top of page

 Our Values 

Equally
Client-Centric

While we always put the users first, we are only able to create the most comprehensive solution by immersing ourselves into client problems and organisational dynamics to fully understand the breadth of context available.

Rewardingly
Data-Driven

Whether its a one week discovery sprint or one year digital transformation, we help our clients realise the best designs will always be based on methodical and meticulous research.

Relentlessly
Holistic

We believe our service is to three sets of people at any given time - the business leaders, the users they have, and their teams who develop the product. This approach keeps us dead-smack in the centre of innovation, always balancing, communicating, and designing for their goals & pains.

 Our Team 

IMG_5FE982BDA143-1_edited.jpg

Ini

Founder & Design Director

A seasoned design expert with a Masters in Digital Service Design from Brunel University. For over 13 years, Ini has designed solutions that have enabled companies and world record-setting products to grow in sales and value north of £100 million across finance, healthcare, engineering, retail, construction, manufacturing, FMCG, property, wellness, and more.

  • LinkedIn
IMG_FD2FF05F8C09-1_edited.jpg

Co-founder & Research Director

Fe is a researcher and AI enthusiast with a PhD in Gamification from the University of Westminster and a background in Mathematics and Humanities. As the co-founder of AIENAI, she leads an academy and consultancy focused on online education and AI-driven innovation. Through AIENAI Academy, she inspires the next generation of digital designers, recently guiding her students in showcasing their apps at Basingstoke’s Black History Month event. Known for her empathy, logic, and creativity, Fe has led research for startups and enterprises and advocates for inclusive AI, sharing insights on "Democratising AI" at international conferences.

  • LinkedIn
beik3111_edited.jpg

Reza

Chief Scientific Officer

Dr. Beik Zadeh  is a visionary AI researcher and R&D leader with over 30 years of experience. He has applied his expertise in fuzzy logic, semantic technologies, and machine learning across academia, industry, and R&D centers. He has supervised students, delivered 100+ AI talks, authored 20+ research papers, and filed 20 patents. As a Senior Data Scientist, he optimized industrial processes and trained professionals. Currently, Dr. Zadeh is an AI consultant in the UK, advancing research in executable knowledge representation.

  • LinkedIn
bottom of page