UI & UX

UI and UX design agency in London: Make the complicated feel obvious.

Good digital experiences should help people get where they need to go without having to think about how the interface works.

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Related, but different

Two halves of the same experience.

UXHow the experience worksThe structure, journeys and logic: what people need, the steps they take and whether they get there.

UIHow it’s presented and interacted withThe screens themselves: layout, type, components, motion and how every tap and click responds.

UX · Understanding users

Start with the people using it

Before we design a screen, we learn who the users are, what they are trying to do and what gets in their way.

User research
Customer interviews
User needs
Behaviour
Goals
Pain points
Context of use
Analytics, where available

UX · Customer journeys

Before, during and after

An experience doesn’t start at the home screen or end at the confirmation page. We map the whole journey, so the design supports each stage.

01Before
How people discover the product, what they expect and what they are comparing it with.
02During
What they are trying to do, where they hesitate and what helps them finish.
03After
What happens next: confirmation, support, coming back and recommending it.

UX · Information architecture

Everything where people expect it

How content and features are organised, named and found, so people can navigate without a map.

Navigation
Hierarchy
Categorisation
Page structure
Search
Content organisation

UX · User flows

The steps to getting something done

We design the key tasks step by step, removing anything that doesn’t need to be there. Including the ones businesses tend to forget, like cancelling.

Registration
Booking
Purchasing
Contact
Account setup
Uploading
Checkout
Subscription
Cancellation

UX · Wireframing

Structure before decoration

Wireframes are simple, low-fidelity layouts that show what goes where and why, without colour or styling to distract. It keeps early conversations about how the product works, and makes changes quick.

Wireframe / Interface

UX · Prototyping

Use it before it’s built

Interactive prototypes behave like the real thing, so people can click and tap through them before development starts. Problems found here cost a fraction of what they would once the product is built.

UX · User testing

Watch, learn, improve

What people actually do often differs from what we expect. Testing shows us where.

01Observe real usersWatch what people do, not just what they say.
02Identify confusionFind where they hesitate, backtrack or give up.
03Test assumptionsCheck the ideas the design rests on.
04Improve flowsFix what we find, then test again.

Methods, where appropriate

Interviews
Usability testing
Card sorting
Tree testing

UI · Interface design

Clear, consistent and responsive to touch

The interface people see and use. Every element is designed to make the next step obvious, and to let people know what just happened.

Visual hierarchy
Typography
Components
Buttons
Forms
States
Navigation
Spacing
Motion
Feedback

Accessibility

Designed for more people

An experience that is easier for someone with a disability is usually easier for everyone. We consider it from the start.

Contrast
Keyboard interaction
Readable hierarchy
Forms
Alternative text
Inclusive design

Design systems

Consistency at scale

For larger products, we create a shared set of components and rules so every new screen looks and behaves like the rest, and teams can design and build faster.

Reusable components
Patterns
Rules
Consistency
Efficiency

Continuous improvement

Better with every release

Once people are using it, analytics, feedback and observed behaviour show us what to refine next, so the experience keeps getting simpler over time.

Improve the experience

Tell us where people are getting stuck. We’ll help find out why, and fix it.

Improve the experience