Making complicated software feel obvious
Consumer apps get to be simple because the job is simple. Business software rarely has that luxury - the work itself is complex. The craft is in making that complexity navigable, not in pretending it is not there.
Simple, intuitive design for complex workflows
- Powerful tools that people avoid because they are hard to learn
- Products where onboarding and training cost more than they should
- Teams with engineers but no designer, shipping inconsistent interfaces
- A product that has grown feature by feature and now feels incoherent
The work this covers
Product and interface design
Flows, screens and states, including the empty, loading and error ones that decide whether software feels solid or flaky.
Design systems
A component library shared by design and code, so the interface stays consistent as more people build on it.
Usability testing
Watching real users attempt real tasks. Five sessions reliably finds most of what is wrong, and it is rarely what the team expected.
Redesign and audit
A structured review of an existing product with prioritised fixes, separated into what is cheap and what is structural.
From first call to something you own
- 01
Understand the actual job
Time with the people who use the product, doing the work. Design decisions made without this are guesses with good typography.
- 02
Map the flows
Structure before surface. Getting the sequence and the information hierarchy right settles most visual questions on its own.
- 03
Prototype in the browser
We design in real components rather than static frames, so what you approve is what gets built and responsive behaviour is decided, not discovered.
- 04
Test, then hand over
Usability sessions on the prototype, then a documented system your engineers can build from without a translation layer.
What we tend to build this on
Not a fixed list. If your team already runs something else and runs it well, we work in that.
- Figma
- React
- Storybook
- Tailwind CSS
- Radix UI
- Framer Motion
- Maze
Before you ask
- Can you design without building it?
- Yes, and plenty of clients use us that way. You get the system, the source files and a handover session with your engineers. We would rather the handover be boring than lucrative.
- Do you do brand and logo work?
- No. We do product design. For brand identity we will point you at people who do it properly rather than doing it adequately ourselves.
- How do you handle accessibility?
- Built in, not audited at the end. Colour contrast, keyboard paths, focus order and screen-reader labels are part of the component definitions, which is far cheaper than retrofitting to meet WCAG later.
Tell us what you are trying to build
A 30-minute call is usually enough to tell you whether we are the right fit, what it is likely to cost, and how long it will take. No deck, no sales script.