Hue & Machine

Product design company for complex, data-dense, regulated SaaS and enterprise software.

13 John Prince's Street, 2nd Floor, London, W1G 0JR, United Kingdom

https://huemachine.co

Hue & Machine Overview

Number of Employees: Under 49

Minimal Budget: $25,000 - $50,000

Average Hourly Rate: $125/hr

Year Founded: 2020

Hue & Machine is a product design company for SaaS and enterprise software, specializing in UX audits, accessibility compliance, and data-dense product design.

We work with product and engineering teams at companies including Microsoft, DoorDash, and Stanford. The work concentrates in software where interface decisions carry weight: a trading dashboard a portfolio manager reads in seconds, a clinical platform a nurse trusts mid-shift, a KYC flow a compliance officer can defend in an audit, a government contracting tool that makes federal data legible to people who are not data analysts.

Our five practices run as one team. Consulting covers discovery, UX research, and design strategy. Audit covers UX audits, accessibility assessment, and ADA and EAA compliance. Product is the largest practice end-to-end design, modernization of legacy platforms, design systems, AI and agentic interfaces, dashboard design, and onboarding. Brand covers marketing sites, identity, and positioning. Operations covers design retainers and ongoing support.

Most relationships start with a fixed-scope Product Audit. It gives both sides a shared, evidence-based view of what is actually broken before anyone commits to a redesign, and it produces a metrics baseline the later work can be measured against.

Every engagement runs the same arc: Baseline, Move, Prove. We record the numbers before design begins, move them with the work, and report the delta afterwards. A single senior designer owns each engagement end to end, so there are no account-manager handoffs and no context lost between phases.

We are headquartered in London, with client partnerships in New York. Founded in 2020, 300+ products delivered across fintech, healthtech, enterprise, cybersecurity, and proptech.

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Hue & Machine Services

AI Expertise

AI Consulting
Agentic AI
Conversational AI
Generative AI

Branding Expertise

B2B Branding
Brand Design
Brand Messaging
Brand Positioning
Brand Strategy
Naming

Creative Expertise

Creative Strategy

Low Code Development Expertise

Webflow

Product Design Expertise

AI Product Development
Digital Design
Product Prototype

UI/UX Expertise

AI UI/UX Design
Dashboard Design
Interactive Design
UX Audit
UX Research
UX Strategy
Usability Testing
User Research

Web Design Expertise

B2B
Landing Page Design
Mobile First
Responsive
Web App
Website Redesign

Industries

Fintech
Finance
Health Care
Government
Software & IT Services
Real Estate
Insurance

Client Types

Small Businesses
Medium Businesses
Enterprise / Corporate

Hue & Machine Team Bios

Alexander Kuzminets

Chief Executive Officer

Strategy, sales, and client relationships. Manages the intersection of business goals and design outcomes and owns the companys overall direction.

Anastasia Shengel

Chief Operating Officer

Operations, project delivery, and ongoing client partnerships. Ensures every engagement runs on schedule, on scope, and on the standard the team is known for.

Andrew Varshava

Chief Experience Officer

Owns design output across the product, brand, and digital experience pillars. Sets quality standards and creative direction for every engagement.

Viacheslav Boiko

Chief Revenue Officer

Revenue, consulting practice, and client relations. Owns the strategic-consulting pillar and ensures alignment between client goals and design output.