Joe Friel

Yalla Cooperative


CEO & Founder of Yalla Cooperative - a flat-structured digital design and development agency, owned and run by members in Palestine, the UK and the EU, committed to creating a fairer world in the way we work and in what we build.

I have a specialty in working with non-profits, social enterprises and impact-driven businesses on their digital transformation, helping them to define, design and launch sustainable tech products that support their mission - all centred on the people they are building for.

At Yalla, I have been proud to design and build new products for organisations across UK, US and the EU, including NHS, Scouts, Shannon Trust, Tempo. Recent work includes:

- a companion app to help people claiming Universal Credit
- a tool to help people in the criminal justice system learn to read
- an assessment and curated learning app to help volunteers improve their digital skills and confidence

Having 10+ years experience working in digital, I know how daunting and opaque it can be for those just wanting to explore how digital can help their organisation and community. At Yalla we put huge importance in transparency, ensuring our partners have full control and ownership at every step of the journey of what we build together.


Over the years I have worked with a range of charities, NGOs and social enterprises of all sizes. Current clients include:

- **Shannon Trust** - designed and developed a phonics-based learning tool to help people in the criminal justice system learn to read
- **Social Mobility Foundation** - redesigned their website and led the service design of their Aspiring Professionals programme, including CRM integration and new form application.
- **Tempo** - managed the digital transformation of their time-based currency, creating a platform that now successfully supports 19,000+ volunteers, 1,400 volunteering organisations and has handled 1.1 million Time Credit transactions.
- **Hyde Housing Association** - designed and built a digital tool to help people navigate the complex Universal Credit claim process.
- **Elrha** - conducted Discovery project around their website, including user research, as well as accessibility, technical, content & SEO audits.
- **NHS & University of Manchester** - developed a research tool, enabling long-term evaluation of the impact on volunteering for health professionals.
- **North East and North Cumbria NHS Integrated Care Board** - designed and developed an end-to-end training platform to deliver key courses for professionals and the public

Previous clients include:

- **The Scouts Association** - designed a digital assessment training tool based around core areas of volunteering, which then presents the users with their own tailor made course to improve digital skills and confidence
- **Team Kinetic** - built the mobile application for a volunteer management platform
- **Break the Class Ceiling** - designed a new logo, brand direction and website for this new charity


I have over 10 years experience working in digital, building expertise in content strategy, marketing, business development, coding and design. I have experience across a range of technologies (e.g. Javascript / Typescript, React, React Native, SQL, MongoDB, GraphQL and APIs) and tools (e.g. Figma, Webflow, Notion, Airtable, Baserow).

I am also a Non Executive Director at Founders and Coders a UK-based nonprofit that develops and runs tuition-free, peer-led training programmes in web development, guided by our core values of cooperation, inclusion and social impact.