Research
Who uses it, which tasks they arrive with, where they currently stumble.
The work splits into designing behaviour and designing appearance. The first matters more and comes earlier.
Who uses it, which tasks they arrive with, where they currently stumble.
Page schemes without styling. Arguing over them and reworking them is cheap.
Visual design of the key pages with their states: empty, loading, error, too much data.
Components, spacing, typography. After that new pages are assembled without a designer.
Designed from the mobile screen upwards, because that is where most people come from.
A test with real users: we give them a task and watch where they get stuck.
Three to five weeks for a typical site. Prototypes take half of that time and save twice as much in development.
We study the business tasks and the user scenarios. We look at the current analytics if any exist.
Schemes and navigation logic, the structure agreed before any visual work.
Layouts and the design system, every state of the interface.
Layouts in a format ready for markup, with a description of how elements behave.
A layout without states is half the job. The developer gets a beautiful page with three products and no idea what to show when there are zero products, when there are three hundred, when loading is slow and when the server returns an error. Those states are drawn in advance.
For a simple site, easily. A bespoke design pays off where the interface is non standard: a customer account, a B2B platform, a complex product selector. For a small company site, paying extra for uniqueness is rarely justified.
Because on a scheme a change costs fifteen minutes, and on a finished layout it costs a day. A prototype lets you argue about structure without being distracted by colours, and it is usually at this stage that half the planned blocks turn out to be unnecessary.
By testing it with people. Five people from the target audience are enough to find most problems: you give a task such as find and order a product and then watch in silence. It is cheap and almost always uncomfortable, because what it finds is obvious in hindsight.
Tell us what the product is and which tasks the user solves. We start with prototypes rather than with pictures.
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