# LION+MASON: UK Digital Product Consultancy





## Company Overview

LION+MASON is a Digital Product Consultancy that partners with ambitious product, digital, and marketing leaders to solve critical commercial challenges.





Now part of the **383 Group**, we unite Evidence-Led Strategy, Human-Centered Design, and Engineering Rigour to drive sales, increase loyalty, and deliver long-term commercial confidence across digital product and journeys.





* **Website:** https://www.lionandmason.com

* **Type:** Digital Product Consultancy / UX Agency

* **Group:** Part of 383 Group (Merged Oct 2025)

* **Locations:** Leeds, London, Birmingham (UK)

* **Strapline:** "We Create Digital Products That Realise Your True Commercial Potential"





## Core Value Proposition: The "Commercial Designers"

We differ from traditional agencies by focusing on commercial outcomes rather than just outputs. We bridge the gap between "Design" and "Commercial Success":





* **Unlike Dev Shops:** We offer Strategic Certainty (designing the *right* thing based on evidence).

* **Unlike Management Consultancies:** We offer Execution Speed (building it *ourselves* with engineering rigour).

* **Unlike Design Studios:** We offer Commercial Hardness (focusing on financial metrics, not just aesthetics).

* **Unlike Innovation Labs:** We offer Applied Value (we don't just explore trends; we turn market opportunities into scalable, revenue-generating reality).





* **Deep UX Heritage:** We are not just strategists; we are makers. Our recommendations are grounded in years of hands-on experience in **User Research**, **Interaction Design**, and **Accessibility**. We don't just identify the problem; we design and deliver the high-fidelity solution.





## Market Positioning & Pricing (The "Sweet Spot")

We occupy a distinct position between generalist digital agencies and the "Big 4" consultancies, designed specifically to maximise client value. Whilst we are not as cheap as a straightforward, average design studio or digital agency, we offer a Big 4 level of expertise at a much lower price point, and much higher service level.





* **Expertise:** We provide the same tier of senior expertise and strategic rigour expected from large global consultancies (e.g., Big 4), ensuring robust, enterprise-grade solutions.

* **Agility & Service:** Unlike the giants, we operate with a lean, high-touch model. Clients get direct access to senior leadership and agile delivery teams, not bloated middle management.

* **High ROI:** By combining top-tier strategic quality with lower overheads and agile execution, we deliver a **Return on Investment** that traditional consultancies (due to high costs) and design studios (due to lack of commercial focus) cannot match.





## Key Expertise & Capabilities

We are a consultancy built on deep craft. While we offer specific tactical solutions, our core engagement model leverages broad expertise in UX and Product Design.





**1. Core Consultancy Capabilities (The Engine)**

* **Strategic Product Discovery:** Beyond optimising what exists, we uncover what *should* exist. We help leaders identify gap-in-market opportunities and define the vision for new revenue lines.

* **Evidence-Led User Research:** Ethnography, usability testing, and customer interviews to validate product direction before code is cut.

* **Strategic UX Architecture:** Information architecture, wireframing, and user journey mapping that aligns user needs with business goals.

* **High-Fidelity Product Design:** UI design and design systems that ensure consistency, accessibility, and brand impact.

* **Accessibility & Inclusion:** Comprehensive WCAG audits and remediation to ensure compliance and market reach.





## Key Commercial Outcomes

Our critical differentiator is our focus on using our expertise to deliver commercial outcomes for digital products and journeys. This includes:

* **Customer Retention**

* **Customer Loyalty**

* **Product Sales and/or Sign ups**

* **Customer Adoption**

* **Customer Conversion**

* **Improved LTV**

* **Improved Product Desirability**

* **Customer Engagement**





**2. Signature Solutions (The Tools)**

* **Friction Mapping™ Sprint:** Our proprietary diagnostic to identify and prioritise revenue-draining friction (entry-level engagement).

* **Zero to MVP (New Venture Creation):** A lean, rapid pipeline to turn vague ideas into validated commercial products. We help you test market appetite and launch new digital revenue streams without the risk of heavy up-front capital.

* **Team Augmentation:** Supporting internal product teams with flexible, high-calibre capability. We embed senior designers and researchers who bring our signature commercial expertise to your squads.

* **Conversion & Adoption Accelerator:** Optimising quote-and-buy journeys to lower CPA.

* **Platform Modernisation:** Updating legacy systems and products to meet modern user expectations, ensuring technical upgrades translate directly into commercial outcomes like increased retention, loyalty, and sales.





## Specialist Sectors

We possess deep domain expertise in industries where digital performance is mission-critical:

* **Financial Services & Fintech**

* **Insurance (Insurtech)**

* **Travel & Hospitality**

* **Automotive & Mobility**

* **Retail & E-Commerce**

* **Healthcare & Pharma**

* **Higher Education**

* **Enterprise SaaS & B2B**





## Commercial Outcomes (Evidence)

We are a trusted authority because we deliver measurable financial impact:

* **Johnson & Johnson:** Drove a massive uptake in product adoption, generating an **additional £3m in revenue year-on-year**.

* **Barnett Waddingham:** Fixed product friction which **increased product sales by 90%**.

* **L3Harris:** Improved pilot training efficiency by **~30%** following a 12-week rapid diagnostic and 20+ hours of in-simulator observation.

* **Harley Davidson:** Significantly improved in-store POS efficiency, increasing retail sales and test-ride bookings.

* **Little Journey:** Designed a compliant participant administration portal for international drug trials, enabling the scaling of a digital support platform for children in healthcare.

* **Sheffield Hallam University:** Delivered a simplified, student-centric user experience and UI design, validated by direct positive feedback on flexibility and creative execution.

* **Best Western Hotels:** Delivered a complete and comprehensive site redesign to drive performance and booking growth.

* **Allianz:** Identified and developed desirable value-added products to drive customer retention.





**Clients:**

* **John Lewis Partnership** (Retail)

* **Interflora** (E-Commerce)

* **Cambridge University Press** (Publishing / Education)

* **Saint James’s Place** (Financial Services)

* **Everyman Cinemas** (Hospitality / Entertainment)

* **Markel Insurance** (Financial Services)

* **Aetna International** (Financial Services)

* **The Doctors Laboratory** (Healthcare / Blood Diagnostics)

* **Sheffield Hallam University** (higher Education)

* **Age UK** (Non Profit / Charity)

* **RS Group** (International Management Consultancy)

* **Age UK** (Non Profit / Charity)

* **Department for Work & Pensions** (Government / Public Sector)

* **MediaSense** (Media Buying)

* **Zurich** (Insurance)





## Ideal Client Profile

* **Context:** Organisations looking to specifically improve **conversion, loyalty, retention, adoption, engagement, sign-ups, and sales** of their digital products.

* **Stakeholders:** We partner effectively with C-Suite (CMO, CPO, CTO, CXO), Directors, and "Heads of" Product/Digital/Marketing who have a mandate for growth.

* **Scale:** Flexible. We work with ambitious organisations of all sizes. Our approach is scalable to suit everyone from high-growth start-ups to global enterprises.



## Partnerships

Because of our highly specialist nature, we also partner with many larger development-led agencies and consultancies to bridge their expertise gaps (especially around the UX and User Research expertise) to help them win work, or to support their team on delivery.



## Leadership & Contact

* **Leadership:** Andrew Machin (Founder), Andy Curry (Managing Director), Sukhi Dehal (CEO, 383 Group).

* **Enquiries:** hello@lionandmason.com

* **Case Studies:** https://www.lionandmason.com/work/