UI / UX

We start with what already exists. Analytics shows where people drop out, the internal search reveals what they look for in vain, and support knows the questions a good interface would never have raised. On top of that we talk to people who actually use the system.

From there we define user tasks and flows: which journeys the application has to carry reliably, from entry to completion. The information architecture follows those tasks rather than your org chart. Wireframes come next, then a clickable prototype and tests with a small group, because thinking errors are easier to fix there than in finished code.

Only then does the interface arrive: type scale, spacing grid, color roles and a component library in Figma where every component brings its states with it, meaning default, hover, focus, active, disabled, error, loading and empty. Handover to development happens with those values as design tokens, so spacing and color are not reinvented in code.

The clearest trigger is measurable drop-off: carts abandoned in checkout, forms filled in halfway, configurators where inquiries fade out. Just as clear is a support team answering the same question again and again because the interface leaves it open.

Often it concerns B2B systems: customer portals, spare part finders, shops with tiered structures, variants and customer-specific ranges. Systems like these grow over years, every new requirement gets another tab, and eventually only your own staff know their way around.

What this cannot fix is a problem with the offer itself. If your range, delivery times or terms do not convince, new navigation will not change that. Missing content is not a design problem either: a product page without solid data stays weak no matter how it looks. In those cases we say so up front instead of laying an interface over the actual cause.

Accessibility is the part that arrives too late most often. Since June 2025 the German Accessibility Strengthening Act has applied, covering many online shops and digital services aimed at consumers, with the WCAG criteria as the underlying yardstick. In practice that means full keyboard operation, a visible focus indicator, real labels instead of placeholder text, error messages next to the field they belong to, target areas large enough to hit, and contrast that also works with your house color.

The second area is behavior across screen sizes. We set breakpoints where the content demands them, not at device-specific widths. Tables with many columns, long German compound words and operation by thumb rather than mouse are the usual breaking points.

Then there are small things with large effects: reserved space for images so nothing jumps while loading, correct input types and autofill attributes for forms on phones, and empty and error states that explain what to do next.