UI/UX Design

Design decided by evidence, not opinion

Most redesigns are a coin flip. Someone senior likes a direction, the team builds it, and six months later the metrics are flat, so you pay for redesign number two. The fix isn’t better taste. It’s evidence, gathered before code exists, when changing course costs hours instead of sprints.

That’s the entire logic of our design process: map the journey, prototype it, put it in front of five real users, and let their behavior (not the loudest voice in the room) decide what ships.

What evidence-first design looks like

1. Research, interviews with real users, analytics review, and journey mapping to find where intent currently dies
2. Wireframes, low-fidelity structure first, so debates are about flow and logic, not button colors
3. Clickable prototype, a Figma prototype that feels real enough to test honestly
4. Usability testing, five or more users attempting your core tasks while we watch, measure and take notes
5. Visual design & system, the tested skeleton gets its skin: typography, color, motion and a component library
6. Developer handoff, tokens, specs and annotated files, or a straight-line continuation into our own build team

Five users may sound small. It reliably surfaces the majority of usability problems, and it’s the difference between finding them in a $500 test session versus a $50,000 rebuild.

Accessibility is a design decision, not a compliance chore

We build WCAG 2.2 AA into flows from the first wireframe: contrast, focus order, touch targets, error recovery, plain language. Retrofitting accessibility after launch costs multiples more and usually shows.

It also pays commercially, and the mechanism is not mysterious. The work that makes a page usable with a screen reader (real heading structure, meaningful link text, plain language instead of jargon, forms with labels that survive autofill) is the same work that makes the page legible to a crawler, quotable by an AI answer engine, and readable by a stressed parent on a phone in a hospital corridor. Accessibility remediation and conversion work are largely the same edits ordered differently.

Design systems: the gift that keeps shipping

The prototype proves the direction; the design system makes it durable. We deliver component libraries in Figma with tokens for color, type and spacing that map one-to-one to code. The payoff compounds: feature two ships faster than feature one, new hires stop reinventing buttons, and your product looks like one product instead of five eras of opinions.

If your product has AI features (streaming output, confidence states, citations) that’s a specialized pattern language of its own. See our AI UI/UX design practice.

Where to start

If you have a live product, start with the UX audit: two weeks, a recorded walkthrough of where users struggle, and a prioritized fix list. If you’re starting fresh, book a scoping call, you’ll leave with a plan, a price and a date, and the research starts the week you sign.