About us
Our philosophy
Purpose driven design - It's not just about human-centric design, businesses have a purpose and that purpose needs to guide your experience strategy. Your purpose after all can be your market differentiator and should be integral to your experience design strategy.
Teaching not telling - Our goal is to partner with our clients, help them to learn, grow and implement best in class design strategies, not because we tell them to, but because they understand why and how to do it. Only then can you have lasting organizational change that impacts the business.
Partnership not power dynamics - The best ideas come from diverse teams, and people at every level working in partnership. Businesses need structure to maintain operational consistency, but all to often that structure dictates who's ideas are acted upon, creating a dangerous vacuum that can lead businesses down the wrong path, oblivious to obstacles that are known and well understood by those on the ground.
Ethical design practices - We don't embrace, teach or recommend dark patterns that some see as quick shortcuts to drive profits through confusing, and misleading experiences for customers. At best it's unethical, at worst these practices can be illegal.
Quality first, speed second - We believe that it's not about just going fast for the sake of all else. It's about being Product led with a strong vision, and data informed. Iterating towards your goals is not about pure speed, its about hitting the right targets, as fast and as accurately as possible. Speed matters, but without good data, insights and iteration, it's detrimental.
Our background
With over 20 years of design experience, from print, web and television, incorporating all aspects of visual and experience design. Matt Edmunds brings his wealth of experience in building and mentoring successful teams in early stage startups to public multi-billion dollar enterprise organizations.
Whether it’s working on design strategy at the C-Level or in the trenches uncovering the problems paralyzing a business from achieving it’s goals, Matt is comfortable in all environments, and a fast and adaptable thought partner.
An avid artist and maker, along with being a strategic UX strategist, Matt is a technophile bridging the beauty and delightful emotion that captivates art, with the science of data and insights to drive success.
At an early age, Matt started creating a list of rules that guide his thinking, ask him about it sometime, controversially he’s not a fan of having breakfast for dinner. We know, it bothers us too.
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