Design That Actually Works for People
We've spent years watching users struggle with needlessly complicated interfaces. That's why we focus on removing friction instead of adding features. Your customers shouldn't need a manual to use your product.
See How We Approach Design
What Guides Our Work
These aren't just principles we write on a wall. They're decisions we make every day when designing interfaces that need to handle real user behaviour.
Research First
We talk to actual users before touching design tools. Assumptions usually lead to three rounds of revisions that could've been avoided.
Clarity Over Cleverness
A button that says "Submit" beats a clever icon that needs explanation. Users care about completing tasks, not admiring your creativity.
Test Early, Often
Five users testing a prototype will find more issues than ten stakeholders in a conference room. Real feedback beats opinions every time.
Accessible by Default
Designing for everyone isn't extra work when you build it in from the start. It's simply good design that reaches more people.
How We Actually Work
- We start by understanding what problems your users face daily, not what features your competitors have.
- Next comes mapping user journeys to spot friction points you might not see because you're too close to the product.
- Then we create prototypes that let us fail fast and cheap, before committing to expensive development work.
- Testing happens with real users doing real tasks, which often reveals issues that seem obvious in hindsight.
- Finally, we measure how the changes perform, because design without data is just decoration.
Recent Work That Made a Difference
Here's what happens when you let research guide design decisions instead of personal preferences or committee consensus.
Checkout Redesign
Reduced form fields from 23 to 11 based on user testing. Sometimes less really is more.
Dashboard Simplification
Users weren't using 60% of features. We removed them and support tickets dropped by half.
Mobile App Navigation
Switched to thumb-friendly design after watching users struggle with top-nav on larger phones.
Who Actually Does This Work
We're a small team that prefers solving problems over attending meetings about solving problems.
Torin Ashford
Lead UX Designer
Been designing interfaces since before "UX" was a job title. Still finds new ways users break things I thought were foolproof.
Calder Westwood
User Research Specialist
Spends more time watching people use software than actually using it. Has a gift for spotting patterns others miss.
Ready to Make Your Interface Better?
Let's talk about what's frustrating your users. We can usually spot the biggest issues in a 30-minute conversation.
Start a Conversation