We create

Transformation by Design™

Behavioural science meets product design

Clients work with us to differentiate their customer experience and advance their business - in a world that demands mobility.

In one of the biggest projects we have undertaken to date, TfL set us the challenge of designing a web service for customers of the largest and most complex transport network in the world – an incredibly exciting (if a little terrifying) brief.

Evaluating Cineworld’s digital channels, and redesign a desktop experience that specifically targeted improvements to acquisition, conversion, usability and accessibility. 

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How do you raise awareness of a huge issue that is largely hidden? 

This is at the very heart of Plan UK’s high profile campaign to raise awareness of female genital mutilation and child marriage and end it within a generation. The solution? 

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Our point of view

Photo credit: Samantha Sekula

Move Over Persona, The Mindset Means Business

By Gareth Fryer, Director, wae


I recently read a great blog by product designer Alan Klement, which highlights the potentially disruptive effect of personas.

Personas generally focus on creating a story based on a customer’s attributes instead of a story that explains an action, or an all-important purchase decision.Klement’s conclusion is that personas leave the brain in an unsatisfied state and to fix this the brain decides to make up its own story about why a customer buys a particular product. 


jack wills
zurich logo
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We are a close knit bunch of Smart Creatives, who care just as much about our clients as we do about their customers.


Chris Averill

A product designer with a passion for creating amazing experiences, Chris founded WAE in 2003, launching the New York office in 2011.


Tim Hurles

Tim heads up the awesome design team at WAE, which is comprised of information architects, visual designers and creative thinkers.


Rachel Armstrong

Rachel leads our research & insight team, with stunning experience having run Samsung's EMEA research department.


Gareth Fryer

As head of consulting Gareth specialises in helping clients navigate complex challenges and giving them confidence in what to do next.

Global Service Design

International reach, local talent, happy clients


6th Floor, Swan House, 37-39 High Holborn, London, WC1V 6AA

T: +44 (0) 20 7404 9115
E: LDN@hellowae.com

New York

648 Broadway, Suite 901, New York, NY 10012

T: +1 646 438 9929
E: NY@hellowae.com

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