Middle Circle™

Creating better leaders.


ZPD is a psychologically-informed board and executive leadership consulting company.

Working with top leaders and teams in demanding and complex global roles to improve effectiveness, and career progression and satisfaction.


Develop a new platform to support coaching of teams and individuals

Working through the platforms from conception, design and development of two specific products. Each under a new brand ‘Middle Circle™’ which was also conceived during the project process.

  • Ruby on rails web applications development



Understanding initial concept and big idea

In-depth meetings covering the overall needs from stakeholders, solutions around these needs and how they would work within the context of the existing ZPD process, teaching and techniques.


Mapping user journey's

Due to the hierarchical nature of clients within ZPD a clear journey for each stakeholder was mapped and refined ensuring key actions and process are completed at all levels. Maximising flexibility and ease of use whilst minimising complexity.


Brand design and key elements

The design of a consistent theme of elements across both apps. Focusing on specific unique elements such as the Relationship Map, Results Mapping, and survey design.


Working prototypes

Provided as live links for the client to test the overall experience, check features and functionality directly, giving feedback on any refinements or changes that can be made quickly.


Software development and delivery

Full bespoke development built on a customer cloud server with Ruby on Rails. Full training and support provided throughout the lifetime of each product.

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