ÄKTA is a self-described SalesForce company that specializes in helping businesses with their digital marketing efforts. It was founded by John Roa, who left a video game marketing agency in 2007 to establish ÄKTA in Chicago, with the belief that the video game industry increasingly needed authentic experience design. It was founded on three core principles: 1.) healthy obsession with authentic quality, 2.) unwavering commitment to clients' satisfaction and happiness, as well as that of their users, and 3.) awareness of and appreciation for a constantly evolving market. ÄKTA's services are categorized as user experience (UX) design, mobile app development, innovation consulting, and brand experience. The company uses Experience Oriented Architecture™ (XOA™), which is its proprietary design-led methodology for creating enterprise-level digital user experiences in complex technical environments. ÄKTA's clientele has included SpotOn, ComEd, Social Crunch, Starbucks, myCareer, Overdog, Motorola, and Verizon. In addition to its Chicago headquarters, ÄKTA has an office in Austin, Texas.