Inclusive user research
We prioritise users, basing design decisions on qualitative and quantitative insights to create successful, impactful products that meet their needs.
Strategic design consultancy helping organisations deliver services that are viable, sustainable, and grounded in real user needs.
We are a strategic design consultancy that helps organisations deliver services that are viable, sustainable, and grounded in real user needs, from strategy through to execution.
We work as an extension of your team, connecting user research, service design and strategic thinking to unlock value early and create better outcomes for people and organisations.
Whether it's shaping your vision, designing services or finding out what people actually think (and what to do with that insight), we can help.
We'll extend your team's capabilities, provide expertise and help accelerate your products.
We prioritise users, basing design decisions on qualitative and quantitative insights to create successful, impactful products that meet their needs.
We shape clear product strategies that focus on the right problems, define what to build and why, and guide delivery towards meaningful outcomes.
We explore end-to-end user scenarios, aligning systems and processes for a seamless, cohesive user experience online and offline.
We design experience layers, creating design languages, patterns and components that make products consistent, intuitive and easy to use.
We make services inclusive and accessible, running audits, testing with assistive technologies, and ensuring designs meet WCAG standards from the start.
We provide training and coaching to boost design skills, confidence, and help teams scale, adapt, and thrive.
Explore some of our recent projects that showcase our approach to solving complex design challenges.
Turning complex strategy into tangible artefacts that helped teams plan, challenge and shape what the future of public services might look like.
Exploring new ways to make digital identity work for people without passports, documents or fixed addresses.
A central government programme needed to communicate a bold, long-term vision for the future of digital public services.
The challenge wasn't just about strategy, it was about making complexity visible, so teams could align, challenge, and build on it.
Working as part of a multidisciplinary team, we helped bring this vision to life through a series of artefacts designed to provoke conversation and shape thinking. We combined systems thinking, service design, and visual storytelling to explore how digital government might better serve people, particularly at the joins between services.
Through cycles of researching, sketching and prototyping, we illustrated what key components of a modern service landscape could look like. We made space for teams to interrogate assumptions, explore alternative futures, and identify the organisational and technical shifts required to get there.
Crucially, we didn't work in isolation. We co-created the work in a shared space where feedback flowed freely, from colleagues across departments to advisory groups and senior leaders. Visuals became tools for engagement, inviting discussion, fostering alignment, and making abstract concepts feel actionable.
This work helped move strategic thinking from paper to practice, setting the stage for deeper conversations about delivery, capability, and the future shape of digital government.
A cross-government programme responsible for developing a secure digital identity platform to support access to public services.
Many people in the UK struggle to prove their identity online, especially those without a passport, driving licence, or fixed address. These aren't edge cases: at national scale, even a 1% exclusion rate leaves hundreds of thousands of people locked out of essential services. The team needed to understand who was being excluded and design ways to make the service more inclusive, without compromising on trust, usability or security.
We worked as part of a multidisciplinary team to explore identity inclusion through user research and rapid experimentation. Starting with a discovery, we focused on groups with low digital confidence or limited access to formal ID. We tested attitudes toward alternative documents like birth certificates and explored mental models of identity verification.
From this, we identified five promising areas to prototype, ranging from banking data and benefits records to digital vouching. Each was tested in time-boxed experiments designed to quickly assess feasibility, comfort, and risk.
We developed three high-potential solutions:
This work directly informed service design decisions and helped shape a more inclusive roadmap. It also supported proposals for legislative changes to unlock secure data-sharing, ensuring more people can access services online, while maintaining user consent and privacy at the core.