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About 5iveCubed

In a fast paced, digital world where primary usage of mobile devices will far exceed desktop, 5iveCubed strives for beautifully designed solutions with seamless user experience and with innovation at the forefront and a lot of passion behind it all.

Having designed for small business clients all the way up to large enterprises, we’re perfectly suited to advise on your mobile, web or mobile web strategy whether that’s a native, responsive or completely bespoke solution.

Services Offered

Design Thinking

Design Thinking is at the heart of 5iveCubed. We believe in co-creating with out customers to build seamless solutions that provide a fantastic user experience and are a joy to use.

Smart Phone

From iPhone to Android and even Windows Phone, we provide user experience and development services, whether it be native or hybrid, whatever best suits your business needs.


With 30%  increase in tablets usage, they are quickly becoming the device for media and website browsing, we know our stuff when it comes to designing and developing for this medium.


Smart phones and tablets may be taking over the world, but there is still a place for web. When it comes to web we ensure we create a rich but user friendly experience that is responsive across smart devices.

Team Members

Femma Ashraf

Femma Ashraf

UX Specialist and Managing Director

Femma is the managing director of 5iveCubed and the lead User Experience Consultant.


  • User Experience 95%
  • Interaction Design 95%
  • User Centred Design 95%
  • Mobile Development 80%
  • Web Development 80%
  • Agile 70%
  • User Research 50%


  • Astronomy
  • Robotics
  • Travelling
  • Literature
  • Writing
  • Music
  • Health and Fitness
  • Volunteering for good causes


I am very pleased with the new clear and concise website designed and implemented by Femma Ashraf.
Following expansion of my fitness business, I needed a website that was clear and easy to navigate for my current clients. It also needed to take new clients on a journey which communicated the ethos of our company and also provided them with clear information of our services and how to access them. Femma understood exactly what we needed and provided a clean website that was easy to navigate for both parties. Since implementing the new website I find that customers have a much clearer process which means I spend less time answering enquiries. I also have a much higher conversion rate for people signing up to my mailing list where I can continue to communicate further products and services we offer
Thanks Femma for making our life easier! Katra Bryson

Co-Founder, 12 Rounds Boxing

Femma is the consummate professional. Highly knowledgeable and helpful in all aspects of the design and service of the site, her great insight and knowhow in website design has gifted me the superb, high quality and user friendly site I now have. With confidence that my clients will be impressed with my online home, I can’t recommend Femma’s services highly enough Ozzie Rodgers

Music Composer, Knives at Sea

Femma is a client of mine and has from the outset, been amazingly helpful in an area far from expertise. Femma has helped take a website that was pretty poorly constructed in terms of both the coding and the usability and produced one that is great. Her knowledge of best practise is brilliant and her application is well thought through, with both the ability to listen to my ideas but able to either argue a case for a better method, or to apply it in a way that works best. Thoroughly recommended, easy to work with, contactable and effective. Paul Stafford

Founder and Personal Trainer, MyFitnessPro


Awful Error Message

When trying to log in but for some reason you can’t get in can be a very frustrating process. What’s even more frustrating is the accompanying error message that says ‘Well either your user name or your password is wrong.’ Well, which is it? Surely at the minimum, upon clicking login both my username and password can be checked, and if my user name is correct, just tell me that my password is wrong. Telling me where the exact problem lies, instead of making me deduce for myself would make for a much better user...

Mobile Apps – Sharing Links

I was browsing through Groupon today on my iPhone 5 and I came across an item that I thought my brother would like (a giant wall muriel for his bedroom wall, since he’s 12 it’s a cool and fun thing). So I decided to share this with him via text, so I clicked on share icon. Since he’s only 12, he doesn’t really have Facebook and rarely frequents his email so I decided to share via text message and selected the messaging option. I came across the following screen which lead me to some confusion. The confusion was mostly around the fact that they have customised the messaging so that it complies with their company theme. It’s a nice touch really, however my reactions to creating and sending the text became somewhat hindered by this green heading on the message screen that popped up. After finally deciding this was actually acceptable, I found my brothers number, composed my text and sent it. Ok great, but then I’m back to the groupon screen without any acknowledgement anything has happened. I then tried the same thing with YouTube and that seemed like a seamless experience. I found a video, clicked share, tried via text message and that conformed to the messaging design I am accustomed to.I wasn’t thrown by anything different appearing and once I’d sent the message, I was returned to the YouTube app with an acknowledgement something had happened. In the grand scheme of things, this is only a small issue, however it’s amazing how such a minor thing can phase one’s experience of sharing an item via a...

Nike Fuel Band – Useful or Gimmicky?

Six months ago I received a Nike Fuel band and I have been wearing it daily since. I’ve read some mixed reviews on the actual product so I thought I would write my own from both a techy/geeky perspective and a gym fanatic point of view. The Look and Feel    I love it! I am, however, pretty geeky! To me, it looks very futuristic. I have a white one and I love the fact that there is no display until you push the button and then everything lights up. There are five functions displayed on the band: 1) Time. 2) Calories Burnt. 3) Nike Fuel Points earned. 4) Steps taken. 5) Whether you have achieved your goal or not. I find the band aesthetically pleasing and easy to use. I have heard it described as a ‘jail bracelet’ because it does need to be worn pretty much all the time and if you’re a girl it does tend to clash with certain outfits. It becomes almost impossible to accessorise the arm you have chosen to wear it due to it being taken up by the band. The Functionality In order to make effective use of the Nike Fuel band, one must set goals. Goals are presented in the form of ‘burning calories’ and ‘earning Nike Fuel points’. You can only have one active goal at a time, and these goals are achieved over a time period of your choosing. As well as an overall goal, you are able to set a daily goal of how many calories you would like to burn. When you have achieved your goal(s)...

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