Not the technology, but the untested user assumptions, the culture that wasn't ready, the team that couldn't lead what they built.
We get that right before it costs you 18 months and a failed pilot.
The psychology and innovation expertise most digital health teams can't afford to hire.
Formulation is what Chartered Psychologists do, instead of arriving with a model to sell. We listen for what's missing in the narrative, the story your team tells about your users, your evidence, your implementation. We find the gap. Then we design something to close it.
Not a framework. Not a methodology deck. A diagnosis, built for your specific situation, by people who've done this at every scale, from an emerging tech startup to the national primary care digital transformation programme.
the problem is usually the same. You have something real. You need it to work clinically, behaviourally, organisationally. And you can't afford 18 months finding out you built it wrong.
Two founders, both Psychologists, with five doctorates between them. We've led national programmes, published peer-reviewed research, and shipped our own award-winning digital health products into real health settings.
Three doctorates spanning Clinical Psychology and Behavioural Econonomics - all with a common theme - digital innovation. A digital health innovator who has repeatedly shipped products into national and international health markets. Specialist in turning evidence into commercial product and accelerating teams at every scale, from ambitious founders to national policy leads.
Craig was at the forefront of predicting what would work, which you can see for yourself in his 2016 TEDx talk.
Cordet is something of a research / methods virtuoso. She has 9 degrees, a clinical background - and is working on her third doctorate. Yet, her experience is mostly applied - embedded evaluations, mixed methods research, leadership and national scale innovation and coaching. She has supervised and co-designed 200+ innovation evaluations at doctoral level, and co-led national scale innovation projects to success.
A digital platform supporting recovery from relationship trauma after coercive or abusive relationships. Launched May 2026, following 18 months of real-world deployment and user feedback under its previous brand. A product that went through the full UXC loop, user research, behavioural validation, implementation redesign, rebrand, before it shipped again. This is what we mean by active innovators.
Craig led the full development of Epsmon for SUDEP Action, concept through clinical deployment. The product demonstrated a measurable reduction in the risk of sudden unexpected death in epilepsy. All IP was released to the charity on completion.
BMJ AwardsHSJ WinnerSUDEP InternationalWorked with Professor John Hodges, creator of the Addenbrooke's Cognitive Examination, to digitise and deploy ACEmobile, demonstrating reduced error rates and improved clinical efficiency in dementia assessment.
HSJ AwardNeuropsychologyCoached the NHS England team responsible for the UK's entire primary care digital transformation, including the national clinical lead, strategic, behavioural and team-development work where national policy meets implementation.
NHS EnglandNational scaleDesigned the Devon Digital Accelerator for Devon NHS STP, a change model that helped 120+ primary care teams implement online consultation across an entire region. It went on to support the national blueprint during COVID.
Digital Innovation AwardDevon NHS STPAward-winning for digital innovation, measurably.
Psychological safety for someone to lead an intense project, and still come out sane at the other end.
The U·X·C engine, User research, eXperience iteration, evidence-led Change. Not a linear process, a sprint cycle that keeps re-entering discovery.
Ethnographic research, jobs-to-be-done, behavioural diagnostics. We find out what's actually needed out there in the real world - clinically, operationally, behaviourally, before anyone touches a build.
Service blueprints, prototypes, founder coaching. Two-week sprints with real users in the loop from week one. Behavioural patterns built into the design itself, not retrofitted.
Implementation playbook, adoption metrics, evidence pack. The output that makes commissioners say yes, and clinicians actually use it past week six.
The free discovery call is where we start. We'll diagnose where you are, name the next move, and tell you honestly whether we're the right fit, regardless of outcome.
No prep. No pitch deck from us. No CRM follow-up loop if it isn't the right fit. Just an honest conversation about where you are, what's in the way, and the next move, with a written read sent within 48 hours, whether or not we work together.
A 90-minute needs assessment with both Psychologists, delivering a two-page (min.) written formulation of your challenge, current state, maintaining factors, untapped resource, and a first-pass intervention.
Mapping a methodology to cite in a grant · Building a roadmap for board sign-off · Preparing a business case before a full engagement · A referred client who already wants something substantive.
"My experience of UXC has been fantastic, very different from previous support. The approach has been inviting, playful and impactful."SME Lead · after UXC team coaching
