We’re a London-based digital experience design agency.

We’re strategists, service designers, user experience experts, coders and communicators. A multidisciplinary group with a common affinity for finding new ways to use experience design tools and fresh thinking to help businesses flourish. We top up our project teams with independent specialists from a trusted and diverse network of excellence. It’s a flexible approach that keeps our capabilities deep and our costs lean.



Anja Klüver


Programme and Operations Director

Alexandra Hills

Anja Klüver is Prospect’s Managing and Experience Director with two decades of international experience.

Anja co-founded Prospect in 2006 and has been focused on solving hard business challenges and delivering bottom line impact for global companies and start-ups, launching new brands and optimizing existing services with measurable impacts.

Anja champions a people centred experience design process to deliver great customer experiences that provide tangible value, resulting in happier customers, engaged employees and business growth. She mixes vision with her German pragmatism to deliver feasible and desirable solutions.

She has been responsible for the overall creative vision and processes, new business development and developed successful client relationships with Silverjet, bmi, Nokia Siemens Network, Nokia, Eurostar, Tesco, Dimension Data and Capita, amongst others.

Prior to Prospect, Anja ran her own studio for five years, working with clients that included the Design Council, The Royal Society of Arts, Opodo and the Department for Education and Skills. 

In her career, she has held senior positions with MetaDesign London, Icon Brandlab, FutureBrand Digital, Oyster Partners and design and advertising agencies in Holland and Norway. She was responsible for leading multi-disciplinary teams on projects for No 10 Downing Street, Victoria & Albert Museum, British Airways, The BBC, Unilever, OAG, One2One, Sky, Telefonica Moviles, Bridgeman Art Library, Dutch Telecom and MTV Europe and has won numerous industry awards for her work.

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Alexandra is a Programme Director and Operations Director with over 11 years of experience from digital production, online marketing to brand strategy. She has managed full life-cycle strategy and technical projects across a wide range of sectors including financial services, energy, gaming, FMCG, broadcast and wine industries.

Originally from Cape Town, Alexandra has worked for a range of award winning agencies in South Africa, UK and Scotland as well as having a spell as a wine specialist for Berry Bros and Veuve Clicquot.

To be effective Alexandra believes in clearly understanding the client needs and maintaining an open dialogue to realise their strategic needs and overcome the complexities that are inherent in UX, design and development projects. As a Programme Director at Prospect, she is responsible for the day-to-day running of operations ensuring UX solutions are delivered to a high standard on time, within budget and to specification. She directing and managing programmes of work and client engagements on a strategic and day to day level and has a great track record of successful and happy client relationships.

Alexandra’s work is based on an interest in digital technologies and how people interact with them to achieve their goals as well as realising the overarching business objectives.

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UX Designer

Andrew Sugden


Commercial Director

Rainer Usselmann

Andrew is a UX Designer with seven years of experience. His background is far-ranging and covers conceptual art, sales, front-end development, animation, and UX/UI Design - giving him a unique perspective and a holistic approach to solving design problems.

His UX practice is founded on the core belief products and services should serve the consumers that they profit from to the highest possible standards by solving meaningful problems and removing 'noise' from peoples lives, and driven by a fascination with human-computer interaction, and how people 'work'.

He has worked for multiple companies at various stages of their transitions into the digital realm and understands the importance of shared goals and ambitions to unite teams behind and clear communication, both internally and externally.

When not thinking about the next thing to design Andrew can be found tinkering with distortion pedals, catching some live music (though he wears earplugs and stands at the back these days) or an art exhibition or enjoying the great British outdoors.

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Rainer supports Prospect on strategic, operational and new business growth. He is co-founder and chairman of Happy Finish, a close partner of Prospect, collaborating on VR/AR/XR customer experience projects.

Rainer is a passionate creative with strong operational grounding, and is a great believer in emotional intelligence, and the truism that culture eats strategy for breakfast. He brings extensive start-up, and board level experience in a global context, and a solid track record of building operational and creative capabilities from the ground up. 

His creative projects include commissions for System, Garage, 10, ID, Numero, Dazed and Confused, Harpers Bazaar, Another Magazine as well as British-, Italian-, Chinese Vogue. Advertising work includes projects for brands such as Martini, Credit Suisse, BT, Nike, Virgin, Smirnoff, Mitsubishi, Lexus, Hyundai and others. 

He is a fellow of the RSA, fellow of the HEA, member of both, APHE, and the Industry Liaison Group at AUB, and an am Associate Editor for the International Journal of the Image.


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Digital Strategy Director

Gavin Anderson


Senior Service Designer, Associate

Stuart Penny

Gavin initially trained as a photographer. He opened his first business at 18 with a music shop specializing in the then new digital wave of technology in music (1983).

From there he went onto producing live events and experiences based around technology, delivering world technology forums for Apple and product launches for Microsoft.

He then moved into early digital TV and staff comms for the automotive industry. Still with a thirst for technology and delivering experience, Gavin was headhunted into John Ryan International as Global Head of Technology in one of the world's biggest retail bank consultancy's. There he built the Merlin Centre, a $8m project to define the retail future; he also delivered work for Barclays, Lloyds, Citi Bank, Nova Rede and Atlantic in Portugal, Spain, USA and the UK.

With his focus on the where brand, technology and experience cross, Gavin was recruited into FutureBrand as Head of Digital Experience; he then became the MD Digital for EMEA at FutureBrand, helping to set up offices in Norway, Berlin, Sweden and the UK. He was also part of a Global solution group for McCann, consulting on global solutions for MacDonald's, British Airways and Fist Asia Bank.

Gavin set up a Baby-TV a digital information service in hospitals for mums to be, offering brand led sponsored content. The service lives in a new space, allowing brands to connect to mind models or need states rather than selling products, services or promises.

He also helped design new forms of in-store digital mediums with a company called The Qm Group, where he created brand-led customer experiences to many high street retailers, including, Boots and The Post Office.

In the last 5 years Gavin has dedicated time to digital experiences in retail working on projects from Orange to New Look, winning industry praise for the redesign of Game Westfield store, which consistently over-performed on sales from day one.

Gavin can blend customer insight with service improvements and innovations that benefit both the consumer and businesses. With regular travel and speaking at industry events, he stays informed as technology develops and has a cloud based digital solution at the heart of a future cities innovation led by the Open University.

As a service designer, Stuart helps businesses to improve the services they already have, and works with them to create visions, plans and specifications for new ones too.

Typically, Stuart’s involvement in a project starts early on, collecting insights into customer and business needs. He’ll then use these to inform new designs that are delivered across multiple channels and over time.

It means working alongside client teams in contact centres, retail environments and digital to create joined-up customer experiences that utilise business capabilities and data.

Stuart started his career in design in the early 1990s. His focus on service design evolved from the design practice he developed during and after his MA in Interaction Design at the RCA.

His 20 years in the design industry includes working within agencies on projects for well-known brands such as Apple, the BBC, Microsoft and Bupa, and working in-house in large public and private sector corporations such as Orange, managing teams and defining their services and practices.


Senior Digital Architect, Associate

Jonathan Hirsch


Senior Service Designer, Associate

James Sunderland

Jon is a digital architect with twenty years' experience providing design and consultancy to clients who see interactive media as a strategic investment in their business. He loves the challenge of finding elegant solutions to complex problems, designing systems and user experiences that meet both business requirements and customer needs.

Over the years he has also provided research consultancy to government and public sector bodies, particularly around skills and education. He authored the UK National Skills Strategy for Interactive Media, and the National Occupational Standards for the sector.

In his other life, he designed the Hirsch SB-1 Radius electric guitar.

With a background in industrial design James has been working in service design and design research for the past eight years. His work has crossed a wide range of fields from consumer health care, mobile telecoms, gaming and UK government. He takes a deeply pragmatic approach to connecting research insights with brand expression and service delivery, utilising service design as a practice to uncover the unseen user insights and fine-tune the detail of digital and physical touchpoints.

Some recent examples of James’ work have included; developing a multi-touchpoint health care service to support patients with a chronic condition, developing a local food information service for stores in the US, and redesigning an out of box mobile broadband experience accompanied by an in store support model. Outside of commercial work James also acts a design educator at London College of Communication and Winchester School of Art where he works with MA level students to build design research and service design approaches into their work.


Change Management and Strategy - Custerian

Nicola Collister

Nicola Collister is Managing Director of Custerian and likes to pioneer new and emerging ways in which businesses can achieve things. Nicola co-founded Custerian in 2013 following an extensive career working across a broad range of UK FTSE top 100 and privately owned companies.

She regards herself as a pragmatic senior practitioner who has over more than 20 years experience developed through a broad range of skills based around engaging colleagues within organisations to deliver significant transformational change. 

From Service to Commercial roles, this colleague centric approach incorporates best of  breed (in terms of achieving tangible results) from ideas such as Systems thinking, lean/agile methodologies, 6Sigma and Customer Experience (she was the UK’s first main board Group Customer Experience Directors at Shop Direct Group over 7 years ago where she delivered a strategy to grow digital from 18% to over 80%).

This colleague driven, inside out approach to becoming more Customer Centric is based on delivering hard commercial returns though creating an alignment between what your drives greatest return from a brand, that it’s Customers want the most, in a way that increases both customer & colleague engagement and brand empathy. This has been designed and delivered for RAC, N Brown PLC, Shop Direct Group, Yodel, Arrow XL, Utilities, Northern Gas Networks (part of CKI Global), Barratt David Wilson Homes and is currently being delivered for a £6bn UK Retail group. Nicola is recognised throughout the Service industry as a thought leader. Is a regular speaker and thought leader on Customer Centricity and has served as the Chair for CCA Global Industry Council which includes companies such as Telefonica, Royal Bank of Scotland, Teleperformance. Nicola is the current of the Customer Experience Council.


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Our work for clients has won many awards. Gongs like that make everyone feel good. They’re a tribute to the power of co-creation.

But the achievements we’re proudest of are the measurable results that our clients report back. More conversions. Improved customer retention. Better organisational efficiency. This is the real value of our work.

Do pop in for a coffee & a chat

Based in the heart of innovation in London, our studio is minutes away from Old Street roundabout. We'd love to host you for a coffee and a chat about what we do.


From Old Street tube station

Turn right out of Old Street tube station exit 4
Walk up City Road (north)
following the green line for Moorfields eye hospital (5 minutes)

Turn left into Bath Street (4th exit off City Road)
We’re on the fourth floor

By Bus

Old Street: 243, 55
City Road, Moorfields Eye Hospital: 205, 214, 43

Get Directions