We believe great digital experiences start with no assumptions of what a website or an app should look like. We design from scratch. Interpreting a brand through the lens of different users gives a beautifully connected solution. 

UX drives conversion

We’re single-minded about that. So we make sure we take the time to understand what it is people want to do on your website.

We create personas based on our research which represent the needs of multiple types of users. This allows us to give experiences a personal connection and make UX part of your brand. Watch the bounce rates go down. And the visits go up.


Explore our digital work

We don’t pigeonhole ourselves into one type of build. Every project is different, so we enjoy the freedom of delivering the right technical solution for our clients’ business needs and brands. A set way is a limiting way. By working with our close dev partners, we can offer a much more flexible approach. Giving you the website you need, delivered in the way that suits you.


Zuma — Showing the intensity of Zuma

  • Visual Identity
  • Digital
  • Restaurant

Zuma’s restaurants are known worldwide for their contemporary Japanese cuisine, amazing interiors and out of this world service. They’re THE place to eat. The only thing that hadn’t been carefully considered was their brand.


Zuma has always been blue. Indigo blue. But the way it was being used didn’t show its full potential. Indigo isn’t static. It’s dynamic. Like Zuma, it’s constantly evolving, a world of sensations. It’s intoxicating and sensorial. We needed to unlock its energy.


Aeria — Part of the neighbourhood

  • Visual Identity
  • Digital
  • Naming

To feel comfortable – settled in. To know what’s what. To step outside and really feel like you know the place. Where the freshest coffee is. Where to get a taxi from at rush hour. You’re at ease. You’ve arrived. You’re at home. You’re part of the neighbourhood.


We created the new brand name: Aeria. It beautifully defines their purpose. They are local specialists – trusted and knowledgeable, bringing an unforgettable experience with every stay and connecting travellers seamlessly with their chosen neighbourhood.

Latest thinking
Latest thinking

Brands must fix their digital UX if they are to unlock the power of online


  • Digital

Brands must fix their digital UX if they are to unlock the power of online

The marketing funnel: a much pored over concept that dominates most strategic conversations that take place within any brand’s marketing department.

At what stage is the consumer in the awareness phase? The consideration period? When does the intent to purchase kick in?

Marketers quite rightly obsess about this process, so if new research is to be believed it is incredible to think that they are unwittingly falling at the final hurdle.

According to a consumer study recently undertaken by us here at Curious, in partnership with YouGov, nearly half of all consumers have abandoned an online shopping basket because of a poor online experience.

Whether shopping on a company’s website or via their app, 46% of people report having had such a bad experience that they have given up – a third of people reporting such an instance in the past year alone. Just think about that for a second: they had products in their basket that they had already decided to buy and even at that late stage in the funnel, they called it a day. They would rather start the whole process again elsewhere than spend another minute on that particular platform.

The message is clear: brands need to prioritise their digital platforms with as much fervour as their advertising, branding and all other elements of their communications mix.

Respondents to our survey, entitled ‘The Hybrid Consumer’ cited functionality and visual distinction as key drivers for a positive online experience, with as many as 93% agreeing that functionality is important when using a brand’s digital platform, with visual distinction next on the list of priorities, at 73% and just over one in four of those polled (26%) saying a unique experience is also important.

While marketers are on a permanent quest to seek visual distinction for their brand to ensure it stands out on the physical or digital shelf, this should not be confused with the appetite for an original online look.

Consumers do not want to be bamboozled by a complex or unusual digital experience. Take Amazon as an example: the king of simplicity and functionality, with a site that has barely changed in years, yet it has certainly not suffered from a lack of visitors. Likewise, TikTok – which has a fantastic design and UX – had seen a billion downloads by April 2020. In this instance they operate a powerful AI which quickly learns what users like and recommends more content, keeping people engaged for longer.

It is this balance between UI and UX that brands should have front of mind when designing their digital platforms. The two work together to create an overall experience, and good web design will take this into account; something perfect for a brand’s audience on paper can be hard to use if the UI is bad, while a good UI is something that looks great, aligns perfectly with the brand and is tailored to what the user needs.

For brands to succeed in this space it’s integral that they understand their audiences wants and needs when it comes to a website. User testing is a great approach to gaining this insight and will enable a brand to learn about how their site is navigated under realistic conditions. The process will throw up any areas which could cause a user to drop off, allowing the brand to improve their online platform, by smoothing out the consumers’ journey.

This all comes at a time when consumers’ have spent more than a year living largely online – shopping, socialising and working – and their reliance on technology is greater than ever before. More than a third of people will continue to bank (35%) and shop (36%) online (either partly or fully) with 65% of online consumers wanting to live a hybrid lifestyle in some way or other after restrictions are lifted.

And this is not just something that concerns Gen X; indeed only 3% fewer people aged 55 and over will continue to shop online post-pandemic than those aged 25-34, proving that brands do not need to attract older online shoppers but must understand what they want from their digital experience.

To think that brands are failing to convert customers who are already on their website is not only astonishing but is something that’s both unnecessary and completely avoidable. With careful consideration of the online expectations of consumers across every age bracket, many brands will see a notable fall in abandoned baskets and the satisfying completion of that all important marketing funnel.

As featured in the New Digital Age.

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