It isn't good enough to redefine your company's site every few years. You will learn more about your customers and their needs from many small adjustments that make life easier for them than one big platform change. And they will love you for it.

What is Continuous Improvement

Continuous improvement (CI) is a proven approach that is used to identify opportunities for improvement, try them out and keep the successful ones.

Results you can expect

With CI you can expect tangible results quickly:

  • Drive customer value to increase sales - because customer value means more conversion
  • Remove issues that cause friction for your customers - that will improve the customer experience
  • Get rid of waste - to reduce your operational costs
  • Reduce amortisation - keeping up with client expectations and the competition means you prolong the lifetime of your e-commerce platforms and digital storefronts
  • Reduce churn - because less friction and more value mean customers that return to buy from you

Contract us to continuously run the improvement cycle for you - for as long as you need us

Our team runs the continuous improvement cycle for your company so that you receive a steady stream of monthly improvements that can be implemented. A single cycle can vary from a few days to a few weeks - pending on your sprint set-up.

The first cycle is on us!

Continuous improvement is a long-term commitment of improvements cycles. We are so convinced of the value that it brings that we offer the first cycle for free to prove it. Of course, your team will be invited to run the first cycle with us if they like.


Our approach is quick, adaptive and result-driven to get the improvement cycle spinning.


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Step 1

Together we define the objectives

We align on your objectives and the key performance indicators you consider most important. We want to track and ensure you are actually going in the right direction of realising your business objectives. Your digital and business strategy is used as input.

To assist your product owner (PO) in keeping an eye on the results and key performance indicators we will provide you with a dashboard.

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Step 2

Together we setup a blended team

When setting up a CI team, SQLI has the capacity to source roles that are not available in your organisation and form a blended team with internal and external members across different functions and departments. That ensures the right expertise at the right time. 

The team can differ per cycle depending on the expertise needed, for example:

By keeping the UX Consultant and the PO involved in every cycle, we ensure that knowledge about your solution and past (successful and unsuccessful) learnings remain available to team members. They are responsible for running each cycle too.

Step 3

Run the continuous improvement cycle

- and keep running it!

25+ years of e-commerce experience makes us well suited to run CI for our clients. We use the continuous improvement cycle that is a tried and tested approach by Google: PDCA. This results in a large number of relatively small improvements that can be tried with minimal impact.


We use tools to gather both O-data (operational data that is primarily quantitative) and X-data (experience data that is often qualitative) to provide insights.

Together we kickstart the process. The first improvement cycle we run together with your team to get our teams acquainted and decide together on a way of working.

From there we run the cycle for you or together with you.

What to expect

Our typical PDCA cycle runs with a monthly frequency. Depending on your ambitions we can start with 1 day per week or scale up to multiple Continuous Improvement Experts for the CI team.

Once we start continuously improving, then each cycle SQLI's team will:





PLAN - Impact-effort analysis, Prioritise, Execution plan

DO - Test improvement opportunities

CHECK - Results analysis, Identify winners / losers

ACT - Report on results, update Backlog & Roadmap


Marinus Ames,
Principal UX Designer
Translating business and customer needs into effective UI/UX parameters.

Ask Marinus

We did this for

Clients that partnered up with SQLIto continuously improve their Digital Product.


Curious what we can do for you?

We believe that the best Digital Products require continuous improvement in a quick and experimental way. Every iteration is focusing on business and customer value. We run cycles individually or in blended team structure with your organisation. 


Marinus Ames
Principal UX Designer


If you are interested to know more about continuous improvement, blended teams and experience management in practice, please explore our blogs and insights section.



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