About Flow

Design philosophy

Our mission as designers is to seek out the toughest, most complex challenges and deliver elegant solutions which work for both the user and our clients. We like to think of ourselves as rigorous but not dogmatic; creative yet grounded; and user-centred though commercially aware.

Flow practice collaborative design.

This means involving both our clients and their customers in the design process as active participants. Both groups have something important to add. How can we ensure the commercial value and viability of design unless we are talking and working closely with our clients? How can we be sure we are addressing user needs unless we watch and talk to the people who will use our design?

We look at each project with fresh eyes, bringing our experience and creativity to bear on each problem in different ways, rather than through a pre-determined process.

Our history

We were right there at the beginning; pioneers in the new industry of user experience in the mid-nineties. And we remain in the forefront today, leading in thinking as well as doing.

We have a client list any company would be proud of, and a close knit employee and alumni network that is testament to the unique people and relationships we’ve developed over the last 15 years. 

And our relationship with Foolproof, Europe’s biggest experience design consultancy, allows us to focus on what we do best: diving in deep, and solving the tricky challenges that others wince at.

Why “Flow”?

Our name honours the theory of flow from positive psychology. It refers to the state of complete immersion where you are so absorbed in the task at hand you are unaware of time passing, or any distractions, or even doing the task itself.

To achieve flow, a balance must be struck between the challenge of the task and the abilities of the user.

And that is what we are all about. Making the user's experience so good that the process of getting them to their goal is all but invisible. It sounds simple, but it takes experience and understanding to get it right.

Oh, and if you are wondering who developed the notion of flow, it is Mihaly Csikszentmihalyi, the man with the least flow like name ever.