An app to plan how user experiences and business goals come together for a product.

Founded by Alexander Handley, James Billson, Hao Le, Primary is an online design tool that gives you the right amount of structure to define user experiences that business, design, and development teams will understand.

The startup was founded in 2016 to solve a problem faced by every team that creates websites and apps; quite simply there is no tool available for designing how the software needs to work.

Seeking to add the “communication layer” for tech projects, co-founders Alex and James, built and released the beta version of Primary in early 2017 and joined the Accelerator that year to evolve and grow the business.

Since then the company has generated $1000USD in monthly recurring revenue, and their regular content updates and advice have achieved over 260,000 article views.

MAP Launch Pitch

Team Bios

Alexander Handley

CEO & Co-Founder

James Billson

COO & Co-Founder
No items found.


Contact the teamMedia enquiries
Melbourne Accelerator Program
Level 1, Melbourne Connect
700 Swanston Street
Carlton, Victoria 3053

Get directions
An initiative of the University of Melbourne.
Copyright 2023. All rights reserved.