Growth Driven Design Transformation

The Challenge On returning to Umi Digital in 2018, identified that Sales, Design, Development, and Marketing operated as disconnected silos across the client project lifecycle — sales oversold on tender responses without design or dev input, design over-compensated for scope gaps discovered too late, development uncovered technical constraints only after commitments were made (forcing over-budget […]

Corporate Website & Pub/Hotel Finder Redesign

The Challenge Following Fuller’s strategic separation from the brewing business to focus on its Pub & Hotel operations, the corporate website (fullers.co.uk) needed to evolve beyond a brochure site into a functional discovery platform — surfacing Pub, Hotel, “What’s On” event, and function-space finder journeys for a brand-aware audience — while still accommodating competing requirements […]

Hospitality Platform Optimisation

The Challenge Fuller’s needed to redesign a complex pub microsite ecosystem — 207 centrally-managed sites (381 total) spanning distinct sub-brand journeys (food-led, hotel-attached, events/weddings, transport-hub, craft beer) — via a two-phase tender that explicitly did not guarantee the design phase to whoever won research. The Outcome Delivered evidence backing a full IA and concept redesign, […]

Brand Campaign Concept Testing

The Challenge Blood Cancer UK had developed brand campaign creative (1 video, 3 static/carousel ads) with an agency, validated positively with warm internal audiences — but needed evidence it would resonate with cold audiences unfamiliar with the charity, ahead of their first-ever national brand awareness investment. The subject matter required trauma-informed research design given participants’ […]

Online Check-In Benchmarking & Discovery

The Challenge BA had built an MVP online check-in (OLCI) prototype and needed to benchmark it against key competitors to identify what was driving check-in confidence and satisfaction, ahead of evolving it from MVP to a more mature product. The Outcome Identified that check-in satisfaction is driven less by step count and more by perceived […]

Accounts & Loyalty Insight Stream

The Challenge BA was rebuilding ba.com and its app from scratch (internal “Nexus” platform programme), migrating the My Account area off legacy infrastructure. The business needed evidence to move beyond feature-parity toward a differentiated, needs-led account and loyalty experience, against a backdrop of declining Exec Club sign-ups and a push to reduce human-assisted servicing. The […]