Come on in - the kettle’s already on
I’m Amy, a freelance web designer and UX specialist making online experiences a smooth journey instead of a bumpy ride.
Intuitive, effortless, and ‘wow, I can actually find what I need’ – that’s how I believe websites should be. As you’ve stepped through my studio door, I’m guessing you might agree.
Grab a (virtual, yet nevertheless comfy) seat and a cuppa, and let me tell you my story.
Steeped in experience
I founded Fourth Avenue Studio after nearly 20 years in the design industry, both agency-side and in-house.
Whether working with corporate clients or charities, on large-scale web projects or microsites, one thing always stood out to me as the secret ingredient to success: putting the user first.
I wanted to shout about how accessible, intuitive web design is key to connecting with your target audience.
I’ve created my dream web design studio to share my user-experience insights and expertise.
Fueled by tea
I am known as a teaoholic, and I joke with clients and colleagues that it’s how my designs are brewed to perfection too. Every cup fuels a fresh idea and keeps me connected to what matters to your users too – those little things in life that make us human.
Living by the sea, connecting with clients everywhere
I’m based in one of the best places in the world for a tea lover – Devon on the South West coast of the UK – home to the famous cream tea (cream first if you’re doing it the Devonshire way, jam first for Cornish). Enjoying home comforts and sunny days by the coast keeps me feeling refreshed and inspired to deliver my best work for clients all over the world.
User co-design was a key objective in my last role, where we worked with people living with dementia to create their ideal digital experience. Seeing the difference that a genuinely user-centred website made to everyday life cemented my belief in the importance of accessible web design. Creating not just for but with your audience leads to more positive engagement with the people who matter most to your brand.
Co-design for the win
The design world can be full of technical terminology and acronyms that just aren't obvious. As an agency or a brand, I know you’ll already be digitally savvy – I know how to talk your language, and I'm also here for your users who may not. I keep things simple and understandable. This means it’s not only the end result that’s accessible, it’s fundamental to the process as well.
What you see is what you get: jargon-free good things
I ask the right questions, explore multiple solutions, test design ideas out to see what works, and above all make sure that we’re sorting the issues your users actually experience – not guessing at what we imagine people might need. Through my thoughtful, practical, proactive approach, I’ll ensure your website truly meets user needs.
Expert problem-solver
I dig into how people actually use your product or website, and design around that. Doing the detective work of design is essential to making sure your site serves the people you’re trying to attract. My strategy is simple and effective: listening to your users and actually absorbing what’s being said. No assumptions, just open-minded curiosity about every individual’s wants and needs.
Fact-finding and real listening are central to my approach
10 more things to know about me
Ten is something special as it’s my birthday number! When I worked for a big design agency, one of the perks was an extra day of annual leave for your birthday or another day you like to celebrate, and it’s something I’ve taken forward as a life rule! Creating space for celebration, reflection and fun means I come back to my desk feeling rested and ready to crack on with my work.
Nine times out of ten, I’ll sketch an idea with pen and paper before moving to my computer. This allows for a more collaborative and creative process with my clients as we can adjust, annotate, and iterate before spending time on polished versions.
Eight (at least eight!) cups of tea per day is my secret creativity hack. After many moons of being a designer I know there is no creative problem that can’t be solved over a cuppa! The kettle is always on in my studio (with biscuits!). Oh, and if you’re reading this and thinking, ‘Only 8? That’s nothing!’, tell me your daily average – I’d love to know I’m not alone!
Seven is for being superstitious … but not about websites! I believe in luck, trusting my gut, and never opening an umbrella indoors. However, I never leave website decisions to chance – every design choice is data-driven and backed by in-depth user research.
Six years of working remotely, plus many more as part of multi-disciplinary project teams. Whether online or in-person, I fit right in with established teams, collaborating with user researchers, content designers, marketeers and developers. I’m equally comfortable with projects where I’m the only designer – I adapt to your ways of working.
Five years freelance, helping clients achieve their audience engagement goals. I’m loving sharing my industry experience with clients through my own design studio.
Fourth Avenue Studio – my business name is inspired by happy memories of my childhood home; I believe user journeys should feel as familiar as walking through your own front door. Your website is not just your organisation’s home, but where your customers need to feel welcome too. My approach to design makes your site natural and inviting for all.
Three brilliant benefits of working with me:
Strengthen trust with your business or brand
Enhance customer satisfaction and help promote positive reviews and recommendations
Encourage customer loyalty and return business
My design approach delivers clear and demonstrable results that make a real difference to your brand.
Two decades of industry experience as a web designer. My years in this field have proven one essential truth again and again: websites only succeed when they work for the people using them. Having worked on a multitude of different scales and types of project, I know how to combine best practices in user experience (UX) design with user-centred design principles to create websites people love to use.
One simple aim: to make online experiences better, not just look better, but work better too.
Fourth Avenue Studio = Amy Hedger
I'm proud to be a one-woman band at the moment. It means you get my full attention. A colleague once observed that “Amy has a really strong work ethic and considers it ‘wrong’ not to give her best at all times, I believe it is this quality along with high level of attention to detail which makes her so great at her job”. When I’m working on your website on a particular day – it will be my sole focus. Your project deserves undivided attention.