UX/UI Design that fixes what the interface hides

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 lookslooks good ≠ works well
A system, not 20 screenstokens and rules, not mockups
Survives developmentshipped as designed, not approximated
  • Behavioral UI/UX
  • Search-Engineered Layouts
  • Design System Tokens
  • Core Web Vitals Optimized
Figma-to-Dev Handover

We architect it. We don't decorate it.

Core Design Capabilities

Business → users → behaviour → structure → interaction → interface. That's the order we design in, and the screen is the last step, not the first. We call it digital experience design: the layer under the interface, built so the page loads fast, ranks, and turns a reader into a buyer.

Behavioral UI/UX Architecture
Conversion flows & user intent alignment
SEO-Engineered Layout Systems
Semantic DOM structure & H-tag hierarchy
Design Systems & Tokenization
Modular Auto-Layout Figma components
SaaS & Product Interfaces
Complex dashboards, portals & web apps
Core Web Vitals & Speed UI
Lightweight layout assets & zero-CLS design
Generative & LLM Search UX
Passage-level content framing for AI engines
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
SEO · Development
15-Tool SaaS Platform For SEO Professionals
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
Landing Page · Design
Landing Page Design For A Law Firm
UX/UI · Design
UX/UI Design For A Web Designer Portfolio
The Hidden Tax On Growth

Bad UX leaks revenue before the numbers admit it

Your website may not have a design problem. It may have an experience problem. Looks good. Feels difficult. Explains too little. Converts too late.

01
Trust Architecture Failure
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.
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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
Revenue Path Breakdown
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
Organic Visibility Collapse
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
System Scalability Failure
The Cost
Without tokens and a component library, every new feature and every new market gets designed twice: once in Figma, then again in the browser.
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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
Interaction Clarity Loss
The Cost
A premium interface means nothing if a visitor can't tell where to go, what to click, or what happens next.
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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. They die by a hundred small frictions, each too small to show up in a report.
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06
Symptoms
Too many choices per screen. Long forms. Steps the visitor doesn't need. Competing CTAs. Modal on top of modal.
07
Cross-Device Breakdown
The Cost
Desktop looks polished while mobile feels like a different, broken product, on the device where most of the traffic is.
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07
Symptoms
Cramped navigation. Filters and tables that don't scroll. Tap targets under 24px. Horizontal overflow. JS payloads sized for desktop.
SEO-Native Design Framework

Search architecture baked in from the first screen

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.
Predictable Execution

A UX/UI design process that holds at scale

Six stages, each with defined deliverables. No surprises at handover.

01
Intent & Revenue Discovery
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. The crawler and the visitor get the same map.
Semantic StructureUser FlowsInternal Linking Logic
03
Trust-Centered Interface Design
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 every 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 Senior Execution

Your design system and interface architecture are built by senior specialists with a background in UI/UX, conversion mechanics and technical SEO.

Roman Makuev
Roman Makuev
10+ years in search & digital design, award-winning designer, and creator of Algorithm.
◆ Direct Access ◆ No Account Manager ◆ Award-Winning Design
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 every state a developer needs specced: hover, active, error, loading. They build from the file instead of guessing what you meant.

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.

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.