UX Agency Flow Hires Varney to Lead 'Refocus'

In the UK, user experience (UX) design agency Flow has appointed Rob Varney as Director of Design. Varney will lead the firm's brand refocus exercise following its merger with competitor Foolproof at the beginning of the year.

Flow and Foolproof merged in January, to create what they described at the time as 'Europe's largest specialist UX agency' with a staff of 70 and an initial turnover in excess of £5.5m.

Varney joins with thirteen years' experience in web interface design planning and production, working with research teams and undertaking field studies. His specialisms include audience and competitor research, information architecture production, design and brand development.

Most recently, he worked as a freelance UX designer, providing design planning advice and support for internal teams. Prior to this he was Manager, IA at marketing technology firm SapientNitro and before this Head of UX at digital agency Soup. He began his career as a designer with Format Information Design.

Commenting on his new role, Varney says: 'Designing great digital interactions requires more than creative flair and technical skill. Digital interactions have to be seen in the broader context of brand experience, emotional engagement and commercial reality. We've thought about this intersection and brought together a team with the skills to collectively analyse a problem and develop a solution that meets business and customer objectives.'

Web sites: www.flow-interactive.com and www.foolproof.co.uk .