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


GDS, what went wrong?

Government Digital Services (GDS) have done no wrong, let’s get that straight to start with. I don’t speak to GDS teams, I’ve never worked on a GDS project, but I do know some very good people there, a few who have come through WAE.

In a recent article on The Register titled “GOV.UK, Chaos and Nightmare…”GDS get a real kicking for messing up swathes of Government websites in their drive to get everything under one domain. Poor design and chaotic management are blamed for failure of key sites including Visa & Immigration, through a far poorer understanding of what the public actually needed than the relevant government departments did, according to GDS’ own analysis.

Forget design, think people and organisational change

Based on our work transforming both public and private organisations, my experience tells me that the problem lies not in GDS’ original remit or approach, but in the changing requirements of the client.......

jack wills
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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 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
E: LDN@hellowae.com


648 Broadway, Suite 901, New York, NY 10012

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

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