Upkurve Limited business profile

Company overview

• Upkurve Limited is a UK-based consultancy specialising in user-centred design (UCD) and service design.

• The company was incorporated in England and Wales on 18 April 2017.

• Upkurve Limited has a growing focus on AI integration.

• The company primarily operates in the public sector but has also worked with Google in the past and is open to expanding its portfolio to include more private sector clients.

• James Colin Nicholls is the director, specialising in user research and service design.

Core expertise

• User-centred design (UCD): Upkurve Limited excels at applying UCD principles to address complex digital transformation projects, particularly in the public sector.

  • Expertise includes:

    • Ethnographic research

    • Usability testing (in-person and remote)

    • Survey design and analysis

    • Co-design workshops

    • Journey mapping

    • Service blueprinting

    • Analytics-driven insights

• Service design: The company offers service design expertise to enhance service delivery and user experience.

• AI integration: Upkurve Limited is actively exploring the integration of AI technologies into its services, focusing on bridging the gap between human-centred design and AI applications.

  • The company sees AI as a way to:

    • Transform digital services to better serve users

    • Leverage insights from rigorous, empathetic research

    • Optimise service delivery

Business model

• Upkurve Limited operates on a contract basis, engaging in projects primarily outside IR35.

• The company maintains independence as a consultancy, selectively choosing projects aligned with its expertise and vision.

Vision and future direction

• Thought leadership: Upkurve Limited aims to establish itself as a thought leader in UCD and its application within public services, particularly in relation to AI.

  • This includes:

    • Expert leadership in digital projects

    • Establishing design standards and assessment processes

    • GDS service assessment guidance

• UCD/AI specialisation: The company is focusing on becoming a specialist in combining UCD and AI, particularly in areas like predictive user behaviour and automated design systems.

• Upkurve Limited aims to:

  • Improve digital services and ensure they meet user needs

  • Embed best practices in its client organisations

Professional development

• Upkurve Limited prioritises continuous learning, focusing on remaining at the forefront of UCD methodologies and AI advancements.

Growth aspirations

• Client base expansion: Upkurve Limited is seeking to grow its client base in both public and private sectors, exploring opportunities that combine UCD principles with AI integration, particularly in areas like predictive user behaviour and automated design systems.

• Innovation focus: The company is committed to leveraging AI to enhance service delivery and operational efficiency, exploring ways to use AI to augment UCD processes.

Impact and outcomes

• Upkurve's work has resulted in:

  • Streamlined, user-friendly services

  • Improved accessibility and inclusivity in service design

  • A new benchmark for digital services in the education sector

  • Positive feedback from stakeholders

  • Impact at scale, influencing the education of millions of students in England

  • Removal of barriers preventing talented individuals from entering the teaching profession

  • Maintaining high standards, including achieving a perfect score in the GDS service standard assessment

Projects

• Find teacher training service (Department for Education): James Nicholls was the lead user researcher on this project. The service sees around 30,000 users per year.

• Royal Navy - service assessments: I led the adoption of GDS standards in the Royal Navy, improving digital service design and delivery through assessments and research.

  • Discovery leadership: Led a discovery process to explore how the Royal Navy assures digital services, improving consistency and effectiveness.

  • Service assessments: Conducted service assessments at various design stages using the GDS service standard.

  • Discovery checkpoint: Implemented a checkpoint service to guide new teams, including consultations, best practices, and reviews.

  • Impact: Ensured digital services were user-centred, aligned with GDS standards, and provided necessary tools for teams.

Financial information

• VAT registration: Upkurve Limited is registered for VAT, with the registration number 297476049.

• Bank account: The company maintains a business account with Monzo Bank Limited.

Key personnel

• James Colin Nicholls: Director of Upkurve Limited, responsible for the company's strategic direction and operations.

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