A nice-looking app isn't enough.
We take the guesswork out of building an app. We deliver the research, strategy, psychology-driven design, and complete technical specification your product actually needs to be built properly. Then we show you the smartest, most cost-effective way to launch it.
The reality of software projects
Most apps don't fail in the build. They fail in the thinking that should have happened before it.
Roughly two-thirds of software projects are challenged or fail outright. When they fail, 47% of the time it’s because requirements weren’t clear in the first place. Most of the rest comes down to building the wrong thing: a product nobody wanted, or wanted differently, or didn’t trust enough to use.
The thinking that does happen is usually about how it looks. Almost never about why anyone would care.
Sources: Standish Group CHAOS Report, PMI Pulse of the Profession, CB Insights post-mortem analysis of 100+ failed startups
What we actually do
The thinking, before the building starts.
We do the work that determines whether your product succeeds. The research, strategy, design, and complete technical specification needed to build it properly, then advice on the smartest way to bring it to market.
Behavioural research
Why people use the apps they use, and abandon the apps they don't. We don't ask users what they want, instead, we work out what they need by understanding the psychology that drives their behaviour.
Psychology-driven design
Screens designed around how people actually think and feel, not just to look good in screenshots. We work to measurable emotional targets across five dimensions: trust, delight, anxiety, confusion, and pride.
Technical specifications
We act as your technical consultants to provide complete technical architecture, tech stack recommendations, and developer documentation that any development team, individual developer, or AI tool can use to bring it to life.
The smartest path to launch
We show you the most cost-effective, low-risk way to bring your product to market. The right approach, budget, and team, whether that's a freelancer, an agency or using AI, in order to protect your investment.
Then you go into the build conversation knowing exactly what's needed, how long it will take, how much to pay for it, and what to watch out for.
The Feel Factor®
We measure what your app makes people feel.
Most agencies design for how an app looks, we design for how it makes people feel. Five measurable emotional dimensions that determine whether someone trusts your product, enjoys using it, or quietly walks away.
Every project starts with a baseline reading and every design decision is measured against it. The result is an app people connect with, not just use.
A word from Simon
Every project starts the same.
A conversation, not about tiers or timelines, but about what you're actually trying to build, who it's for, and whether this is the right shape of engagement for where you are.
Simon Lee,
Founder and Strategic Director
The cost of getting it right
Our foundation work pays for itself.
Most app projects run 20 to 50% over budget. Not because developers are expensive. Because they’re building against a moving target. Requirements shift. Things get built, then rebuilt. We fix that before the build starts — and on a typical project, the rework we prevent outweighs our fee by £5,000 to £15,000.
| Cost | Amount |
|---|---|
| Our fee | £5K–£20K |
| Rework avoided | £20K–£30K |
| Average saving before build | £5K–£15K |
Plus a better product, a faster build, and zero overrun.
Illustrative Case Study: Harley
Downloads were real. Bookings weren't.
Five sessions, thirteen games, six weeks, and we found exactly why users weren't booking, and what to build to earn their trust.
| Sessions | Games | Weeks |
|---|---|---|
| 5 | 13 | 6 |
Common questions
Before you go further.
What do you actually deliver?
A complete foundation package: behavioural research, psychology-driven UX and UI design, a full design system, and detailed technical specifications. Everything a developer needs to build your app without guessing. You own the lot.
Do you build apps?
We do everything except write the code. Strategy, research, UX and UI design; the essential first step in any app project. You then choose who builds it: your own team, a development agency, freelancers, or AI tools.
How long does foundation work take?
Typically eight to twelve weeks depending on scope.
What does it cost?
Our foundation work sits at roughly 10 to 20 percent of the total cost of your project, including build. Most app projects land somewhere between £60K and £150K+ all in, depending on complexity, form factors, and the build route you take.