At Kitty, UX design begins well before any work in Figma. Every website project starts with a detailed discovery meeting, ideally face-to-face for London-based clients, helping the team better understand the business, users, and goals. Insights from discovery feed into a comprehensive definition document covering site structure, stakeholder requirements, SEO, and generative engine optimisation (GEO) to improve visibility in both search engines and AI-driven platforms.
The process then moves into wireframing, where UX designers use Figma to map out page layouts, user flows, and conversion paths. The focus is on usability and reducing friction rather than visual styling. Clients can review and comment directly within Figma, with multiple amendment rounds included. Once approved, the project progresses into UI design, where branding, colours, typography, and visual details are applied.
We design the skeletal structure of your website with a focus on user behaviour and conversion pathways. Our wireframes map out page layouts, navigation hierarchies, and content positioning before any visual design begins. This ensures every page serves a clear purpose in your user’s journey.
Once the UX foundation is solid, our UI designer adds the visual layer. We develop comprehensive design systems including standardised rules for fonts, spacing, image styles, corner treatments, and colour applications. We also incorporate micro-animations and parallax design elements where appropriate, giving your website fluidity and visual interest without compromising usability.
Good UX design dramatically impacts conversion rates. We offer ongoing CRO services where we evaluate your website monthly, develop hypotheses for improvement, and run A/B tests to validate changes. This might mean tweaking button colours or completely redesigning a checkout flow. Each test runs for two to three weeks until we reach statistical significance, then we implement winning variations site-wide and move to the next optimisation.
Under the European Accessibility Act, businesses selling products or services in the EU must make their websites accessible to users with disabilities. We design to WCAG 2.1 and 2.2 standards, ensuring high contrast between text and backgrounds, avoiding text over images, and implementing functional considerations like adjustable font sizes. Accessibility isn’t just a legal compliance, it’s good UX that expands your potential audience.
Sometimes you don’t need a full rebuild, you need to identify what’s holding your current website back. We conduct comprehensive UX audits alongside technical and SEO audits to pinpoint performance issues, usability problems, and conversion barriers. We then provide a prioritised list of recommendations with approximate costings, allowing you to tackle improvements incrementally.
UX trends evolve constantly. The burger navigation menu that’s now ubiquitous on mobile didn’t exist before smartphones became our primary browsing device. We design responsively from the start, ensuring your website delivers an optimal experience across all devices. This isn’t about shrinking desktop designs to fit smaller screens—it’s about understanding how users interact differently with mobile devices and designing specifically for those behaviours.
Poor UX directly impacts revenue. Confusing navigation, unclear calls-to-action, and friction during checkout can all lead to lost conversions, while effective UX design improves user satisfaction, lowers bounce rates, and increases conversion rates. At Kitty, UX is approached as a performance-driven discipline focused on measurable outcomes such as lead generation, e-commerce sales, and membership growth.
As part of a wider performance group, the team works closely with clients through regular strategy meetings, using performance data and evolving UX best practices to identify ongoing optimisation opportunities. SEO is also integrated from the beginning of the design process rather than treated as a final checklist. Designers and SEO specialists collaborate to create information architecture that supports both user experience and search engine visibility, giving websites stronger long-term discoverability.
This strategic approach can be seen in projects such as Cookson Adventures, where the team developed both the brand and website UX, and 1Rebel, where they designed intuitive interfaces for a headless website and member app focused on seamless booking and account management.
UX (user experience) design focuses on the structure and flow of your website, how information is organised, where elements are positioned, and how users navigate from one action to the next. UI (user interface) design is the visual layer, the colours, typography, imagery, and branded elements that make your website look distinctive and appealing. Both are essential, and at Kitty, we have dedicated specialists for each discipline.
Absolutely. We perform UX audits that identify specific improvement opportunities. We provide a prioritised list of recommendations with costings, allowing you to implement changes incrementally. Many clients come to us not for ongoing support but for a one-off project to get their website into a better place.
We’re tech-agnostic, meaning we’re not tied to any single platform. Our sweet spot is WordPress and Shopify. We also design for headless websites using Next.js for the front end and CMS platforms like Sanity.io or WordPress for the back end. We’ve built websites on Drupal, Umbraco, and BigCommerce as well.