How We Got Here
Started in a cramped Plymouth office with three of us and too much coffee. Our first client came through a friend who'd watched us redesign his startup's app during lunch breaks. He said we made complicated things feel simple.
That became our thing. We'd watch real people try to use software, note where they got stuck, then redesign those bits. Sometimes the fixes were small — moving a button, rewording a prompt. Other times we'd scrap entire flows and start fresh.
By 2021 we'd worked with about thirty companies across the UK. Finance apps, healthcare platforms, booking systems. Different industries, same patterns of confusion.
Now we teach others what we've learned. Because honestly, more people need to understand how humans actually interact with technology.
What Makes Our Approach Different
Most UX training focuses on tools and templates. We focus on observation and critical thinking — the stuff that actually matters when you're solving real problems.
Real Behavior Research
We teach you to watch what people do, not what they say they do. Turns out those are very different things. You'll learn proper research methods that uncover actual usage patterns instead of theoretical preferences.
Pattern Recognition
After testing hundreds of interfaces, certain problems show up again and again. We've documented them. You'll learn to spot these patterns quickly and know which solutions typically work in each context.
Constraint-Based Design
Beautiful interfaces don't matter if they don't work under real conditions. Slow connections, small screens, distracted users. We teach you to design for actual constraints, not ideal scenarios that rarely exist.
Industry Evolution We've Tracked
User experience hasn't stayed still. The field keeps changing as new devices and interaction patterns emerge. Here's what we've seen shift over the years.
Mobile Took Over
Desktop usage dropped faster than anyone expected. We had to rethink everything — navigation patterns, form design, information density. Turns out you can't just shrink desktop interfaces and call it mobile-friendly. Different device, different behaviors.
Accessibility Became Standard
Used to be an afterthought. Now it's table stakes. Screen readers, keyboard navigation, colour contrast — these aren't special features anymore. They're baseline requirements. And honestly, accessible design usually means better design for everyone.
Voice and Gesture Interfaces
People talk to their devices now. And expect them to understand. This changes interface design fundamentally — less about visual hierarchy, more about conversation flow and context awareness. We're still figuring out the patterns here.
What You'll Actually Learn
We're not teaching theory for theory's sake. Everything in our program connects to practical work you'll do. Here's what that looks like compared to typical UX courses.
| Learning Focus | Our Approach | Most Courses |
|---|---|---|
| User Research | Conduct 12+ real testing sessions with actual users, analyze behavior patterns, identify specific friction points | Watch demonstration videos, maybe do one practice test with classmates |
| Design Tools | Learn Figma and Sketch through project work when you need them, focus on thinking not software | Spend weeks on tool tutorials before touching any real design problems |
| Portfolio Building | Document 4-5 case studies from your actual project work showing process and thinking | Create hypothetical projects or redesign existing apps as exercises |
| Industry Context | Guest sessions with practicing designers who share current challenges and hiring needs | Lectures about design history and theoretical frameworks |
| Collaboration Skills | Work with developers and product managers on real constraints and trade-offs | Individual assignments with occasional peer feedback sessions |
Who You'll Learn From
Both of us still do client work. That keeps the teaching grounded in what's actually happening in the field right now, not what was relevant five years ago.
Callum Birtwistle
Lead UX ResearcherSpent eight years in financial services watching people struggle with banking apps. Now I teach research methods that uncover why interfaces confuse people. Still consult with fintech companies on user testing. You'll work with me on research methodology and behavior analysis.
Sienna Ashford-Payne
Interaction Design LeadBackground in healthcare systems where bad design literally affects patient safety. That creates a certain perspective on quality. I handle the interaction design modules and accessibility requirements. Currently redesigning interfaces for two NHS trusts alongside teaching.
Next Program Starts September 2025
Twelve weeks, project-based learning, small cohorts. We cap it at sixteen people so everyone gets proper attention. Applications open in June. Worth having a look at what's involved.
