UX Design


UX Design starts with understanding the problem by researching users’ needs and behaviours; this is followed by designing and prototyping solutions to address the users’ needs and behaviours; initial prototypes are tested with users to uncover and resolve issues and continually validate all aspects of the solution design; finally, high fidelity wireframes are handed over to the development team and implementation support is provided to ensure that development decisions remain user centric.

Design, build, test and iterate clickable high-fidelity prototypes of a service for handover to software development partners.


  • Prioritised value propositions supported by customer and economic rationale
  • Reduces risk of solving pain-points that are not commercially viable
  • Reduces risk of designing products that are not desirable to target users
  • Tests early prototypes with selected member of the target population to validate finalised value propositions
  • High fidelity prototypes and supporting specifications for hand over to software developers
  • Full UI and CI implementation validated with target users


A typical project could look like the following:

Week 1

  1. Stakeholder interviews to understand business context and agree scope of solution space
  2. Analysis of internal and available external target customer data
  3. Build issue tree of target service
  4. Identify key personas
  5. Recruit and select suitable interview candidates
  6. Develop initial interview guide based on issue tree
  7. Conduct cognitive behavioural interviews to uncover underlying motivations, expectations and pain-points
  8. Analysis, synthesis and structuring of data into personas, journey maps and prioritised insights
  9. Market analysis to quantify demand patterns and current value exchanges (concurrent to user research)
  10. Ideation workshop to identify potential solutions for identified pain-points
  11. Prioritisation of solutions on a user desirability versus commercial viability matrix
  12. Selection and articulation of value propositions
  13. Initial testing of low fidelity value propositions

Week 2

  1. Design ideal customer journey
  2. Build high level business model and financial model
  3. Build low fidelity prototypes and test with selected members of target user group
  4. Iterate chosen design to medium fidelity prototypes (clickable screen-based prototype without UI/CI added)
  5. Test medium fidelity prototype with target users to identify points of friction and opportunities for improvement
  6. Initial feasibility assessment and coordination with development team

Week 3

  1. Generate UI options in line with CI, test with target users and select optimal option
  2. Iterate design to high fidelity prototype with UI/CI
  3. Test high fidelity prototype with target users to surface issues and ensure friction free experience ready for development

Week 4

  1. Finalise iterations to prototype
  2. Build profit driver tree
  3. Analyse profit driver tree and experience map to identify and prioritise performance metrics for measurement
  4. Build commercial and experience dashboard with lagging and leading indicators
  5. Build supporting specs for development team
  6. Hand over to development team
  7. Agreed support to development team beyond end of project to ensure best user centric solutions to development issues as they arise

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