--- title: Mobile App Design, Strategy & UX Agency | We Are Affective description: We deliver the research, strategy, UX and UI design, and technical architecture your app needs before a single line of code is written. image: https://weareaffective.com/hubfs/OG.png --- [Skip to content](https://weareaffective.com#main-content) [![we_are_affective_logo_200](https://weareaffective.com/hs-fs/hubfs/we_are_affective_logo_200.png?width=175&height=48&name=we_are_affective_logo_200.png "we_are_affective_logo_200")](https://weareaffective.com) - [Home](https://weareaffective.com) - About Us - [Our Story](https://weareaffective.com/about) - [How We Work](https://weareaffective.com/how-we-work) - Our Services - [App Planning & Strategy](https://weareaffective.com/app-planning-strategy) - [App Design](https://weareaffective.com/app-design-agency) - [App UX Design](https://weareaffective.com/app-ux-design) - [App UI Design](https://weareaffective.com/app-ui-design) - [App Technical Architecture](https://weareaffective.com/app-architecture) - [Existing App Audits](https://weareaffective.com/app-audit) - [Case Studies](https://weareaffective.com/case-studies) - [Pricing](https://weareaffective.com/pricing) - [Learning Centre](https://weareaffective.com/learning-centre) - [Get Started](https://weareaffective.com/get-started) An app strategy, design, and build advisory agency # A nice-looking app *isn't enough*. We take the guesswork out of building an app. We deliver the research, strategy, psychology-driven design, and complete technical specification your product actually needs to be built properly. Then we show you the smartest, most cost-effective way to launch it. - [Start your project](https://weareaffective.com/get-started) - [See pricing](https://weareaffective.com/pricing) ![](https://weareaffective.com/hs-fs/hubfs/animations/Hero-Still.png?width=853&height=857&name=Hero-Still.png) Decades of work for brands like CHANEL Universal Music Canon The Sun Lucozade Ministry of Defence The reality of software projects ## Most apps don't fail in the build. They fail in the thinking that should have happened before it. Roughly **two-thirds of software projects** are challenged or fail outright. When they fail, **47% of the time** it’s because requirements weren’t clear in the first place. Most of the rest comes down to **building the wrong thing**: a product nobody wanted, or wanted differently, or didn’t trust enough to use. The thinking that *does* happen is usually about how it looks. Almost never about why anyone would care. Sources Standish Group CHAOS Report PMI Pulse of the Profession CB Insights post-mortem analysis of 100+ failed startups What we actually do ## The thinking, before the building starts. We do the work that determines whether your product succeeds. The research, strategy, design, and complete technical specification needed to build it properly, then advice on the smartest way to bring it to market. ### Behavioural research Why people use the apps they use, and abandon the apps they don't. We don't ask users what they want, instead, we work out what they need by understanding the psychology that drives their behaviour. ### Psychology-driven design Screens designed around how people actually think and feel, not jut to look good in screenshots. We work to measurable emotional targets across five dimensions: trust, delight, anxiety, confusion, and pride. ### Technical specifications We act as your technical consultants to provide complete technical architecture, tech stack recommendations, and developer documentation that any development team, individual developer, or AI tool can use to bring it to life. ### The smartest path to launch We show you the most cost-effective, low-risk way to bring your product to market. The right approach, budget, and team, whether that's a freelancer, an agency or using AI, in order to protect your investment. Then you go into the build conversation knowing exactly what's needed, how long it will take, how much to pay for it, and what to watch out for. [See how we work →](https://weareaffective.com/how-we-work) ![](https://weareaffective.com/hubfs/case-studies/travai/TravAISolutions_TravAI.webp) Illustrative Case Study: TravAI ## The AI worked perfectly. It just never made anyone want to go anywhere. Fourteen sessions and a redesign built around one finding: the AI worked, but stayed invisible exactly when people needed to see it thinking. 14 Games 2/10 Trust on entry [Read the case study →](https://weareaffective.com/case-studies/travai) ![TravAI guided start screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_1_after.webp) ![TravAI trip basics screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_2_after.webp) ![TravAI budget screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_4_after.webp) ![TravAI destination match screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_6_after.webp) ![TravAI flights screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_7_after.webp) ![TravAI trip hub screen](https://weareaffective.com/hubfs/case-studies/travai/TravAI_9_after.webp) The Feel Factor® ## We measure what your app makes people feel. Most agencies design for how an app looks, we design for how it makes people feel. Five measurable emotional dimensions that determine whether someone trusts your product, enjoys using it, or quietly walks away. Every project starts with a baseline reading and every design decision is measured against it. The result is an app people connect with, not just use. [Learn about our methodology →](https://weareaffective.com/how-we-work) ![](https://weareaffective.com/hs-fs/hubfs/animations/TheFeelFactor-Still.png?width=475&height=475&name=TheFeelFactor-Still.png) A word from Simon ## Every project starts the same. A conversation, not about tiers or timelines, but about what you're actually trying to build, who it's for, and whether this is the right shape of engagement for where you are. Simon reads every submission and takes every call personally. This is what that looks like. Your browser does not support HTML5 video. #### Simon Lee, ##### Founder and Strategic Director The cost of getting it right ## Our foundation work pays for itself. Most app projects run 20 to 50% over budget. Not because developers are expensive. Because they’re building against a moving target. Requirements shift. Things get built, then rebuilt. We fix that before the build starts — and on a typical project, the rework we prevent outweighs our fee by £5,000 to £15,000. £5K–£20K Our fee £20K–£30K Rework avoided --- Average saving before the build starts £5K–£15K Plus a better product, a faster build, and zero overrun. Based on a typical standard project. Figures indicative. [See more pricing detail →](https://weareaffective.com/pricing) ![](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochsCommunity_ThreeLochs.webp) Illustrative Case Study: Three Lochs ## 847 homes. Not one reply. Twelve games and a resident app built around one finding: every submission disappeared into silence. 12 Games 847 Homes [Read the case study →](https://weareaffective.com/case-studies/three-lochs) ![Three Lochs home screen](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_1_after.webp) ![Three Lochs goal setting](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_2_after.webp) ![Three Lochs dashboard](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_3_after.webp) ![Three Lochs favourites](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_4_after.webp) ![Three Lochs profile](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_5_after.webp) ![Three Lochs notifications](https://weareaffective.com/hubfs/case-studies/three-lochs/ThreeLochs_6_after.webp) From the Learning Centre ## Worth reading before you start. Guides, frameworks, and honest thinking from the people who do the work. ### [![User centered design](https://weareaffective.com/hs-fs/hubfs/learning-centre-images/what-are-the-core-principles-of-user-centred-design-featured.webp?width=1200&name=what-are-the-core-principles-of-user-centred-design-featured.webp) Foundation What are the core principles of user centered design? Read guide →](https://weareaffective.com/learning-centre/what-are-the-core-principles-of-user-centred-design) ### [![Simplifying app development](https://weareaffective.com/hs-fs/hubfs/learning-centre-images/how-do-i-break-down-my-big-app-idea-into-smaller-steps.webp?width=1200&name=how-do-i-break-down-my-big-app-idea-into-smaller-steps.webp) Strategy How do I break down my big app idea into smaller steps? Read guide →](https://weareaffective.com/learning-centre/how-do-i-break-down-my-big-app-idea-into-smaller-steps) ### [![App development for businesses](https://weareaffective.com/hs-fs/hubfs/learning-centre-images/should-my-small-business-really-invest-in-an-app.webp?width=1200&name=should-my-small-business-really-invest-in-an-app.webp) Research Should my small business really invest in an app? Read guide →](https://weareaffective.com/learning-centre/should-my-small-business-really-invest-in-an-app) A veritable app guru, Simon is the first person you need to reach out if you need to develop an app. He is a fountain of knowledge in app best practices, seamless building and genuine innovation. ![GeorgiosChiotis](https://weareaffective.com/hs-fs/hubfs/Testimonials/GeorgiosChiotis.webp?width=50&height=50&name=GeorgiosChiotis.webp) Georgios Chiotis Start your project ## Three ways in. Pick the one that matches where you are. Every path leads to the same thing: an honest conversation about your project. ### [Path 01 · Send details Tell us about your project. Short form. Simon reads every submission personally and replies within two working days. Send project details →](https://weareaffective.com/get-started#project-form) ### [Path 02 · Talk it through Book a discovery call. Thirty minutes with Simon. Real conversation, no pitch deck. Book a call →](https://weareaffective.com/get-started#discovery-call) ### [Path 03 · Understand the cost Get an idea of typical costs. No tier grids. The total cost of your project, broken down honestly, with our portion shown within it. See pricing →](https://weareaffective.com/pricing) Common questions ## Before you go further. ##### What do you actually deliver? A complete foundation package: behavioural research, psychology-driven UX and UI design, a full design system, and detailed technical specifications. Everything a developer needs to build your app without guessing. You own the lot. ##### Do you build apps? We do everything except write the code. Strategy, research, UX and UI design; the essential first step in any app project. You then choose who builds it: your own team, a development agency, freelancers, or AI tools. Because we don't do the technical build, we have no reason to steer you toward any particular stack or partner. ##### How long does foundation work take? Typically eight to twelve weeks depending on scope. A Starter engagement for a single-platform MVP sits at the shorter end. Enterprise work with multiple platforms, compliance requirements, and deep research takes longer. We'll give you a clear timeline before anything starts. ##### What does it cost? Our foundation work sits at roughly 10 to 20 percent of the total cost of your project, including build. Most app projects land somewhere between £60K and £150K+ all in, depending on complexity, form factors, and the build route you take. The pricing page shows how that breaks down honestly, with our portion shown within the total rather than as a standalone fee. [See full pricing and the cost comparison.](https://weareaffective.com/pricing) Ready when you are ## Start a conversation about your project. [Start your project](https://weareaffective.com/get-started) [Get an idea of typical costs →](https://weareaffective.com/pricing) [Browse the Learning Centre →](https://weareaffective.com/learning-centre) [![We Are Affective](https://weareaffective.com/hubfs/we_are_affective_logo_mark.svg)](https://weareaffective.com) 20-22 Wenlock Road London, N1 7GU United Kingdom +44 20 4572 8062 [hello@weareaffective.com](mailto:hello@weareaffective.com) Services [App planning & strategy](https://weareaffective.com/app-planning-strategy) [App design](https://weareaffective.com/app-design-agency) [App UX design](https://weareaffective.com/app-ux-design) [App UI design](https://weareaffective.com/app-ui-design) [App technical architecture](https://weareaffective.com/app-architecture) [Existing app audits](https://weareaffective.com/app-audit) Legal [Privacy policy](https://app.termly.io/policy-viewer/policy.html?policyUUID=b8fa9921-7518-4fb5-8ddd-9dc7f5977ed2) [Terms](https://app.termly.io/policy-viewer/policy.html?policyUUID=8b6a6ad5-91bd-4176-a5f7-6d36b0398f70) Case studies [TravAI](https://weareaffective.com/case-studies/travai) [Meditech](https://weareaffective.com/case-studies/harley) [WorkingWeight](https://weareaffective.com/case-studies/workingweight) [SkinSync](https://weareaffective.com/case-studies/skinsync) [Three Lochs](https://weareaffective.com/case-studies/three-lochs) [Drift](https://weareaffective.com/case-studies/drift) About us [Our Story](https://weareaffective.com/about) [How We Work](https://weareaffective.com/how-we-work) Guides [Creating an app](https://weareaffective.com/how-to-create-an-app) [Building an MVP](https://weareaffective.com/building-an-mvp) [Cost and budgeting](https://weareaffective.com/app-development-cost) [App technology](https://weareaffective.com/app-development) [Planning and strategy](https://weareaffective.com/app-planning-strategy) [User research](https://weareaffective.com/app-user-research) [Onboarding design](https://weareaffective.com/app-onboarding-design) [User psychology](https://weareaffective.com/user-psychology-app-design) [Launch and growth](https://weareaffective.com/app-launch-growth) Copyright © 2026, weareaffective.com. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "Organization", "areaServed" : "Worldwide", "description" : "We Are Affective is an app strategy and experience agency delivering user research, psychology-driven UX and UI design, and complete technical architecture for app projects. You choose who builds it.", "founder" : { "@type" : "Person", "jobTitle" : "Founder and Strategic Director", "name" : "Simon Lee" }, "knowsAbout" : [ "Behavioural psychology", "Mobile app design", "UX and UI design", "Technical architecture", "Cognitive science", "App development specifications" ], "logo" : "https://weareaffective.com/hs-fs/hubfs/we_are_affective_logo_200.png", "name" : "We Are Affective", "sameAs" : [ "https://www.linkedin.com/company/weareaffective", "https://x.com/weareaffective", "https://www.instagram.com/weareaffective/", "https://www.tiktok.com/@weareaffective", "https://www.facebook.com/weareaffective/" ], "url" : "https://weareaffective.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Traditional agencies lock you into their development team at premium rates. We handle the critical early work, user research, psychology-driven design, and complete technical specifications, then you choose how to build. You get expert foundation work at a fraction of agency costs, with total freedom on development. Want to use AI tools? Your own developers? A cheaper offshore team? All work seamlessly from our specifications. Or if you prefer, we can source and manage developers for you." }, "name" : "How is this different from hiring a full-service agency?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "You get everything a development team needs to start building immediately: complete technical specifications covering every feature and edge case, full system architecture with data models and API structure, psychology-driven interface designs with interactive prototypes, comprehensive design system with all assets, detailed user flows and journey maps, and developer documentation. No ambiguity, no guesswork, no expensive discovery phase during development. Everything is yours to use however you choose." }, "name" : "What exactly do we receive at the end?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Absolutely. Our specifications work brilliantly with AI development tools like Claude Code, Cursor, GitHub Copilot, or ChatGPT. They provide the structure, detail, and context that AI needs to generate quality code. Many clients use this hybrid approach: human expertise for the research and architecture that requires real psychological insight, then AI assistance for faster, more cost-effective development." }, "name" : "Can we use AI tools to build from your specifications?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Yes, frequently. Many companies have in-house developers or preferred agencies who are brilliant at building but don't have the capacity for deep user research or psychology-driven design. We slot in perfectly, handling the strategic foundation work, delivering complete specifications your team can build from immediately. No politics, no stepping on toes, just the expertise where you need it most." }, "name" : "Do you work with existing development teams?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Yes. We have relationships with reliable developers and agencies at various price points, from offshore teams for cost-conscious projects to specialist UK developers for complex work. We can help match you with the right fit for your budget and timeline, and manage the relationship if needed. Alternatively, we can build the app ourselves if you'd prefer working with one team throughout." }, "name" : "Can you find me a team of developers?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Typically 4-8 weeks depending on complexity. Week 1-2: Discovery and research. Week 3-4: Design and validation. Week 5-6: Technical specification and architecture. Week 7-8: Documentation and handover. You'll have regular input throughout, and at the end, you're ready to start development immediately with zero ambiguity." }, "name" : "How long does the process take?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Your specifications include everything needed for the initial build, but apps evolve. If you need changes during development, your team can handle straightforward modifications using the design system and architecture we've provided. For significant changes requiring new research or redesign, we can work with you on a consultancy basis. The foundation we provide is robust enough to accommodate most evolution without needing us." }, "name" : "What if we need changes during development?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Our offering is unique, it's not standard discovery and design. We deliver complete user research grounded in behavioural psychology, full technical architecture and specifications, and developer-ready documentation. This is the entire foundation your project needs, not just pretty mockups. However, you'll save significantly on the build phase because you're not locked into premium agency development rates. Use AI tools, offshore teams, or freelancers and most clients see total project costs 40-60% lower than traditional agencies, whilst owning everything and maintaining complete control." }, "name" : "How much does this cost compared to a full agency?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "We've delivered specifications for healthcare apps, fintech platforms, consumer apps, luxury automotive, enterprise tools, and everything in between. The psychology principles that drive user engagement work across industries, what changes is how we apply them. Twenty years in mobile means we understand the unique challenges and regulations across sectors, from GDPR compliance to healthcare data security." }, "name" : "What industries do you work with?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Perfect, that's exactly when you need us. Our discovery and research phase is designed to take vague ideas and turn them into concrete, validated concepts. We'll help you understand what users actually need, which features matter most, and what's technically feasible within your budget. You'll move from we think we want an app that does X to here's exactly what to build and why." }, "name" : "What if we're not sure exactly what we want yet?" } ] } ```