UX, UI & Accessibility Design
Design products that are easier to use, scale, and trust.
UX, UI, and accessibility solve different but connected problems. We help you choose the right design path for your product — and turn usability, clarity, and inclusive quality into measurable commercial outcomes.
UX Design
Flow · Research · FrictionUsers get confused or drop off in key flows
UI Design
Interface · System · ConsistencyScreens look scattered, design system is missing
Accessibility
WCAG · Inclusive · UsabilityProduct is hard to use for segments of your audience
At a Glance
Three Paths, Three Product Problems.
Product design isn't one thing — it's three. UX solves flow and friction. UI solves consistency and clarity. Accessibility makes all of it work for every user. Pick based on the problem your product actually has.
Choose the Right Path
UX vs UI vs Accessibility — The Honest Comparison.
Every path matters. But not every product needs all three at the same time. This is the matrix we use to recommend a direction during discovery calls.
Criterion
UX Design
UI Design
Accessibility
When You Need This
Seven Signals Product Design Is the Missing Layer.
If any of these are true, the conversation to have is about which path — not whether to invest in design.
Users struggle to complete key tasks
Core flows (signup, checkout, onboarding, core workflows) are losing people — and nobody's mapped exactly where the friction is.
Onboarding feels confusing
New users bounce or email support with questions that shouldn't exist. First-session comprehension is weak.
Your interface looks inconsistent
Different screens use different buttons, spacing, colours, and patterns. Users feel it even if they can't name it.
Design decisions are slowing product growth
Engineers keep asking 'what should this look like?' Marketing can't tell if a screen is final. Nothing scales without a design system.
Conversion or engagement is weaker than expected
Funnel drop-off doesn't match traffic quality. Copy, offer, and price check out — the design is probably the gap.
Accessibility issues are limiting usability
Screen-reader users, keyboard-only users, or users with low-contrast needs can't use the product well — and that's increasingly a commercial risk.
Product screens exist, but the experience feels disconnected
You shipped what was planned. It works. But it doesn't feel like one product — it feels like seven screens someone stitched together.
What This Category Covers
Six Disciplines Under One Design Roof.
Each discipline has deeper scope on its own page — these cards tell you what fits and where to go next.
Usability Refinement
Post-launch usability testing, friction diagnosis, and the targeted fixes that make a working product feel effortless.
Design Consistency Systems
Design tokens, component libraries, guidelines, and the governance that keeps consistency intact as products scale.
Iteration & Optimisation Support
Ongoing design partnership — regular iteration cycles, A/B informed refinement, and design decisions tied to product analytics.
Goal → Solution
Start From the Product Problem, Not the Design Label.
"We need UX/UI" isn't a brief. "Our onboarding loses 60% of users in step 2" is. Every engagement starts from the outcome — the design work follows.
If you need
Need better onboarding
We recommend
UX Design — journey mapping, friction diagnosis, flow simplification
If you need
Need clearer screens and stronger consistency
We recommend
UI Design — design system, component library, interface audit
If you need
Need broader usability and inclusive quality
We recommend
Accessibility — WCAG audit, inclusive components, remediation plan
If you need
Need lower friction in complex flows
We recommend
UX + Accessibility — pair path mapping with inclusive usability fixes
If you need
Need a stronger interface system for scale
We recommend
UI + Design System logic — tokens, components, governance that scale
If you need
Need better product adoption
We recommend
UX + UI alignment — flow and interface redesigned together, not in isolation
Why Product Experiences Underperform
The Gap Isn't Aesthetics — It's Product Logic.
Most underperforming products don't fail on being "ugly." They fail on flow, consistency, and accessibility — the parts users feel but rarely name.
What goes wrong
- Poor user flows — users can't find or complete what they came for
- Cluttered or inconsistent interfaces across screens
- Weak visual hierarchy — everything competes for attention
- Inaccessible components — keyboard nav, contrast, screen-reader gaps
- Product friction at key moments: checkout, onboarding, settings
- No shared design logic — every new screen reinvents patterns
- Design decisions made without any user insight or validation
How Avana Hub fixes it
- Clearer journeys and task flows based on actual user research
- Stronger interface consistency with a real design system behind it
- Better usability and readability — hierarchy drives attention, not noise
- Accessible-by-default components — keyboard, contrast, SR labels built in
- Stronger product trust and clarity at every friction moment
- Scalable design logic — tokens, components, governance
- Design choices tied to business and user outcomes, not personal taste
Our Framework
The Avana Hub Product Design Framework.
Five phases — Research → Structure → Interface → Include → Iterate. Accessibility isn't a final pass — it runs in parallel with interface work.
Research
Understand the Users
Interviews, usability sessions, analytics review, and competitive context captured before we touch a single pixel.
Structure
Map the Flows
Information architecture, journey maps, and task flows designed around how users actually think — not how the product was built.
Interface
Build the Visual Layer
Design system, component library, and screens that turn validated flows into a coherent, scalable interface language.
Include
Design for Everyone
WCAG conformance, keyboard navigation, contrast, screen-reader support, and cognitive load managed in the same pass.
Iterate
Compound Over Time
Usability testing, design reviews, A/B informed refinement, and the ongoing partnership that keeps the product improving.
Sample Output
What Design Work Actually Looks Like.
Product design gets dismissed as "making things pretty" when the artefacts aren't shown. These are the tangible outputs your team gets.
Land
Time: < 2s
Sign up
Time: 14s
Verify email
Drop-off point
First value
Drop-off point
Handed off as Figma library + code-ready tokens
AA
WCAG 2.2 conformance
Task completion
Time-to-first-value
Onboarding drop
What You Get
Every Engagement Ships Strategic Artefacts.
No abstract "design thinking" deck. Every deliverable is a concrete asset your product team can act on or hand off.
Product Design Discovery
Business goals, user research, commercial context, and success metrics captured before flows, pixels, or systems get drawn.
UX / UI / Accessibility Path Recommendation
Which disciplines your product actually needs, in what order, and why — with effort and impact estimates per path.
Flow & Interface Recommendations
User journeys, wireframes, prototypes, screen designs, and interaction patterns tuned to real business outcomes.
Usability & Friction Findings
Ranked usability issue register with severity, impact, and targeted fixes — not a 100-page audit nobody reads.
Design Consistency Notes
Design-system plan, token architecture, component patterns, and governance that keep consistency intact as you scale.
Accessibility Improvement Priorities
WCAG conformance gaps, remediation plan, and accessible-by-default component patterns for ongoing work.
Iteration Roadmap
Monthly design iteration cadence with clear priorities, validation criteria, and alignment with product analytics.
Next-Step Recommendations
Which specialised path to go deeper on, who should own what, and how to sequence the work over 30 / 60 / 90 days.
Engagement Models
Five Ways to Work Together.
Pick the model that matches your stage — validation, system build, audit, focused sprint, or ongoing partnership. Pricing is scoped per engagement.
UX Design Engagement
Ideal for: Products with flow friction, weak onboarding, or unclear journeys
- User research + usability testing
- Information architecture + journey mapping
- Wireframes + interactive prototypes
- Usability issue register with fix priorities
UI Design Engagement
Ideal for: Teams needing design-system consistency and dev-ready screens
- Design system: tokens, type scale, spacing, colour
- Component library (Figma + code-ready)
- Screen designs with edge/empty/error states
- Dev handoff documentation
Accessibility Review & Improvement
Ideal for: Regulated, enterprise, or scale-stage products with WCAG obligations
- Full WCAG 2.2 conformance audit
- Remediation plan with priority scoring
- Accessible component patterns
- Team training + governance handoff
Product Design Sprint
Ideal for: Fixed-scope 2–4 week engagement for focused design problems
- Problem framing + stakeholder alignment
- Rapid exploration + validation
- Single-deliverable focus (feature, flow, redesign)
- Handoff-ready artefacts
Ongoing Product Experience Support
Ideal for: Teams needing continuous design partnership post-v1
- Monthly design iteration cycles
- Design-system governance + maintenance
- Feature design as product roadmap evolves
- Analytics-informed refinement loops
FAQ
Product Design FAQ
Practical questions product teams ask before choosing a path.
Still unsure which path fits? Let's talk.
Related Design Paths
Explore the Specific Path for Your Product.
Each route has its own page with deeper scope — process, deliverables, timeline, and the specific product problems each discipline solves best.
Choose the right design path — then ship it well.
UX, UI, or accessibility — or all three together. We'll help you pick in a 15-minute call, then design, system, and iterate whichever path fits your product's real problem.
UX
Clear
UI
System
A11y
AA