Hi, I’m Joshua Fry and I make digital things. I help companies (big and small) to create compelling experiences. I have a background in Psychology, and believe in a user centred approach.

Expert Reviews

Concise reports highlighting UX strengths and weaknesses.

Product Strategy

Advice on product direction from a user centred perspective.

Wireframing & Prototyping

Product development with a focus on functional prototyping.

Information Architecture

Logical organisation & labelling. Structures that make sense.


Clean, modern designs built with your users in mind.


Full development, or collaboration with your team.

Recent Work

This is just a small sample of my work. I have a full portfolio available on request.

The Keyholding Company
Service Design, User Research, Prototyping

The Keyholding company is a security firm working with operatives nationwide to provide alarm response and patrol for a range of clients. I worked on the UX roadmap for their recently developed Android app that is used in the field. I took an ethnographic approach to produce a prototype which was then tested with real users. The result is a more modular experience that puts the operative in control.

Big Data Startup Website
UX Design and Information Architecture

I worked with a startup in the Big Data space to develop a sitemap and detailed wireframes for their new website build.

Stay Gold Studios - The Makers Project
iPad Kiosk app Design and Build

Stay Gold Studios produced a series of stunning films about independent Makers as part of a project for Channel 4. Makers now operates as a retailer selling these products in offline only environments. I designed and built the iPad application that will allow shoppers to view the movies in store.

Building BloQs
Website for London's largest open workshop

Building BloQs needed a new website that would be future proof for their major expansion, including a team directory that needed an extensive custom CMS. I continue to work with them on ongoing updates.

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Heist Studios
UX Re-design

Heist Studios make and sell revolutionary tights. The company is expanding, and they wanted to improve the shopping experience and future proof their site. I worked on a set of recommendations and wireframes that were used as part of this overhaul.

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Natalie Evans
Web Design and Build

Natalie Evans is a talented multi-instrumentalist musician. I worked with her to create a website that acts as a shopfront for her music. All the content is fed in from her various social media profiles so it's easy for her to keep it up to date.

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Recent Work

This is just a small sample of my work. I have a full portfolio available on request.

Get in Touch

If you want to enquire about a project, learn more about my work, or just have a chat, then simply send an email to the address below or fill out the form.

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