CX / UX / Interaction design
Make every stepfeel natural.
People should not have to figure out what to do next. We identify friction across the digital experience, shape clearer journeys and design interfaces that respond to the person using them—from first contact to completed task.
02Three scales
A good experience is bigger than one screen.
We connect all three so that a polished screen does not disguise a difficult journey.
Looking for the visual language itself? That is our Web Design service.
Customer experience
CX is the full relationship—from first discovery to enquiry, product use and support.
User experience
UX is the route through the website or service: how people find information, make choices and complete tasks.
Interaction design
Interaction design is how the interface behaves: what happens after a tap, when something goes wrong, or when a task succeeds.
03Friction
A beautiful interface can still lose people.
Trying to Get started
Someone cannot see where to start.
Trying to Find the right service
The right service is buried in navigation.
Trying to Send an enquiry
A form asks too much and explains too little.
Trying to Repeat a familiar task
A familiar task becomes awkward on a phone.
Trying to Know the enquiry arrived
An enquiry is submitted—but nobody knows what happens next.
These moments rarely look like major technical failures. Together, they make a product feel difficult. We look for the cause, not just a better button colour.
04Evidence
Before changing a screen, understand the task.
We start with what is already available: business goals, the current flow, feedback and relevant data. Where useful, we add interviews, observation or a focused UX audit.
The goal is not a handsome research deck. It is to answer practical questions: where confidence drops, what prevents task completion and which assumptions deserve testing first.
Outcome A prioritised map of problems to solve.
- Existing dataBusiness goals, the current flow, feedback and relevant analytics
- ObservationsWatching the task where it actually happens
- ConversationsInterviews, where they are useful
- AssumptionsWhat the team believes and has not yet checked
Problems to solve, in order
- 1Where confidence drops
- 2What prevents task completion
- 3Which assumptions to test first
05Journey mapping
People see one journey, even when a business has five systems.
They may discover you in an ad, explore the website, start an enquiry on mobile and continue through email or support. When every step is disconnected, people have to explain themselves all over again.
Journey mapping makes those hand-offs visible: expectations, questions, actions, pauses and moments of trust. It shows what belongs in the interface—and what needs attention around it.
- Ad
Discover
Is this for me?
Watch forThe page doesn’t match what the ad promised
Design responseLand on the same message
- Website
Compare
Which option fits me?
Watch forOptions named in internal language
Design responseCompare by the visitor’s task
- Form on mobile
Start
How long will this take?
Watch forA long form with no sense of progress
Design responseFewer fields, visible steps
- Email
Complete
Did it work?
Watch forSilence after Submit
Design responseConfirmation and a clear next step
- Support
Get help
Do I have to explain it all again?
Watch forContext lost between systems
Design responseThe request carries its history
06Task flow
The next step should never be a guessing game.
From finding a feature to confirming a result, we examine the order of actions, unnecessary branches and ways to go back without losing progress. We pay particular attention to hesitation, mistakes and changed decisions.
The result is more than a set of screens: it is a clear task flow that can be reviewed, tested and built.
Example task: booking a consultation
- SelectChoose a consultation.
- DetailsName, contact and a short note.
- Something is wrong? A clear message next to the field — fix it and continue.
- ReviewCheck everything before sending.
- Back to details — progress is kept.
- Change the service — your details stay.
- ConfirmBooked, with confirmation.
- Next step: add it to the calendar.
07Information architecture
Navigation starts before the menu is drawn.
When sections are named in the company’s internal language, visitors must translate them into their own tasks. We rethink content groups, labels, hierarchy and entry points.
People should be able to find what they need without understanding your organisation chart—whether they are using a catalogue, portal, product or complex company website.
08Interaction states
Every action deserves a clear response.
A button is pressed—and the system responds. An error happens—and the person knows how to fix it. Data is loading—and progress is visible. A task is done—and there is confirmation and a sensible next step.
We design these in-between moments alongside the main screens. Small responses make an experience feel dependable.
Default Clear label, one obvious action.
09Prototyping
It is easier to judge an idea when you can use it.
Before development, we can connect the critical screens into an interactive prototype. Instead of reviewing isolated layouts, the team walks through a real sequence: choices, responses and the completed task.
That gives everyone a clearer basis for decisions before the experience reaches production.
Wireframe
Order, content and the one action on each screen.
Clickable prototype
Screens connected, so the team can walk the sequence.
Designed state
The same step, finished—ready to review against the flow.
10Usability testing
Testing a task beats debating a mockup.
We give someone a clear goal and observe what they can do without coaching. Where do they pause? What looks clickable? How do they explain their choice?
When usability testing is part of the engagement, the findings become a prioritised list of issues and design changes. What feels obvious inside the project team may not be obvious to its users.
Findings, by priority
- BlockersStop the task. Fixed first.
- ConfusionSlow people down or send them the wrong way.
- RefinementsPolish once the route works.
11Accessibility
People use products differently. Conditions change too.
Someone navigates without a mouse. Someone zooms in. Someone is using a phone in bright sunlight or cannot distinguish similar colours.
We consider legibility, contrast, touch targets, visible focus, helpful labels and meaningful content without mandatory motion. Any formal WCAG compliance target and testing scope are agreed for the project.
Keyboard focus
Where you are is always visible without a mouse.
Strong contrast
Readable in bright sunlight, and without relying on similar colours.
Text zoom
The layout holds when the text grows.
Reduced motion
Meaning never depends on movement.
12Responsive task UX
The screen may change. The goal does not.
Someone explores options on a laptop and comes back on a phone to finish. That is why we rethink content order, input methods, form length and the visibility of the next step—not only component dimensions.
Mobile is a considered expression of the same journey, not a shrunken desktop.
- Content order
- Input methods
- Form length
- Visible next step
13After the action
The experience does not end at Submit.
People want to know whether the action worked, when to expect a response and where to go if something changes. We consider confirmation copy, notifications, waiting moments and the next contact point—not just the form itself.
The experience should remain clear after the data has been sent.
Submit
Confirmation screen
Did it work, and what happens next?
Email
A record to come back to, with the details sent.
Status
Where things stand while people wait.
Help
Where to go if something changes.
14Design systems
Consistency helps more than the design team.
Familiar actions should behave in familiar ways. When search, forms or confirmations keep changing, users are forced to relearn the product.
We document reusable decisions—components, states, spacing, helpful copy and interaction rules—so teams can expand the experience without creating a new inconsistency on every screen.
15Deliverables
More than mockups. Something a team can act on.
Depending on the challenge, the outcome may include:
- Friction audit
- Journey map
- Task flows
- Information architecture
- Wireframes
- Clickable prototype
- UI designs
- Component states
- Developer specifications
We agree the right set of deliverables at the start. The point is to hand over clear decisions—not documentation for its own sake.
16Implementation
A thoughtful journey should survive development.
We design with real implementation and maintenance in mind. On Upline-built projects, Vue / Nuxt components can help keep behaviour consistent, GSAP can support purposeful transitions, and image optimisation plus CDN delivery can keep the experience light.
Complex workflows, data and back-end logic are scoped separately: the architecture follows the task, not the other way around. See also custom website development and CMS development.
- Interaction rule
After “Book”, show progress at once. A second tap never sends twice. On success, offer the next step.
- Component states
- Working screen
Where development is includedNuxt / VueGSAPResponsive imagesCloudflare
17Measurement
Launch is not the end of the questions. They just get better.
Depending on the product, we can look at task completion, errors, repeated attempts, support requests and feedback. Where measurement exists, we compare against a baseline instead of promising a universal conversion lift.
- Task completion
- Errors
- Repeated attempts
- Support requests
- Feedback
An example of the loop
- TaskBook a consultation
- ObservationPeople go back to change the time
- SignalRepeated attempts on the time step
- Next changeShow availability earlier
The point of the metrics is to decide what change would make the journey easier next.
18Start
Show us the moment that should feel easier.
- Do people abandon a form?
- Get lost between sections?
- Wonder what happens after they click?
We can start with one of those questions—you do not need a 30-page brief.