When Manchester Airports Group (MAG) initiated a multi-airport digital transformation programme, they needed a delivery partner capable of moving fast, integrating with in-house teams, and setting up high-quality engineering practices across multiple sites. Counter stepped in to deliver just that — beginning with East Midlands Airport, and extending the scope to include Stansted Airport as part of a joined-up platform strategy with shared design systems and reusable components.
TypeScript, React, Storybook, Storyblok, NextJS
MAG was working to modernise its digital ecosystem across multiple airport websites — starting with East Midlands Airport and incorporating Stansted Airport into the delivery roadmap — with the goal of creating a unified, high-performance platform that could scale, be easily maintained, and deliver an improved experience for millions of frequent and occasional travellers alike.
This undertaking wasn’t just about building individual sites. It involved:
Establishing a shared component library to promote consistency across airports.
Embedding strong engineering practices such as early testing, type safety, and documented patterns.
Aligning with complex organisational processes within a major airport group operating at scale.
Counter assembled a dedicated team of Associate Counter Consultants for this project, led by a Counter Tech Lead. They were joined at various stages by more Senior Consultants from Counter for more capacity as required.
Using MAG’s customised CMS as the foundation, the developers built over 70 reusable components and delivered more than 200,000 lines of new and updated code, incorporating best practices along the way — including type safety, early testing, and rigorous code reviews.
Embedded mentorship and knowledge sharing weren’t add-ons. They were built into Counter’s delivery model. Through tooling, professional development, and a culture of transparency, every team member grew their capabilities while raising the bar for delivery standards across the programme.
East Midlands Airport’s website delivered as Phase One of MAG’s digital transformation programme. Stanstead was the Second Phase.
The team created a reusable component framework built across all three sites (East Midlands, Manchester, Stansted) with 70+ custom CMS components built with scalability in mind. Shift-left practices embedded, ensuring code safety from early-stage development and 200,000+ lines of high-quality code delivered, reviewed, and ready for scalability.
Contract extensions secured for the entire team, with MAG exploring permanent roles.
The new East Midlands Airport website represents a key step forward in our digital evolution. Counter’s team has been instrumental in helping us modernise our platforms, strengthen our development practices, and deliver a more seamless online experience for our passengers.
The new East Midlands Airport website was just the start. Since then, the work has expanded and delivered outcomes across Stansted too, with the engagement now extended to 18 months to support ongoing enhancement and iteration.
As Counter continues its partnership with MAG, the focus is on building a shared digital platform, not just delivering individual sites, so improvements can be rolled out faster and more consistently over time.