People do not trust the screen you built.
Interfaces people trust, sketch to shipped flow.
- Research, discovery & flows
- Design systems & UI kits
- Prototyping & usability testing
What you walk away with
Tested on real people before anything is built, and yours to hand to any engineer, including one that is not us.
The real user
A clear picture of who your users are and what they are trying to do, based on watching them, not guessing.
The tested flow
Screen-by-screen flows already tested on real people and fixed where they tripped.
Something to click
A clickable prototype you can show investors, staff, or customers before you spend on building.
The kit of parts
A design system, the reusable kit of parts, so the product stays consistent as it grows.
Ready to build
Designs handed over in a form your developers can build from directly. Fewer arguments, less rework.
What we have written about design
Free, ungated, and written to be useful whether or not you ever get in touch. No email required.
- Why People Trust Some Apps and Bounce Off OthersTrust is not a feeling people decide on. It is the quiet sum of a hundred small signals, and most of them are design choices.Read 4 min
- Design Systems Explained: Lego Bricks for Your ProductA design system is not a style guide nobody reads. It is a box of reusable parts that lets a small team ship like a big one.Read 4 min
- From Sketch to Shipped: The Path a Screen TravelsGood screens are not drawn once and built. They travel a path, and the cheapest place to fix a mistake is near the start of it.Read 4 min
We built the thing. People sign up, get confused, and leave. Our own staff need a cheat sheet to use it. It works, technically, but nobody enjoys using it.
A product can do everything on the feature list and still fail, because the people using it cannot find their way through. Customers abandon the checkout. Staff make the same mistake every day and blame themselves. Support tickets pile up for things that should have been obvious.
None of that is a code problem. It is a design problem: the screen does not match how a real person thinks. The expensive version of this mistake is building first and designing later. Design is cheapest to fix while it is still a sketch.
What we mean by design
Not how it looks. How it works. Design is the difference between a screen a person glides through and one they get stuck on. We solve how it works first, then how it looks. A pretty screen nobody can use is still a failure.
How it works
We work out how people actually behave before a single screen is built, and we test our ideas on real humans while they are still cheap to change. Design here is a loop, not a straight line.
The point of the loop is to find the confusing parts on a prototype, where a fix is an afternoon, not on shipped software, where a fix is a rebuild. By the time your engineers get the design, the hard questions are answered, and they get a design system with it: a tidy kit of buttons, colours, and components so every screen looks like it belongs to the same product.
Proof
We have not published a case study for this practice yet. When we do it will sit here, with the outcome on the face. Until then, the written work across the other practices is the honest place to judge us.
Read the published studiesBefore you decide
Whether or not you ever talk to us, these are worth knowing.
- 01Watch one real person use it without helping them. The place they hesitate is the answer, and it is almost never the place you expected.
- 02A redesign that starts with the visuals fixes the symptom. The confusion usually lives in the order things are asked, not the colour they are asked in.
- 03If nobody can say what the screen is FOR in one sentence, no amount of design will rescue it.
Is this you?
This is for you if
- +Founders with a product idea who want to test the experience before paying to build it.
- +Owners whose app or site works but loses people, and who suspect the flow is the problem.
- +Teams whose product has grown messy, where every screen looks slightly different and nobody trusts it.
Honestly, not if
- ×Anyone who just wants it made pretty. A new coat of paint on a broken flow is lipstick. We fix how it works first.
- ×Anyone who wants pixels with zero access to a real user. We design from how people behave, so we need to see some.
What this actually is
- What you get
- A tested flow: the screens people actually complete, proven on a cheap prototype before a line of production code is written.
- Week one
- We watch real users meet the current thing and record where they stop. That recording is the brief.
- At the end
- You have a flow people finish, and the evidence of them finishing it, rather than an opinion about which version is nicer.
- Price
- It starts with a free diagnostic call. The first fix is then priced on the outcome it delivers, not the hours it takes. After that, a monthly retainer: the next fix, then the next.
Ready to talk
Thirty minutes, free. Show us the screen people get stuck on.