Discovery
We look at Google Analytics 4 data, session recordings and customer service tickets, and talk to a handful of users. The aim is to find the points where people give up.
We design two layers: behaviour and appearance. Behaviour comes first, and its mistakes are the costly ones because they only surface once development begins.
We look at Google Analytics 4 data, session recordings and customer service tickets, and talk to a handful of users. The aim is to find the points where people give up.
Menus and section names follow the words your users use, not your organisation chart. Online card sorting helps us get there.
Grey boxes with no colours or typefaces. They are easy to argue about and reworking them takes minutes rather than days.
Key screens drawn in all their states, from empty and loading to error, zero results and an absurdly long product name. Developers never have to guess.
Buttons, fields, grid, spacing and type styles built as components with variants, so a new page can be assembled from ready parts without calling in a designer.
Contrast, visible focus, comfortable touch targets on mobile and clear error messages in line with WCAG 2.1 AA belong in the design from the outset rather than being bolted on later.
Five members of your audience work through tasks on a clickable prototype; we observe quietly over a video call and record the moments they hesitate.
A large share of the time goes on wireframes. That time is recovered during development because late changes to live code disappear.
Business objectives, user scenarios, any statistics you already have, plus a remote workshop with your people.
Layout and step order get approved while everything is still grey.
Screens plus a Figma component library covering all states and mobile layouts.
Developer-ready files describing how elements behave, how animations run and how fields are validated. We stay available throughout the build.
The most expensive design flaw is a form nobody tested. A postcode field that rejects the format 00-950, a date that must be typed in an unusual order, a message that just says “An error occurred”. Each of these small things costs you orders, yet analytics only ever shows an abandoned basket. That is why we specify validation and error wording as carefully as the home page.
For a simple brochure site that is often fine. Custom design earns its cost where the interface departs from the usual patterns: a product configurator, a booking system, an app for field staff, wholesale ordering. Making an “About us” page one of a kind seldom justifies the spend.
You. We move the Figma files into an account owned by your company, and the transfer of copyright is set out in the contract. Lacking source files, any future agency begins again from nothing and you end up paying twice.
Seldom. It usually works better to improve, one by one, the journeys where data shows you are losing people: sign-up, basket, enquiry form. Changing everything at once makes it hard to tell what worked and forces regular users to relearn the site.
Not necessarily. We recruit five people from your target group, each session lasts about 45 minutes over a video call, participants receive a small fee, and after the sessions you get a report with clips of the key moments.
Yes. The same principles apply to phone apps, admin panels and internal tools. For mobile apps we follow iOS and Android guidelines so that users are not asked to learn unfamiliar gestures.
Explain the product and the jobs people do with it. We will begin with wireframes and data, not a moodboard.
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