Radii believes that any product, service, or communication is in some sense a user experience. Thus, companies providing these products and services must seek to create the fullest, most satisfying, even surprising experience if it is to win a place in the hearts and minds of its users. This is essential if a company is to maintain a relationship and therefore a competitive advantage in its industry.

Radii helps companies evaluate and develop even the smallest user experience and makes recommendations about how a company's core competencies can be extended to create the next generation of user experiences. Radii has used a variety of techniques for discovering, documenting, prioritizing, and prototyping both user needs and the desires of the company stakeholders.