Design & UX
We're a Magento UX design agency in London, and we don't accept that you have to choose between beautiful and effective. Research-led e-commerce design that turns visitors into customers — tested before a line of code is written.
Design that converts, not just impresses
Your Adobe Commerce (Magento) store should be more than good-looking — it should convert. Every design decision we make is rooted in strategy, backed by data and shaped by your brand's own voice, from first click to final checkout. Our headless builds give the design team an unusual amount of freedom, which means you won't often hear that the platform won't allow it. We prototype early and test with real users, so the arguments happen over a clickable prototype rather than a half-built website.
Research first, pixels second
Research and analysis
The more thorough the discovery stage, the smoother everything downstream gets — so our design team arrives having already done the reading. Analytics and heatmaps, session recordings, competitor benchmarking, customer interviews, and a hard look at where people currently drop out of your funnel. We come to the first workshop with a point of view and the evidence behind it, rather than a blank page and a list of questions. Information is, after all, power.
UX and UI design
We design the journey before we design the screens: information architecture, navigation, category and product templates, and a checkout that gets out of the customer's way. Then the visual work — typography, motion, imagery, and a component library your developers can build from without guessing. Because our builds are headless, the front end isn't boxed in by platform templates, so the design can be genuinely yours rather than a theme with your logo dropped into it.
Prototyping and testing
Seeing is believing, so we prototype. Interactive, clickable, and close enough to the real thing that you can put it in front of customers and stakeholders and get useful reactions rather than polite ones. Feedback goes straight into the design files, and the whole thing starts to feel like a working website while it's still cheap to change. By the time development starts, the arguments are settled.
From research to prototype
Research & Discovery
Extensive research into your brand, competitors and customers — analytics, session recordings and interviews — so design decisions are grounded in evidence rather than taste.
UX Strategy & Wireframing
User journey mapping, information architecture and wireframes that settle the structure of the experience before anyone argues about colour.
Visual Design
High-fidelity designs that bring the brand to life while optimising for conversion, delivered as a component library your developers can build straight from.
Prototyping & Testing
Interactive prototypes put in front of real users for testing and feedback, so problems get found while they still cost hours rather than sprints.
Design deliverables
Research & Strategy
- User research
- Competitive analysis
- Brand guidelines
- User journey mapping
- Information architecture
- Content strategy
Design Assets
- High-fidelity designs
- Mobile-responsive layouts
- Component library
- Interactive prototypes
- Icon sets
- Animation specs
Implementation Support
- Developer handoff documentation
- Design QA
- Responsive testing
- Cross-browser checks
- Performance guidance
- Ongoing support
Design decisions you can defend
eCommerce UX design is the work of removing the reasons people leave. Navigation, product pages, search and filtering, and above all checkout — designed against evidence rather than taste, and built to convert on a phone before it impresses on a 27-inch monitor.
Most eCommerce design reviews we are asked into find the same three things: a category structure that reflects the org chart rather than how customers shop, a product page that answers the wrong questions in the wrong order, and a checkout carrying two or three steps nobody has justified since 2019.
Pretty is not the metric. We will happily make it beautiful — but the design decisions we argue hardest for are the unglamorous ones, because those are the ones that move the number. Agent Provocateur's rebuild lifted conversion by 30%. MyFUJIFILM's went up 69%.
Design also has to survive the build. Our designers sit with the people doing the Adobe Commerce development, so what gets drawn is what ships, and a headless Magento front end gets designed for how it actually renders rather than retrofitted afterwards. Page weight is a design decision too, which is why Magento SEO and Core Web Vitals are in the room from the first wireframe rather than raised at QA.
Then we test the things worth testing. Adobe Target turns the arguments nobody can settle into results — and a test that comes back flat is a real answer that saves you building the thing.
FAQS
Design and UX questions
What does eCommerce UX design involve?
Research, information architecture, wireframes, visual design and a component library the developers actually build from. On a trading site the bulk of the value sits in four places: navigation, search and filtering, the product page, and checkout. Everything else is worth less than those four.
How do you know a design will convert?
We don't, entirely — which is why we design against evidence and then test. Session recordings, funnel data and search-term logs tell you where the current site leaks. After launch, structured experimentation tells you whether the fix worked. Anyone promising a conversion figure before the research is guessing.
Do you design for mobile first?
Yes, because that is where most of the traffic and nearly all of the frustration is. A layout that works on a phone in one hand on a poor connection will work everywhere else. The reverse is reliably untrue, and the desktop-first sites we inherit usually prove it.
Can you work with our existing brand guidelines?
Yes, and most of our work does. Brand guidelines rarely cover the things eCommerce needs — filter states, stock messaging, error handling, the eleventh tier of a category tree — so we extend them rather than replace them, and hand back the additions as part of the design system.
Do you do design without the build?
We can, and sometimes it is the right call when you have an in-house team. It works best when we stay close through implementation, because a design handed over a wall arrives on the site as an approximation of itself. We would rather stay involved than be surprised at launch.
How long does a design phase take?
Eight to fourteen weeks for a full storefront, running in parallel with technical architecture so nothing waits. Research and IA take the first third, which feels slow and saves the most time later. Component design and the system itself take the rest.
Featured work
Award-winning digital experiences crafted for ambitious brands. We don't just build websites; we engineer growth.
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