Selected work
Two products.
What changed, and why.
High Function Store and High Function Train are our own products, not client commissions. Both were rebuilt between July and September 2026. Drag the screenshots to compare the two versions.
From a catalogue
to one clear product.
The problem
A new apparel brand with no reputation yet. The July homepage opened on a generic line and a grid of four products, so a first-time visitor had to work out what the brand was and which product mattered.
Who it is for: people who train and want one piece of everyday kit that holds up.
Decisions
- Lead with one product instead of a catalogue grid, because a first visit should end in one decision, not four.
- Put the price in the button, because hiding it only moves the question to the checkout.
- Answer the practical questions on the first screen — fabric weight, production time, returns — because those are what stop an order from someone who does not know the brand.
What shipped
A rebuilt homepage and navigation on the existing storefront, with UK fulfilment. The screenshots are unretouched browser captures of the live site at the same width.
Outcome
Too early for a sales figure we would stand behind. What we are watching: how many visitors reach the hoodie page, and how many of those add it to the bag.
A workout app that
knows the machine.
The problem
Gym apps log sets and reps but forget the machine: which brand, which seat position, which handle. So every session starts with guesswork and scattered notes.
Who it is for: people training on the same machines week after week.
Decisions
- Model the machine, not just the exercise, because the same “incline press” is set up differently on every brand.
- Reset the whole type scale to six sizes with a 14px floor for body text, rather than patch the smallest labels one by one — small grey text is unreadable mid-set.
- Let people explore in a guest mode with demo data kept in the browser, because nobody should need an account to see whether it is useful.
What shipped
Plan editing and reordering, exercise pages with personal bests and history, sessions that survive a closed tab, and saved machine settings. Shown here in public guest mode with no personal data.
Outcome
What we are watching next: whether people who log a first session come back for a second one in the same week.
03 / Example websites
Built to show the range.
Three concept sites for fictional local businesses: a café, an electrician and a mortgage adviser. Each one is a working site you can open, with the forms and calculators a real customer would use.
Concept websites for fictional businesses, designed and built by AP Collective to show the standard and the range. They are not client work.
These are our own products and concept sites, so there is no client testimonial here. What we can show is the working: the before, the after, and the reasoning. If you want to see how we would approach your version, the tools let you try it now.
Try the tools ↗Start with the problem
What would you like
to work better?
You do not need a technical brief. Tell us what keeps taking time, getting missed or holding you back.