# fit.design

> A technical consultancy based in Covent Garden, London. fit.design designs, deploys and runs AI agents, plus the apps, websites and integrations around them, for startups, growing teams and regulated firms. fit.design is an agentic-first organisation - this site is intentionally agent-readable and built with Next.js on Vercel.

## About

- [About](https://fit.design/about): fit.design is a technical consultancy that designs, deploys and runs AI agents for businesses that want work done, not just software built. We work with startups, growing teams and regulated firms. Agent engagements start with one workflow, prove it in production, and grow from there. When the job needs an app, a website, an integration or a portal, we build that too. Everything we build is grounded in clarity, technical precision, and long-term maintainability.
- [Team](https://fit.design/team): A small, focused team with deep expertise across technology, design, and business.

## Services

fit.design offers three core service lines:

- **Agents** - AI agents that own a workflow end to end - intake, triage, follow-up, compliance, back-office. Scoped around one job, deployed into your stack, and looked after once it's live.
- **Apps** - Internal tools, client portals, MVPs and websites - built when an agent needs a surface, or when you simply need the software. Fast, properly built, no bloat.
- **Solutions** - The plumbing agents stand on. APIs, webhooks, CRM and identity integrations, and the automations that connect the tools you already run.

## Team

- **Alex Dolphin** - Solutions Architect. Leads architecture at fit.design. Designs and builds agentic products end to end - applications, integrations, and the infrastructure behind them - and has shipped software for startups, agencies, and regulated firms.
- **Emmett Felton** - Designer. Leads design at fit.design and runs Underbite Studios (https://underbite.co.uk/), his independent design practice. Works across brand identity, interfaces, and full product design.
- **Charlie Anderson** - Engineer. Engineer at fit.design and a qualified personal trainer. Through his coaching business, Coach Charlston (https://coachcharlston.com/), he knows the fitness industry first-hand - experience that informs how fit.design builds for health and fitness businesses.

## FAQ

- **How do you typically work with clients?** For agent work we start with a short paid pilot on a single workflow, so you see it running before committing to a full build. App and integration work is scoped upfront and fixed-price. Either way, everything is documented as we go.
- **What's the difference between an agent and an automation?** An automation follows fixed rules. An agent reads the situation, decides what to do, and uses tools to do it. We build both and will tell you honestly which one the job actually needs.
- **Does a human stay in the loop?** Yes, by design. Every agent gets a clear line between what it does alone and what it hands to a person. You set that line, and you can move it as trust builds.
- **Where does our data go?** Wherever you need it to. We choose AI providers with you, use business tiers that don't train on your data, and keep everything in accounts you control. We work with regulated firms, so this is a first conversation, not an afterthought.
- **What happens when the AI models change?** Models move fast, so we don't walk away at launch. We offer an ongoing retainer to monitor the agent, handle model upgrades, and keep it doing what it was scoped to do.
- **Can you work with our internal team or devs?** Absolutely, we're used to working alongside in-house designers, developers, or operations leads. We integrate cleanly and will document what we build in parallel with your team, ensuring an ease of transition.
- **What tools or platforms do you typically work with?** We build agents on Claude and OpenAI with the Vercel AI SDK, run them on Vercel, and connect them with n8n, custom webhooks and direct API integrations. Our own stack is React, Next.js and TypeScript, and we work daily with Claude Code, Cursor and Codex. We choose the stack that fits your business, not just what's trendy.
- **How is this site built?** We built this site how we build all of our projects - fast, readable by humans and machines, and with zero code that doesn't earn its place. fit.design is built with Next.js and deployed on Vercel.
- **Do I need to be technical to work with you?** Not at all. We're good at translating everything into plain English. If you are technical, we'll meet you where you are.
- **What happens after the project ends?** You get full access and documentation. For agents we offer a retainer to monitor, maintain and improve them, because models and APIs move fast. For apps we offer handover support, maintenance retainers, or can train your team.

## Case studies

- [OdysseyCS](https://fit.design/projects/odysseycs): An integration that sends every new CRM candidate a right-to-work check, lets them verify on their phone, and files the certificate back to their profile - no chasing, no spreadsheets.
- [Chadwick Accountants](https://fit.design/projects/chadwick): Website modernisation for a Bidford-upon-Avon accountancy - Google review stream, LinkedIn ribbon, custom podcast module with infinite scroll.
- [Source2Sea](https://fit.design/projects/source2sea): Platform for a charity expedition raising funds for the MS Society - route walkthroughs, JustGiving integration, partner highlights.
- [Grimdark Gains](https://fit.design/projects/grimdark-gains): Brand identity, Discord community infrastructure, and product landing page for a Warhammer-themed fitness community.
- [Focus on Saudi](https://fit.design/projects/focus-on-saudi): Landing page, email-first capture, and content/social strategy for a travel and tourism platform.
- [Spotted](https://fit.design/projects/spotted): Branding, UI mockups, and landing page for a SaaS platform connecting clients with fitness professionals.
- [Arlo's Bakehouse](https://fit.design/projects/arlos-bakehouse): Full ecommerce build with custom order builder, restock management, and Royal Mail Click & Drop API integration.
- [P J Anderson](https://fit.design/projects/pjanderson): Minimalist gallery and secure ecommerce store for a fine artist based in Worcestershire.
- [Coach Charlston](https://fit.design/projects/coach-charlston): Landing page for an online functional fitness coaching business.

## Reviews

fit.design is reviewed on Trustpilot: https://uk.trustpilot.com/review/fit.design (4 reviews, all 5 stars).

- **Daniel White** (Trustpilot, 5/5, June 2025): "Fit.Design delivered development services for our project. There was clear communication throughout, and Alex adapted quickly to our requirements. This has made a real difference to our business operations. Highly recommended for anyone seeking reliable and innovative developer." - https://uk.trustpilot.com/reviews/684c34942f9b2a5a9171025b
- **Eli** (Trustpilot, 5/5, June 2025): "Alex is a great guy and helped us a ton with getting our brand and website set up. He gives us continued support and is quick to respond whenever we need him for anything. He also has very reasonable prices." - https://uk.trustpilot.com/reviews/684876424d4fef7c9eb15ef7
- **Aleks** (Trustpilot, 5/5, May 2025): "Alex was a great help in creating the website & Discord for our business! He is very responsive and continues to support us on a regular basis. I'm excited to continue working with him. Highly recommend!!" - https://uk.trustpilot.com/reviews/682388e8fd8fe0bffd4a6488
- **Charlie**, Coach Charlston (Trustpilot, 5/5, May 2025): "Alex is dedicated, skilled, and an excellent communicator. He worked tirelessly to make the vision I had for my website a reality, while taking care of every other headache imaginable in streamlining the digital side of my business. I highly recommend Alex for anyone in need of any digital solution; whether that be a new website, automation, or just a reliable source of expertise." - https://uk.trustpilot.com/reviews/6821e9a4e74864922fb74f83
- **Abi Griffiths**, Founder - Alliance Coaching (direct testimonial): "It has been a dream working with Alex. He really has made the vision I had for my website come to life. The communication from him from day one has been faultless and I cannot recommend him enough."
- **Tom Goodman**, Head Coach - Instinct Physique (direct testimonial): "Alex is excellent at what he does, professional and talented. Always punctual and fast acting, would highly recommend."
- **Philippa Anderson**, Fine Artist - P J ANDERSON (direct testimonial): "Excellent bespoke web design service."

## Engagement Model

fit.design works on a project basis. Agent engagements start with a short paid pilot on a single workflow, followed by a build and an optional retainer to run and improve it. App and integration engagements typically run 4 to 12 weeks.

- **Discovery calls** are free and usually 30 minutes. No obligation, no hard sell.
- **Scoping** is done upfront — clear spec and fixed deliverables agreed before any work begins.
- **Pricing** is project-based, not hourly. Retainers are offered for running and improving agents, and are optional for app work.
- **Response time** is within one working day for all enquiries.
- **Team** is small and senior — clients work directly with the people building, not account managers.

## Technology

fit.design works across modern, reliable technology stacks chosen to fit the business, not the trend.

- **AI / Agents**: Claude (Anthropic), OpenAI, Vercel AI SDK, Claude Code, Cursor, Codex — used daily, not experimentally
- **Frontend**: React, Next.js, TypeScript
- **Backend**: Node.js, Python, AWS Lambda, Vercel Functions
- **Databases**: PostgreSQL, Supabase, Firebase, Sanity
- **Ecommerce**: Custom builds, Shopify integrations, payment gateway integrations (Stripe)
- **Automation**: n8n, Zapier, Make, custom webhook systems
- **Integrations**: REST APIs, webhooks, OAuth flows, CRM integrations, identity verification platforms, Royal Mail Click & Drop
- **Deployment**: Vercel, AWS, Netlify
- **CMS**: Sanity, Contentful, headless custom solutions

## Contact

- Email: contact@fit.design
- Location: Covent Garden, London, United Kingdom
- Contact form: https://fit.design/contact

## Legal

- [Privacy Policy](https://fit.design/privacy)
- [Terms & Conditions](https://fit.design/terms)