West Midlands Fire Service

WMFS is the second largest fire and rescue service in the country, serving a population of 2.8 million citizens. Alongside putting out fires, they deliver extensive educational services and fire prevention activities to keep homes and businesses safe.


Focus on ROI – creating a commercially valuable system to offer to other fire services
Highly Agile project approach for each app in the suite
UX designers and developers working as an extension of the in-house team

The Challenge

Activity Assistant is WMFS' system for activity management, information collection and reporting. Built in-house, it is used to support everything from home safety assessments through to staff CPD. The system is commercially valuable too, being offered as a managed service to other regional fire services. 

Without in-house UX expertise, WMFS came to IE GDS to make the application fully responsive for use on mobile devices by staff in the field, and sort out the cluttered, dated design. 

The Solution

The UX consultants at IE GDS listened to users and business owners to understand the purpose of every system feature and prioritise content. Our designers and developers acted as an extension of the in-house team, supporting them to adapt the system to fit the recommended UX. 

We redesigned the application to improve the user journey and direct users to complete the most important tasks required of them. The intuitive new interface groups all associated actions together, with a virtual ‘record card’ that can be flipped to reveal additional functionality and menu items on the reverse.  The whole application now has a fresh, modern, uncluttered look. 

IE GDS subsequently redesigned six partner apps to match the improved front end user experience and accessibility of the main app. 

IE took a business-critical but clunky system and added a modern and intuitive, responsive user interface. IE’s expert digital consultants, front-end developers and UX designers supported the in-house development team and created a slick, beautiful system that makes data entry faster for our users, and that we are proud to offer to other fire services.
Kash Singh, Systems Development Manager