Strategy
UX Design Services
UX design that users love and businesses profit from.
A SaaS company came to us with a 14% trial-to-paid conversion rate. Industry average was 25%. Their product was good -- users who made it through onboarding stayed for an average of 22 months. The problem was that 60% of trial users never completed onboarding. They signed up, logged in, stared at a dashboard with 47 menu items and no guidance on where to start, and left. Support tickets piled up asking the same question: 'What do I do first?' We redesigned the onboarding UX. Instead of dumping new users into the full dashboard, we created a progressive disclosure flow that showed four steps: connect your data source, set your first goal, invite a team member, review your first report. Each step revealed the next section of the interface. By the time users had completed onboarding, they understood the product because they had built their workflow inside it -- not because they read a help doc. Trial-to-paid conversion went from 14% to 31%. Support tickets for onboarding dropped by 67%. Average time to first value went from 4.2 days to 45 minutes. Nothing about the product changed. The buttons, features, and data were identical. What changed was the sequence in which users encountered them and the clarity of what to do at each step. That is UX design. Not making things pretty -- making things obvious. The ROI of UX is measurable in ways that most design agencies never bother to measure. Every form field that confuses a user costs you a conversion. Every navigation label that does not match the user's mental model costs you engagement. Every screen that requires the user to figure out what to do next costs you a support ticket. We quantify these costs through user research, design the solutions through wireframes and prototypes, and validate the improvements through usability testing -- all before writing a line of production code. We use Figma for design and prototyping, Maze and UserTesting.com for remote usability testing, Hotjar for behavioral analytics, and real user interviews for qualitative research. Our process is not about aesthetics (that is UI design, which we also do). It is about structure, hierarchy, flow, and reducing the cognitive load required to accomplish a task. The result is interfaces that feel intuitive -- not because they are simple, but because the complexity is organized in a way that matches how your users actually think.
How this capability is applied
Research-Backed Design
Every design decision is validated by data -- user interviews to understand mental models, task analysis to map actual workflows, usability testing on prototypes before development begins, and behavioral analytics (Hotjar heatmaps and session recordings) on live interfaces. We do not design based on assumptions or stakeholder opinions. We design based on how your users actually behave, then test to confirm the design works before you invest in building it.
Conversion-Focused
UX design is not about making things look nice -- it is about making them work. We measure success in completion rates (did the user finish the task?), time-on-task (how long did it take?), error rates (how often did they get confused?), and conversion rates (did they take the desired action?). A well-designed checkout flow increases revenue. A well-designed onboarding sequence increases retention. Every UX improvement we make is tied to a business metric.
Accessibility Built-In
WCAG 2.1 AA compliance is our baseline -- semantic HTML, keyboard navigation, screen reader support, sufficient color contrast, and focus indicators. We test with automated tools (axe, Lighthouse) and manual testing with VoiceOver and NVDA. Accessible design is not a constraint on creativity; it is a sign of craft. It also expands your addressable market by 15-20% and reduces legal risk from ADA compliance lawsuits.
Systematic Approach
We build design systems in Figma with reusable components, documented patterns, and style tokens that ensure consistency across every screen and interaction. This is not just a design file -- it is the blueprint your development team uses to implement the interface, and the reference your team uses to maintain consistency as the product grows. Design systems reduce design-to-development handoff time by 40-60%.
How we work
01
Research
We conduct 5-8 user interviews (your actual customers or target users), analyze behavioral data from Hotjar or FullStory (heatmaps, session recordings, rage clicks, dead clicks), review support tickets and common complaints, and perform competitive UX audits. The output is a research report that identifies the specific pain points, confusion points, and friction points that are costing you conversions, retention, or support costs.
02
Information Architecture
We map the complete user flow -- every screen, decision point, and interaction required to accomplish core tasks. Card sorting exercises with real users validate our navigation labels and content grouping. We create site maps and user flow diagrams that serve as the structural blueprint. If users cannot find what they need in 2-3 clicks, the architecture is wrong and we restructure before moving to visual design.
03
Wireframing
Low-fidelity wireframes in Figma that establish layout, hierarchy, and interaction patterns without the distraction of color, typography, or imagery. We test wireframe prototypes with 5 users via Maze or moderated sessions to validate that the structure works before investing in visual design. This step catches 80% of usability issues at 10% of the cost of fixing them in code.
04
UI Design & Testing
High-fidelity mockups with your brand's visual identity applied to the validated wireframe structure. Interactive Figma prototypes that simulate the real experience, tested with another round of 5 users to catch issues the wireframes missed. We deliver annotated design specs, a component library, and responsive layouts for every breakpoint. Development receives pixel-perfect designs with interaction specifications, not ambiguous PDFs.
See it in action
Real work that delivers real results
Research-backed design decisions
From concept to validated design
Deliverables
Strategic consulting engagements deliver actionable roadmaps, not just recommendations. You receive detailed implementation plans with timelines and resource requirements, competitive analysis reports, technology evaluations with vendor comparisons, frameworks for measuring success, and ongoing advisory support to ensure execution succeeds. We also provide comprehensive training, detailed documentation, and ongoing support to ensure you maximize the value of your investment and achieve sustained success.
User research findings
Information architecture
Wireframes
UI design mockups
Design system
Usability testing results
Common questions
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