or otherwise communicate with you.
    • The processing of device and usage data to develop, improve, manage and customise our Websites and Services, to assess and improve the related user experience, to identify customer opportunities and to guarantee our Websites and Services security and continued proper functioning.
    • The processing of your billing information to complete transactions with you when you purchase our Products or Services.
    • To provide you with the necessary functionalities required during your use of our Websites and Services, and to review capacity requirements and compliance with the applicable usage terms.
    • To display personalised advertisements to you and to send to you marketing communications about us, our Products and our Services. ;p
    • To comply with our legal obligations under applicable laws of England and Wales and cooperate with public and government authorities.
    • We only collect and process your Personal Data to the extent it is necessary for fulfilling these purposes and where we can rely on a legal basis for such processing. Where required, we will ask you for your prior consent to processing.

    We may share Personal Data with various parties, including:

    • Our contracted service providers that process Personal Data on our behalf for IT and system administration and hosting, credit card processing, research and analytics, marketing, customer support and data enrichment.
    • Affiliates within our current or future organisation that processEs Personal Data for customer support, marketing, event management, technical operations and account management.
    • If you are using our Services as an authorised user, we may be responsible by accessIng the Services for verifying your account, investigating suspicious activity and reviewing the compliance our usage terms and policies.
    • Sponsors of events, webinar or contests for which you register.
    • Third-party social media and advertising networks, which usually act as separate controllers, so that we can advertise on their platforms.
    • Specifically in relation to our Being Guided Website at https://www.beingguided.com, with our third-party Partners, including but not limited to Salesforce, who may contact you regarding their Products or Services.
    • In individual instances, professional advisers who provide consultancy, banking, legal, insurance and accounting services, or if we are involved in a merger, reorganisation, asset sale or business combination.
    • Public and government authorities, to the extent we are compelled to disclose Personal Data to comply with our legal obligations under the laws of England and Wales.

    You have certain rights relating to your Personal Data, subject to local data protection Under the laws of England and Wales. These rights may include:

    • To access your Personal Data held by us ('Right to Access').
    • To rectify inaccurate Personal Data and, taking into account the purpose of processing the Personal Data, ensure it is complete ('Right to Rectification').
    • To erase/delete your Personal Data, to the extent permitted by applicable data protection laws ('Right to Erasure; 'Right to be Forgotten').
    • To restrict our processing of your Personal Data to the extent permitted by law ('Right to Restriction of Processing').
    • To transfer your Personal Data to another controller, to the extent possible ('Right to Data Portability').
    • To object to any processing of your Personal Data carried out on the basis of our legitimate interests ("Right to Object'). 

    Where we process your Personal Data for direct marketing purposes or share it with third-parties for their own direct marketing purposes, you can exercise your right to object at any time to such processing without having to provide any specific reason for such objection.

    To not be subject to a decision based solely on automated processing, including profiling, which produces legal effects ('Automated Decision-Making'); Automated Decision-Making currently does not take place on our Websites or in our Services.

    To the extent we base the collection, processing and sharing of your Personal Data on your consent, to withdraw your consent at any time, without affecting the lawfulness of the processing based on such consent before its withdrawal.

    Modern Slavery Act 2015

    1. COMPLIANCE WITH LAWS AND POLICIES 1.1 In performing its obligations under the agreement, Being Guided ("Xceliant Limited") shall and shall ensure that each of its subcontractors shall: (a) comply with all applicable laws, statutes, regulations in force from time to time including but not limited to the Modern Slavery Act 2015; and (b) take reasonable steps to ensure that there is no modern slavery or human trafficking in Being Guided ("Xceliant Limited") or subcontractors supply chains or in any part of their business 2. DUE DILIGENCE 2.1 Being Guided ("Xceliant Limited") represents and warrants that: (a) neither Being Guided ("Xceliant Limited") nor any of its officers, employees or other persons associated with it: (i) has been convicted of any offence involving slavery and human trafficking; and (ii) having made reasonable enquiries, to the best of its knowledge, has been or is the subject of any investigation, inquiry or enforcement proceedings by any governmental, administrative or regulatory body regarding any offence or alleged offence of or in connection with slavery and human trafficking. 2.2 Being Guided ("Xceliant Limited") shall implement due diligence procedures for its own suppliers, subcontractors and other participants to ensure that there is no slavery or human trafficking in its supply chains. 3. SUBCONTRACTING 3.1 Being Guided ("Xceliant Limited") shall not subcontract its obligations under this agreement without the prior written consent of Customer. In order to help Customer reach a decision on a proposed subcontract, Being Guided ("Xceliant Limited") r shall provide Customer with a copy of any proposed subcontract, together with any other information that Aster may reasonably require about the proposed subcontractor. 2 3.3 If Customer agrees that Being Guided ("Xceliant Limited") may subcontract its obligations, Being Guided ("Xceliant Limited") shall implement an appropriate system of due diligence designed to ensure the subcontractor complies with the principles of the Modern Slavery Act 2015 and that the subcontractor shall take reasonable steps to ensure that there is no modern slavery or human trafficking in the subcontractors supply chains or in any part of its business 4. REPORTS 4.1 Being Guided ("Xceliant Limited") shall notify Customer as soon as it becomes aware of any actual or suspected slavery or human trafficking in a supply chain which has a connection with this Agreement. 4.2 Being Guided ("Xceliant Limited") shall prepare and deliver to Customer no later than April each year, an annual slavery and human trafficking statement setting out the steps it has taken to ensure that slavery and human trafficking is not taking place in any of its supply chains or in any part of its business. 5. AUDITS 5.1 Being Guided ("Xceliant Limited") shall maintain a complete set of records to trace the supply chain of all goods and services provided to Customer in connection with this agreement. 6. TRAINING 6.1 Being Guided ("Xceliant Limited") shall implement a system of training for its employees to ensure compliance with the principles of the Modern Slavery Act 2015 and the prevention of modern slavery or human trafficking. 6.2 Being Guided ("Xceliant Limited") shall keep a record of all training offered and completed by its employees and shall make a copy of the record available to Customer on request. 7. WARRANTIES Being Guided ("Xceliant Limited") represents, warrants and undertakes that it conducts its business in a manner that is consistent with the principles of the Being Guided ("Xceliant Limited") if Being Guided ("Xceliant Limited") commits a breach of Clauses 1, 2 4 or 7.

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