Revenue lift from improving customer experience alone.
Source: Forrester Total Experience ScoreOtis Labs
We build digital products and brands that drive real growth for ambitious startups.
We build digital products and brands that drive real growth for ambitious startups.
Otis Labs is a strategic design studio building for ambitious teams that need brand, product, and growth to move as one cohesive system.
We partner with founders to shape identities, launch digital experiences, and create work with real traction, precise taste, and lasting business impact.
By design we mean the full product experience: positioning, structure, flows, interface systems, motion, and the tiny interaction decisions that make software feel clear, trustworthy, and worth returning to.
Talk about product designThe Business Case For Design
McKinsey found top-quartile design performers grew revenue 32 percentage points faster and total returns to shareholders 56 percentage points faster over five years. Forrester reports that stronger customer and brand experiences can materially lift revenue when both move together.
Revenue lift from improving customer experience alone.
Source: Forrester Total Experience ScoreTop design performers can nearly double revenue growth and shareholder returns.
Source: McKinsey Business Value of DesignRevenue lift when brand experience and customer experience improve together.
Source: Forrester Total Experience ScoreWhy Otis Labs exists
Good design is good business. Better products earn trust faster, feel easier to use, and convert attention into momentum.
We started Otis Labs to make that a reality for ambitious startups. We believe the best companies don't just look good—they work beautifully at every level.
Founded by Dennis Petro, a multidisciplinary designer, and John Lucas, a strategic growth operator, we bring together sharp products, strong brands, and decisions grounded in both craft and commercial sense.
Dennis Petro
Multidisciplinary designer
John Lucas
Business development guru
Explore the books, frameworks, and research references we keep returning to when shaping better products, clearer interfaces, and stronger brand systems.
Start with Refactoring UIThe Otis Labs reading list mixes practical UI craft with research-backed business thinking, so the work stays useful as well as beautiful.
Sharper interface patterns, hierarchy, and product design decisions.
Steven Johnson on innovation, creative collisions, and breakthrough thinking.
McKinsey on why top design performers outpace their peers.
Forrester on the revenue impact of stronger customer experience.