We design for conditions that break the rules.
Slow connections, shared phones, USSD. We start from your context, and the experience still feels polished and easy to use.
founder
our people have worked with
MTN MoMoMTNSanlam AllianzLibertyRand BankLegalWiseWomen in NewsWAN-IFRAGoethe-InstitutMultiChoiceNetflixNissanKFCCheckersNando’s
why umf
We design for users who don’t fit the mould.
We test with the people who’ll actually use it, on the devices and connections they really have. Problems show up before launch, not after.
We’re a seasoned team of designers, thinkers and makers.
We’ve designed, tested and launched products across Africa, Europe, the Americas, Asia and Australia, so what we build works well beyond any single market.
areas of expertise
HealthTraining & educationFintech & insurtechAdvocacyArt & playchannels
appwebUSSDWhatsAppend-to-end delivery
A user-centred approach, from first research to a working product, with one accountable lead.
- Research with the people who’ll use it
- UX/UI design and copy
- Testing on real devices and connections
- A working product, built with specialist developers
consulting & advisory
For a product that’s already live, or a team that needs expert guidance.
- An audit of how your product performs
- Research and testing with your real users
- A prioritised plan to fix the real problems
- Guidance for your business and IT teams
we also bring a little fun
From educational games to playful tools, we bring the same care for how things work to work that’s meant to be enjoyed.
- Educational games and learning apps
- Playful tools and interactive experiences
- Storytelling and film-led content
- Experiments we build because they’re fun
how we work
A small studio, so you work directly with the people doing the work.
- One accountable lead, from first call to launch
- Specialists brought in only when needed
- Tested with real people on real devices
- A clear quote up front, no surprises
who we are
umf is a small studio led by Laura Seal. For each project we bring in the right specialists, so you get exactly the skills the work needs and nothing you don’t.
founderLaura Seal
Design & Development
Design engineer with 10 years across research, prototyping, testing and code. Has designed useful, usable and ethical products for major brands and international clients, and cares most about their impact on people’s lives.
Samantha Nell
Communication & Storytelling
Director and storyteller with over a decade across film, television and branded content, bringing that craft to digital products. Has directed campaigns for Nando’s and Nissan and the Netflix-released feature Do Your Worst, and was selected for Berlinale Talents.
Leanne Rencken
Research & Writing
Writer, editor and content developer with 20+ years across education, research, health and entertainment. Has created learning materials for public health workers and African librarians, and held leadership roles at DStv Digital Media.