Designing a digital product without clear user flows is like building a house without a blueprint. I help you map out seamless digital journeys that eliminate confusion, reduce drop-offs, and guide your users effortlessly toward conversion.
What is UX design
User Experience (UX) design is, put simply, how it feels to use a website, app, product or service. Some adjectives to describe a good user experience might be confidence, contentment and control. On the other hand, bad user experience is likely to cause frustration, confusion and even embarrassment.
Design is not just what it looks like and feels like. Design is how it works
Steve Jobs
How UX design will benefit your product
Investing in thorough UX design ensures your product is built on logic, not guesswork. By optimising every step of the customer journey, you maximise user engagement and ensure high-value actions are effortless to complete.
- Eliminates user confusion
- Boosts conversion rates
- Optimises user journeys
- Reduces drop-off points
- Improves customer retention
- Lowers development rework
- Creates an effortless experience
UX design services
Here are a few of the main UX design services I offer. Every project is different though, so I make sure I suggest and use the right tools for every project:
Wireframing & sketching
Before focusing on visuals, we need to map out structure. I create low-to-mid fidelity wireframes that establish content hierarchy, layout, and functionality, allowing us to rapidly iterate and align on concepts without getting distracted by animation, images, colours and fonts.
User journey mapping
I map out the end-to-end experience a user has with your brand. By visualising their thoughts, emotions, and touchpoints, we can identify gaps in the current experience and uncover strategic opportunities to improve the overall experience.
Information Architecture (IA)
Good information architecture ensures your users can find what they are looking for quickly. I organise, structure, and label your website or app content to align with users’ mental models, making navigation completely intuitive.
User flows
User flows are visual step-by-step maps of the paths a user takes to complete a task on your website or app. By mapping these out in advance, we can ensure that your product’s flow makes logical sense and aligns with how human beings tend to behave online.
Project example
Uncovering UX problems through research
“This is the first time that I’m finding out there is a minimum order of 7 meals”
A healthy, science-based food delivery service client had award winning meals, but were experiencing large drop-off rates during their shopping experience.
During user testing, we noticed that users were continually experiencing confusion regarding the minimum order quantity as well as the number of meals required in order to get free delivery. There was a lack of information to make this information available to users before and during addition of meals to their basket.
The fix? To address this, I designed a new basket progress indicator with key goals incorporated to keep the user informed at all stages.
This improvement, along with a series of updates has had a dramatic impact on conversions.
UX design steps
Define user goals & business requirements
We work together to define what your users need to achieve and align those needs directly with your primary business goals and key performance indicators (KPIs).
Map out user journeys & task flows
With clear goals in place, I map out the step-by-step logic of how users will move through your ecosystem, ensuring the fewest clicks possible to reach a successful outcome.
Create structural wireframes
This is where the product begins to take physical shape. I design wireframes to establish the layout, content positioning, and functional requirements of every key screen.
Iterate and refine
Raw concepts need refinement. I review the wireframes and flows with your team, refining the layout and logic, before testing with real users. Then we can move on to high-fidelity visual design.
Why should I hire a freelance UX UI designer for user flows instead of jumping straight to visuals?
Colour, typography, and beautiful imagery can’t save a product that is confusing to navigate. Mapping out user flows first ensures the structural foundation of your app or website is flawless. It prevents you from spending time and budget beautifying an interface that users will ultimately struggle to understand.
What tools do you use to map out UX design and user flows?
I map out user flows, diagrams, and wireframes primarily using Figma and FigJam. This allows for real-time collaboration with your product managers and stakeholders, ensuring everyone is aligned on the structural layout.
Can you redesign the UX of an existing, live software product?
Absolutely. I specialise in auditing live digital products, identifying where users are getting stuck or dropping off, and re-engineering the UX layout and flows to dramatically improve usability and conversions.