A beautiful website that does not convert is a wasted investment. So is a usable website that looks generic and forgettable. Both halves matter, which is why every project we deliver includes the full design phase, not just the build. Before any code is written, we run user research, map the journeys real customers take, sketch low-fidelity wireframes, then design pixel-perfect screens in Figma — including responsive breakpoints for mobile, tablet, and desktop. You see and click through the design before development begins.
User Research and Journey Mapping
We start by understanding your audience, not guessing at it. That means stakeholder workshops, a review of your current analytics and Hotjar data if you have it, competitor benchmarking, and short interviews with two or three of your existing customers where possible. From this we produce evidence-based personas and a journey map that shows exactly how a visitor will move from first click to becoming a lead or paying customer. This stage is what separates websites that convert from websites that just exist.
Wireframes and Information Architecture
Before pixels, we get the structure right. Sitemaps, content hierarchy, and low-fidelity wireframes let us pressure-test the logic of every page without the distraction of visual design. This is the cheapest stage to make changes — far cheaper than reworking a finished build — and it is where most expensive mistakes are caught and fixed early.
High-Fidelity Figma Prototypes
Once the structure is approved, our designers move into Figma to create the visual interface. Brand-aligned colour systems, typography, components, iconography, and micro-interactions all come together into a clickable prototype that behaves like the live site. You see exactly what you are getting before development begins, and the prototype doubles as the developer handoff spec — every spacing, colour token, and breakpoint is documented.
Reusable Design System
For larger projects we build a full design system: a component library with tokens for colour, type, spacing, and elevation. This means future pages, campaigns, and product launches stay visually consistent without you having to reinvent the wheel each time. It also speeds up development on every later phase.
Accessibility and WCAG 2.1 AA
Accessibility is built into the design phase, not bolted on afterwards. We design to WCAG 2.1 Level AA — the standard referenced by the UK Equality Act 2010 — covering contrast ratios, font sizes, keyboard navigation, screen reader compatibility, focus indicators, and descriptive alt text. Accessible design is good for users, good for SEO, and required by UK law for many businesses.
Two Revision Rounds, No Drama
Every project includes two rounds of design revisions. In practice, because we involve you early through workshops and iterative feedback, most projects finish with revisions to spare. We share progress at every stage so there are no big surprise reveals at the end — just designs you have already shaped and approved.