I design bold experiences for great brands

User experience is more than the screen. I solve real problems for real people in the real world, and digital is just the tip of the iceberg.

Find out more

I'm Pete Avey, a hybrid User Experience (UX) and Visual Designer (VD) based in London. With over 8 years experience I've worked with some the best brands in the world and occasionally I write about my projects.

A selection of my best work

The process


Deep diving into a vision allows me to discover the problem by mapping out user flows and looking at data.


Story lining the desired flow of the user to understand the thinkings of what, why, who and how.


Getting a feel for the story arc through low-fi prototypes. These could be static or interactive.


Validated hypotheses with qual and quant data, tested remotely, contextually and post launch.


Taking the findings to improve the UX, based on real data, repeating the build-test-learn cycle.


Post launch testing is valuable, setting up A/B or MVT's to squeeze the last few conversion percents.


  • User Experience Design
  • Responsive Design
  • Information Architecture
  • Front-end Development
  • Usability Testing
  • User Research
  • Visual Design
  • Empathy Mapping
  • Heuristic Review
  • Interactive Prototyping
  • Stakeholder Research
  • Design Workshops
  • Card Sorting
  • Wireframing
  • Contextual Inquiry
  • Agile UX

Want to be bold too?

I'd love to hear more about your project