About us.

XD by AD are the Experience Design consultancy of Answer Digital, an award winning digital transformation business who for 20 years have been helping businesses and organisations within Retail, Wealth, Payments and Health realise their digital transformation ambitions.

XD by AD was formed to provide an independent offering – outside of digital transformation engagements – with a specific focus on supporting businesses and organisations improving and reimagining their experiences, including digital products, overall services across any touchpoint and shaping a reliable strategy & vision for delivering great experiences.

Award winning heritage

For 20 years, Answer Digital have been working with companies and organisations of all sizes, across Retail, Health, Wealth and Payments, for which we have been recognised in the outcomes being delivered to helping realise ambitions.

People and culture, at the heart of what we do

XD by AD may have a specific offering and brand, but the same values and culture remain core to who we are and how we work with clients to help them thrive.

We’re experts in understanding the needs of your business or organisation, and what great looks like. We’re also here to challenge and question ‘why’, with the key focus of delivering value for you, and ultimately for your end customers.

Whatever the size of engagement, we’re constantly committed to delivering value and successful outcomes, based on being transparent, collaborative and highly passionate.

Read more about the Answer Digital values and what makes us who we are >

Shaped by experts

XD by AD has been created by experts with many years of delivering outcomes across all areas of Experience Design, working across local, national and multi-national worldwide brands, building teams, defining strategies and being hands-on delivering great outcomes.

Some of the clients we’ve been working with:

Logos of clients we've worked with

Our leadership team

Andy Wilby | Head of Experience Design

Andy heads-up our Experience Design (XD) team, working with our great clients to undertake XD activities (across UX, Service Design and Design Sprint roles) to deliver innovative experiences and services that solve key problems. Based on 14 years experience at companies including HSBC, Aviva, NHS, BUPA, Government agencies.

Rich Pugmire | Health Managing Principal

Rich is creating and leading teams to help Healthcare organisations improve their Digital Maturity. Rich is currently supporting NHS Digital and Manchester University NHS Foundation Trust, tackling a wide range of challenging digital projects and programmes.

Rich Ellis | Retail Managing Principal

An experienced retail consultant with a proven track record of delivering outcomes for international wholesalers, independent grocery chains and high street retailers. Richard has led the delivery of transformational projects to leading enterprises including Costcutter, Arcadia and Ramsden International.

Nigel Garner | Wealth Managing Principal

Responsible for the Finance Sector clients at Answer Digital, Nigel leads projects delivering measurable outcomes for commercial success across a broad range of customers in Wealth Management, Life and Pensions, Insurance and B2B Leasing.

Let’s talk.

Get in touch today with our Head of XD, Andy Wilby, to discuss more about how we can help your business or organisation improve and reimagine existing or new experiences – no matter the touchpoint – to help you thrive.

Andy Wilby | Head of Experience Design

0113 201 0600


LinkedIn profile >