About

Who you will be working with

One team owns the whole problem: architecture, build, and the decisions in between. Specialists come in from a trusted network when the work demands it. Amplify Digital was founded by Kymme Hayley, after more than two decades of production engineering including Ticketmaster, M&S and Just Eat.

Kymme Hayley, Founder of Amplify Digital

Kymme Hayley

Founder & Principal Consultant

Kymme is the founder of Amplify Digital, with over two decades building high-traffic web applications at scale. Her experience spans Ticketmaster Global Checkout, M&S eCommerce, Just Eat, HDR UK, and NatWest: systems where performance is revenue and reliability is non-negotiable. She started Amplify to bring that depth to organisations that need senior technical leadership, end to end.

Technical expertise

Frontend

  • React
  • Next.js
  • TypeScript
  • GraphQL
  • Tailwind CSS

Architecture

  • App Router
  • SSR/SSG/ISR
  • Micro-frontends
  • Design Systems
  • Config-driven UI

Performance

  • Core Web Vitals
  • Bundle Optimisation
  • Rendering Strategy
  • Caching
  • Load Testing

AI & Tooling

  • Claude Code
  • MCP Integrations
  • Agentic Workflows
  • AI Feature Development
  • AI Quality Assurance

Delivery

  • Greenfield Architecture
  • Technical Direction
  • Team Mentoring
  • Engineering Standards
  • Handover Documentation

The approach

We work on applications where performance is revenue and reliability is non-negotiable. It is a standard learned at scale, and we hold every engagement to it.

Our focus is performance and strong foundations: systems that let teams move faster while staying reliable and maintainable. We've led design systems, shared component platforms, and frontend standards in both greenfield and mature codebases.

We're pragmatic and collaborative. We guide technical decisions and mentor engineers, and we get hands-on. We use AI-assisted development, including Claude Code, to accelerate delivery without lowering production-grade quality.

We don't fill seats or bill hours. We own the problem end to end, bring in specialists from our network when the work demands it, and deliver outcomes.

Differentiators

End-to-end ownership

One team owns the engagement from the first call to handover. Whether the cause sits in the frontend, the backend or the infrastructure, finding it and fixing it is our job.

Revenue-critical scale

Ticketmaster Global Checkout. M&S eCommerce. Just Eat Payments. We've worked on applications where performance directly equals revenue.

AI-augmented delivery

Production experience with Claude Code, reusable skills, and MCP integrations. Hands-on, not theoretical knowledge.

Consultant model

You get a strategic partner focused on direction and outcomes, not billable hours, bringing in backend, design, or infrastructure specialists from our network when the work demands it.

Based in Norwich, working UK-wide

Most of the work happens remotely, with teams anywhere in the country. We are in London regularly, so across East Anglia and the South East we can meet in person when that is easier.

Elm Hill, Norwich
“Kymme’s dedication and professionalism when placed within a company is astounding. Not only does she come with capabilities and logical thinking which are second to very few in my experience, but she’s also not shy to vocalise opinions, which truly helps avoid pitfalls early on. The biggest impact for us was Kymme’s immediate bigger picture view of designs she wanted to put in place to ease future development, with an aim to be purely feature driven.”
Loki Sinclair · Head of Development, HDR UK

Work with us

Book a free 30-minute discovery call. Tell us about your problem and we'll tell you honestly whether and how we can help.

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