Ian Axton

For a quarter of a century, Ian has tackled complex user experience (UX) challenges to create positive, engaging experiences online.

His approach is built on two ideas: purpose and usability, grounded in a clear understanding of user needs.

He shapes how people move through a website. A key part of this is translating a client’s brand into a digital space. This means staying true to what already exists, while extending it where the online experience calls for something more.

His work spans major infrastructure, entertainment and technology, government, charity, and healthcare sectors. Each brings its own audience, constraints, and tailored approach.

He’s been involved in discovery phases for clients including W3C, RNIB, and The Fitzwilliam Museum. Discovery work shapes the brief and balances client goals with user needs. Throughout a project, it involves user research, wireframes, prototyping, and User Acceptance Testing (UAT).

Ian’s work ensures projects meet the needs of both the audience and the organisation.

For RNIB’s Sight Loss Data Tool, complex data was turned into a clear, accessible interface. Task-led wireframes mapped how users would move through the tool.

For W3C, a modern website was designed with WCAG Level AAA navigation — the highest standard of accessibility. Users are at the heart of everything we do.

Outside of work, Ian strongly believes that it’s important to turn screens off. In his spare time, he creates ceramics, each item a unique piece of art.