When I joined Makemedia in 2009 as a digital designer, I was stepping into a small but ambitious agency. From the outset, I saw the opportunity to bring design to the forefront—not just as a service, but as a strategic driver for the business. Within a year, I was promoted to lead designer, and with that came the chance to start shaping a vision for how design could help Makemedia grow.
Recognising the untapped potential of user experience design, I began building Makemedia’s UX practice from scratch. At the time, UX was an emerging discipline in the industry, and my goal was to integrate it into our DNA. This meant not only establishing the processes and methodologies that would guide our work but also educating both the team and our clients on the value of a user-centered approach.
In 2011, I was promoted to Head of Design, a role that allowed me to take this vision further. I hired Makemedia’s first full design team, creating a multidisciplinary group capable of delivering across the spectrum of UX and UI. I prioritized recruiting designers who were not only talented but also aligned with our ethos of collaboration and curiosity. Over the next several years, I personally interviewed, hired, and nurtured over 30 designers, helping them grow their skills and confidence while fostering a team culture that celebrated experimentation and excellence.
One of the most rewarding aspects of my role was progressing the maturity of UX within the agency. Early on, design was seen as a necessary step in project delivery. By introducing robust user research, usability testing, and iterative design processes, I helped shift perceptions—both internally and externally. Design became a central pillar of how we worked, with the team taking the lead in defining project strategies and solving complex client challenges.
This design-led direction was further cemented by our work on the UK’s first fully responsive complex website, which would go on to be featured in NET Magazine. This project wasn’t just a technical achievement; it demonstrated the power of collaboration between design, development, and strategy. It set a new standard for what we could deliver and attracted significant attention within the industry.
As the UX practice matured, it became a vital part of Makemedia’s business strategy. Within a few years, we had transformed UX and digital product design into a viable and profitable service line. My role extended beyond design leadership to actively contributing to marketing and sales, showcasing the impact of our work to prospective clients. I helped articulate the value of UX in terms that resonated with business leaders, positioning it as a tool for innovation and growth.
This approach proved instrumental in securing Makemedia’s first £1M+ contract, a two-year engagement driven by a design initiative. By leading with a thoughtful, research-driven strategy, we not only delivered exceptional results but also established long-term client trust. This milestone marked a turning point for the agency, with UX becoming a key differentiator in the competitive landscape.
Our growing reputation for high-quality research, UX, and UI work, particularly in the publishing and data product sectors, opened new doors. Clients sought us out not just for execution but for strategic partnerships that delivered measurable outcomes. The highlight of this period was winning the 2016 PPA Award for Best Product, recognizing our work with Glenigan and further validating the impact of a design-led approach.
In 2016, I was promoted to Director of Design & UX, overseeing the team and driving the agency’s strategic direction. By this time, we had established a culture of continuous improvement, with design at the core of everything we did. Our team was known not just for its creativity but for its ability to solve complex problems with clarity and precision.
Reflecting on my time at Makemedia, I’m most proud of how we evolved together. What began as a small design practice grew into a central driver of business success. I had the privilege of shaping not just the work we delivered but the careers of the talented designers who made it possible. Together, we proved that thoughtful design, backed by strong leadership, can transform not only products but also businesses.