About Us
A purpose led team with decades of collective experience.
Alternative by Design is led by Cettina and James. A purpose-driven team with decades of collective experience leading customer experience, design and innovation for some of WA's most iconic organisations.
Why we Exist
An epidemic of mediocre
Mediocre is the silent killer. Not broken enough to trigger a crisis, not good enough to earn loyalty or growth. It's the experience that's just okay, and stays that way because nobody takes ownership of fixing it.
Alternative by Design exists to close that gap. Not through reports and recommendations that gather dust, but through design work that actually lands and produces measurable change for customers and organisations.
What we commit to
Our principles
Design the difference
We turn strategy and insight into innovations that matter, not reports that sit on shelves.
Small by design
We engage with few organisations at a time. Every engagement gets the energy and focus it deserves.
Deliver outcomes, not outputs
Every engagement is measured by the change it creates, not the artefacts it produces.
Choose partnerships with intent
We work with organisations who are ready to act, and who value trust and long term partnerships.
Introductions
The team
Cettina
Co-founder Alternative by Design
CX and transformation leader, expert at building and scaling CX, digital and innovation at enterprise scale.
James
Co-founder Alternative by Design
Systems thinker and experience designer, turning strategy into inclusive, products and experiences.
Our Work
A snapshot of outcomes.
We measure success by what changed, not what we produced. Here's a selection of engagements across sectors and service types.
Financial Services
Mutual fund, 1.3M members
Digital member experience program
Multi-million-dollar funding secured. Experience measures embedded. Early member value delivered.
Technology
National construction data provider
Data as a Service platform
Clear product strategy, validated pricing, go-to-market plan. Product launched January 2026.
Community Health
Not-for-profit health organisation
Strategy reset and growth enablement
Endorsed strategy, shared board alignment, and a governance framework that gave the organisation confidence to pursue growth.
