for users, great results for business.

Why the 'Experience'?

It's all about experience

"A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” – Michael Eisner, Disney CEO, 1984-2005

Experience is the heart of any brand. It’s experience which shapes how people think about your company. Your brand is not you say it is, but what they say it is. Deliver a great experience and you help people achieve their purpose with ease and speed. Deliver a bad one, and you're a thread on Twitter. Here's how to get it right:

Understand people, deeply

Understand who the people you're designing for are, their goals, and their motivations for getting there.

Understand the current experience

Identify how well or poorly the current experience solves people's problems.

Design the Right Thing

Create a future vision for what the experience should be and champion it internally.

Measure & Move the Experience

Use mixed methods to measure & manage the experience and attract and retain customers.

Why experience design?

As software eats the world, design has become a core function within the business. But design needs to go way beyond pushing pixels. Design isn't what it looks like. Design is how it works.

To attract and retain customers, design must meet the exact needs of the customer with a simplicity and elegance that helps to produce products that are "a joy to own and a joy to use" (Don Norman).

Products and services designed to serve customers' needs are arguably the best way to create a sustainable company with happy staff & customers.


Using the right tools for the job.

Problem space definition.

Discovering the problems that matter most with exploratory research methods.

Evaluate the experience

Evaluating your product/service using a 'mixed methods' approach of both qual. & quant.


Get everyone onto the same page with personas, journey maps, and context scenarios.

Map the future

Create a shared vision your team can rally around and a mission to march towards.

Get the Right Design

Prototyping helps us evaluate ideas relatively rapidly and throw out the bad ones.

UX Training

Design is moving inhouse, so design skills should too. A range of different courses to suit.

Why choose us?

Here's why some of the biggest brands have chosen to work with us.


Defining a best-in-class grocery shopping experience for Ireland's most loved supermarket brand.

Banking & Finance

Shaping the experience for retail, business & corporate banking.

Proven results

A research, evidence based approach to delivering sustainable results.






years UX experience


Laurence has over 15 years of experience in UX, having previously headed up the User Experience team in iQ Content / Each&Other.

Laurence Veale

Director & Principal Designer

Who we've worked with

Helping some of the best and brightest.