Observe
We go where the product is used. Vans, shop floors, ward corridors, trading desks. Analytics tell you what happened; observation tells you why.
In short
We design products by watching them fail in the field first. That means research with real users in real conditions, a design system small enough that teams actually adopt it, and an accessibility contract written into the components rather than audited at the end.
What you get
Deliverables.
- Field research and the decisions it forces
- Information architecture and key flows
- Interface design across breakpoints and states
- Design system with documented states and contracts
- Prototypes for the flows worth testing
- Implementation support with your engineers
How it runs
Four phases, in order.
Reduce
Decide what the product is for and what it will stop doing. This is usually where the value is created and always where the arguments are.
Design
Flows, screens, states, empty cases, error cases and the small print — designed at the widths your users actually hold.
Systemise
A component library with states, accessibility contracts and do-not-use notes, sized so three squads can share one vocabulary.
Proof
Where it has been used.
Sundial
2026A scheduling tool for field teams, redesigned around the ninety seconds a technician actually has — and a design system three squads could ship from.
Verge Institute
2024A public art institution whose identity changes with every exhibition — held together by a system strict enough to survive being handed to guest designers.
Asked every time
The first-call questions.
Do you write production code?
For front-end work, often yes — see Creative technology. Where you have an engineering team we design alongside it rather than throwing files over a wall.
Can you audit an existing product instead?
Yes. A four-week audit with prioritised findings is a common and much cheaper starting point.
Start a project
Need digital product?
A 45-minute call with the people who would do the work. If we are not right for it, we will say so and suggest who is.