We design products around the real reason people abandon them — not guesswork, friction they can actually name.
Start somethingUX & UI design
We design UX and UI for products where the real failure point isn’t a user who can’t find the button — it’s a user who found it, hovered, and still wasn’t sure it was safe to click.
We’ll walk your core flow as a new user would and show you exactly where confidence breaks down.
A senior UX designer will reply within one working day.
Watch a session recording of someone abandoning your signup form and the story is rarely confusion. It’s hesitation — a pause before a field they don’t trust, a scroll back up to check something, a tab switched to search your name before they’ll hand over a card number.
Our UX & UI services
We start by watching real people use the product, not guessing from a boardroom. Session recordings, moderated interviews and analytics funnels get cross-referenced until a pattern emerges — the specific screen, field or moment where confidence drops. Most teams can already name where users leave; what they usually can’t explain is why, and that gap is where redesigns waste budget solving the wrong problem.
Finding the real point of hesitationEvery step in a flow is a small ask: give us this, wait for that, trust that the next screen is worth it. We map the full journey end to end, flag every step that asks for something without first earning it, and remove or reorder until the path feels like the obvious next move rather than a form to get through. A flow that makes sense on a flowchart can still feel like an interrogation on screen; we test for the second one.
A flow with no unexplained stepsStatic screens hide how something actually feels to use. We build clickable, interactive prototypes early — real transitions, real states, real error handling — so decisions get made on how the product behaves, not how a single frame looks. Stakeholders click through it themselves instead of approving a flat mockup and discovering the problems after it’s already built.
Prototypes you can actually click throughWe design the visual layer as a system of reusable components with documented states, not a one-off set of screens that falls apart the moment a new feature needs a variation nobody designed for. Buttons, forms, cards and empty states are built once, consistently, so engineering ships faster and the product stops looking like it was designed by three different teams in three different years.
A system, not a one-off screen setBefore anything ships, five to eight people who match your real users try to complete the actual task, out loud, on camera. We are not looking for opinions on the colour scheme; we are watching for the exact second someone hesitates, misreads a label, or backs out of a step. That footage ends arguments about what “feels right” faster than any amount of internal debate.
Watching real people hit real frictionContrast, keyboard navigation, screen-reader labelling and focus order are checked as part of the design process, not bolted on after launch when someone fails an audit. Accessible design also tends to be clearer design full stop — a flow that works with a screen reader and no mouse usually works better for everyone else too, confidence included.
Designed to work for everyone, not most peopleWhat UX/UI design actually is
Most teams treat UX as a usability problem: can someone find the thing, understand the label, complete the task. That matters, but it is only half the job. The harder half is confidence — whether a user believes, in the moment, that continuing is safe. A form can be perfectly labelled and still get abandoned because the user isn’t sure what happens after they press submit.
We design for both. Research tells us where hesitation actually happens, not just where a heatmap shows a drop-off. Interaction design and prototyping let us test how a flow feels before it’s built. UI design turns that into a system engineering can actually ship, consistently, without reinventing a button every sprint.
The result is a product that doesn’t just work when someone reads the instructions carefully — it works when they’re distracted, on a phone, with one thumb, half paying attention, which is how almost everyone actually uses the things you build.
See it take shape
Every screen moves through the same stages — wireframe, annotated prototype, then a UI built from the design system.
Illustrative wireframe mockup in wtfont’s own design language — not a real client product.
Who it’s for
A drop-off percentage tells you a step is losing people, not why. We watch real sessions and interview real users until the actual reason is specific enough to fix.
Without a proper design system, every new feature quietly reinvents a pattern slightly differently. We build the system once so speed stops costing consistency.
A visual refresh without research usually polishes the wrong thing. We find the actual point of hesitation first, then design to fix that specifically.
Internal teams stop seeing their own product’s friction once they know it too well. Usability testing with outsiders surfaces what you’ve stopped noticing.
Our process
Every stage ends in something you can see for yourself: a recording, a clickable prototype, a test you could sit in on.
We watch real sessions, run interviews and map the funnel to find exactly where confidence breaks down, before assuming we already know.
The full journey gets mapped end to end, flagging every step that asks for something without first earning it.
Interactive prototypes let stakeholders and test users click through real behaviour, not a flat mockup, before anything is built.
Five to eight real users attempt the actual task on camera, surfacing hesitation a heatmap could never explain.
Design hands off as a documented system, then we track whether the specific confidence problem we found actually closed.
Why hire a UX/UI agency
Sectors
The questions change by sector. Pick yours to see which ones we ask first.
Onboarding flows that get a new user to their first real result fast, and dashboards that surface the one number someone opened the app to check, not every number the database happens to have.
Checkout flows designed around the exact moment someone decides a purchase feels risky, with every field and reassurance tested, not assumed.
Interfaces that make handling real money feel calm rather than alarming, with every confirmation screen designed to reduce anxiety instead of just displaying a number.
Sensitive flows designed with extra care around language, pacing and reassurance, tested with the people who will actually use them under stress.
Two-sided UX that balances what buyers and sellers each need from the same screen, without either side feeling like an afterthought.
Dense, data-heavy interfaces made usable for the people who sit in them eight hours a day, where efficiency matters more than first impressions.
Working together
We watched the first test and saw exactly where users were giving up.
Our design system finally stopped engineering from guessing every sprint.
Nobody had tested our onboarding with a real person in two years.
Tools and tech
The right tools make the difference between designing by instinct and designing from evidence. These are the platforms our design team works in.
What you get
Good design work should never feel like a black box handed over at the end. Here is what lands in your inbox and your Figma workspace.
And always: you own every Figma file, prototype and piece of research from day one. No lock-in, ever.
Beyond UX/UI
The engineering and build side of the sites and products we design the UX and UI for.
Visual identity work that your UI design system can draw its colours, type and tone from.
Microcopy and content strategy that reads like part of the interface, not a separate afterthought.
Behavioural data and funnel tracking that tells us exactly where the next research session should look.
Structured testing of the UI changes we make, so improvements are proven, not assumed.
Lifecycle messaging designed with the same attention to confidence as the product itself.
The bigger picture
AI tools have made it faster than ever to generate a screen, which means the bottleneck in product design has quietly shifted. It is no longer how quickly a team can produce an interface; it is whether anyone checked that interface against a real person’s actual behaviour before it shipped. Speed without research just means shipping the wrong thing faster.
Attention spans for onboarding a new tool have shortened further still, and users increasingly compare every product they touch against the best-designed thing they used that week, not against your direct competitors. A clunky flow that would have been forgivable five years ago now reads as a reason to leave, because the bar was reset somewhere else entirely.
AI-assisted interfaces also introduce a new category of hesitation: users are now unsure not just whether a button does what it says, but whether an AI feature will behave predictably at all. Designing visible, honest confirmation states for anything AI-driven has become its own discipline, and getting it wrong erodes trust in the whole product, not just that one feature.
None of this requires a bigger design team. It requires research that actually happens before building starts, prototypes tested before they ship, and a design system disciplined enough that consistency survives contact with a fast-moving roadmap. Get that right and the product keeps getting easier to trust the longer it’s used, not harder.
Who you’re working with
Every project at wtfont. has one named design lead who runs it end to end: they sit in on research, own the prototype and are the person you call when a design decision needs explaining. No handoffs to a team you have never spoken to.
Swap this block for the real person: their name, photo, years of product design experience and a project they are proud of. Naming who actually designs the work is the fastest trust signal to add, for your team and for anyone checking your credibility before they commit a budget.
UX/UI guide
Straight answers to the questions every product team asks before committing budget to a redesign.
A freelancer can usually produce screens. A proper UX/UI engagement includes the research that decides what those screens should actually solve, plus usability testing to check they work before they ship, not after.
Most teams don’t need a full redesign; they need the two or three flows losing the most users fixed properly. We usually recommend starting there and expanding once the approach is proven.
Five to eight people attempting the same task on camera tends to surface most of the significant usability problems. More participants mostly add confirmation, not new findings, which is why we favour testing often over testing big.
We design components to map cleanly onto common front-end frameworks and work with your engineering team to confirm naming and structure before build starts, so handoff doesn’t mean a second translation step.
FAQ
Research and discovery, user flow mapping, interactive prototyping, UI design and a documented design system, usability testing, and accessibility checks, reported on in plain English throughout.
Most projects run as a fixed-scope engagement for a defined set of flows, or a monthly retainer for products that ship continuously. You always know the scope before work starts.
Yes. The research and confidence-first approach is the same across mobile apps, web apps and marketing sites; the interaction patterns and platform conventions change, not the method.
We audit the existing product first. Flows that already work for users are kept; anything genuinely causing hesitation is redesigned. We rarely recommend starting completely from zero.
Yes, this is the most common setup. We typically embed with weekly syncs, working in your existing Figma and ticketing tools rather than operating as a separate black box.
We write and test microcopy as standard, since wording is often the difference between a step feeling safe or suspicious. Longer content can be briefed to our content team or yours.
A written monthly summary as standard, plus regular working sessions during active projects. Anything that needs a faster decision gets flagged as soon as we see it, not saved for a scheduled call.
No. Engagements are scoped per project or run monthly with no lock-in, because we would rather earn the next phase of work than trap you in a long agreement.
This page covers the research, interaction and interface design discipline itself, applicable to apps and products as well as websites. Our web design service covers the build and engineering of a site end to end.
From the blog
Guides and playbooks from the team. Placeholder titles, link them to your posts.
Five participants, one task, and the questions worth asking afterwards.
Why trust signals matter more than field count once you're past three fields.
Documentation habits that keep a component library from rotting.
The checks worth doing before a legal review forces the issue.
Let’s talk
30 minutes with a senior UX/UI designer. No pitch deck, no obligation. Hang up anytime.
A senior strategist will reply within one working day.
Trusted worldwide
Products that stopped losing
people at the same step
From SaaS dashboards to ecommerce checkouts, we design UX and UI for products where the gap between a working feature and a used feature comes down to confidence, not polish.
- Senior UX researchers and UI designers on every project
- Usability testing with real users, not assumptions
- You keep every file, every component, from day one
Talk to our design teamSome of the products we’ve designed for
Replace placeholders with real client logos