01Expertise and Practice Areas

All Of Our Secrets

  1. We only make digital products & services.

    Product Strategy, User Research, Design, Technology, Analytics & Optimization: everything you need to make a successful digital product or service, and nothing more.

  2. Prototypes, not presentations.

    In our experience, the biggest ideas usually come from hard work during iterative design and development. This way of working has attracted Apple, Google and other companies that rarely approach outside firms, says Fast Company.

  3. One team: Client + Work & Co.

    We ask our clients to participate directly with us in an intensely collaborative process based on specific measures of success, rapid prototyping, and continuous testing and improvement. The result is one combined team, making things the right way, with less time invested in presentations and arbitrary deliverables.

  4. Fewer people. More senior people.

    Each client engagement is led by one of our partners. We’ve assembled an unprecedented level of hands-on talent under one roof to make this possible across multiple projects. We’re top-heavy, by design.

  5. Good products require good development.

    The best digital products and services are made by designers and engineers working together in the same room. We created Work & Co to offer the benefits of such collaborations at scale.

03Our Work: Virgin America Case Study


The best digital ecosystem in travel.

Virgin America is making flying fun again. In 2014, the airline also decided to reinvent the digital travel experience.

After an exhaustive search for the right partner, the company chose Work & Co to design and engineer a new digital platform that could respond to modern travel needs and behaviors.

We partnered with Virgin America to design and develop the world’s first responsive airline website to meet the needs of modern travelers. As its digital agency of record, we extended the tech-forward experience to mobile in 2016, launching a new native app for iOS and Android. Within hours, Virgin America was the #1 featured app on both the App Store and Google Play.

Our Contributions

  • Strategy
  • Product Roadmapping
  • User Research
  • Design
  • Branding
  • Responsive Web Development
  • Software Application Architecture
  • iOS and Android Development
  • Quality Assurance
  • Analytics & Optimization

The Website

“The first radical rethinking of the flight booking experience in a decade.”


The First ResponsiveAirline Site

Who says airline websites are too complex to be responsive? The Work & Co technology team built a site that works wherever you are, so you have a great experience at any point of your trip, from a laptop to a mobile device.

Focused Measuresof Success

“In the early phases of the project, the Work & Co team determined that the client’s KPIs were driven by a few really important use cases, not by twenty of them. So they focused their attention on those and on doing fewer things beautifully well. And by getting the teams closer together, they were able to get feedback earlier. They did not spend time creating slick presentation decks, but instead built working prototypes of ideas—the CEO saw concepts for the site in the second week of the project. As a result, there were no big reveals, no gotcha surprises, and no selling.”

Digital FirstBranding

Virgin America has deployed Work & Co’s new look and feel across their other communication channels, from billboards in Times Square to airports. The face of Virgin America is changing, beginning with Illustrations by Build.


An amazing front-end experience is only possible with a robust technology solution backing it. Like most airlines, Virgin America’s booking technology is powered by Sabre, a decades-old back-end system. We had to create an architecture that would provide the flexibility we needed. To achieve radical changes such as a single-page booking flow, we used and extended AngularJS on top of a layer that sits between Sabre and the front-end.


After successfully A/B testing the new design against the old, Virgin America’s reinvented site was released. Virgin America announced an IPO following two successful quarters running the new site. It has exceeded performance goals in the following areas:

Increase in conversion rate
Decrease in web-related phone calls
Fastest loading airline website

The App

“This is no ordinary airline app.”

— Digital Trends

The industry’s fastest flight booking

Most airlines don’t prioritize capturing incremental booking revenue in-app, but we believe that the app should be your travel companion from the moment you plan your trip to when you land. So we made the fastest booking experience in the industry—guests can book a ticket in 60 seconds or less.

Smarter, focused,and context aware

To make traveling as effortless as possible, the app serves up information personalized to a guest’s travel schedule. 24 hours before a flight, it shifts into travel mode, showing guests only the most critical information first: check-in, boarding pass, and flight alert information.

Two Native Apps,Less Code

No shortcuts were taken. To build an app that is simple, enjoyable, and fast, we envisioned a new strategy for cross-platform mobile app development.

We developed iOS and Android simultaneously. In order to speed up development and reduce maintenance, we created a shared layer of business logic for all platforms. So when we have to make a change, it updates across every platform, a strategy so radical it was featured in The Next Web.


  1. Featured app in App Store and Google Play
  2. Increase in mobile conversion rate
  3. Downloads in less than three months

Industry Responses

  • “Work & Co was a completely different kind of partner. They took something very complex and created a simple, beautiful, and intuitive user experience.”

  • “The result is a site that gets flyers booked nearly twice as fast, on any kind of device.”

  • “Most impressive industry evolution.”

    UX Awards
  • “Both the process and the outcome offer techniques that other companies looking to build innovative products and services can follow.”

    Forrester Research
  • “An impressively simple experience for booking, managing, and checking in to flights.”

    Travel + Leisure


  • 5webby awards
  • 3pixel awards
  • 3cannes lions
  • 1clio
  • 1digiday
  • 1one show
  • 1UX awards
  • 1ces innovation award
  • 1
  • 1

See Also

05Facts About Us


Who care about doing three things well: Product Strategy, Design, and Engineering. That’s it.


Brooklyn, with offices in Portland, São Paulo, Rio de Janeiro, Copenhagen and Belgrade.


And every project is directly overseen by one of them. We’re “top-heavy” on purpose; in our experience, senior, hands-on talent creates the best digital products and services.

Big Reveals

We form a team with our clients and deliver prototypes, not presentations.

Repeat business rate

Nearly all of our clients have offered us additional projects.

Days to a prototype

For most projects, we complete a full design cycle and begin testing with consumers on a prototype within one month.

Born outside the U.S.

It takes a global perspective to build products and services the world uses every day.

Products shipped

Including the Epic Games digital store, Aesop's e-commerce platform, Panera's mobile app, and Planned Parenthood's award-winning AI tool.

Page weight of

Using AngularJS for the build, we halved the page weight of the average airline site.


Work & Co Expands Partnership

Amidst another record year of growth, Work & Co is naming five new partners across its product, design, and brand disciplines.

The move comes as the company has scaled to 309 people across the U.S., Brazil, and Europe. Clients added to the roster in the past 12 months include IKEA, H&R Block, Bottega Veneta, and Brazilian media giant Globo.

Of the five new partners, four are internal promotions. The fifth is widely-respected designer and leader in emerging technology, Derek Fridman. He will join Work & Co in mid-September.

“Our structure is unique in the industry and designed to make sure we have enough leadership to be directly involved in every client project,” said Co-Founder and Design Partner Felipe Memoria. “A high ratio of partners — now 19 globally — helps with mentorship, enables us to remain hands-on partners to our clients, and to stay connected across teams. It’s the only way to guarantee quality as we expand the company.”

About the five appointments:

Dever Thomas, Associate Partner, Design
Dever has been a strategic and design leader at Work & Co since nearly the beginning. She’s been behind successful digital experiences for Apple, IKEA, Virgin America, Aesop, Céline, and others. The Apple work won a Grand Prix and a Titanium Lion at Cannes in 2018, and the Virgin America work earned a Grand Prix at the UX Awards. Prior to Work & Co, she was a designer at Method. She has a BFA in Graphic Design from Indiana University, was the recipient of numerous design scholarships and was named among “Eight Young Creatives to Watch” by HOW Magazine.

Steve Kuhn, Associate Partner, Product
Steve brings an incredible mix of credentials to the Product Management discipline. He’s a UX expert who taught at Carnegie Mellon, formerly led UI Design at EBay, is a seasoned product strategist, and a trusted counterpart to senior clients with experience being a client himself. (Prior to joining us in 2015 from Softcard, he was often described as “our favorite client ever.”) Over the past four years, Steve has run some of our largest, most successful engagements including Marriott and Mailchimp.

Rupal Parekh, Associate Partner, Brand
Rupal's background in content strategy and communications has been instrumental in cultivating Work & Co's unique position in the market, and also impacts several client projects. Across the company, Rupal strategizes rollout strategies and helps ensure success at launch. Client partners she collaborates with include Planned Parenthood, ALDO, Givewith, Gainbridge, Gatorade and Philz Coffee. She also supports Work & Co's entry into new markets and builds thought leadership across technology, product and design. Previously she was a strategic advisor to Valley startups, ad tech firms and agencies. Before that she was an editor at Advertising Age and a business journalist for a decade.

Daniele Codega, Associate Partner, Design
Daniele’s known for working with clients on the strategic and systematic design of large-scale digital products. At Work & Co he’s done it for Apple, Vimeo, and American Express, among others. Prior to Work & Co he was a Product Design Director at Elephant, leading design for various Apple projects. Before heading to the agency side he was the first-ever Creative Director for the Huffington Post, and the former head of UX Design at Reuters, where he worked on the news platform Reuters Next. That project was featured in the book “Designing News.”

Derek Fridman, Associate Partner, Design
Mostly recently Chief Design Officer at Huge, Derek Fridman oversees design and user experience teams, which specialize in rapid prototyping and design for retail environments, emerging platforms, and connected experiences. He brings more than two decades of experience, including roles at SapientNitro, Razorfish and his own design studio. In that time he’s applied his design expertise to Google, Warner Brothers, Under Armour, Disney, Adidas, Lucasfilm, AMC Theatres and the NBA. Born in Puerto Rico, he’s worked on both coasts and in Europe. He holds a degree in Visual Communications from the Art Institute of Atlanta.

Said Memoria: “To have one of these individuals would be a win for any company. To have them all is rare. It’s also a testament to Work & Co’s six straight years of growth in which we’ve built a non-hierarchical environment that lets multiple leaders take ownership of the work — and chart the future of the company.”

Read more in Ad Age and Adweek.

In Other News

  • 00 Introduction
  • 01 Expertise
  • 02 Clients
  • 03 Virgin America
  • 04 Leadership
  • 05 Facts
  • 06 News
  • 07 Careers