We’re inspired by the Double Diamond model, but we adapt it to the organisation, the context, and the work at hand. The principle is simple: structured stages that de-risk decisions by testing them early and often, then feeding real evidence back into the roadmap.
Before each release we set hypotheses and success metrics, compare them to baselines, and adjust priorities. Iteration here is not an afterthought - it’s a built-in operating loop that sustains performance.
Discovery
Quantitative and qualitative inputs (analytics, SME and customer interviews, field notes, competitor analysis) isolate the right problems to solve.
Definition
Translate insights into testable requirements, user goals, and acceptance criteria that guide both design and build.
Solution Development
Explore solution concepts, co-review with stakeholders, and converge on viable patterns that balance user needs with business feasibility.
Validation
Usability studies, pilots, and A/B tests prove uplift with users before committing to wider rollout.
Rollout & Iterate
Monitor live metrics, and feed learning directly back into the next cycle.
Contact us to learn more about improving digital experience across your platforms, content, and teams.
Faster task completion
Simplified journeys reduce clicks, errors, and support tickets.
Higher adoption
Role-based workflows and clearer onboarding encourage sustained use of tools.
Commercial uplift
Validated improvements lead to higher conversion, activation, or retention rates.
Reduced rework
Evidence-led decisions prevent costly pivots late in delivery.
Sustained capability
Documented results and decision logs enable internal teams to repeat the method across future releases.
Where possible, we validate outcomes through controlled usability tests, pilots, or A/B comparisons before scaling - giving teams confidence that changes deliver both user and business impact.
Together, our design services form a consistent way of working: design decisions based on evidence, not assumption.
UCD is the methodology
A repeatable way to make evidence-based decisions across discovery, design, and delivery.
User Research
Supplies the insight - gathering the evidence we act on.
UX Design
Expresses those decisions in usable, build-ready interfaces.
Service Design
Extends the same principles beyond the screen, into people, processes, and policies.
An award-winning app that transformed customer engagement
Driven by a commitment to innovation, ThermoFisher partnered with Wyoming Interactive to redefine product engagement in the life sciences industry.
User-Centred Design (UCD) is a structured methodology for making design decisions based on evidence. It combines research, design, validation, and iteration so teams can move forward with confidence rather than assumption.