By name. By nature. Friendly

The customer's shoes

Put yourself in them. Experience the fit.

Informed intuition and design best practices will only get you so far. Every project presents its own unique users. Only by understanding our users’ hidden agendas, can we design to meet the business requirements and technical specifications, through the users’ needs.

This is how we ensure our designs deliver product/market fit.

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Blurring the line

Traditionally design agencies played the role of an external temporary resource, with limited knowledge of a client’s business, customers and products. In an effort to become embedded within our clients’ organisations, Friendly has developed a working model to enable our team members to work onsite for prolonged periods, becoming an extension of clients’ teams.

In 2017 our founder Dale Thornton delivered a talk about the benefits of our blended agency business model at UX Australia’s Managing Design conference.

In 2019, Jason Calacanis awarded Shoretrade as the best startup featured at Launch Festival Sydney. Whilst trophies are all well and good, the biggest honour was when Jason described our product design as "a polished user experience, bound to catch the attention of investors." And it did.

Jason Calacanis

Entrepreneur | Angel Investor | Author | Podcaster

Discover, define, design, develop & deliver — through diverse prespectives.

Applying diversity to a solid design process helps us see problems anew, consider ideas that may otherwise not be considered, and enabling a kind of creativity that promotes change. This is crucial to creating user centric design solutions.

Over the years of building teams of researchers, designers, developers, and project managers, Friendly has always ensured our team reflected the diversity of Australian society.

Through regular team rituals like weekly Knowledge Share talks, monthly Inspirations Sessions, our team’s shared diversity broadens our perspectives, further enhancing our work.