Our user-centered approach

If our users succeed, so do we

By putting users first for over 24 years, we’ve created award-winning software that solves challenging problems and saves users time — inspiring confidence and giving peace of mind to over 800,000 users.

Our design process

We ask a lot of questions, include a lot of users, use many Post-its, and have plenty of discussions at every phase of our design process.

  • 1. Understand

    We use methods of observation, enquiry and empathy, and seek to better understand the needs of users and the problems they currently experience.

  • 2. Define

    We start to synthesise the knowledge we've gathered, extracting key insights, identifying opportunities and envisioning a desired future state.

  • 3. Explore

    We ideate, explore and seek to rapidly validate a number of possible options, before arriving at a proposed solution to the problem we identified.

  • 4. Create

    We start to build a working solution, and continue to learn, refine and optimise the experience. Usage starts to shape and inform our strategy.

How we get things done

The way products are designed and built is evolving, and there are always new, exciting tools and methods that can help us create, collaborate, and innovate better. We believe it’s important to use tried and tested ways alongside experimenting with the latest ones.

Learn & Collaborate

  • Standups
  • Design show & tells
  • Feedback sessions
  • Design Academy
  • Book club
  • Video lunches
  • Meetups

Theory & methods

  • Design Thinking
  • The Mom Test
  • Design Sprints
  • Jobs to be done
  • Lean canvas
  • User journeys

Favourite tools

  • Sharpies
  • Post-its
  • Figma
  • Mural
  • GitHub
  • Slack

From the blog