About
Built on depth, not headcount.
About
Built on depth, not headcount.
The Vision
Quality thinking should not require a large team.
Thynko was built on a simple idea: the person shaping the strategy should be close to the work itself. That means no briefing chains, no translation layers and no handoffs between the thinking and the doing.
The Vision
Quality thinking should not require a large team.
Thynko was built on a simple idea: the person shaping the strategy should be close to the work itself. That means no briefing chains, no translation layers and no handoffs between the thinking and the doing.
The Expertise
The experience behind the work.
The Expertise
The experience behind the work.
Paulo Toni
Paulo Toni
Thynko's founder
Thynko was built on a simple idea: businesses need to understand how people find them, what happens next, and where the experience starts to lose customers. The person shaping the thinking is the person doing the work – no briefing chains, no layers, no translation between strategy and execution. Every project starts with the same question: what needs to change to make the experience work better for real people?
Paulo Toni
Thynko's founder
Thynko was built on a simple idea: businesses need to understand how people find them, what happens next, and where the experience starts to lose customers. The person shaping the thinking is the person doing the work – no briefing chains, no layers, no translation between strategy and execution. Every project starts with the same question: what needs to change to make the experience work better for real people?
Qualifications
General Assembly, 2018
User Experience Design
RMIT University, 2020
Customer Experience Strategy and Design
IDEO U, 2024
Human Centred Service Design
Kellogg School of Management, 2026
AI Strategies for Business Transformation
General Assembly, 2018
User Experience Design
RMIT University, 2020
Customer Experience Strategy and Design
IDEO U, 2024
Human Centred Service Design
Kellogg School of Management, 2026
AI Strategies for Business Transformation
General Assembly, 2018
User Experience Design
RMIT University, 2020
Customer Experience Strategy and Design
IDEO U, 2024
Human Centred Service Design
Kellogg School of Management, 2026
AI Strategies for Business Transformation
THE BACKGROUND
How the thinking developed.
THE BACKGROUND
How the thinking developed.
I started in advertising, working agency-side across Brazil and Australia. Over 18 years, I worked across art direction, digital design and campaign thinking for brands including Commonwealth Bank, ING, ANZ, Telstra, Optus, Universal Pictures, Paramount, Emirates, LG, Revlon and Colgate. That background taught me how to shape attention, hierarchy and communication. But the deeper issue was often not the campaign. It was the experience behind it. That shift led me into UX, customer experience strategy and service design, where the work moved from how things look to how they function for real people.
AI-INFORMED THINKING
Designing for a more complex customer experience.
AI is changing how people search, compare, decide and interact with businesses. Thynko does not sell AI automation as a core service. But AI-informed thinking is used where relevant to understand changing customer behaviour, improve decision journeys, and help teams think clearly about AI-assisted experiences.
AI-INFORMED THINKING
Designing for a more complex customer experience.
AI is changing how people search, compare, decide and interact with businesses. Thynko does not sell AI automation as a core service. But AI-informed thinking is used where relevant to understand changing customer behaviour, improve decision journeys, and help teams think clearly about AI-assisted experiences.
THE CLIENTS
Who this work is for.
Thynko works with product teams, agencies and growing businesses that need senior experience design thinking without the overhead of a large agency. Some projects start with a defined brief. Others start with a less comfortable sentence: something is not working, but we are not sure why. That is usually where the useful work begins.
THE CLIENTS
Who this work is for.
Thynko works with product teams, agencies and growing businesses that need senior experience design thinking without the overhead of a large agency. Some projects start with a defined brief. Others start with a less comfortable sentence: something is not working, but we are not sure why. That is usually where the useful work begins.
