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Founder & Managing Director

Steve Piper

<p style='text-align: start;'>Say hello to Faraday, our custom middleware solution to connect your SaaS systems with your website or app. In a world full of software, subscription services, and SaaS products, it’s easy to watch your business&#39;s infrastructure go from zero to 100 overnight. You might use one CRM service here, an ERP there, a stock management system elsewhere, an accounting package somewhere else. Each platform selected carefully to fit the business&#39;s needs. But it can feel like it’s all held together with string.</p><p style='text-align: start;'>Data duplication across systems, manual re-entry that nobody wants to do. A website that knows less about your customers than your CRM does. Why? Because nobody’s figured out how to connect them all properly.</p><p style='text-align: start;'>Most businesses accept this kind of friction as ‘normal’. It’s not seen as a solvable problem. The SaaS integration issue isn’t line one on the budget; it’s buried in development hours, support tickets, and the quiet decision not to upgrade a platform because it’ll break the website.</p><p style='text-align: start;'>This is where <a href="https://sidigital.co/faraday">Faraday fits in</a>. A custom middleware hub that connects your SaaS systems with your website or app for smooth data transfer. No more duplicated data, no more manual re-entry.</p>

<p style='text-align: start;'>It’s a pattern we’ve seen time and time again across all sorts of different client projects. <a href="https://sidigital.co/services/integrate">SaaS tools that power the business</a>, but they’re stuck in data silos. Or websites hardwired to a single system that held the business back when it was time to evolve and grow.</p><p style='text-align: start;'>The real cost of those problems goes beyond just development and build time. It’s lost agility, data inconsistencies, and businesses making platform decisions based on what their website or app could handle, rather than what the business actually needs.</p><p style='text-align: start;'>When clients came to us with problems like this, we used to go away and look at off-the-shelf solutions like Zapier or native API connections, but it always became obvious quickly that these just weren’t up to the job. They’re designed for simple point-to-point integration. They can’t handle the complex, bespoke digital products we were going to connect them to.</p><p style='text-align: start;'>So, we built our own, totally bespoke solution to this problem. A custom middleware integration that acts like a data hub, connecting all these disparate SaaS products with a <a href="https://sidigital.co/develop">website, or app, or portal</a> for seamless, reliable data flow and workflow automation.</p><p style='text-align: start;'>It’s this that separates Faraday from off-the-shelf options like Zapier. Built bespoke to connect your digital world completely.</p><p style='text-align: start;'>This is Faraday.</p>

The origins of Faraday

<p style='text-align: start;'>It all <a href="https://sidigital.co/services/discover">starts with discovery</a> and asking the questions that matter. “When did you last audit your tech stack?”, “how many places does your team manually re-enter data that already exists somewhere else?”, “how many third-party systems have direct access to your website&#39;s database, and could you list them all right now?”.</p><p style='text-align: start;'>It’s these questions that tease out the real pain points. And they might be difficult to answer, but it all plays into a comprehensive solution.</p><p style='text-align: start;'>Once we’ve got a solution everyone is happy with, we begin working out how the data is mapped across different systems and platforms. Customer emails input into the website need mapping across to your CRM, but also your accounting portal. Order numbers need adding to your stock management system and your ERP, but it needs formatting differently. It’s this step that reduces the need for manual re-entry of data across platforms.</p><p style='text-align: start;'>Then, we begin making the connections. We bring the data through Faraday and out into the respective website, CRM, DAM or ERP in the correct formats and in a way that individual platforms need it. No compromises on data integrity or quality. It just works.</p>

How custom middleware works

<p style='text-align: start;'>Faraday sits between your systems, just like a hub for your computer. It stops systems talking directly to one another and acts as a central dock to control data flows and ensure they go to the correct places every time. It allows all your data points to flow into a central place and back out, keeping your data clean, secure, and up-to-date.</p><p style='text-align: start;'>And it all works in real-time. No delays. A customer updates their address on your website? That goes straight to your warehouse management system ahead of shipping their order, and to your accounting platform for invoicing.</p>

<p style='text-align: start;'>A lot of our client websites handle sensitive user data, and it can be worrying to let a third-party system manage that data. But even though Faraday is handling the data, it’s working using a centralised connection model. Instead of having dozens of direct API connections, each of which is a potential security vulnerability, Faraday creates a single, GDPR-compliant middleware layer. Fewer entry points mean tighter data control, giving you a secure SaaS integration.</p><p style='text-align: start;'>Then there’s data access permissions. Faraday is built around your business and your systems, so we work with you and your team to define precisely what each system can see and do with the data. No system gets more access than it needs, helping reduce the risk of data leaks or information being shown to people it shouldn’t be.</p><p style='text-align: start;'>And if your business is compliance-conscious, Faraday gives you visibility over what data moved where and when, giving you a complete audit trail to work against.</p><p style='text-align: start;'>For the security-conscious, direct integrations can be a headache. If a data breach occurs in one system, it can quickly cascade across everything connected to it. Your website, your app, your CRM. Everything. So custom middleware can help alleviate those headaches from the get-go.</p>

Security at the core

<p style='text-align: start;'>We’ve been <a href="https://sidigital.co/work/harwin">working with Harwin</a>, a global connector manufacturer, to connect their complex Salesforce CRM system with their website. But we didn’t stop there. We also integrated their Bynder DAM to pull through product imagery, TraceParts to display 3D product models, SamacSys for CAD drawings, and a whole host more. And we connected it all together using Faraday.</p><p style='text-align: start;'>Faraday is ultimately the reason Harwin has seen a 97% increase in filter interaction time. It allows products to pull through faster and more accurately from Salesforce and Bynder, giving users what they want, when they want it.</p><p style='text-align: start;'>If you’ve got a SaaS set up similar to Harwin and want to connect it with your website or app, <a href="https://sidigital.co/contact">get in touch</a>.</p>

Harwin, powered by Faraday

<h3 style='text-align: start;'>What is custom middleware?</h3><p style='text-align: start;'>Custom middleware is a layer that sits between two or more systems, allowing them to share data and communicate quickly and easily. Think of it like a translator.</p><h3 style='text-align: start;'>How is custom middleware different from Zapier or Make?</h3><p style='text-align: start;'>Off-the-shelf Integration Platform as a Service (iPaaS) systems like Zapier and Make are built for simple point-to-point integrations and often don’t extend beyond that. Custom middleware is built around your business’s tech stack, handling complex logic, proprietary APIs, and multi-system environments to seamlessly flow data between various SaaS platforms and end points like your website.</p><h3 style='text-align: start;'>How long does it take to build a middleware integration?</h3><p style='text-align: start;'>This depends on the complexity of the build and tech stack. But we run a <a href="https://sidigital.co/services/discover">rigorous discovery process</a> to get a full understanding of how your business’s systems are built and work before we write a single line of code. This ensures the architecture is correct from the start.</p><h3 style='text-align: start;'>How much does it cost to build a custom integration?</h3><p style='text-align: start;'>Again, this depends on the complexity of the build. As it’s completely custom and bespoke to your business, SaaS integrations using Faraday aren’t a one-cost-fits-all scenario.</p><p style='text-align: start;'>If you want to discuss your project in more detail, <a href="https://sidigital.co/contact">get in touch with us</a>.</p><h3 style='text-align: start;'>Is my data secure when using middleware?</h3><p style='text-align: start;'>Yes. Custom middleware is built with security as a core requirement. Data passing through the integration layer is encrypted, access is controlled through authentication protocols, and audit logging provides visibility over every transaction. With Faraday, that also means GDPR compliance is considered by design. So, sensitive data moves between your systems safely and accountably.</p><p style='text-align: start;'></p><p style='text-align: start;'>If your SaaS systems won’t talk to your website or app, we should talk. <a href="https://sidigital.co/contact"><span style="text-decoration: underline">Get in touch.</span></a></p>

FAQs

Have a read of some of our other articles

Introducing Faraday: the custom middleware built to connect SaaS systems with your digital world

Technical Account Manager

Andy Mardell

<p style='text-align: start;'>We’ve seen it happen too many times. You’ve invested in a <a href="https://sidigital.co/services/develop/mobile-apps">new app</a> or <a href="https://sidigital.co/services/develop/websites">website for your business</a>. The team is excited and everyone’s ready to launch. Then six months in, your budget has been blown, key features don’t work the way users need them to, and the project that was supposed to transform your business is now back down at the foot of the mountain.</p><p style='text-align: start;'>But the problem isn’t bad design or poor code. It’s much simpler: you started building before you knew what to build.</p><p style='text-align: start;'>Back in the early 2000s, we did the same thing. We’d come out of a client meeting and jump straight into design and development. We’d ask all the obvious questions, “who’s your target audience?”, “what does success look like?”, but we were only skimming the surface. We weren’t really digging into what their users actually needed. We had no idea what problems we needed to solve.</p><p style='text-align: start;'>Our clients loved what we delivered. But a few months down the line, they began to realise what features their users actually wanted. And adding these in post-launch would cost them more money. The smiles turned to frustration. The excitement turned to firefighting.</p><p style='text-align: start;'>It was time to take a step back and change our approach. Instead of jumping into design and build, we slowed down to understand. We asked tougher questions. We mapped out future needs. We analysed data. We did our research. We stopped treating <a href="https://sidigital.co/services/discover">discovery phases</a> as a nice-to-have and started treating it like an insurance our clients had to have.</p><p style='text-align: start;'>Around <a href="https://www.mckinsey.com/capabilities/transformation/our-insights/common-pitfalls-in-transformations-a-conversation-with-jon-garcia" rel="noopener noreferrer" target="_blank">70% of digital products fail to hit their desired targets</a> according to research from McKinsey. Companies wasted tens of thousands of pounds designing and building features that their users simply didn’t want. And the cost of fixing those problems post-launch can be up to 100 times more expensive.</p><p style='text-align: start;'>This isn’t about adding time to projects. It’s about not wasting the time you’ve already got. So let’s talk about why discovery phases aren’t just valuable. They are a must-have.</p>

We've seen it happen too many times

<p style='text-align: start;'>Skipping discovery phases is an industry-wide problem, affecting projects big and small. And it’s leaving some interesting stories in its wake.</p><p style='text-align: start;'>Remember Quibi? You’ve probably never heard of them. And that’s exactly the point. In 2020, former Disney Chairman Jeffrey Katzenberg and Meg Whitman, former HP CEO, launched a mobile-first streaming platform for premium short-form video. They had around $1.75 billion in funding, and an impressive list of A-List celebrities like Dwayne Johnson, Chrissy Teigen, and Steven Spielberg behind them to create the content.</p><p style='text-align: start;'>But six months later, they shut down.</p><p style='text-align: start;'>Quibi didn’t fail because of bad execution or poor timing. They failed because they didn’t validate that anyone wanted what they were building. They spent over $1 billion creating content before even asking their audience a single question. They assumed users would pay for paywalled videos when YouTube and TikTok were already delivering free, sharable content. By the time they realised their users wanted social features rather than premium isolation, they had already burned through nearly $2 billion.</p><p style='text-align: start;'>Another example is Google Wave, an ambitious project launched back in 2009 that survived just over a year before being shut down. Why? Because Google didn’t figure out what users needed. Wave was billed as a groundbreaking new communication platform that would reimagine email by combining real-time collaboration, instant messaging, and document editing in one place.</p><p style='text-align: start;'>But Google skipped the vital discovery project phase and brought a product to the market with no foundation to give users the answers to their problems and no clear value proposition. They made assumptions without validating them with users, which resulted in a product that users simply didn’t need. And, as it turns out, users don’t want a platform that merges all their communications into one place.</p><p style='text-align: start;'>One last example is Panels, an app from YouTuber <a href="https://www.youtube.com/user/marquesbrownlee" rel="noopener noreferrer" target="_blank">Marques Brownlee</a>. The app was built on a simple idea – premium subscription phone wallpapers, and launched in September 2024. The app was born from comments on his videos, often pointing out how nice his wallpapers were.</p><p style='text-align: start;'>Are comments on videos enough information to warrant building an app? No. In a world where background images are readily available for free on platforms like Unsplash and Pexels, it turns out nobody wanted to pay $50 a year for a subscription to get “premium” ones regularly.</p><p style='text-align: start;'>Panels closed down in December 2025, and it ultimately boils down to skipping that key discovery phase. If the Panels team had conducted proper user research, they would have found out before even starting to write a line of code that there was simply no market for a premium subscription wallpaper app.</p>

An industry avalanche

<p>It’s easy to sit here and analyse failed digital product launches, but why does it keep happening? And to projects funded by big and small companies?</p><h3 style='text-align: start;'>Pressure to move quickly</h3><p style='text-align: start;'>Key stakeholders are driven by results. They want to see tangible output from their investment. Discovery can feel like standing around when everyone wants to sprint. So teams often skip it and dive straight to design and build, only to discover six months in that they’re building the wrong thing. And what they end up missing is the key foundational information that underpins the entire project.</p><h3 style='text-align: start;'>Discovery gets mistaken for delay</h3><p style='text-align: start;'>Nobody wants project delays. And stakeholders can be sensitive to this. They often see the research phase as a stalling tactic rather than essential groundwork. This is a dangerous misconception. Skipping discovery phases isn’t efficient; it’s a false economy that compounds into blown budgets and wasted time.</p><h3 style='text-align: start;'>Activity gets confused with progress</h3><p style='text-align: start;'>Wireframes feel like progress. Code feels like progress. Research? That just feels like more meetings. Stakeholders confuse visible activity with actual value, ignoring the fact that building the wrong thing quickly is worse than building the right thing thoughtfully.</p><p style='text-align: start;'>The result? Teams rush into execution, only to spend months, and tens of thousands, correcting avoidable mistakes.</p>

So why does this keep happening? 

<p style='text-align: start;'>The most obvious cost of skipping a discovery phase is the failure of the project. But that’s not the case with most teams. There are more discreet, invisible costs involved. Most teams finish their project, but they finish with something that cost them twice as much, took significantly longer than it needed to, and doesn’t actually solve all their users’ problems.</p><p style='text-align: start;'>These are the invisible costs. The ones that don&#39;t show up until you&#39;re deep in development. And by then, they&#39;ve already compounded.</p><h3 style='text-align: start;'>Stakeholder misalignment</h3><p style='text-align: start;'>Everyone thinks they&#39;re on the same page. They&#39;re usually not. The managing director has one vision, the project manager another, and the development team a different vision again. And these differences all stay hidden during the honeymoon phase of the project, the phase where everyone’s excited and inspired. But when real decisions need to be made, everything explodes. You’re three months in, the budget half spent, and stakeholders are arguing over features that should have been agreed on from day one.</p><p style='text-align: start;'><a href="https://teamstage.io/project-management-statistics/" rel="noopener noreferrer" target="_blank">Research backs this</a>. Lack of senior management involvement in projects is the primary reason that 33% of projects fail. And 78% of project managers say they want stakeholders to be more involved and engaged. A clear sign that plenty of projects suffer from a lack of alignment.</p><h3 style='text-align: start;'>Technical surprises</h3><p style='text-align: start;'>When you skip discovery phases, you fail to uncover the technical landmines until it’s too late. That seemingly easy integration you thought would be a quick win? It needs <a href="https://sidigital.co/faraday">bespoke middleware</a> to work. That feature the client requested? It doesn’t work with the platform architecture. These kinds of discoveries when a project is in full motion mean more than just delays; they force costly reworks and scope creep.</p><p style='text-align: start;'>Fixing these kinds of issues during development phases can <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html" rel="noopener noreferrer" target="_blank">cost up to six times</a> more than catching them during a discovery phase. <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html" rel="noopener noreferrer" target="_blank">15 times more</a> during that testing phase. And post-launch? <a href="https://www.blackduck.com/blog/cost-to-fix-bugs-during-each-sdlc-phase.html">Up to 100 times the cost</a>.</p><h3 style='text-align: start;'>Unvalidated users need</h3><p style='text-align: start;'>Around <a href="https://www.pendo.io/resources/the-2019-feature-adoption-report/" rel="noopener noreferrer" target="_blank">80% of software features are rarely or never used</a>. Why? Because teams build in functionality they assume the user wants based on internal logic and stakeholder preference, not actual user research. And this results in bloated products full of features that nobody asked for. As for the things users genuinely need, these get deprioritised or forgotten completely.</p><p style='text-align: start;'>If you’re a startup, this can have detrimental effects on the business. Around 42% of startups fail because of “no market need”. It’s the number one cause of failures according to <a href="https://www.cbinsights.com/research/report/startup-failure-reasons-top/" rel="noopener noreferrer" target="_blank">CB Insights’ report</a>, which analyses nearly 4,000 failed startups. Teams assume, users needs aren’t met, and money gets wasted.</p><h3 style='text-align: start;'>Scope creep</h3><p style='text-align: start;'>Requirements are often vague without a discovery phase. And vague requirements mean endless clarification needs during build. Every clarification then opens a door to a new idea, which in turn shifts priorities and even “while we’re at it” additions. Before you know it, your project has ballooned into a bloated mess that’s missed the deadline and blown the budget.</p><p style='text-align: start;'><a href="https://www.pmi.org/learning/thought-leadership/pulse" rel="noopener noreferrer" target="_blank">Research from PMI suggests</a> that organisations can avoid budget loss and project failure by investing in communication and alignment work upfront, which is exactly what discovery phases provide.</p><h3 style='text-align: start;'>The real cost</h3><p style='text-align: start;'>These issues each feed into one another. Misaligned stakeholders result in woolly requirements. Woolly requirements create scope creep. Scope creep leads to technical limitations. Technical limitations force rework. Rework burns through budget. Suddenly, your project is 45% over budget. <a href="https://www.mckinsey.com/capabilities/tech-and-ai/our-insights/delivering-large-scale-it-projects-on-time-on-budget-and-on-value" rel="noopener noreferrer" target="_blank">Research from McKinsey</a> shows this to be the average budget overrun on large-scale digital projects.</p><p style='text-align: start;'>While discovery phases don’t mitigate all the problems, they do help to surface them before they get expensive. And that’s the difference between a successful project and one that can barely make it across the finish line.</p>

The invisible cost

If you’re unsure if your agency is carrying out a thorough and full discovery phase, download our free checklist to see what your agency is (or isn’t) doing right. 

Download our free discovery checklist

<p style='text-align: start;'>Agencies all work in different ways, ask different questions, and present their findings differently. So how do you know if yours is doing it properly? Let’s break it down:</p><h3 style='text-align: start;'>A proper workshop, not just a kick-off call</h3><p style='text-align: start;'>A good <a href="https://sidigital.co/services/discover/workshops">discovery workshop</a> shouldn’t feel like a glorified briefing session. It’s where your agency digs into the detail, like your business goals, your users, your constraints, and any assumptions you have. By the end of it, they should understand your problem as well as you do. If they’re not asking uncomfortable questions, they’re simply not going deep enough.</p><h3 style='text-align: start;'>Research that goes beyond your brief</h3><p style='text-align: start;'>Your agency should be doing the heavy lifting you have time for. That means <a href="https://sidigital.co/services/discover/research">market research, competitor analysis, and most importantly, user research</a>. This is where assumptions are validated or killed. If your agency is skipping straight ahead to a solution without speaking to real users, that’s a huge red flag.</p><h3 style='text-align: start;'>Analysis that rules things out</h3><p style='text-align: start;'>Proper discovery doesn’t just generate ideas, it eliminates them, too. By the time your agency comes to present their findings, they should be able to confidently tell you what will and won’t work and why. If everything is still on the table, the analysis hasn’t been rigorous enough.</p><h3 style='text-align: start;'>Evidence-backed solutions</h3><p style='text-align: start;'>Any <a href="https://sidigital.co/services/discover/solutions">proposed solutions</a> should be connected to and backed by the research. Every feature, design decision, and technical choice should have a valid reason behind it. If your agency can’t explain why something’s included, it probably shouldn’t be.</p><h3 style='text-align: start;'>Genuine alignment, not just sign-off</h3><p style='text-align: start;'>Discovery works if everyone’s genuinely on the same page, not just nodding along. This is the time to discuss disagreements, clarify priorities, and make sure leadership, and stakeholders, project managers, and delivery teams share the same vision. Skipping this step is how you end up with arguments three months in.</p><h3 style='text-align: start;'>Measurable success metrics</h3><p style='text-align: start;'>Success needs to be measurable. Not vague goals like “better user experience”, but real numbers. Conversion rates, task completion times, order values, support ticket reductions. If you can’t measure it, you can’t prove the project worked.</p><p style='text-align: start;'>That&#39;s the theory. Here&#39;s what it looks like in practice.</p>

What good discovery looks like

<p style='text-align: start;'>Let’s <a href="https://www.wightlink.co.uk/" rel="noopener noreferrer" target="_blank">look at Wightlink</a>, an award-winning ferry service connecting over 4.3 million passengers a year between the Isle of Wight and Hampshire.</p><p style='text-align: start;'>Their website is enormous. It features complex booking functionality, multiple user types, time-sensitive travel decisions, and a user base with varied needs. From daily commuters to holidaymakers. A project of this scale can’t afford assumptions.</p><h3 style='text-align: start;'>So, we didn’t assume anything</h3><p style='text-align: start;'>Before we even opened Figma or started writing a single line of code, we ran an in-depth <a href="https://sidigital.co/services/discover">discovery phase</a> with the team at Wightlink. We also ran <a href="https://sidigital.co/services/discover/workshops">workshops during actual ferry crossings</a> to understand how their customers interacted with the service. We asked what we thought were obvious questions: does this page layout work? Is the price displayed clearly? Are booking tools prominent enough? Turns out the answers weren’t so obvious after all.</p><h3 style='text-align: start;'>What we discovered was invaluable</h3><p style='text-align: start;'>We discovered different user groups had very different needs. Daily commuters needed speed. Holidaymakers needed reassurance and detail. Staff needed CMS functionality that streamlined their workflow. None of this was insight we could have guessed. It came from asking and listening.</p><p style='text-align: start;'>Our research directly informed both our <a href="https://sidigital.co/services/design/digital-design">UX decisions</a> and technical architecture. We validated every feature to ensure it was there for a reason, not because we thought it was needed. Every design decision connected back to real user insight and behaviour, not our own assumptions. The outcome is a website that actually serves users properly because we knew what their users needed before we started design and build.</p>

Discovering Wightlink

<p style='text-align: start;'>It’s easy to say in hindsight, but we know if we’d skipped the discovery phase and gone straight into design, we would have built a website that wasn’t what users wanted or needed. And the project would have become another expensive statistic.</p><p style='text-align: start;'>Instead, it’s a case study in what happens when you invest in discovery upfront.</p><p style='text-align: start;'>You can read more about <a href="https://sidigital.co/work/wightlink">how we helped Wightlink</a>.</p>

<p style='text-align: start;'>Ensuring discovery phases happen, and happen properly, can be a bit daunting. It’s often difficult to justify the expenditure, so here are some tips for getting it across the line:</p><h3 style='text-align: start;'>Pitching discovery to leadership</h3><p style='text-align: start;'>Most projects run aground here. Key stakeholders and decision-makers see discovery phases as a delay, not an investment. To make it smoother:</p><ul class="list-bullet"><li value=1>Make sure you position the discovery phase as risk mitigation, not just research. Leadership tends to understand the value of insurance.</li><li value=2>Throw stats their way. Tell them fixing the problems post-launch could cost up to 100x more than catching them during discovery. And use case studies like Quibi and Panels to demonstrate the value of user research and insight.</li></ul><h3 style='text-align: start;'>When budgets are tight</h3><p style='text-align: start;'>The luxury of a discovery phase isn’t an option for everyone, especially when it comes to project budgets. If you’re worried about budget:</p><ul class="list-bullet"><li value=1>Opt for a minimum viable discovery. This should cover a stakeholder alignment workshop and at least one round of user validation. This helps to reduce the risk when budgets don’t allow for a full-blown discovery phase.</li><li value=2>Prioritise the riskiest assumptions first. If you know you’re assuming key features, validate those before anything else. You can shut down unfounded ideas before they get too set in.</li><li value=3>Approach discovery proportionately. Cut your cloth to suit, and carry out a discovery phase that both fits your budget and your project needs.</li></ul><h3 style='text-align: start;'>Red flags to watch out for</h3><p style='text-align: start;'>Keep an eye on any red flags as you work through the project. Self-diagnose as your project progresses if you start to see:</p><ul class="list-bullet"><li value=1>Disagreements between stakeholders relating to priorities three months in.</li><li value=2>Knee-jerk requests, and “while we’re at it” asks becoming constant.</li><li value=3>Unanticipated technical blockers, like platforms that don’t support what your users need.</li><li value=4>Features built on opinion rather than evidence.</li></ul><h3 style='text-align: start;'>Get outside help</h3><p style='text-align: start;'>If you find your project going off the rails, it’s time to get external help. This is key when:</p><ul class="list-bullet"><li value=1>Internal teams are too close to the problem to be able to work out a solution.</li><li value=2>You need specialist skills and insight that you don’t have in-house.</li><li value=3>An external perspective on the problem can challenge assumptions that internal politics won’t allow.</li></ul>

Make it happen

<p style='text-align: start;'>Settling into basecamp before starting the climb is key to a project’s success. Putting the time, effort, and investment into the discovery phase is insurance. You, your team, and your stakeholders can work through your project knowing you’re creating a product that’s going to meet your users’ needs, as well as the business’s own goals and KPIs.</p><p style='text-align: start;'>Discovery isn’t a nice-to-have or a box-ticking exercise. It’s the difference between a project that gets stuck halfway up the mountain and a project that reaches the summit. So, before you get stuck into your next big build, take a step back. Make sure the groundwork has been done properly. No corner cutting, no holding back. And if you’re unsure whether your agency is carrying out a thorough discovery phase, download our free checklist to see what they are or aren&#39;t doing right.</p>

It’s time to change your mindset

Let's stop pretending we can skip project discovery phases

Lead Designer

Sam Leonard-Rendell

<p style='text-align: start;'>In an ever-changing digital world, the last thing you want to do is stand still if you&#39;re looking to stand out. Your website might be the first impression for visitors to learn about what it is your business does and we know how much weight negative experiences hold, whether it&#39;s an accurate representation of your services or not. That&#39;s why making UX and UI improvements to refine your website, rather than simply launching it and moving on, is an invaluable practice.</p><p style='text-align: start;'>Take the opportunity to show users that you care about their experience as much as you care about presenting yourself in the best light. A killer way to do that is through iterative design.</p>

<p style='text-align: start;'>It might seem counterintuitive, but there&#39;s a crucial difference between improving your website and fixing it: the latter meaning you’re making it better without it first being broken. You&#39;re ahead of your game rather than trying to catch up. In other words, you&#39;re in control of what you&#39;re changing, why you&#39;re changing it, and how you&#39;re going to do it – and that is an exciting place to be.</p><p style='text-align: start;'>With digital environments constantly shifting, adaption shouldn&#39;t be a knee-jerk reaction. Using iterative UX and UI improvements, it becomes a steady evolution over time based on user testing, feedback and research from platforms like Hotjar, Google Analytics and Microsoft Clarity. This means that you&#39;re not just addressing changes as and when your business grows, but focusing heavily on what users want most from your site and responding to it in good time.</p><p style='text-align: start;'>Our work with Wightlink is a fantastic example of how iteratively updating websites based on user feedback improves performance and overall experience for visitors in the same breath. First, we successfully redesigned a user-centric website built around how ferry passengers actually plan and travel. Where holidaymakers look for reassurance and clarity, regular commuters need speed and efficiency, so it was important to consider the individual requirements from each group as well.</p>

Improve, don't fix

<p>Then, by working closely with Wightlink, we uncovered persisting pain points and the solutions needed to fix them, resulting in the addition of Best Fare Finder and Wightlink Explorer post-launch. <a href="https://sidigital.co/work/wightlink">Read the full case study here to learn how our research shaped three core design principles that made all the difference</a>.</p>

<p style='text-align: start;'>On top of overall user experience, iteratively updating your website means you can also make processes more efficient. When we rebuilt leading connector company Harwin&#39;s website from the ground up, we brought together their Salesforce system for product data with Bynder for digital assets, supported by a Payload CMS for content management, all through our secure <a href="https://sidigital.co/faraday">Faraday middleware</a>. It&#39;s not only made operations smoother, but more adaptable too. For example, switching out different tools based on changing business needs, and automatic syncing of new products to ensure everything is always up to date on the site.</p><p style='text-align: start;'>We also continue to launch new updates as and when they&#39;re needed for Harwin, including the helpful Cable Configurator – a user-focused experience for specifying bespoke products for customers’ projects. Plus, by using Microsoft Clarity session recordings, we&#39;ve made significant UX improvements to a whole host of features, such as a clearer navigation bar, better drop-down menus, improved type hierarchy, a more user-friendly contact page, a clearer layout for complex data on product pages, and plenty more.</p><p style='text-align: start;'><a href="https://sidigital.co/work/harwin">And see how we slashed website load times by 90% for Harwin here</a>.</p>

A streamlined evolution

<p style='text-align: start;'>Cohesion is key when it comes to having a recognisable business. As it grows, it&#39;s inevitable that your brand look and feel might change with it, so clear alignment is crucial to instill both trust and confidence in your customers. Plus, by updating iteratively in-step with competitors&#39; sites and user feedback, it doesn’t have to be a huge overhaul – small changes are just as effective as the big ones.</p><p style='text-align: start;'>We mentioned at the start of this article that the last thing you should do is stand still as the digital world continues to move forward – that applies to us as well. Besides regularly improving our own site, we have a proactive approach when it comes to our clients&#39; needs. Rather than waiting for them to discover a pain point or issue that needs addressing, we&#39;re already thinking about what solutions would work best for them next.</p><p style='text-align: start;'>As long-term partners, our clients know we have their interests in mind and trust that we&#39;ll bring something to the table that doesn&#39;t just solve a problem, it&#39;s already part of a larger iterative approach strategised to improve their product.</p>

Always looking ahead

Totally free, no strings attached, we promise.

Download our UX & UI Self-Assessment 

<p>Looking for someone to help tackle your problems with creative solutions? <a href="https://sidigital.co/contact">Drop us a line. We&#39;re always keen to chat.</a></p>

Why UX and UI iteration are crucial practices for stand-out websites and apps

<p style='text-align: start;'>Back in 2019, we created something that resonated with designers everywhere: a series of posters bringing Jakob Nielsen&#39;s usability heuristics to life. These principles, <a href="https://www.nngroup.com/articles/ten-usability-heuristics/">originally outlined in his 1994 article for The Nielsen Norman Group</a>, struck a chord with so many people that we&#39;ve given them a fresh look and a new lease of life.</p><p style='text-align: start;'>Here&#39;s the thing about usability heuristics, they&#39;re not rigid rules you have to follow to the letter. Think of them more as guiding principles that form the bedrock of solid usability practices. We&#39;ve leaned on these time and again <a href="https://sidigital.co/services/design/digital-design">when designing interfaces</a> or digging into usability test results. They give us a clear framework to work within and align our thinking.</p>

Download our 10 Usability Heuristics Posters

<p style='text-align: start;'>Here at the Si digital studio, we wanted our walls to reflect the work we do, so Jakob Nielsen&#39;s original article got us thinking, why not turn these &quot;10 Usability Heuristics&quot; into something visual and inspiring?</p><p style='text-align: start;'>Fast forward to today, and these posters are printed, framed, and hanging in our studio. They&#39;ve become such a <a href="https://sidigital.co/services/design/digital-design">valuable part of our daily work</a> that we wanted to share them in their new form with the wider design community.</p><p style='text-align: start;'>This Lab Note showcases a couple of our 10 posters, and we&#39;re making them available as free downloads in PDF, PNG, and JPG formats. We hope they inspire your work as much as they&#39;ve inspired ours. Feel free to share them with your team.</p>

Bringing heuristics to life in our studio

The 10 Usability Heuristics – updated for 2026

<p style='text-align: start;'>When it comes to branding, colour accuracy matters. When we’re <a href="https://sidigital.co/services/design/branding">building brands</a> for our clients, we can’t afford to rely on guesswork and varying colour profiles on different displays. Pantone guides give us a definitive, real-world reference point that ensures our colours are consistent across the board.</p><p style='text-align: start;'>It’s the kind of investment that reflects our focus on quality. We’ve been doing this for over two decades, and we know that the detail makes a difference. When a client’s brand guidelines specify Pantone 185 C, we want to show them exactly how that looks across print, not as an approximation on screen.</p>

Why we made the investment

<p style='text-align: start;'>Pantone actually covers everything from print through to textiles, so it can be tricky knowing which guides to buy. <a href="https://sidigital.co/services/design/graphic-design">For graphic design</a>, there are Formula guides, Colour Bridge guides, Pastels &amp; Neons, Metallics, and CMYK guides.</p><p style='text-align: start;'>We were torn between Formula Guides and Colour Bridge guides. Formula Guides simply show the Pantone colour in its pure form, printed on coated or uncoated paper. Colour Bridge guides show the Pantone colour, as well as its process CMYK match. It also gives us breakdowns of the Pantone colour in RGB and as a HEX code <a href="https://sidigital.co/services/design/digital-design">for digital, too</a>.</p><p style='text-align: start;'>We went with Colour Bridge guides rather than Formula guides as we can see the Pantone colour directly next to its process equivalent. This is really useful when we’re working on projects that cover both print and digital, or when a client’s budget means digital printing rather than spot colour.</p><p style='text-align: start;'>The majority of our print work ends up being produced using CMYK, so having that direct comparison helps us manage expectations and make informed decisions about colour reproduction. We can have honest conversations with clients about how their brand colours translate across different printing methods.</p>

The guide dilemma

<p style='text-align: start;'>Here&#39;s something many people don&#39;t realise: Pantone guides have a shelf life. The colours fade and shift over time, especially when exposed to light. Here’s how you can help keep your Pantone guides in peak condition:</p><ul class="list-bullet"><li value=1>Replace them every 12 to 18 months to ensure colour accuracy.</li><li value=2>Keep them in their original sleeves when you’re not using them.</li><li value=3>Avoid leaving them in direct sunlight.</li></ul><p style='text-align: start;'>It might seem over the top, but if we’re going to rely on these guides for accurate colour matching, they need to stay accurate.</p>

Keeping them fresh

<p style='text-align: start;'>Given the investment (and yes, Pantone guides aren’t cheap), we’ve designated a specific home for our new guides in the studio. They live in a drawer, in their protective sleeve, away from coffee cups, curious hands, and the general chaos of a busy creative studio.</p><p style='text-align: start;'>We’ve also made sure the whole team knows they’re there, and how to use them properly. No bending pages, no leaving them open on desks, and definitely not lending them out. These are tools, not coffee table books.</p>

Safe & secure 

<p style='text-align: start;'>It’s a pretty small purchase in the grand scheme of things, but it’s one of those investments that quietly improves the quality and accuracy of our work. Better colour accuracy means fewer surprises during print, happier clients, and a happy design team.</p><p style='text-align: start;'>If you’re curious about how we approach colour in your project, or you’d like to see your brand colours in the Pantone flesh, just ask. We’re always happy to geek out about this stuff.</p>

The bottom line

Our new Pantone guides have arrived

<p>Your company might already have security policies in place, but a quick refresher ensures nothing slips through the cracks. For Data Privacy Day this year, we’re giving you a checklist of security policies you need to keep on top of.</p>

Grab your free checklist. No forms, no faff.

Download our free 8-point security checklist

<p>These are our recommendations for all our clients. Depending on the value and sensitivity of your data, you might want to adjust the frequency to suit your needs.</p>

How to ensure your apps and websites are secure

<p>An annual penetration test from an independent third party identifies weaknesses in your code and server configuration. We always recommend one after completing a website or app build, plus annual reviews or tests following significant code changes. If you need help finding a pentest company, <a href="https://sidigital.co/contact">get in touch</a>.</p>

1. Get a pentest – Yearly

<p style='text-align: start;'>Check who has admin access to your CMS or back office systems. Do they still need it? Could their permissions be downgraded from Admin to User level?</p><p style='text-align: start;'>And, every six months, have a spring clean. Review everyone with CMS or back office access. Ask if they still need it. Are their details current? When did they last change their password? If you have a Leaver Policy, add system removal to your off-boarding checklist.</p>

2. Review CMS access – Quarterly

<p><a href="https://haveibeenpwned.com/" rel="noopener noreferrer" target="_blank"><span style="text-decoration: underline">Have I Been Pwned</span></a> lets you search data breaches to see if your email or phone number has been compromised. This matters less if you use unique passwords for each account, but if you&#39;ve reused passwords, a quick check here is worth five minutes.</p>

3. Check if you’ve been Pwned – Bi-Yearly

<p style='text-align: start;'>2 Factor Authentication (2FA) requires a randomly generated code from your phone alongside your password. Once you&#39;ve entered your credentials, you&#39;ll need your 2FA app to get the unique access code. Some of our top 2FA apps include <a href="https://www.microsoft.com/en-gb/security/mobile-authenticator-app" rel="noopener noreferrer" target="_blank">Microsoft Authenticator</a>, <a href="https://support.google.com/accounts/answer/1066447?hl=en&amp;co=GENIE.Platform%3DAndroid" rel="noopener noreferrer" target="_blank">Google Authenticator</a>, and <a href="https://getaegis.app/" rel="noopener noreferrer" target="_blank">Aegis Authenticator</a>.</p><p style='text-align: start;'>While you&#39;re at it, check your 2FA app and remove any old devices.</p>

4. Use 2 Factor Authentication

<p>We&#39;ve all reused passwords or used obvious variations like &#39;Sunsh1ne&#39;, &#39;Sunsh2ne&#39;. Password managers eliminate this risk by securely storing your passwords and auto-filling them. They&#39;re built into operating systems like macOS and browsers like Microsoft Edge. At Si digital, we use <a href="https://1password.com/" rel="noopener noreferrer" target="_blank"><span style="text-decoration: underline">1Password</span></a>.</p>

5. Use a password manager

<p>Complex passwords take longer to crack. Mix upper and lowercase letters, special characters, numbers, and punctuation. With a password manager handling the heavy lifting, you won&#39;t need to remember them anyway.</p>

6. Have a minimum password standard

<p>Public Wi-Fi at coffee shops, hotels, or airports is convenient but risky. Hackers can intercept your data on unsecured networks. A VPN (Virtual Private Network) encrypts your connection, keeping your browsing and login credentials safe. This is particularly important when accessing your CMS or business systems remotely. Many businesses provide VPN access to their teams. If yours doesn&#39;t, ask your IT department about setting one up.</p>

7. Use a VPN

<p>This one&#39;s on us, and we often do it without you noticing. Keeping software, packages, and plugins current with the latest security patches is essential. Sometimes these updates happen in the background; other times they need thorough implementation and testing.</p>

8. Carry out general updates

<p style='text-align: start;'>Data breaches happen almost daily. Even to the world&#39;s biggest and supposedly most secure companies. Just look at <a href="https://www.theguardian.com/business/2025/sep/20/jaguar-land-rover-hack-factories-cybersecurity-jlr" rel="noopener noreferrer" target="_blank">Jaguar Land Rover</a> or <a href="https://www.bbc.co.uk/news/articles/c93x16zkl9do" rel="noopener noreferrer" target="_blank">Marks &amp; Spencer</a>. There&#39;s never been a better time to review your security setup. These steps could prevent a serious headache.</p><p style='text-align: start;'>Got questions or need help? <a href="https://sidigital.co/contact">Get in touch</a>.</p>

What are you waiting for?

8 ways to tighten website and app security

Lead Backend Developer

Richard Keen

<p>Over the week, we’ve sat down with members of the dev team to pick their brains about what they love about being a dev, their favourite apps, and their best advice. Read on to find out more.</p>

<h3 style='text-align: start;'>Visual Studio Code</h3><p style='text-align: start;'>Visual Studio Code (VS Code) is an open-source code editor from Microsoft. It’s highly customisable and supports over 25,000 extensions. This means each dev here at Si digital can completely customise their individual working environment to suit their own ways of working.</p><p style='text-align: start;'>As well as being highly customisable, VS Code works cross-platform, meaning developers can work on macOS, Linux, or Windows to build their digital products. It’s also got a built-in Git repository feature, so devs can stage, commit, and push code directly inside the editor.</p><h3 style='text-align: start;'>Docker</h3><p style='text-align: start;'>Docker is a platform for building, running, and managing applications in containers. It underpins most of our projects here at Si digital because it gives us consistency. Instead of spending hours setting up each environment, we can spin up a project and all its dependencies in around 20 seconds. Every developer works with the exact same setup, so there’s no “but it works on my machine,” and sharing containers makes collaboration quick and seamless. Essentially, Docker lets developers ship software faster, more reliably, and with fewer environment headaches.</p><h3 style='text-align: start;'>GitHub</h3><p style='text-align: start;'>GitHub is central to our workflow at Si digital. It enables us to develop and deploy projects quickly and efficiently, removing unnecessary hurdles and streamlining our processes. It’s a key tool that keeps our work moving fast and smoothly.</p>

Our top 3 dev apps and tools

<p style='text-align: start;'>Meet Rich, our Lead Backend Developer. We sat down with him to talk about what it’s really like getting into development and what he loves about being a developer. Here’s what he had to say.</p><h3 style='text-align: start;'><strong>When did you first start getting interested in development and why?</strong></h3><p style='text-align: start;'>I first got into development in Year 9, and it quickly became something I was passionate about. I went on to take a GCSE in Computing, and I absolutely loved it. Problem-solving always felt natural to me, and I’ve always enjoyed the challenge of tackling a tricky problem. There’s something really satisfying about working through an issue and finally finding the solution, and that sense of reward has kept me motivated ever since.</p><h3 style='text-align: start;'><strong>How much has your role changed since you started?</strong></h3><p style='text-align: start;'>There’s been quite a lot of change over the last decade or so in terms of both frontend and backend development.</p><p style='text-align: start;'>PHP has evolved, adding features that make writing better and code cleaner. On the front end, frameworks like React have completely changed how projects are built and structured. It’s been interesting to see the digital world develop and change.</p><h3 style='text-align: start;'><strong>What’s the toughest bug you’ve had to fix?</strong></h3><p style='text-align: start;'>One of our clients’ apps had an issue with some mapping where the map would track the user’s location, then jump back. It took four devs a few days to work out what the issue was. Definitely a tricky bug to squash, but we worked it out!</p><h3 style='text-align: start;'><strong>Favourite language to code in and why?</strong></h3><p style='text-align: start;'>I love building in PHP. It’s the language I’ve used the most and feels most comfortable to work with, probably due to years of building and maintaining projects in it. I know its quirks, strengths, and best practices inside out, so it’s definitely my go-to language to build in.</p><h3 style='text-align: start;'><strong>What’s been your favourite project to build and why?</strong></h3><p style='text-align: start;'>It’s got to be Harwin. Not only is their website a huge technical challenge, but from a backend development point of view, I was excited to try out Elasticsearch for the product filtering. It was a good challenge and fun too.</p><h3 style='text-align: start;'><strong>What do you think the future looks like for developers?</strong></h3><p style='text-align: start;'>Obviously, AI is a big thing right now, but I think the impact from that will be felt the most by junior developers since it excels at automating tasks and repetitive coding tasks. Experienced developers add architectural understanding and problem-solving that AI can’t replicate.</p>

Meet the Makers

<p>When it comes to learning new skills, it can be a bit of a minefield of information. So, finding good-quality dev learning resources can be a tricky task. We’ve pulled together a short list of our go-to learning resources. We’ve covered everything from resources for news and updates to keep your finger on the pulse, through to tutorials to get you started.</p><h3 style='text-align: start;'><strong>Dev Community</strong></h3><p style='text-align: start;'>Dev Community is a forum for developers to keep up-to-date with the latest news and updates in the world of code. With 3m+ developers part of their community, it’s the perfect place to gain insight into new tech and updates, as well as a great place to get questions answered.</p><p style='text-align: start;'><a href="https://dev.to/" rel="noopener noreferrer" target="_blank">Visit Dev Community</a></p><h3 style='text-align: start;'><strong>MDN</strong></h3><p style='text-align: start;'>MDN is a vast, open-source project owned and run by Mozilla, in partnership with a global community of volunteers and partners. The platform boasts 45k+ pages of resources, with over 46m views a month. Resources range from comprehensive documentation for languages like HTML, CSS, and JavaScript, to learning resources and interactive courses to kickstart your web career. There’s also a blog and a playground to try out your code.</p><p style='text-align: start;'><a href="https://developer.mozilla.org/en-US/" rel="noopener noreferrer" target="_blank">Visit MDN</a></p><h3 style='text-align: start;'><strong>Wes Bos</strong></h3><p style='text-align: start;'>Wes Bos is a developer and teacher from Ontario, Canada. He set up a website to help fresh developers learn new skills in languages like HTML, CSS, JavaScript, and TypeScript. Each week, he creates free and premium courses and hosts a podcast called Syntax, which covers everything from the latest industry news to tackling the big issues.</p><p style='text-align: start;'><a href="https://wesbos.com/" rel="noopener noreferrer" target="_blank">Visit Wes Bos</a></p>

Go-to learning resources

<h3 style='text-align: start;'><strong>Focus on one thing at a time</strong> </h3><p style='text-align: start;'>Try to focus on one thing at a time; don’t split your attention across multiple tasks at once. So, if you‘re starting out and trying to learn PHP, stick with it and focus on it until you’re comfortable. Don’t try to learn too many technologies in one go.</p><p style='text-align: start;'><em>Rich – Lead Backend Developer</em></p><p style='text-align: start;'></p><h3 style='text-align: start;'><strong>Don’t aim for perfect code right away</strong></h3><p style='text-align: start;'>Mistakes and messy first drafts are part of the learning process. Focus on getting things working first, then come back and improve it, one function at a time. If you chase perfection from the start, you’ll slow yourself down and miss out on valuable lessons. Mastery takes time, refine as you go, and keep learning.</p><p style='text-align: start;'><em>Alfie – Full Stack Developer</em></p><p style='text-align: start;'></p><h3 style='text-align: start;'><strong>Learn the core principles first, then the framework</strong></h3><p style='text-align: start;'>Don’t start by learning a framework right away (like React or Laminas). First, focus on the core language the framework is built on. JavaScript before React, PHP before Laminas. Once you understand the fundamentals, learning the framework will be much easier and make more sense.</p><p style='text-align: start;'><em>Mike – Backend Developer</em></p><p style='text-align: start;'></p><h3 style='text-align: start;'><strong>Build stuff you care about to practice your skills</strong></h3><p style='text-align: start;'>Instead of endlessly starting new things you’ll never finish, focus on actually building projects you genuinely care about. When you work on something that excites you, you’ll stay motivated long enough to push through the challenges, rather than leaving behind a trail of half-finished experiments that don’t teach you much.</p><p style='text-align: start;'><em>Cameron – Frontend Developer</em></p>

Best advice for starting out

<p>If you’re just starting out as a developer, or want to expand your knowledge, we regularly post about the latest technologies and resources we’re using, so give us a follow on <a href="https://www.linkedin.com/company/si-digital/" rel="noopener noreferrer" target="_blank"><span style="text-decoration: underline">LinkedIn</span></a> and <a href="https://www.instagram.com/sidgtl/" rel="noopener noreferrer" target="_blank"><span style="text-decoration: underline">Instagram</span></a> to keep up.</p>

Lab Notes