Design that needs no explaining
Interfaces people understand on first use. We design for the task someone came to finish, and test it on people who are not designers.
- Tested with
- Real users, not designers
- You email
- A designer
Fit
Who this is for
A good fit
- You need interfaces that convert visitors into customers, not just look pretty
- You want users to accomplish their goals without getting confused
- You understand that good design should be invisible to users
- You need someone who tests with real people, not just designers
- You want design that works on actual devices, not just design tools
Not a good fit
- You want design that wins awards but confuses users
- You need interfaces that require tutorials to figure out
- You want the latest design trends regardless of usability
- You expect design to solve problems that strategy should fix
- You want to cram every feature onto the homepage
The work
What you get
Six things that exist when the design work is done.
- 01 Designs built around the task Shaped by research into what your users are trying to finish rather than what photographs well in a portfolio, then tested with real people and changed when they struggle.
- 02 Layouts that move people forward Every element earns its place or comes out, and where the right answer is not obvious we tell you what to A/B test rather than guessing on your behalf.
- 03 A system, not a pile of screens Consistent across the devices your users actually hold, and meeting accessibility standards rather than mentioning them.
- 04 Navigation nobody has to learn People should never wonder where they are or how to get where they are going, which usually means showing less at once rather than labelling more.
- 05 Assets that do not slow the page Images and motion sized for the web, because a design that takes four seconds to arrive has already lost the person it was drawn for.
- 06 Specs a developer can build from Measurements, states and behaviour written down, and us still reachable while it is being built.
Order of work
How the design gets made
Four steps, in this order. No brand document nobody reads, and no revision round that exists because the last one was vague.
Understand the user
We work out who uses this and what they are trying to accomplish. What you think they want and what they actually do are often different things.
Design for the goal
Wireframes before anything is made to look good. Function sets the shape, and the visual work follows it rather than leading.
Test and iterate
We put it in front of real people before anything is final. If they cannot work out how to use it, that is our problem to fix, not theirs.
Hand over and stay
Developers get everything they need to build it correctly, and we stay reachable for the questions that only come up during the build.
How we think about it
Three rules we design by
Good design is like a good joke. If you have to explain it, it was not that good.
- 01 Function before form Beautiful work that does not function is art, and you are not buying art. Usability first: tasks completed, hierarchy clear, interactions predictable, and the whole thing usable by everyone.
- 02 Less is more Every element earns its place or comes out. That means the primary action is obvious, the secondary ones wait until they are needed, and nothing is on screen to fill space.
- 03 Designers are not users We test with actual people, iterate on what they struggle with, and let the sessions decide rather than the loudest opinion in the room.
Money
What it costs, and what moves it
No surprise charges and no scope creep. These are the ranges we work in, and the things that decide where inside them you land.
- A website redesign with user research $8K to $15K
- Full app design, prototyped and tested $12K to $25K
- A design system with its guidelines $15K to $30K
What moves it
- How much user research the work needs before anything is drawn.
- How many screens there are, and how many states each one has.
- How complicated the paths through it get.
- Whether you need a system others will build on, or one finished product.
Tools
What we work in
Chosen for collaboration and for getting real feedback, not for being new. Figma because your team can be in the file, Maze and Hotjar because opinions are not data, and nothing experimental that might be gone next year.
- Where it gets drawn
- Figma, Sketch, Principle
- How we find out if it works
- Maze, Hotjar
- Where we work it out with you
- Miro
Boundaries
What we won't design
Six of them, stated before you sign rather than discovered at the handoff.
- We won't chase an award at your users' expense. Work that photographs well and confuses people has failed.
- We won't follow a trend because it is a trend. If it does not help someone finish the task, it does not ship.
- We won't design without knowing who uses it. Guessing at users is how a redesign gets redone.
- We won't crowd one screen with every feature. Everything on it competes with everything else on it.
- We won't design only for the ideal case. Slow connections, long text and small screens are the real conditions.
- We won't skip the handoff. A design a developer cannot build from is a picture, not a deliverable.
Questions
Design questions
How long does design work take?
A website redesign runs six to eight weeks. A full app design, prototyped and tested, runs eight to twelve. A design system with its guidelines runs ten to sixteen, because the documentation is most of the work.
Do you do user research, or do I need to provide that?
We handle user research as part of our design process. We'll interview your existing users, analyze your current analytics, and test our designs with real people. If you already have research, great. We'll use it as a starting point.
How do you ensure the design will actually convert visitors?
We design based on user goals and business objectives, not just aesthetics. We use proven UX patterns, test with real users, and can set up A/B tests to measure performance. Every design decision should serve a purpose.
Can you work with our existing brand guidelines?
Absolutely. We'll work within your brand constraints while optimizing for usability. If your brand guidelines conflict with good UX, we'll suggest modifications that maintain brand integrity while improving user experience.
What if our developers can't build what you design?
We work closely with development teams throughout the process. We understand technical constraints and design within them. We also provide detailed specs and support during implementation to ensure the final product matches the design.
How do you handle design revisions and feedback?
We build in revision cycles at key milestones. We prefer structured feedback sessions over endless email chains. Major scope changes are handled separately to keep projects on track and budgets predictable.
Do you also build what you design?
Yes. Our web development team turns designs into fast, functional websites, and our mobile team brings app designs to life. We can handle design-to-development handoff seamlessly.
Tell us what you're trying to build
On the call you get a price range, a rough timeline, or the reason we're not the right shop. No deck, no second call with a salesperson.