We help organisations find the real problem, make sharper product decisions and build design teams that keep making them.
Four ways we work with you: as a defined project, a fractional leadership role or ongoing advisory.
Find the problem worth solving, and set a direction the business can commit to.
Coherent journeys across complex platforms, and the system that keeps them that way.
Fractional leadership and ways of working that move Design from executing requirements to shaping decisions.
AI and conversational experiences built around real tasks, with limits people can trust.
A pre-launch bank, joined midway through delivery: three designers, 15 epics, and requirements going straight into Figma. Reviews moved upstream to the problem, the evidence and the journey, and ownership spread across the team.
“The most valuable change was a team beginning to own its decisions, and explain them.”Read the case study
Navigation kept losing the prioritisation argument while Support kept hearing “where do I find this?” Instead of arguing harder for the work, the design team brought Product leads into the research and reframed navigation as cross-stream work.
47%
Most briefs arrive with the answer built in. We test it early, with evidence, before anyone designs to it.
We look at what is actually happening: the business pressure, the people involved and the constraints that won’t move.
Research earns its place when it changes a decision. We focus on what the evidence means and what to do next.
We would rather leave a team stronger than dependent on us: clear ownership, better reviews and habits that last.
Practice was founded by Reem Basim. She trained as an architect, then built a career in digital products, first designing them and later leading design at Deloitte and Pennylane.
Every engagement is led by our founder, from the first conversation to handover. When the work needs more, we bring in trusted specialists for it.
Full portfolio at reembasim.comTell us what you’re trying to solve. If we’re not the right fit, we’ll say so.
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