Jaywing has launched a new digital experience proposition, Jaywing XD, as part of a broader effort to bring together its UX, design and development capabilities under a single offer.
The initiative has been led by Experience Director Chris Callaghan, who joined the agency in late 2024 with a remit to unify teams and strengthen its digital offering.
According to Callaghan, the new proposition is designed to address what he sees as a disconnect across the industry between customer experience strategy and technical delivery.
“When I joined Jaywing, I saw a team with incredible heritage in data and creative, but what we needed to do was bring its digital capabilities together into a single, aligned vision,” he said. “The industry is often split. You’ll have web development teams that are great at implementing technical solutions but lack UX and customer-centricity. Or, you’ll have design teams that produce lovely looking work on the surface but don’t solve actual user problems or shift the needle for the business.
“Jaywing XD is our answer to that. It’s about designing for humans and engineering for impact. We have a strong depth of UX that allows us to tackle gnarly problems and then deliver validated customer-centric solutions through our Digital Design and Web Development teams. While many talk about being customer-centric, our decades of experience have helped us build practices that genuinely put customers first.”
As part of the launch, Jaywing has also introduced a Customer Insight Health Check tool, which it says allows businesses to benchmark their customer insight maturity through a short self-assessment.
The agency said Jaywing XD brings together a range of services including strategic UX, digital design, web development, conversion rate optimisation and digital project management, alongside SEO and analytics.
Jaywing says the model has already been used across a number of client projects, including work with the University of East Anglia, Creation Finance, Space Station and ADT, and Savills. The agency said this has included activity such as research-led content strategy, usability testing and ongoing optimisation programmes.
Callaghan added: “We’re not just building websites; we’re solving real problems for businesses and their customers before and beyond the screen.
“Our approach is different. We focus on the people; if you solve the customer’s problem, the data will follow.”
The launch marks the latest step in Jaywing’s efforts to position itself as a more strategic digital experience partner, rather than a purely service-led web provider.
