We Are Systematic

A digital agency with a focus on evidence based design

We help businesses big and small to innovate new digital products and features faster and with less risk.

What is Evidence-based design?

Evidence-based design (EBD) for digital products means applying the systematic approach of a research project to design and development. It's our way of uniting these disciplines under one framework, bringing method to the madness and breaking down the silos once and for all.

How does it work?

Start with a problem, an idea or anywhere in between

EBD is a cycle, so works in both delivery and blue sky scenarios

The advantage of a cyclical framework is the flexibility to start at any stage, which means we can jump in no matter where you are with your project. You might want to take a questions-first approach, start with a blank slate and find some new user problems to solve.

Maybe you have an idea for a new product, app or feature and need help to make it real quickly. Or sometimes, you’ve just got to get that new app or website live to meet a deadline, and thats fine too.

Back up every decision with evidence

Use agile research methods to quickly build confidence and reduce risk

EBD combines team intuition and experience with the discipline and rigor of the scientific method: what evidence exists for our current position? How strong is it? What assumptions are we making to prop up the gaps in our knowledge?

We use a method called triangulation to combine evidence from multiple sources including user testing, interviews, analytics and direct observation. We like to show our working, so you can always see the thinking behind our recommendations.

Use the design process to generate evidence

The best kind of data is yours

YODA (Your Own DAta) is the most valuable, as it relates specifically to your business, your users and your products. We don’t like the word experiment. It sounds risky. Sure, throw hundreds of ideas at the wall and eventually one is bound to stick. It’s possible to get lucky once, but twice? Ten times?

In EBD, we set up Tests for specific Ideas, that meet specific Goals and solve specific Problems. The insights we gather are fed back into the process to craft ever better user experiences.

Keep it simple

Find the shortest route to your objective through better decision making

EBD is about being outcomes driven, always doing the simplest useful thing to reach the objective. We prioritise and shape at every level according to an objective framework:

• Which Problems are the biggest?
• Which Goals carry the most value?
• Which Ideas carry the most confidence?
• Which Tests will provide the simplest answer?

In EBD we build roadmaps, not backlogs. Instead of Minimally Viable Products, we prefer to think about Simplest Useful Versions. This means thinking about core value first, and working outwards from there in priority order.


We feed the design process with insights and clarity to drive better design decision-making. We eradicate unsystematic design decisions by applying this evidence-based approach to every project.


Instead of writing requirements, we write hypotheses. This allows us to test product propositions early to ensure we’re designing the right it. Our evidence-based approach means we can prioritise the features that matter most to your end-users.


We merge science and art once your product is ready for the final polish. We also help design teams to create robust design systems that allow for structure, scale and consistency.


Once a product  has been shipped our measurement framework feeds user data into our bespoke research tool. The information is analysed using a confidence algorithm that rank and prioritise the best design questions, ideas and tests.

Our services

We offer our core evidence-based design services via delivery or consultancy.

1 UX and UI design

2 User testing and research

3 Prototyping

4 Design systems

5 Brand, identity and art direction

We believe research, design, and digital product development are really just different flavours of the same thing. We research like creatives and design like scientists.

Our clients

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Evidence-based design

What do we mean when we talk about evidence-based design (EBD)?
Why are Systematic?

Why are Systematic?

Bootstrapping methodological maturity through simple, repeatable, outcome-based processes.
Why being data led could be doing you more harm than good.

Why being data led could be doing you more harm than good.

Are you wasting time reporting on vanity metrics? Stop! A short guide on how to spot a vanity metric in your reporting.
Searching for a unified theory

Searching for a unified theory

To understand the universe, we have two theories: quantum mechanics and general relativity.
Wearing the facilitator hat in a remote Design Sprint

Wearing the facilitator hat in a remote Design Sprint

What I learned running online workshops with a distributed team.
The Measurement Problem Part 3: Desperate measures

The Measurement Problem Part 3: Desperate measures

The third measurement problem is a paradox: You can’t manage what you can’t measure, but when any metric becomes a target, it ceases to be a good measure.
The Measurement Problem Part 2: No Peeking

The Measurement Problem Part 2: No Peeking

Peeking at your A/B tests at the wrong time can invalidate the results.
The Measurement Problem Part 1: Curiosity Killed Schrödinger’s Cat

The Measurement Problem Part 1: Curiosity Killed Schrödinger’s Cat

The first measurement problem for agency teams is that a client cannot be involved in a project without adversely affecting or defining its outcome.


Want to join us?
Take a look at our current vacancies.

People & marketing assistant

We’re looking for someone to help with our internal resourcing and marketing work, along with other admin tasks generally associated with the smooth running of the agency.

3 days per week,
3 month contract
Salary dependent on experience
Remote / Brighton, UK