Helping organisations deliver better customer experiences.
Modern customer experiences are built on layers of systems, data and platforms. We cut through the complexity - aligning strategy, design and technology to create digital products and services that simply work.
Delivering a global platform for Umbro.com
Absurd partnered with Umbro to transform its fragmented global web estate into a scalable, centrally governed digital platform built on Umbraco. Migrating from WordPress, we designed and implemented a multi-region platform that enables central content creation, reusable components, stronger publishing governance and more consistent brand storytelling across international markets. The solution supports locale-specific storefront journeys, IP-based routing, translation workflows and right-to-left languages, allowing regional teams to adapt content for local audiences while maintaining global brand standards. By establishing a new content operating model alongside the technology platform, Umbro reduced duplication, streamlined campaign rollouts and created a flexible foundation for future growth across multiple languages, regions and commerce experiences.
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Building the UK’s largest private Covid-19 testing platform
Absurd partnered with ExpressTest to design, build and scale the digital platform behind the UK’s largest private Covid-19 testing provider. Built on Umbraco Commerce and Microsoft Azure, the platform supported a rapidly evolving ecosystem of airport, workplace, event, home and high-street testing services during one of the most demanding delivery environments in recent history. Working alongside Cignpost, Salesforce specialists and a large client-side team, we created a connected service that combined customer booking journeys, testing centre operations, laboratory workflows, regulatory reporting and business intelligence within a single platform.
Designed for speed, resilience and adaptability, the solution integrated with Salesforce, Laboratory Information Management Systems (LIMS), DHSC reporting services, Xero and Microsoft Power BI to automate critical operational processes at national scale. As government guidance changed, the platform enabled new services, workflows and compliance requirements to be deployed rapidly, helping ExpressTest maintain DHSC approval and respond to shifting customer needs. Within 12 months, the platform supported more than £400 million in revenue, enabled the launch of over 30 testing centres and helped millions of people travel, attend events and return to work safely throughout the pandemic.