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Our Values
Equally
Client-Centric
While we always put the users first, we are only able to create the most comprehensive solution by immersing ourselves into client problems and organisational dynamics to fully understand the breadth of context available.
Rewardingly
Data-Driven
Whether its a one week discovery sprint or one year digital transformation, we help our clients realise the best designs will always be based on methodical and meticulous research.
Relentlessly
Holistic
We believe our service is to three sets of people at any given time - the business leaders, the users they have, and their teams who develop the product. This approach keeps us dead-smack in the centre of innovation, always balancing, communicating, and designing for their goals & pains.
Our Team
Ini
Founder & Design Director
A seasoned design expert with a Masters in Digital Service Design from Brunel University. For over 13 years, Ini has designed solutions that have enabled companies and world record-setting products to grow in sales and value north of £100 million across finance, healthcare, engineering, retail, construction, manufacturing, FMCG, property, wellness, and more.
Fé
Co-founder & Research Director
An experienced researcher with a PhD in Gamification and an MA in Humanities from the University of Westminster, as well as a BSc in Mathematics from Covenant University and an MSc in Mathematics from Brunel University. Having researched for several startups and enterprise organisations, Fe is a uniquely brilliant combination of empathy, logic, and creative thinking.
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