Retro Rabbit / SmarTek21 has opened a new Design Hub in South Africa that bundles user experience audits, design‑as‑a‑service offerings and embedded designers under a single team, aiming to help global clients improve software usability without deep system access.
What the Design Hub offers
The hub’s portfolio includes UX audits, a design‑as‑a‑service model and the placement of designers within client product teams. More than 30 practitioners operate out of South Africa and Seattle, using AI tools to speed routine tasks while senior staff focus on higher‑value analysis.
The audit service evaluates existing applications by building user archetypes and testing journeys, pinpointing “silent failures” where a flow works but not efficiently.
Because the audits do not require direct system access, companies can avoid lengthy security clearances. The process also features a senior designer sign‑off step to keep work consistent across projects.
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Why design matters, according to the CEO
CEO Dion Nair said the hub builds on 23 years of development experience and responds to a market that often undervalues early‑stage design. “Executives may identify a business requirement and define what software needs to do, but the actual usability of that software is not always tested in the market with their end‑users,” he explained.
Nair warned that waiting until a product is live to consider design can be costly, especially when usability metrics lag behind business goals. He added that the hub’s approach replaces single‑person evaluations with a team that looks at each project through multiple lenses.
Clients that already have software in production can request the audit to uncover hidden inefficiencies. The team identifies the target audience, crafts user personas and runs simulated journeys to highlight where the interface could be smoother. Findings are delivered in a report that does not hinge on the client granting any special permissions.
Design‑as‑a‑service lets organizations order design hours flexibly—two hours one day, eight the next—matching the cadence of their development cycles. Nair said the model “allows clients to buy from us the amount of design services they require, on a daily basis and across a period of time.” An internal workflow system tracks requests, and a senior designer reviews each deliverable before it reaches the client.
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Embedded designers become part of the client’s product team, offering continuous input as the software evolves. According to Nair, this arrangement “goes beyond just design” because the consultants understand broader business contexts and can suggest improvements that align with strategic objectives.
From a practical standpoint, the hub’s blend of audit, on‑demand design and embedded staff could reduce the time it takes for a new feature to become market‑ready. Organizations that previously relied on separate contractors for each phase may find a single point of contact simplifies coordination and cuts overhead.
The hub operates globally.
Overall, the Design Hub aims to embed design thinking early in the software lifecycle, offering a structured yet adaptable service that can scale with client needs while maintaining a focus on user experience.
