<h2>How we deliver results.</h2>

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Redefining digital experiences for a rapidly scaling sports body

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A roadmap to industry-leading digital journeys for members

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Award winning digital experience for a global market leader

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Complex freight bookings made easy

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Awards and accolades

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A few businesses we’ve helped

<h2>Delivering award winning customer experiences that drive business results for over 25 years.</h2>

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Embracing AI: Ways to implement AI within your products and services

<p>In November 2022, the metaverse conversations fell silent as ChatGPT stepped on stage and exposed the world to the power and potential of AI, which for most people was far greater than they had believed AI to be.</p>
<p>Something that felt like it was decades away was suddenly open and available to all. </p>
<p>This was both exciting and scary.</p>
<h3>I'm sorry, Dave. I'm afraid I can't do that</h3>
<p>As a sci-fi fan, AI has been a consistent villain in the genre like 2001: A Space Odyssey (HAL 9000), the Terminator franchise (Skynet, later Genisys) and so much more. The standard story being, humans create machines to make their lives easier, the machines become self aware and decide the best way to help humans is to eradicate them. </p>
<h3>Embrace the opportunities in change</h3>
<p>Let’s take a look at this through a different lens though. A colleague (and CFO - Chief Figma Officer) recently compared the rise of AI to the transition in the special effects industry from physical manipulation and models to digital which is highlighted in the Disney+ docuseries <a href="https://www.disneyplus.com/en-gb/series/light-magic/3OtlwhtW6Z7E">Light &amp; Magic</a>, which tells the story of the evolution of Industrial Light and Magic, the special effects business created by George Lucas.</p>
<p>The series covers the transition from what are now more traditional special effects into computer generated effects and the impact on jobs and people involved in the industry at the time.</p>
<p>While the need for traditional SFX hasn’t entirely gone, those who embraced the then new technology clearly propelled their careers forward carving out new opportunities and niches that never existed before. Opening up the realms of possibility for sfx in the process.</p>
<p>This example pales in comparison to the potential of AI across multiple sectors, industries and peoples roles within them. But, it is evidence that where change is embraced it often creates new opportunities.</p>
<p>So let’s take a look at where you might start to think about embracing AI within your products and services.</p>
<h2>How to identify areas for AI within your products and services</h2>
<p>AI offers businesses an opportunity to deliver value through efficiencies, revenue and customer satisfaction. Using AI businesses can enhance their delivery, products and services. But thinking about digital products and services, where might AI add value? Where should you start?</p>
<h3>1. Review business processes </h3>
<p>AI can be used to streamline processes, reducing associated costs and delivering more efficiency. Take a look at your business processes, looking at how you interact with customers, how you manage data and decision making.</p>
<h4>What to look out for within your business processes</h4>
<p>Areas of;</p>
<ul>
<li>High cost</li>
<li>High effort</li>
<li>Low speed/efficiency</li>
<li>Duplication</li>
</ul>
<h3>2. Identify Customer needs</h3>
<p>There’s two ways you may look at customer needs in relation to where AI may be able to help. One is to think about how you might provide better customer experience, this might be about responding faster and supporting users with using your products/services.</p>
<p>Another angle would be to look at how your customers use your product/service, where are the areas within usage that AI could assist the user to speed up a process, reduce friction or provide a more personalised experience?</p>
<h4>What questions to answer to identify customer need</h4>
<ul>
<li>What’s most important to your most important customers</li>
<li>What are your customers trying to achieve</li>
<li>What are your customers least happy with</li>
</ul>
<h2>How might you integrate AI into your products and services?</h2>
<p>When it comes to implementing AI into your products and services, there are many different ways to go about it. A few examples to consider:</p>
<ul>
<li><strong>Personalisation:</strong> One of the most powerful ways to use AI is to provide personalised experiences for your customers. This could involve using machine learning algorithms to recommend products or services based on a customer's browsing or purchase history, or using natural language processing to create personalised content.</li>
<li><strong>Conversational interaction:</strong> As ChatGPT demonstrated, conversational AI can be incredibly powerful. By integrating AI-powered chatbots or voice assistants into your products or services, you can provide 24/7 support and engagement for your customers.</li>
<li><strong>Predictive analytics:</strong> Another way to use AI is to analyse large amounts of data to identify patterns and trends. This could help you predict future customer behaviour, identify areas where you can improve your products or services, and even automate decision-making processes.</li>
<li><strong>Process automation:</strong> AI can also be used to automate repetitive or manual processes, freeing up your team to focus on more strategic initiatives. For example, you could use AI to automatically categorise and respond to customer inquiries, or to streamline your supply chain management.</li>
<li><strong>Generative AI:</strong> AI can create new content such as text, images, video, and audio. With the help of generative AI, businesses can create content more efficiently and at a larger scale, allowing them to reach a wider audience. For example, generative AI can be used to create personalised product descriptions, social media posts, and even entire articles or reports. Additionally, generative AI can also be used to create visual content such as images and videos, which can be a great asset for businesses that rely heavily on visual marketing. With generative AI, businesses can create custom images and videos that align with their brand, without the need for expensive equipment or professional expertise. Overall, embracing generative AI can help businesses to create more engaging and personalised content, while also saving time and resources. As AI technology continues to evolve, we can expect to see even more applications of generative AI in the future.</li>
</ul>
<p>Of course, these are just a few examples of the many ways that AI can be used to enhance your products and services. The key is to identify areas where AI can provide the most value for your business and your customers, and implement these solutions effectively.</p>
<p>The rise of AI may seem daunting, but it's important to embrace change and explore new opportunities for growth and innovation. By identifying areas where AI can enhance your products and services, you can deliver greater value for your customers and position your business for long-term success. If you’d like to learn more about how we can help you to embrace AI within your business, <a href="https://freestyle.agency/contact">get in touch</a>. Drop us a line: <a href="mailto:hello@freestyle.agency">hello@freestyle.agency</a></p>
<p><img src="https://resources.freestyle.agency/globalassets/line.jpg" alt="line.jpg"></p>
<p>Author: Ritchie Brett, Strategy Director, Freestyle</p>

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The Art of Crafting Memorable User Experiences: UX, UI, and Product Design Explained

<p dir="ltr">“Why should I even care about the differences?” you ask. Well, if you’re working on even a small part of your digital experience, it’s important that you understand just who you need to talk to and when in order to get the most bang for your buck.</p>
<p dir="ltr">To make it simple, let’s think about the 3 different terms in the context of Google Maps. Bear with me, I promise it makes sense.</p>
<h2 dir="ltr">Product design - The Google Earth</h2>
<p dir="ltr">We’re in charge of the fully zoomed out view of your digital experience. We get to see everything and everyone from way up here, and it’s great. We’re not only helping to design a product that looks fantastic and gets users from A to B, but also ensure that it aligns with business goals and technical constraints by working closely with you too. This can only be achieved by having a worldwide view of your business and collaborating with other teams.</p>
<p dir="ltr">You should talk to us when you have a business or technical challenge to tackle alongside an initiative for a new digital product, be it a website, web application or mobile app.</p>
<h2 dir="ltr">UX design - The Google Maps</h2>
<p dir="ltr">Now we’ve zoomed in slightly, we’re focused on users specifically. The key is in the name here: User Experience design, and this is what’s most important to them. Whether it’s conducting user research, defining user personas or creating user flows &amp; wireframes for a digital product, everything must be delivering value for the user.</p>
<p dir="ltr">You’ll likely need their help if you are looking to better understand your prospects &amp; customers before diving into creating a new digital product, or updating an existing one.</p>
<h2 dir="ltr">UI design - The Google Street View</h2>
<p dir="ltr">Finally we’re up close and personal with your digital product. This is where everything visual &amp; interactive gets created. Colours, fonts, icons and more from your new or existing brand identity come together to create interactive elements such as buttons, forms and navigation. Their best products are created when taking all of the learnings from the UX ‘work’ to ensure that they create something both visually appealing but also easy to navigate and understand.</p>
<p dir="ltr">You will need a UI designer to either translate all of the learnings uncovered from the UX ‘work’ into precise and detailed designs, or to help visualise smaller changes to existing products, before going to a development team.</p>
<p> </p>
<p dir="ltr">So there you have it, the next dinner party that your ‘designer friend’ attends, you’ll be able to not only nod along but tell them that they’ve probably had it wrong this entire time.<br><br>At Freestyle our <a href="https://freestyle.agency/services/design">product design services</a> span all 3 of these disciplines to create engaging digital experiences that leverage customer insights, support your audience needs and champion your brand to drive growth and differentiate. If you're ready to get started, <a href="https://freestyle.agency/contact">drop us a line</a> at <a href="mailto:hello@freestyle.agency">hello@freestyle.agency</a></p>
<p><img src="https://resources.freestyle.agency/globalassets/line.jpg" alt="line.jpg"></p>
<p>Author: Matt Hemmings, Product Designer, Freestyle</p>

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Why Copying Your Competitors' Product Features is a Recipe for Failure

<p dir="ltr">Let me guess, you start by looking at your direct competitors, those who offer similar products and services to yourself?</p>
<p dir="ltr">You directly compare your solution to those of your competitors, what do they have that we don’t? How are they providing their service? What’s working well for them?</p>
<p dir="ltr">These are all valid questions, and things you should be asking, but this comes with a risk of falling into a feature matching trap.</p>
<p dir="ltr">In this scenario, you might benefit from a second-mover advantage, avoiding mistakes your competitor has made, but equally your innovation efforts may become dictated by competitor solutions and result in your solution just mimicking others.</p>
<p dir="ltr">Competitor analysis is of course something you should be doing, but not in isolation. Too often those responsible for product/service management, or those in the C-suite become blinkered, blindly following others in their space. </p>
<p dir="ltr">As digital innovation experts, we’ve experienced this a lot, pressure from C-suite to feature match, skipping the crucial step of identifying customer needs and opportunities for the business within them.</p>
<p dir="ltr">In competitor mimicking/feature matching we often make huge assumptions that the things we are copying are working for our competitors and that they’ll also work for us - this may not be the case.</p>
<h2 dir="ltr">Avoiding the trap</h2>
<ol>
<li dir="ltr" aria-level="1">
<h3 dir="ltr" role="presentation">Be customer centric</h3>
</li>
</ol>
<p dir="ltr">When thinking about innovation or transformation, it is best to take a step back, fall in love with the problem your solutions solves, instead of the solution itself. To do this you must understand the jobs, needs, pains and gains your customers have.</p>
<p dir="ltr">As businesses and solutions become more established within a market place, those responsible for managing them move further and further away from the problems they were created to solve and more into a space where they become fixated on the solution. </p>
<p dir="ltr">When this happens, insights become confined and rooted to our existing solutions, rather than what customers actually need and we lose perspective. </p>
<p dir="ltr">A crude example of this is while Blockbuster were asking customers how their service was, and if people wanted more Doritos or Pringles by the tills, Netflix were asking fundamental questions about why and how people consumed media to understand customer need free from the constraints of a solution.</p>
<p dir="ltr">Jobs to be Done (JTBD) is a fantastic approach to identify customer need, separate from solutions. Using JTBD often leads to valuable new insights about the competitive environment, risks, and opportunities, as well as opening up greater opportunities for innovation by asking ‘what are your customers trying to achieve?’.</p>
<ol start="2">
<li dir="ltr" aria-level="1">
<h3 dir="ltr" role="presentation">Identifying times where feature matching is valid</h3>
</li>
</ol>
<p dir="ltr">Let’s be clear, there are times when matching the features of competitor solutions are valid, to understand when this may be the case there are some tools that can be used.</p>
<p dir="ltr">Kano is a model for identifying which features to invest in based on user expectation. Using KANO you will be able to identify which features your customers consider to be ‘basic’, e.g. your customers expect them, they are must haves. Through to features that are ‘exciters’, e.g. customers wouldn’t notice if they weren’t there, however they represent a disproportionate increase in customer delight, these features are likely brand new to market and will deliver a competitive advantage.</p>
<ol start="3">
<li dir="ltr" aria-level="1">
<h3 dir="ltr" role="presentation">Expand your competitor set</h3>
</li>
</ol>
<p dir="ltr">Your customers don’t live in a bubble of your sector/market, every day they experience services and solutions that bear absolutely no relationship to your own.</p>
<p dir="ltr">Experiences I have with Amazon are setting expectations I now want from my GP. If Amazon can take my order and have it with me that same day, why does it take up to 30 mins for my GP practice to answer the phone and then tell me they have no appointments.</p>
<p dir="ltr">People are comparing the experience you provide with the likes of Amazon, not just your direct competitors.</p>
<p dir="ltr">In looking at how those outside of the market provide services and solutions you can bring brand new ways of thinking, new features and models into your solutions, creating a competitive edge.</p>
<ol start="4">
<li dir="ltr" aria-level="1">
<h3 dir="ltr" role="presentation">Look to the Horizon</h3>
</li>
</ol>
<p dir="ltr">McKinsey famously created the three horizons of innovation, however this model has been built on over time, with my personal favourite being created by Christian Terwiesch, Karl Ulrich in their book Innovation Tournaments. </p>
<p dir="ltr">For me, rather than being a model for managing innovation, Terwiesch and Ulrich’s adaption is <a href="https://freestyle.agency/blog/disruptive-innovation-why-you-should-do-it-to-your-business-and-3-key-ways-to-challenge-bau-1">a great way to frame types of innovation</a> to ensure we are not only making small and iterative steps forward. </p>
<p dir="ltr">In this version the time element which was included in the original version is dropped, and the horizons are framed as;</p>
<h4 dir="ltr"><span class="text-grey">Horizon 1 - Known/Core</span></h4>
<p dir="ltr">Incremental innovation, improvements, extensions, variants, cost reduction. Focused on existing markets, using mature technologies and models. </p>
<p dir="ltr">H1 innovations are where we find the mimicking activity. </p>
<h4 dir="ltr"><span class="text-grey">Horizon 2 - New to us</span></h4>
<p dir="ltr">Next generation products, services and business models. Focused on emerging markets, using emerging technologies and models. </p>
<p dir="ltr">H2 innovations are where we usually find solutions or features that have come from outside of the direct competitor set, where we are borrowing and adapting solutions from indirect competitors. </p>
<h4 dir="ltr"><span class="text-grey">Horizon 3 - New to the world</span></h4>
<p dir="ltr">New products, services and business models. Focused on new markets, using new technologies and models. </p>
<p dir="ltr">H3 innovations are best identified by a focus on the problems we want to solve, rather than the solutions we already have.</p>
<p dir="ltr">By using these definitions to label your product or service development efforts, you are forced to consider what you do next through a lens that shifts the focus away from your direct competitors and mimicking their solution features.</p>
<ol start="5">
<li dir="ltr" aria-level="1">
<h3 dir="ltr" role="presentation">You know what assumptions make…</h3>
</li>
</ol>
<p dir="ltr">In copying other solutions we are making lots of assumptions;</p>
<ul>
<li>It worked for them so it will work for us</li>
<li>Our customers want it</li>
<li>It will deliver value to our business</li>
<li>We can deliver it</li>
</ul>
<p dir="ltr">Working on assumptions can lead to costly failure. To avoid this, start by mapping your assumptions. Assumption mapping will help you to identify which assumptions represent the greatest risk to success and provide you with an actionable list of assumptions to tackle and in what order. </p>
<p dir="ltr">Once you’ve identified which assumptions you should be focusing on resolving, you need to move into validation. When validating solutions you are really asking some simple questions;</p>
<ul>
<li>Desirability - do customers want it?</li>
<li>Viability - will it deliver the value we need?</li>
<li>Feasibility - can we deliver it? </li>
</ul>
<p dir="ltr"> </p>
<p dir="ltr">At Freestyle we work with businesses across the world to identify, validate and deliver solutions across each horizon, resulting in quick wins and long term results. <a href="https://freestyle.agency/contact">Get in touch</a> to talk about ways we can help you deliver value while moving at pace. Drop us a line: <a href="mailto:hello@freestyle.agency">hello@freestyle.agency</a></p>
<p><img src="https://resources.freestyle.agency/globalassets/line.jpg" alt="line.jpg"></p>
<p>Author: Ritchie Brett, Strategy Director, Freestyle</p>

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Revolutionising UK Farming: Bridging the Gap between AgriTech and Struggling Food Producers

<p dir="ltr">“Volatility, uncertainty and instability” are endangering UK farm businesses, according to the <a href="https://www.theguardian.com/environment/2023/feb/21/britains-farmers-battered-by-brexit-fallout-and-rising-costs-says-union#:~:text=%E2%80%9CVolatility%2C%20uncertainty%20and%20instability%E2%80%9D,and%20a%20growing%20global%20population.">National Farmers’ Union</a>.</p>
<p dir="ltr">Love him or loathe him, Clarkson’s Farm is bringing the critical issues that our British farmers are facing to the masses. From labour and funding shortages to high quality food demands, hiked fuel and energy costs and the stark realities and impacts of diseases such as TB and Avian Flu. Some are saying “<a href="https://www.examinerlive.co.uk/news/tv/clarksons-farm-season-2-review-26240400">Clarkson has done more to raise awareness for farmers' issues than any journalist in the past 20 years</a>".</p>
<p dir="ltr">With astronomical hikes in fertiliser costs (133.8% hike between Sept 2021 and the end of Sept 2022) and an average increase in the production of cereals, oilseed rape and potatoes being up by around 40% (<a href="https://www.thegrocer.co.uk/sourcing/farming-input-costs-jump-nearly-35-in-a-year-as-inflation-soars/672721.article">source; The Grocer</a>) last year, business as usual is unlikely to be an option for the majority of our farmers, many of which are already turning to diversification and direct to consumer initiatives.</p>
<p dir="ltr">In a world that’s moving at pace and with consumer expectations being set by the likes of Amazon and Netflix…what does disruption, innovation and digital transformation need to look like in the UK farming industry to truly revolutionise and support the hardworking and deeply passionate industry responsible for feeding the nation? </p>
<p dir="ltr">It’s a fascinating subject that is hyper topical, and perhaps even a little controversial (although it really shouldn’t be). As the supply chain continues to feel the strain and UK supermarkets and consumers alike continue to battle with empty shelves, will further investment and more accessible innovation for British farmers be critical to greater food security in the UK?</p>
<h3 dir="ltr">But the agriculture sector is already innovating right? </h3>
<p dir="ltr">The AgriTech sector is on the rise and it’s estimated that the UK AgriTech industry could be worth <a href="https://thedatacity.com/rtics/agritech-rtic0003/#:~:text=AgriTech%20industry%20growth,RTIC%20from%202023%20to%202027.">almost £13bn by 2027</a>.</p>
<p dir="ltr">AgriTech is the broad term that covers a range of activities, from precision agriculture and crop monitoring to robotic and autonomous systems and the use of artificial intelligence (AI) and big data. In short, AgriTech is the use of technology in farming to help improve efficiency, sustainability, and profitability and its current use cases include improving crop yields, reducing the use of water and fertilisers, and increasing the efficiency of production processes.</p>
<p dir="ltr">AgriTech really will be the future of smart farming. </p>
<h3 dir="ltr">So why are farmers choosing to exit the industry, and where is the disconnect?</h3>
<p dir="ltr">And why, if groundbreaking robotics for example, are set to revolutionise the way that farmers harvest crops and milk their dairy herds, are we seeing that only 6% of UK farms have implemented robotic milking systems? </p>
<p dir="ltr">The two biggest barriers look to be the technical complexities and knowledge gaps leading to uncertainty and lack of confidence in making the right investment alongside the obvious financial hurdles compounded by the aforementioned soar in production costs and reduction in funding. </p>
<p dir="ltr">On the back of a <a href="https://farming.co.uk/news/-lack-of-knowledge-holding-farmers-back-from-investing-in-agri-tech-nfu-mutual-survey-reveals">recent survey</a> NFU Mutual found almost half (46.2%) of survey respondents said lack of knowledge was holding them back from investing in agri-tech on their farms. Lack of access to finance was the second highest reason limiting respondents (29.8%), followed by uncertainty about the future (17.1%) and supply chain difficulties (6.8%).</p>
<p dir="ltr">Charlie Yorke, farm insurance specialist at NFU Mutual, said: “While many farmers are open to using technology, lack of understanding of new technologies and the investment they entail, means they are hesitating to take the plunge. Understandably, there’s a real fear amongst farmers that they could make the wrong tech-choice for their farm and end up with an expensive system that becomes outdated quickly. Holding back runs the risk of falling behind as global competition increases and UK farming support changes.”</p>
<h3 dir="ltr">So what and ‘how might we’?</h3>
<p dir="ltr">According to the <a href="https://www.nfuonline.com/updates-and-information/campaigning-for-a-secure-supply-of-british-food/#:~:text=The%20cost%20of%20energy%2C%20animal,before%20the%20Covid%2D19%20pandemic.">NFU online</a> there are 7,000 less farming businesses in the UK today compared to before the Covid-19 pandemic.</p>
<p dir="ltr">Is there a gap and a disconnect between the booming AgriTech sector and struggling food producers that needs to close?</p>
<p dir="ltr">Can action happen quickly enough to prevent small farmers and food producers who have been in the industry for decades being forced to leave it altogether? </p>
<p dir="ltr">Our ‘how might we’ questions turn challenges into addressable questions, to spark new ideas, thinking and solutions. </p>
<ul>
<li dir="ltr" role="presentation">How might we break down the knowledge gaps enabling farm owners to make unbiased, considered decisions on future tech investments?</li>
<li dir="ltr" role="presentation">How might we adopt and utilise digital tools and technology to better enable farmers to make more informed decisions that they feel confident in, both now and for the future?</li>
<li dir="ltr" role="presentation">How might we use digital tools and technology to further improve the day to day and solve real life problems for farmers?</li>
<li dir="ltr" role="presentation">How might we maximise the strong sense of community amongst farmers and producers and enable wider adoption of technology?</li>
<li dir="ltr" role="presentation">How might we utilise technology to facilitate stronger relationships between producers and retailers?</li>
<li dir="ltr" role="presentation">How might we find new ways to educate and inform consumers about how their food is produced?</li>
<li dir="ltr" role="presentation">How might we continue to future proof the industry by encouraging emerging new talent into the industry and inspiring younger generations? </li>
</ul>
<p dir="ltr">At Freestyle we deliver smart digital solutions that solve challenges and problems - but what does that mean in practice? At the most basic level, we can <strong>build websites and mobile applications</strong>.</p>
<p dir="ltr">At a deeper level we build the complex stuff that lies underneath; <strong>configurators, booking or matching engines, data manipulation</strong>, a lot of the invisible technology that makes it seem seamless on the surface. Or it might be something brand new that makes the business work better - <strong>removing effort, saving time, connecting data points or processes</strong>.</p>
<p>We’d love to collaborate with farmers, food producers and businesses that share a desire to solve real life farming challenges, and improve the resilience of farming businesses across Britain, so if that’s you or someone you know, <a href="https://freestyle.agency/contact">get in touch</a>. You lose ground when you stand still, let’s get moving. Drop us a line: <a href="mailto:hello@freestyle.agency">hello@freestyle.agency</a></p>
<p><img src="https://resources.freestyle.agency/globalassets/line.jpg" alt="line.jpg"></p>
<p>Author: Emma Simkiss, Managing Director, Freestyle</p>

You lose ground<br/> when you stand still. Let's get moving.

<h2><span class="text-grey">Latest thoughts and insights on</span> digital transformation.</h2>

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Delivering award winning customer experiences that drive business results for over 25 years.

Latest thoughts and insights on digital transformation.

Embracing AI: Ways to implement AI within your products and services

The Art of Crafting Memorable User Experiences: UX, UI, and Product Design Explained

Why Copying Your Competitors' Product Features is a Recipe for Failure

Revolutionising UK Farming: Bridging the Gap between AgriTech and Struggling Food Producers

Smart digital solutions.

Stay relevant with strategic digital solutions.

How we deliver results.

01

Innovative digital strategies

02

Engaging user experiences

03

Flexible tech solutions

04

A proven delivery model

Redefining digital experiences for a rapidly scaling sports body

A roadmap to industry-leading digital journeys for members

Award winning digital experience for a global market leader

Complex freight bookings made easy

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Delivering award winning customer experiences that drive business results for over 25 years.

Latest thoughts and insights on digital transformation.

Embracing AI: Ways to implement AI within your products and services

The Art of Crafting Memorable User Experiences: UX, UI, and Product Design Explained

Why Copying Your Competitors' Product Features is a Recipe for Failure

Revolutionising UK Farming: Bridging the Gap between AgriTech and Struggling Food Producers

Smart digital
solutions.