Transformation by design

Behavioural Science meets Product Design

Hello, we combine customer insight and transformational design. Clients trust us to successfully move their businesses from the pc-era to mobile centricity.

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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jack wills
zurich logo
national express logo
barclays image

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 an unrivalled 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


648 Broadway, Suite 901, New York, NY 10012

T: +1 646 438 9929

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Award winning work