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Product Design & Engineering

We plan, design
and build
software products.

Tell us what you’re building
See what we do

Product management, UX and engineering in one team. Web and mobile apps, machine learning, testing and the systems that keep them running.

LG Beauty’s multi-brand storefront, designed and built by Axacraft.
LG Beauty: strategy through design and build
Customer work
Where to start

Where is your product right now?

We have an idea. We don’t know if it’s worth building.

We test the idea with customers, work out what it would take to build, and give you a plan and a cost estimate to decide with.

We know what we want. We need a team to build it.

We take it from requirements to a live product, with product management, design, engineering and testing in one team.

Our team needs more hands.

Add product managers, designers, engineers or QA specialists who work inside your process, on your priorities.

Our product works, but it can’t keep up.

We find what’s limiting it, whether that’s performance, architecture or design, and improve it while the business keeps running.

Our project is in trouble.

Missed deadlines, unstable code or a vendor who has gone quiet. We review what’s there, tell you what can be saved and get it moving again.

We need an honest review before a big decision.

Before an acquisition, a merger or a major technology change, we assess the product, the code and the risks, and explain them plainly.

What we do

Everything it takes
to ship and run a product.

Use us for one of these or all of them.

Plan

Product management

Roadmaps, priorities and day-to-day decisions about what gets built and why.

Product discovery

Customer research, scope and estimates before you commit to a build.

Research and tech development

Test new technology and unproven ideas before they reach your roadmap.

Design

UX and UI design

User flows, interfaces and design systems for web and mobile.

Prototypes and proofs of concept

Put an idea in front of users, or prove that it can work technically.

UX audits

Find out where customers get stuck, and what to fix first.

Build

Web development

From marketing sites to e-commerce and complex web applications.

iOS development

iPhone and iPad apps, built new or taken over from another team.

Android development

Android apps, built new or to bring an iOS product to more customers.

Extend

Back-end systems and integrations

APIs, data and connections to the tools your business already runs on.

Machine learning and AI

Models and AI features built into your product and tested on real cases.

AR and VR

Immersive apps, for when seeing something in place or in 3D helps.

Run

Software testing and QA

Test plans, manual and automated testing, and checks before each release.

DevOps

Automated builds and deployments, monitoring and reliable infrastructure.

Support and improvement

Upgrades, fixes and new features once the product is in customers’ hands.

LG Beauty / U.S. launch
LG Beauty’s U.S. storefront, designed and built by Axacraft.
Customer work

We designed and built the platform for a new LG business.

LG set out to launch a new healthcare division in the U.S. We worked directly with the CEO from strategy through delivery, designed and built the platform, and remain embedded with the team today.
Visit LG Beauty
A custom headless platform
Headless Shopify, a custom React frontend and Sanity CMS.
Connected to the enterprise
Multiple enterprise integrations, with ongoing embedded delivery.
Product discovery

Know what you’re building before you pay to build it.

Discovery turns an idea or a rough brief into a plan you can act on. Afterwards you can build with us, build with someone else or decide not to build at all.

  • Product

    A product vision, prioritized features and a roadmap.

  • Design

    Screen flows, plus a prototype or wireframes where they’re needed.

  • Architecture

    The solution architecture, technology choices, and performance and security requirements.

  • Plan

    Written requirements, the team you’d need, a timeline and a cost estimate.

Start with discovery
Who’s on discovery
  • Product manager
  • Solution architect
  • UX/UI designer
  • Software engineer
How we work

You see working software throughout the build.

Plan

Agree the first release, the team and the timeline. Priorities stay visible, so you can change them as you learn.

Build and test

Design, engineering and QA work in short cycles. You review working software regularly and hear early if something is slipping.

Launch and improve

Release, monitor and document the product. Then keep improving it with us, or hand it over to your own team with everything they need to run it.
Existing software

You probably don’t need a full rebuild.

We review the customer experience, the code and the integrations together, then sort each part into one of four decisions.

Keep

The parts that work and that your team understands.

Fix

Slow flows, fragile integrations and the bugs customers notice.

Replace

What can’t be repaired at a sensible cost, one part at a time where possible.

Add

New features and AI, once the foundation can carry them.

FAQ

Questions we get
before a project starts.

Do we have to start with discovery?

No. If you already have clear requirements and a technical plan, we can start building. We’ll review them first, because a problem found on paper costs far less to fix than one found in code.

How long will it take, and what will it cost?

It depends on the scope and how much is already decided. After a first conversation we can tell you what we’d recommend, how long it should take and what it will cost.

Can you work with our existing team?

Yes. We can run the whole product, or add product managers, designers, engineers or QA specialists to your team. On LG Beauty, we work embedded with the client’s team.

Can you take over a product another team built?

Yes. We start by reviewing the code, the documentation and the state of the project. Then we tell you what we’d keep, fix or replace before you commit to more work.

How will we know how the project is going?

You’ll see working software regularly, with a shared timeline and milestones. If something is going to slip, we tell you early and bring options.

Can you add machine learning or AI to an existing product?

Yes. We start with the task it should help with, prototype it, and test it on real cases before anyone relies on it. If you’re still working out where AI fits, start with Strategic AI Consulting.

What happens after launch?

We can stay on to support and improve the product, or hand it over to your team with documentation and knowledge transfer.

Who will we work with?

A team of product managers, designers, engineers and QA specialists, working from Boise, Idaho, and across Ukraine, Moldova and Romania. Our founder, Kelly Smith, previously led product and digital teams at Starbucks, MGM Resorts and AG1.

Bring us
the question.

Where could AI help? What should we build? Let’s work through it together.
Let’s talk
Meet Axacraft