North Then West, Inc.

About Us

North Then West helps companies develop their value proposition by putting their customers first. We integrate design thinking, customer experience methodology, category design, and curiosity into our small and medium-sized clients’ mindsets as we help them rethink their approach to their products and services.

Joel Magalnick, founder and Redesigner-in-Chief of North Then West, has always based the different progressions of his career in curiosity, from spending more than a decade as a journalist to working (and teaching) as a user experience designer. So much of that work has been focused on how his projects and his clients’ missions center their offerings around their customer. Joel earned a Bachelor’s degree in journalism from the University of Colorado and a Master of Communication in Digital Media from the University of Washington. He now lives in Edmonton, Alberta.

North Then West serves clients across Canada and the U.S.