UX/UI design

UX/UI design begins with customer questions

Most UX/UI design projects start with mood boards. Mine start with a list of questions customers ask before they buy. For a roofing company that list might be: do you handle insurance claims, how long does a replacement take, what does it cost for a house like mine, are you licensed here, can I see roofs you've done nearby? For a med spa: is it safe, does it hurt, how many sessions, what does it cost, can I book online tonight?

Those questions become the skeleton of the page. Their order decides the order of sections. Their wording decides the headings and menu labels. Only after that do colors and fonts come in. It's slower than picking a template, and it's why the pages convert.

Designed for thumbs

Most visits to small-business sites come from phones, so I design the phone version first. That means tap targets large enough for an actual thumb, a call button within reach at the bottom of the screen, forms with the right keyboard for each field (numbers for phone, email layout for email), no hover-only menus and no pop-ups that cover the content in the first seconds.

Desktop isn't an afterthought, but it's the easier version. A layout that works on a 6-inch screen almost always expands well; the reverse is rarely true. The mobile website checklist lists the points I check on every page.

The parts of UX people skip

Some of the most valuable UX work isn't visible in a mockup:

• Empty and error states. What happens when a form field is wrong, a booking slot is taken or a search finds nothing.
• Microcopy. The words on buttons and under fields. "Get my estimate" outperforms "Submit" because it says what happens next.
• Speed as design. A layout that relies on six large images will feel slow regardless of hosting.
• Accessibility. Contrast, focus outlines, labels for screen readers and logical heading order. In the US this also lowers ADA risk, since WCAG 2.1 AA is the common yardstick in website claims.

Interface design that fits your brand

UI design turns the structure into something people trust. I work within your existing logo and colors, or create a restrained look if you don't have one yet. I define a small set of components (buttons, cards, form fields, price boxes) and reuse them across the site, which makes it easier to use and cheaper to extend. If you need a fuller visual identity, I deliver that with a branding partner while the contract and communication stay with me.

Testing before code

Before building, I put the wireframes in front of a few people outside the project. Not a lab study: five minutes each, a simple task like "find out how much a cleaning costs and book one". Where they hesitate, the design changes. Usually two or three small changes come out of it, such as a renamed menu item or a price moved higher. That's far cheaper than learning the same lesson from a quiet phone after launch. Once the site is live, ongoing improvement is conversion rate optimization.

One person from design to code

Because I build what I design, nothing gets lost in a handoff. Spacing, button states, animation timing and mobile behavior go live exactly as you approved them. You also have one person to talk to, directly, on Zoom, WhatsApp or email, with replies within one business day. If you'd like a usability review of your current site first, book a one-on-one consultation at $65 an hour.