UX Design

Whether you’re a digital product owner, run an ecommerce site or are launching a new app, you’ll want to create something which not only looks great but will delight your customers and perform well against your chosen metrics. The safest, quickest way to do this is with a user centred approach to design. 

Let's chat

Our design services

Lean UX design

Lean UX is collaborative and iterative way of working which encourages people to declare their assumptions at the start of a project and turn them into testable hypotheses. Rather than waiting until a design is “done” and then user testing, Lean UX encourages experimentation and testing during the process, to test the riskiest assumptions as early as possible.

This means there’s still time to change course if we find that we’re designing the wrong thing, or designing the right thing, wrong.

Rapid prototyping

User interface design

Iterative user testing

Early prototyping allows us to work out how sites and software should look and behave. We generally do this on a quick turn around in two-week design and validation sprints.

We start with low fidelity wireframes help define what the the structure of your site or app should be before effort goes into look and feel.  From there, we build beautiful, high fidelity designs which perform first time, every time.

We user test regularly throughout the design process, giving your business the evidence needed to make brave, confident decisions.

Information Architecture

In the digital environment, information architecture refers to the structure and organisation of any information held on a website, platform or software. Getting it wrong can have a profound impact on usability and searchability and so, it’s really important to get it right.

With a degree in information management, our Head of User Research Kat is an expert at this stuff. Using different methods of categorization as well as tools like tree testing and user testing, she can plot navigational paths through even the most complex of structures.

Understanding the principles and benefits of information architecture allows us to create software and websites with confidence, even in a world of rapid technological changes such as ours. When implemented properly, and backed up with qualitative and quantitative research, information architecture can be the difference between something that is hard to use and one which chimes with our very idea of how we understand the world.

What do we do?

Using heuristic evaluation, our usability experts will audit your website against known UX best practices to identify where quick fixes can be made. With over 25 years combined experience within the industry, our senior UXers Adam and Kathryn have worked across multiple sectors and industries bringing with them a broad and comprehensive knowledge of what does and doesn’t work.

What do you get?

We’ll produce a thorough report which is easy to understand and written in plain English. We can present it either over a video call or in person. Every one of our UX audit reports shows our key findings, relevant insights and recommendations for the next step in your project, whether that’s with us or not.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam scelerisque quis libero id feugiat. 
Pellentesque euismod, nunc eu ornare bibendum, justo ante viverra nunc, at mollis libero lectus eu erat.

And now in plain English…

That’s better. Words that are easy to understand and make sense.
Whether it’s product descriptions, a new help section or refreshed microcopy, words can have a profound effect on how users perceive your product or website. In order to solve a problem holistically, we prefer to review and rewrite copy early on in the process so that it can be tested alongside any other design elements.  

We understand that our clients absorb information in different ways and so, we can provide copy in google docs or in situ on wireframes and prototypes. It’ll be written in your tone of voice too, keeping it consistent across the site or platform.

UX project support

Increasingly, large organisations are bringing UX in house - this is music to our ears because it means user centred design is becoming more important and more common.

That said, even in house UXers sometimes need support. That’s where we come in. Whether we’ve worked together on a project before or you’re looking for additional help on something you’re managing yourself, we’re here to help.

How can we help?

Agile user stories

User stories are short descriptions of a feature from the point of view of the user, usually a customer. They’re often written like a logic equation;  As a < type of user >, I want <activity></activity> and are especially useful for agile development teams as they help direct and show how the software should function.


We have developed a  78 point accessibility checklist comprising of the practical elements of WCAG (web content accessibility guidelines) combined with manual checks to ensure that a design is fully accessible.

Charlie Brock-Lowthian
Senior Project Manager
National Trust

Adam and his team from NI lead and managed a series of Lean UX sprints for us. In these, they delivered a fully user tested, feature rich prototype ready for development.

We made the choice of agency after an extensive RFI/RFP process where Natural Interaction and their associated agencies shone with their general helpfulness and understanding of the subject matter. We're very pleased with the progress.


We deliver results, fast.

We research and test designs as early as possible to help clients focus on the ideas that add the most value to their customers and their business.
Our case studies
Screenshots from recent work done by Natural Interaction

Our guiding principles

Involve users at every stage


Evidence beats assumptions

People over technology

Fail fast,
succeed faster

Be a partner
not a supplier

Adam Babajee-Pycroft


If you're considering starting a UX project, speak to Adam on 0117 205 0605 or

Contact us