Counter, the consultancy brand from Northcoders, has successfully partnered with East Midlands Airport (EMA) on the creation and delivery of its new website.
This is the first milestone in a major programme of digital transformation for Manchester Airports Group (MAG), which also includes Manchester and Stansted airports.
The project marks a significant achievement in Counter’s ongoing partnership with MAG as it supports the group’s ambition to revitalise its digital platforms and enhance the online experience for millions of passengers. The EMA release – and the first updates for Manchester and Stansted – are Phase One of the group’s overall website renewal project. Further updates will be rolled out for East Midlands after completion of this phase on the other two sites, staged in an iterative and incremental manner.
Under the initial brief, Counter assembled developers to reinvigorate MAG’s three airport websites by building modern, reusable components for the group’s customised CMS. To date, Counter’s team has contributed around 200,000 lines of new or updated code, built over 70 new CMS components, and embedded a ‘shift left’ approach to code safety, incorporating early testing, type safety, and rigorous code review practices. These measures have “improved code durability, dependability and release quality, while fostering closer collaboration across UX, content, and QA disciplines.”
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The Counter development team was led by Rich House, tech lead at Counter, and all four current Counter developers have had their contracts extended until the end of the financial year, with MAG indicating that permanent roles may be created in the future.
House said: “We are incredibly proud of what our team has achieved alongside MAG. This project clearly demonstrates how our model, embedding high-performing UK-based teams that align both technically and culturally with our clients, can deliver real and sustainable value.
Rich added: “Integrating a new development squad into a large, multi-disciplinary organisation like MAG was a key challenge. The developers needed to quickly align with MAG’s established working practices, deliver production-level code at pace, and adapt to a complex digital ecosystem. Counter supported this process through mentorship, tooling, and professional development opportunities that helped team members showcase their capabilities across the wider organisation.”
Camilla Yates, product manager at MAG, added: “The new East Midlands Airport website represents a key step forward in our digital evolution. Counter’s team has been instrumental in helping us modernise our platforms, strengthen our development practices, and deliver a more seamless online experience for our passengers.”
