UX design built around how people search, compare and choose
Good UX looks past what a business wants to say to what people need to understand, trust and act on. We talk to the people who use your site, map the route they take and prototype before we build.
How we design for real behaviour
UX is the part of a website people feel rather than see: how quickly they find what they came for, and how easily they take the next step.
Tools we have designed around real behaviour include expert finders for Bush & Co and HCML, and a world poll for the United Nations Development Programme, the Peoples’ Climate Vote.
Listen: We talk to the people who use your site: how they search, what slows them down and what makes them choose.
Map: We map each audience’s route through the site and set out the structure in a sitemap and wireframes.
Prototype: Sketches first, then prototypes tested against what people told us, before anything is finished.
Build and improve: We design and build the pages, then look at how people use them and improve what is not working.
Not only websites: It applies to any digital tool people have to use.
What our UX design covers
- 01
Research with the people who use it
Before we design a screen, we talk to the people it has to serve. For Staffline, that meant workshops with both clients and candidates.
- 02
Structure before style
A sitemap and wireframes come first, so the structure follows what people need. For Anthony Collins’ social impact report, that exercise scoped the whole job.
- 03
Finders that match how people look
Search and filter tools built around the way people really choose.
- 04
Fewer steps to apply
Every step between interest and action is a chance to lose someone. Staffline’s job search was rebuilt around a far quicker route through registration and application.
- 05
The phone first, when that is how people reach you
For Anderson Group’s contractors the phone is the main way in, so the mobile site lets them update their accounts and timesheets at the touch of a button.
- 06
Pages with one clear next step
Conversion-focused pages that turn visitors into leads. For Sayfa Systems we built a landing page for each of its digital campaigns.
Designed so the next step is always clear.
Anglia Interiors has designed, supplied and fitted kitchens, bedrooms and home offices from its Huntingdon showroom since 1974. We designed and built their new website so that every page leads to the same next step, a design visit.
Anglia’s own photographs and films lead each page. Anglia’s green fills the buttons but is never used for text, where it would be too faint to read.
Read the Anglia Interiors case study
Questions we are asked
What is the difference between UX and UI design?
UX is how a site works for the person using it: the route they take, what they find and how easily they act. UI is how each screen looks. We design both, starting with the UX.
Do you build what you design?
Yes. We designed and built the Peoples’ Climate Vote site, and for Staffline we also built the link to Broadbean that lets the group post job adverts out to multiple websites.
How do you use AI in UX work?
We use AI-supported research to explore markets and opportunities faster. But the judgement stays human, because great work comes from understanding people, not from tools alone.
How long does UX design take, and what does it cost?
It depends on the size of the site and how much research it needs, so we would rather not guess. Some clients come to us for a defined project and others for ongoing support. The first conversation is a free 60 minute intro.
“The Ideate team worked with us on a full user experience journey, including meticulous research and planning on competitor and data analysis right through to detailed sketches, prototypes and behavioural design.”
