What do agencies like Sherpa and Krombera do?
Sherpa and Krombera are established agencies with a design studio origin, competent in their category of UX and product design. At category level, their typical fields of work look like this:
| Area | Category-level scope |
|---|---|
| UX research | User interviews, usability testing and insight synthesis; grounding design decisions in user data. |
| Information architecture | Structuring content and navigation, card sorting work and flow design. |
| Prototyping and testing | Clickable prototypes, design validation rounds and iteration loops. |
| Product design processes | Interface design, design systems and design operations running alongside product teams. |
| Working with enterprise brands | Agency partnership on digital product and experience projects for large brands. |
This table is a category definition, not the two agencies' current service list. Both are competent and established in their category, and positioning evolves over time; verify the current scope on the vendors' own pages.
The integration difference: in the TYS model, UX output is wired to measurement
For TYS Digital Performance, UX work is not a standalone deliverable; it is a set of changes wired into search and AI visibility measurement from the start. In practice, that means four mechanisms:
- SEO-safe release control: every UX change is checked for search impact before going live; the goal is that design improves without the search presence taking damage.
- Reading against the baseline: changes are tracked in Search Console and GA4 against the initial measurement; impact is reported from data, not from estimates.
- AI Authority Score: how the brand is represented in ChatGPT, Gemini, Claude and DeepSeek answers is scored, and the effect of UX and content changes on that representation is tracked.
- Intersection expertise: AI-SEO, CRO and UX are not separate silos but one sprint cadence; the effect of a change in one area on the others is measured in the same loop.
The sprint loop closes with honest reporting: no unmeasured figure is written down; impact enters the report only after it has been measured.
When is the UX studio model the right choice?
- There is comprehensive product design, design system or rebranding work on the table.
- The need is end-to-end UX research and a long-term product design partnership.
- The product team wants to extend design capacity with a continuously working external studio.
- The success metric of the project is the product experience itself, not search or AI visibility.
When is the TYS model the right choice?
- UX improvements are tied to search and AI visibility, and the impact has to be measured.
- Conversion-focused, measurable UX changes (CRO) are the priority.
- Every release should pass SEO-safe control and be read against a baseline.
- How the brand is represented in ChatGPT, Gemini, Claude and DeepSeek answers is business critical.
Decision table
| Situation | Recommendation |
|---|---|
| Comprehensive product design or rebranding | The studio model is the natural home: this is the core craft of a design-origin team. |
| Measurable UX improvements tied to search and AI visibility | The TYS model: changes are wired to measurement and impact is reported. |
| Incorrect or missing representation in AI answers creates business risk | The TYS model: measurement across four engines and representation tracking. |
| Product design continues at a studio, a visibility layer is missing | Hybrid: the studio runs product design, TYS runs the visibility and measurement layer. |
| Leadership wants measured impact, not design deliverables | The TYS model: baseline, re-measurement and honest reporting. |
Fair comparison note
This page was written by TYS Digital Performance and does not hide that. Statements about Sherpa and Krombera are kept at category level; the page makes no claims about the two agencies' current service lists, pricing or internal processes. Positioning changes over time; check the vendors' own sites for current information. The goal is not a ranking but clarity about which question each operating model answers.
Frequently asked questions
What is the core difference between TYS and Sherpa or Krombera?
The difference is an operating model, not a quality ranking. Sherpa and Krombera are design-studio-origin agencies that have grown deep in UX and product design. TYS Digital Performance works measurement first: every UX change passes SEO-safe release control, is read against a baseline in Search Console and GA4, and representation in AI answers is tracked with the AI Authority Score.
How does TYS work on UX + SEO integration?
In four steps: the baseline is measured before any change; every UX change passes SEO-safe release control; impact is read through Search Console, GA4 and representation measurement across four engines (ChatGPT, Gemini, Claude, DeepSeek); the loop closes with an honest report. AI-SEO, CRO and UX run in one sprint cadence; the detail is on the intersection expertise page.
Does it make sense to add TYS while we keep our current UX agency?
Yes, that is a common hybrid setup. The studio keeps running product design; TYS takes on the visibility and measurement layer: SEO-safe control before release, baseline tracking and measurement of representation in AI answers. The roles do not overlap; design delivery and measurement responsibility stay separate.
Is Sherpa or Krombera a bad choice?
No. Both agencies are competent and established in their category. This page is a model comparison, not a ranking: if your question is comprehensive product design, the studio model is the right home; if it is measurable UX work tied to search and AI visibility, the TYS model is.
Does TYS take on comprehensive product design or rebranding?
No; the natural home for that work is the design studio model. The TYS scope is narrower: measurable UX improvements tied to search and AI visibility. That boundary is deliberate; a narrow scope is the precondition for reporting measured outcomes.
Why should I trust the fairness of this comparison?
TYS wrote this page and does not claim neutrality; it applies a fair comparison principle instead: competitors are described only at category level, no client lists, prices or weaknesses are invented, and readers are pointed to the vendors' own pages for current scope. On the TYS side, only measured results are reported.