How we work

Thinking, talking, measuring and making

Whatever kind of work you hire us for – planning, research, design or optimisation – you’ll see consistency in our way of thinking and doing. Our clients recommend us not just for the results we deliver, but because they feel included and valued in the way we work.




Collaboration is a necessity, not a luxury

Frankly, we’re tired with the cult of the designer: the idea that a design magician can figure out the answer to everything. We start with the knowledge that we don’t have all the answers so we work with others to understand the problem, explore ideas and move together towards a solution.

This collaboration includes our clients. The knowledge and experience they have is valuable. At first some clients are surprised at how much access they have to their project while it’s in progress. For big, complex challenges we make a working space in our studio so that everyone involved in the project can visit and participate.

We also include the customer: they have knowledge and wisdom too. This collaboration can take place in the research studios in our offices, or out in the world. We design experiences with customers, rather than for them.

Workshop debrief 1 of 3
Workshop debrief 2 of 3
Workshop debrief 3 of 3

Iteration, the antidote to guess-work

Every creative process needs leaps in thinking: moments of inspiration and imagination. What every creative process also needs is time when you check your thinking and validate your assumptions. Even the smartest people can have dumb ideas.

We work in cycles of making and testing, moving from sketches and storyboards through prototypes into production-ready visual designs. This way of working is good for two reasons: first, it reduces risk because bad ideas and wrong assumptions get identified and removed before they get baked in; second, it increases the creativity of the solution because each cycle of iteration is an opportunity to gather fresh insights which can improve and tune the experience as it moves towards market.

We keep it lean: iterating quick and often helps keep the project on its toes. Regularly getting the team’s thinking out into the sunlight with target users and client stakeholders means we avoid surprises – and big loops of re-work which can threaten project timescales.


What gets done gets measured

We are unusually serious about measuring the effectiveness of our work when it moves into the real world. This is partly so that we can be sure that we’ve delivered the business and human outcomes we’ve promised, but also so that we can spot opportunities to optimise and improve the experience in live.

You need a variety of measures to understand the nature and quality of the user experience. We look at everything from micro-measurements, like form-field interactions, through to macro-measures like satisfaction and brand attributes.

We didn’t start our business to win awards, but to get results. No job is finished until we know it works.

Get in touch if you’d like to know more about how we work.

Discussing a project
Discussing a project

More on our approach

How we work is only part of what makes us different. Find out more about our skills and perspectives on user experience design.