UX/UI Design that fixes what the interface hides

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UX/UI design services for sites that look right and still lose customers. Design optimised for the buyer, not the portfolio: how a visitor reads the page, finds the next step and acts.

  • Works, not just looks, looks good ≠ works well
  • A system, not 20 screens, tokens and rules, not mockups
  • Survives development, shipped as designed, not approximated
  • Information Architecture & User Flows
  • SEO-Ready Layouts
  • Design Systems & Tokens
  • Core Web Vitals in Design
  • Figma-to-Dev Handover

What the UX/UI design services cover, seven capabilities

Core Design Capabilities

UX/UI design services for the layer under the interface: information architecture, SEO architecture, wireframes, prototypes, the UI and the design system behind it. Business → users → behaviour → structure → interaction → interface, with the screen last.

Information Architecture
User flows and page list built from search intent
SEO Architecture
URL logic, one page per intent, internal linking, schema
Wireframes & Prototypes
Semantic DOM and heading hierarchy, clickable before UI
UI & Design Systems
Tokens and Auto-Layout Figma components, each state specced
SaaS & Product Interfaces
Complex dashboards, portals & web apps
Core Web Vitals & Mobile
Zero-CLS layouts, LCP element in the HTML, 24px tap targets
AI Search UX
Self-contained passages an answer engine can lift and cite
Selected work
All
Design · Dev · SEO
Real Estate Website — SEO-First Design & Development
UX/UI · Design
UX/UI Design For A Luxury Fashion Online Store
UX/UI · Design
UX/UI Design For A Luxury Jewelry Boutique
E-Commerce · Design
UX/UI Design For A Cosmetics Brand
UX/UI · Design
Comprehensive Redesign Of A Bank Website And App
SEO · Development
15-Tool SaaS Platform For SEO Professionals
Landing Page · Design
Landing Page Design For A Law Firm
UX/UI · Design
UX/UI Design For A Web Designer Portfolio
What We Fix

Seven UX/UI problems the design fixes before the screen is drawn

Most of these never show up in a design review. They show up in the drop-off at the step before the form, in Search Console, and in Core Web Vitals field data.

01
No Trust Signals Above the Fold
The Cost
A B2B buyer decides on the first screen whether this is a vendor or a template. When the page gives no reason to trust it, the shortlist gets made somewhere else.
+
01
Symptoms
A hero that could belong to any company in the category. No customers, numbers or certifications above the fold. Pricing buried or absent. A team page with no names.
02
IA Built Around the Org Chart
The Cost
Marketing brings buyers with intent, and the interface has nowhere for them to go: the demo link sits in the footer, the pricing page argues, the form asks for eleven fields.
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02
Symptoms
Information architecture that follows the org chart. Decision paths that end on a blog post. Positioning a buyer can't repeat after reading it. Drop-off at the step before the form.
03
A DOM the Crawler Can't Read
The Cost
An interface designed without search architecture ships a DOM the crawler can't use, and the organic channel that was supposed to compound stops at launch.
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03
Symptoms
Headings as styled divs. Content behind client-side rendering. Filters that generate crawlable URLs by the thousand. Passages an engine can't isolate.
04
No Design System
The Cost
Without tokens and a component library, each new feature and each new market gets designed twice: once in Figma, then again in the browser.
+
04
Symptoms
Spacing and colour hard-coded per screen. Design drift between pages built a year apart. Developers rebuilding components that already exist. Rewrite cycles nobody budgeted.
05
Unclear Interaction States
The Cost
A visitor who can't tell where to go, what to click or what happens next leaves, whatever the interface cost.
+
05
Symptoms
Navigation that hides the main product. Links styled like text. Controls with no visible state. Elements behaving against expectation.
06
Excessive Interaction Cost
The Cost
Experiences rarely break on one big error. An extra field, a second modal, one choice too many: each too small for a report, and in sum enough to lose the session.
+
06
Symptoms
Too many choices per screen. Long forms. Steps the visitor doesn't need. Competing CTAs. Modal on top of modal.
07
Mobile as an Afterthought
The Cost
Desktop looks polished while mobile feels like a different, broken product, on the device where most of the traffic is.
+
07
Symptoms
Cramped navigation. Filters and tables that won't scroll. Tap targets under the 24px WCAG 2.2 minimum. Horizontal overflow. JS payloads sized for desktop.
SEO-Native Design Framework

SEO architecture inside the UX/UI design, from the first wireframe

New build or redesign, search equity goes in at the wireframe stage. Before a screen is designed we've settled which pages exist, what each one is for and how they link, so the structure a crawler reads and the structure a visitor navigates are the same one.

New Products & Platforms
URL logic, semantic clusters and a page template per intent, settled before the first line of code, so the site doesn't need a second architecture once it grows.
Complex Filtering & Facets
Dynamic filters and programmatic pages designed with a rule for what gets indexed and what doesn't, so a catalog of 500 products doesn't turn into 40,000 crawlable URLs.
Enterprise Redesigns
Legacy URLs mapped, redirect rules written, DOM hierarchy upgraded with the ranking pages watched throughout, so the redesign keeps the traffic it inherited.
AI & LLM Optimization
Content passages and layout components framed so an answer engine can lift one self-contained passage: a definition, a comparison, a number with its context. Citations tracked in Algorithm across ChatGPT, Gemini and Perplexity.
Process

A UX/UI design process that holds at scale

Six stages, each with its deliverables named.

01
Discovery: Search Intent & Conversion Goals
How your customers search, compare and decide, turned into the page list and the conversion goals the design has to serve. Written down before a screen exists.
Search IntentConversion GoalsContent Strategy
02
SEO Architecture & Wireframing
Page structure, heading hierarchy and internal linking set on the wireframes, with the conversion path drawn through them and walked through as a clickable prototype. The crawler and the visitor get the same map.
Semantic StructureUser FlowsClickable Prototype
03
UI Design & Design System
Interfaces designed for a buyer who hasn't decided yet: proof placed where the doubt is, a hierarchy that says what matters first, and a design system that survives the next twenty pages.
Visual HierarchyAuthority SignalsScalable Design System
04
Performance & Search Optimization
Layouts, assets and interactions tuned for Core Web Vitals: zero layout shift, the LCP element in the HTML, JS that isn't loaded before it's needed.
Core Web VitalsZero-CLS LayoutsLightweight Assets
05
Engineering Handover
Tokenized components in Figma with each state specced, a semantic HTML mapping per component, and a walkthrough with the developers who will build it.
Component LibrarySemantic HTML MappingEngineering Walkthrough
06
Launch Validation
After launch we check what shipped against what was designed: rendering, indexation, analytics events, Core Web Vitals in the field. Fixes go in before the first month of data gets misread.
Post-Launch QASEO ValidationAnalytics Verification

You talk to the people doing the work, from the first call to handover

Direct Contact

Lead at Neon. Designed and built Algorithm, our in-house 15-tool analytics platform, with this team. 10+ years in search & digital design.

Roman Makuev
Roman Makuev
Not sure whether the site needs a redesign or a fix?
◆ Direct Access ◆ No Account Manager ◆ Figma Source Files Yours
Talk to the team LinkedIn
Frequently Asked Questions

Before You Ask

It's the most common way a redesign backfires: the new site looks better and ranks worse, because the rebuild broke the URL paths, heading structure or DOM the old rankings sat on. We map what carries ranking equity before anything moves and preserve it through the rebuild, with redirects, structure and crawl paths accounted for before launch.

Yes. Tokenized Auto-Layout components, with each state a developer needs specced: hover, active, error, loading, and a semantic HTML mapping per component. They build from the file, with the source in your Figma workspace.

Yes. B2B platforms, dashboards, dense SaaS products. The harder the information density, the more the design decisions decide something, which is the work we'd rather be doing.

Visual design stops at how it looks. Digital experience design covers the layer under it: which pages exist, how a visitor moves between them, what each screen has to make clear, and whether the result loads fast and ranks. The same interface gets judged on Core Web Vitals and on what a buyer does next, as well as on the mockup.

The page list with the intent each page serves, wireframes, the tokenized Figma component library with states, a semantic HTML mapping per component, and the handover walkthrough. On a redesign, the redirect map and the list of ranking URLs to protect come with it.

Yes. Design, development and SEO sit in-house, so the same team can take the design system into a custom build. If your developers build it, the semantic HTML mapping and the walkthrough are there for them.

Always. A UX/SEO layout assessment of the current site comes first. Sometimes it ends in three fixes and no redesign, and we say so.

Start with a review of the site you have

Request Design Review
LinkedIn Roman Makuev

Send us the current product or a brief. We'll run a UX/SEO layout assessment, say what the interface is hiding, and tell you what we'd change first. If the site doesn't need us, we'll say that too.