Exnaut (n.) – Derived from the Latin word experientia “knowledge gained by repeated trials,” and the Greek suffix –ναύτης, -nautes, “sailor.”

“An idea – resilient and highly contagious. Once an idea has taken hold of the brain it’s almost impossible to eradicate. An idea that is fully formed – fully understood – that sticks; right in there somewhere” – Dom Cobb, Inception

There’s nothing more frustrating than having a big idea, and not knowing what to do with it (or worse – going down the wrong path with it). Today with the ubiquitous nature of technology – everyone has a big idea. Why then do we see so few technological disruptions?

The answer is severalfold – but the primary reason is people don’t know what to do with it, or how to take that first step. You always come across housewives, doctors, artists, even people in the financial sector – and hear their “million dollar ideas” that are so casually shelved owing to the fact that executing it is beyond their area of expertise. While this may be true – it’s really the first step that matters the most.

On the other hand you do have a subset of them who do take the first step – but end up checking the depth of the water with both feet – a recipe for disaster and disappointment.

30-40% of total costs usually go into the redevelopment of poorly defined features – the number one killer of tech initiatives, accounting for 66% of failed projects.

The waters of the tech world are indeed unpredictable, but with the right foresight and experience you can navigate them with a greater degree of certitude. When our small team of UX sailors (or ‘Exnauts’, as we like to call ourselves!) discovered that there was a need to guide budding entrepreneurs – we decided to turn that into our passion, and have done so for the past decade in a multitude of roles.

With an arsenal of practices all focussed around the tenets of the lean startup movement, we help turn our clients’ conceptual ideas into something tangible enough to get the ball rolling. Our bespoke exercises are psychologically designed to extract ideas from stakeholders in a systematic way – aiding the definition and design process.

What you end up with is an owners manual of your venture, a startup instructions kit that could be dropped in the lap of any designer and/or developer – complete with screenflows, functional specifications and if needed clickable wireframes and designs. You can learn more about our process here.


Here are a few clients that Exnauts have helped navigate in the past. While we are unable to showcase a lot our work due to the nature of the projects, we would be happy to talk you through them over a call or a meeting.