We are Urbian.

We are a company of thinkers and makers - expert technologists, experienced product designers and business strategists.

We are a completely new type of digital design business that bridges the gap between strategy and delivery. For the last decade we've worked at the forefront of product design, an emerging practice area that brings agile software methodologies, lean start-up and design thinking together.

Small teams.
Big results.

We work in small, dedicated teams of consultants, product designers and developers. Each team works on one project at a time to stay focused. We use tools like Slack and GitHub to communicate frequently.

How we like to work:

  • In small teams of two to four
  • In weekly iterations of focused work
  • At a sustainable pace
  • With consistent communication
  • Flexibly based on project needs
  • Using an agile methodology

A breakthrough digital product in your customers' hands within 90 days.

Our approach.

We work with businesses and organisations of all shapes and sizes, from early-stage startups to bluechip organisations, as partners at every stage to create digital products and services that solve the problems of today as well as define the opportunities of the future.

We help businesses in four key areas that can be used as standalone packages or in combination:


4-8 weeks

Map out the landscape to find the spaces no-one else spotted - and imagine entirely new ones.

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5-10 weeks

Create an inspiring, tangible vision for the thing you're making. Start to design the team, skills and business to get there.

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Go To Market

8+ weeks

Go live as soon as possible. Use real customer data to test and evolve both your product and the models supporting it.

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Scale & Transform


Go bigger. Start marketing and gather more customers. Bake in ways of working that keep you ready for any future.

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How we execute.

We make use of a combination of the following services throughout the four key product stages:


We are consultants who make -- our approach is based on multip-functional teams thinkinh and making together.

Business strategy

We transform businesses and help our clients outpace digital disruption by delivering actionable breakthrough strategies based in research not buzz words.

Product strategy and ethnographic research.

A breakthrough product or service is often founded on a new paradigm. We help our clients design new business models and enhance existing ones.

Design thinking.

Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of the people, the possibilities of technology, and the requirements for business success.

Listen to Anton Moulder, Urbian's Managing Partner, talk about the new consulting model.

Product Design.

All our products are design-led, starting with post-its and sketching, ending with the design implemented as code in the app. We use design sprints and user research to build products that are user-centered.

Design sprints & prototyping.

We run an implementation of Google Ventures' design sprints. These sprints help our team get a deep understanding of the problems our clients are solving and validate some assumptions about the product. At the end of the design sprint, our clients have a prototype that we use to run interviews with.

Research, usability testing & user experience.

Successful products solve a need for their users. In order to fully understand the problem we are solving for we conduct research and usability tests. These help us make sure that we are building the right set of features for the product and not wasting time on unnecessary features.

Mobile design

Our web apps are responsive by default, which means we design them to look great and function easily on mobile devices, tablets, and desktop screens. Unlike most teams our designers can also code for native iOS and Android platforms. We're up to date on Apple's Human Interface Guidelines and Google's Material Design.

Front-end implementation.

Every one of our designers implements their web UIs in the browser. This ensures that the original intent for the design is carried out from concept to completion. Our open source Sass tools are also some of the most well used and respected in the industry.


Many development practices we follow were first described in "Extreme Programming Explained", published more than 15 years ago. Using XP practices improves the quality of our work and hapiness of our team.

Ruby / Rails

Teams using Ruby on Rails can bring secure, stable products to market quickly with a lower total cost of ownership than other tools. The framework is "batteries included." The surrounding community has been active and enthusiastic for more than 10 years.

Urbian's out-the-box thinking continues to help us reach a saturated fatigued market by creating a platform that customers truly want to be part of.

Other languages and frameworks.

In addition to, or as an alternative to, Ruby on Rails we use other high quality programming languages and frameworks.

  • Elixir / Phoenix
  • Go
  • Python / Django
  • React
  • Haskell
  • Elm
  • Java
  • PHP

Mobile development.

"Mobile" refers to the user, not the device. We design and develop mobile software with that idea in mind.

iOS development.

We build our iOS apps using Xcode, Swift, and Objective-C. No third-party platforms sit between iOS and the code we write, which means we are always ready to adopt the latest technologies from Apple.

Android development.

Like iOS, we write our Android apps natively, in Java. Our designers follow Material Design guidelines, and we'll get your app in Google Play painlessly.


Most businesses, products and services don't fail to deliver a product; they fail to get traction. We can help with that.

Instrument analytics.

In order to analyze user behavior later, we need to instrument our app to log the right metrics now.

Identify acquisition channels.

We run experiments on customer acquisition channels, double-down on what works, and kill what doesn't.

Analyse activation channels.

We want to optimize users' ability to quickly get to the product's "aha moment".

Understand engagement.

We want to know which users regularly use the product in order to repeat that experience for others.

We find Dace Maclure's famous AARRR Pirate metrics methodology a very helpful framework to make sense of analytics.

Our clients.

We’ve worked with some of the best companies and brightest client teams out there.

We'd love to work with you.

Our best work gets done when we can work face-to-face with you.

Hire us
+27 (0)21 461 0185