We design experiences people actually enjoy using
Started in 2019, we've been figuring out how to make digital interfaces less frustrating and more human.
Most software feels like it was built by engineers for engineers. We think differently. Our approach starts with watching real people struggle with digital products—then fixing what's broken.
How we got here
SynapFlux started because we got tired of seeing brilliant ideas wrapped in terrible interfaces. Companies would spend months building features nobody could figure out how to use.
The name comes from synaptic connections—how our brains naturally link information. That's what good UX should do. It shouldn't make you think about the interface. It should just feel obvious.
We work mostly with mid-sized software companies and startups in the Midlands, though we've done projects across the UK. Our clients range from healthcare platforms to logistics tools—anywhere people need to get work done without fighting their software.
What sets us apart? We don't do flashy redesigns just for the sake of looking modern. We focus on the small friction points that slow people down. Sometimes the best design change is removing a button, not adding one.
What drives our work
These aren't corporate values we printed on a poster. They're the things we actually argue about when making design decisions.
Real testing wins arguments
We don't care whose idea is better. We care what works. When there's disagreement, we watch five users try both options. That settles it.
Simple beats clever
Yes, we could make that interaction more innovative. But if it takes longer to learn, what's the point? Boring and effective usually beats exciting and confusing.
Context matters more than rules
Best practices are useful until they're not. A banking app and a creative tool need different approaches. We adapt based on who's using it and what they're trying to do.
The people behind the pixels
We're a small team. That's intentional. It means clients work directly with the people doing the design, not account managers who translate everything.
Freya Thornbury
Lead UX Strategist
Spent seven years in healthcare tech before joining us. Obsessed with accessibility—not as a checkbox, but as a baseline for good design. Runs user testing sessions that somehow make participants comfortable admitting when things don't make sense.
Saskia Penhaligon
Senior Interface Designer
Builds design systems that developers don't hate. Her background in front-end development means she designs things that actually work when built. Has strong opinions about button states and will explain them in detail if you let her.
How we work with clients
We don't do fixed packages. Every project is different. But there's a pattern to how we start.
First, we watch people use your current system. Not in a formal lab—usually we just screen-share while they work. You learn more from five real sessions than fifty surveys.
Then we prioritize problems based on impact and effort. Quick wins go first. Big redesigns only happen when they're actually needed, which is less often than most agencies claim.
Most engagements run three to five months. We prefer ongoing relationships where we solve problems incrementally rather than massive one-time overhauls. Software changes constantly. Your UX approach should too.
Want to talk about your interface challenges?
We're based in Stoke-on-Trent but work with clients across the UK. If you're dealing with user complaints, low adoption rates, or just have a feeling your software could be better—let's have a conversation.
Get in touch