Profound Wins Best Breaking New Ground Project at the MACH Impact Awards

New York, June 18, 2024

Profound, an award-winning experience design agency, has been recognised for its exceptional work in the digital transformation space. The company secured the prestigious “Best Breaking New Ground Project” award for their work with Micheldever at the MACH Impact Awards, held during the MACH THREE annual conference in New York City.

The MACH Impact Awards celebrate organisations that successfully implement a MACH (Microservices, API-first, Cloud-native, Headless) approach to digital transformation. Profound’s innovative project for the Micheldever Protyre website stood out for its outstanding use of MACH technologies in an uncharted sector. The project not only transformed the retail experience but also significantly improved conversion rates by 98%2.

In a previous commentary on the project, Tim Robson, Head of Portfolio Delivery at Protyre, praised Profound’s expertise: “We have ‘de-composed’ our old B2C ecommerce system and replaced it with a series of highly performant best-of-breed components like the ecommerce engine, CMS, PIM, and DAM. This composable cloud-based approach will remove the expense and disruption of future upgrading, provide a more flexible platform, and give us much more freedom to innovate our front-end customer experiences for consumers”.

The MACH Alliance, a not-for-profit industry body, emphasised the importance of operating a flexible, modern, and composable technology infrastructure. Their 2024 global research revealed that 9 out of 10 IT decision-makers consider composable technology instrumental to their organisation’s success in the next five years.

In addition to the award, Profound’s client story on the Micheldever Group’s transformation of the Protyre retail brand provides further insights into their groundbreaking work.

For more information about the MACH Impact Awards and a full list of winners, visit The MACH Impact Awards page


About Profound: Profound is an Experience Design Agency obsessed with building solutions for better customer experiences. Their expertise spans customer experience design, user experience design, digital transformation, and digital optimisation.

Follow Profound on LinkedIn or visit their Website:

Contacts: Email: [email protected] | Phone: +44 1962 600060

Note to editors: High-resolution images and additional information are available upon request.



About Micheldever Group

Micheldever Group is a dominant player in the UK automotive industry, offering comprehensive tyre services and products with a steadfast commitment to customer satisfaction and quality service.

Check out the protyre website at:

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