Nestled in the heart of Borough Market, we have been connecting brands and their audiences digitally since 2003.

A charming, circular market stall with a red and white striped canopy. It displays various goods, including fruits, vegetables, and bakery items. Surrounded by potted plants and a vintage-style street lamp.

Who is Amy?

Amy is inspired by the amygdala: the part of the brain that processes our emotions, drives our behaviours, and influences our decision making. User experience is a pivotal part of our process and the foundation of our agency. We're interested in humanising consumer culture and creating digital touchpoints that resonate with users at a chemical level.

A futuristic, stylised isometric illustration of two people in lab coats interacting with a high-tech, transparent display screen inside a white, illuminated research lab environment embodies innovative design principles.

Our featured projects

Merging compassion with usability

Sensitive subjects benefit from sensitive design. Divorce is already an unpleasant experience, so why make it any harder?

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How accessibility dictated our decisions

Designing a bespoke product for an older audience came with a lot of inherent considerations. Learn how accessibility influenced our design for the better.

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Our clients

We work with businesses across a range of sectors and industries, from health and education to luxury experiences and finance, varying from start-ups and SMEs to non-profits and global corporates.

Our experience in creating and designing digital products and services for such a variety of clients has not only been incredibly interesting and rewarding, it has kept us agile and innovative.

Logo displaying the text PlannerPal with a stylised design resembling sound waves to the left of the text. The innovative UX design features vertical bars in varying heights, suggesting a modern and dynamic feel.
Black and white logo featuring the words "Anchor Hanover" beside a stylized design of radiating lines and leaf shapes, forming a semicircle, embodying our commitment to innovative UX design.
The circular black and white logo features the letter R at its core, surrounded by intricate geometric patterns. This modern design reflects our commitment to innovative UX design and high-tech interfaces, symbolising our digital agency solutions.
Text on a white background reads JACK FERTILITY in bold, black, uppercase letters, with the dot of the 'i' lowercase—an embodiment of cutting-edge user experience design.
The image showcases the word "pivot" in bold, lowercase black letters on a white background, embodying the essence of user experience design.
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A minimalist black and white logo featuring a stylised, thick-lined letter M embodies innovative UX design on a plain white background. The lines of the M curve smoothly, creating a symmetrical and elegant design.
A group of diverse 3D-rendered people stand on a curved platform, waving and wearing casual clothing in various colours. Some appear to interact around two rectangular objects, embodying innovative design elements. The background is plain white.

We are Amy

Amy is a collective of London based researches, designers, writers, and developers with an innate passion for how technology can enhance people's lives.

Meeting at the intersection of beauty, function, and innovation, we collaborate on digital products and services that add true value.

Our services

Perceptive

INTERVIEWS

DIARY STUDIES

FOCUS GROUPS

SURVEYS

CONTENT AUDIT


Collaborative

STRATEGIC DIRECTION

CUSTOMER JOURNEY MAPPING

PERSONAS

SERVICE BLUEPRINTS

EMPATHY MAPPING

TRAINING AND SUPPORT

TOOLKITS

WORKSHOPS


Creative

DESIGN SYSTEMS

UX DESIGN

WORKSHOPS

WIREFRAMING

PROTOTYPING

INFORMATION ARCHITECTURE

INTERACTION DESIGN

CONTENT DESIGN

SEO

ANIMATION AND VIDEO


Technical

RECRUITMENT

QUESTIONNAIRES

TREE TESTING

CARD SORTING


Futuristic 3D illustration with abstract shapes and text labels: Usability issues, User experience design, and Recommendations, surrounding a central cylindrical structure on a grid-like platform. Innovative design approach.

User experience review

A UX review investigates your customers’ experience when they visit and engage with you via your website. The aim is to identify any potential usability issues or sticking points in their experience, and make valuable, actionable recommendations on how to address them.