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# Trust is the
new experience

Technology has never been more powerful. Computing, biotechnology, AI are all reshaping how we live and work.

But the choices we make about the technology we use, and how we use it, remain very human.  We’re more likely to use products and services that empower us.

That are easy to understand.
That build confidence.
That we trust.

We help our clients move faster, with less risk, by creating products and services that earn and maintain trust.

## Falling behind

### When trust breaks

Trust takes years to earn, seconds to break and forever to repair. We help you move faster whilst mitigating risks like these.

### Post Office scandal
### Misplaced trust in technology led to financial errors, unfair convictions and huge reputational damage

UK Post Office's Horizon IT system was responsible for accounting losses for many years, but post masters were erroneously blamed instead of untested and badly designed technology. 918 prosecutions. Job losses, bankruptcy, divorces, prison sentences, suicide. A statutory inquiry. 80+ convictions overturned so far, 2,500 claims to the compensation scheme, and £100s of millions in compensation to convicted sub postmasters.

### 23andMe data breach
### Inadequate product design, security and policy led to big data breaches and loss of trust

Data breach in 2021 and 2023. Hackers stole ancestry data, enabled by poor data practices that failed to recognise or act on the relationship between individuals and their relatives. 6.9 million accounts breached, 50% of users were impacted and countless relatives of those users were also affected. Equity issues, increased risk of discrimination and harassment, and financial loss. 30 lawsuits, ongoing.

### UK A-level controversy
### Biased algorithms and decisions led to children becoming victims of discrimination

Ofqual used an algorithm that downgraded exam grades from students in historically deprived areas, and upgraded those in affluent areas. Public outcry. Judicial review. 100,000 students unable to secure their first university choice. Thousands of grades were reissued. Public servants resigned.

### Air Canada chatbot fiasco
### Reliance on poorly designed AI to handle nuanced situations led to a first of its kind legal battle and bad PR

AI in customer service is not risk free. Air Canada’s chatbot misled a bereaved customer. The airline was defeated in court, accused of “negligent misrepresentation”, liable for damages and court fees. Violation of legal obligations. Erosion of trust. New consumer harm. A cautionary tale to use AI responsibly.

## Staying ahead

## Our impact

1

### Life a week saved

Derisked service and increased clinician confidence through human-centred transparency.

View case study

50

M

### Dollars reduced in costs

Proactive care scaled across US states with responsible AI.

View case study

2

B

### Dollar marketplace secured

New product globally adopted by better meeting developers’ needs.

View case study

3.6

B

### Users trust Android

Increasing adoption of new technology through the use of design patterns.

View case study

3

### Strategic opportunities

Moving from theory to practice to find credible opportunity spaces.

View case study

179

M

### Pounds sterling in funding

A new service offering with trust as a core part of the proposition.

Find out more

## Select Clients

## EXPERTISE

### Grow in new markets

Overcome barriers to get new products, services or experiences getting adopted, at scale through strategy, prototyping and feedback.

### Deepen customer relationships

Build out new features, services or infrastructure that use data and emerging technologies in ways your customers can trust.

### Derisk innovation

See around the corner and design for your customers’ changing expectations, ensuring trust becomes a competitive advantage.

More about what we do  →

Tool

Design patterns catalogue

Journal

New design patterns for AI

Journal

Responsible Technology by Design framework

Tool

Consent for user research

## Go deepeR

## TALK TO US

### Looking for help moving faster, with less risk? Get in touch now.
Book a call  →

Receive occasional emails from us about our work, design patterns, and events.

27 Old Gloucester St
London WC1N 3AX, UK

VAT no. GB230151368

Company no. 09802689

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