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


Do Shoppers Want an Upmarket New Look From Aldi?

Aldi provides the best broccoli. I’m not joking, it really does. Aldi also provides the best customer service, it listens to what its customers want, and what we want is good quality products at low prices. In my opinion, Aldi currently has one of the best customer experiences across all the supermarkets.

As such I read with great interest that Aldi has unveiled new-look, upmarket stores with fresh produce, well-known brands and in-store bakeries. But it makes me question whether this is what consumers are looking for from the Aldi brand.

Aldi seem to have an innate understanding of what its customers are looking for. It knows that the modern consumer is cost savvy and isn’t taken in by obvious brand promotion. As such, it sells top-quality produce that is easily on par with other high-end retail supermarkets but at a reduced price. The downside to Aldi’s offering is that....
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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


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


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

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