At Kitty, UI design builds directly on the foundations established during UX wireframing, combining functionality with visual identity. The process begins with the creation of a comprehensive design system that defines consistent rules for typography, spacing, imagery, colours, and interface styling across the entire website. This ensures every page feels cohesive and aligned with the brand.
Our UI designers collaborate closely with our UX specialists to create interfaces that are not only visually engaging but also intuitive and user-friendly. All designs are presented in Figma, allowing clients to interact with the designs and leave precise feedback directly on specific elements, streamlining collaboration and reducing confusion. Each UI project includes a minimum of two rounds of revisions, giving you time to refine the interface before development begins.
We translate your brand identity into digital interfaces that work. This covers everything from colour palettes and typography to imagery styles and iconography. Whether we’re working with existing brand guidelines or helping you develop them from scratch, we ensure consistency across every touchpoint.
Static websites feel dated. We incorporate subtle motion design like parallax scrolling, hover states, and transitions that adds fluidity without overwhelming users. These micro-animations guide attention, provide feedback, and make interactions feel responsive. We use them strategically, particularly on consumer-facing websites where engagement is critical.
We design to WCAG 2.2 standards, ensuring interfaces work for users with diverse abilities. This isn’t just ethical practice, it’s legally required under the European Accessibility Act if you sell products or services in the EU. Our accessibility considerations include high-contrast colour combinations, readable typography, keyboard navigation support, and avoiding text over images. We can design to various compliance levels depending on your requirements and industry.
Your interface needs to work brilliantly on every device. We design mobile-first, then scale up to tablets and desktops, ensuring touch targets are appropriately sized, navigation patterns match user expectations (like burger menus on mobile), and content reflows naturally across breakpoints.
Digital doesn’t exist in isolation. We extend UI design principles to print materials, ensuring brand consistency across brochures, signage, and customer literature. Our collaboration with Nielsen Active Holidays in 2023 exemplifies this integrated approach where we helped bring their complete brand redesign to life across their website, printed guest materials, staff uniforms, and hotel signage.
Effective UI design directly influences how users perceive and interact with a website. Interfaces that feel modern, intuitive, and responsive help build trust, strengthen brand recognition, and guide users toward conversion actions. At Kitty, UI success is measured through performance metrics as much as visual appeal, with every design decision from button placement and visual hierarchy to whitespace and colour psychology.
Performance is also central to the design process. Fast-loading, responsive interfaces are prioritised through image optimisation, efficient animation use, and close collaboration with the development team. This approach helped improve Vetsure’s site speed score from 57 to 92 while completely redesigning the interface. Accessibility is treated as a core design principle rather than an afterthought, ensuring websites work effectively for users with visual, motor, or cognitive challenges while improving usability for everyone.
As part of the wider ROAST performance group, UI design is integrated with SEO, CRO, and analytics expertise, ensuring design decisions actively support measurable business goals rather than serving purely aesthetic purposes.
UX design focuses on structure and user flow, wireframing where elements go and how users navigate. UI design adds the visual layer such as colours, typography, imagery, and interactive elements that bring wireframes to life. You need both. Good UX with poor UI looks unprofessional. Beautiful UI with poor UX frustrates users.
Absolutely. We regularly work within established brand frameworks, translating print guidelines into digital interfaces. If your guidelines need extending for digital (defining interactive states, loading animations, or mobile adaptations), we can handle that too.
Yes. We’ve designed interfaces for apps (including the 1Rebel member app), customer portals, and e-commerce platforms. If it has a user interface, we can design it.
Our UI designers work directly with our in-house London-based development team throughout the process. Designs are created with technical feasibility in mind, and developers review Figma files before they’re finalised. This collaboration ensures what we design can actually be built efficiently.