How we help our clients create and maintain better products with design systems

Meet Arthur.

Arthur has a web app and a complementary mobile app. He made his website using a template and his developers cobbled together the app on a shoestring. Users valued Arthur’s service. Investors saw potential and invested in his product. Now he’s putting more thought into marketing, which is great.

“I want beautiful design and clean UI... Maybe some UX too?”

But Arthur is starting to notice details he’s overlooked. Things aren’t working quite as smoothly as they should… and he’s looking for a solution. Arthur checks out top product websites and can’t pinpoint exactly what it is that makes them look and feel so good.

Everything seems to fit together seamlessly – the balance between style and function is just right. Arthur starts brainstorming keywords like "UX", "interface" (even UI/UX)… design, "minimalism", "nice & clean"… He’s clutching at straws, hoping there’s a magic pill to solve all his issues at once.

But the real problem is far more complex

Lack of visual consistency. Users have to deal with new, competing visual information every time they use the product – it adds up to a lot of noise.

Arthur's product works and even brings profit, but the look and feel is still lagging miles behind his competitors. The devil is in the details...

Edits and new iterations are slow to implement and communication within his growing team is convoluted, because Arthur & his product aren’t properly prepared for growth.

A shared vision across his team would save a lot of time and energy. So how do we help Arthur achieve this?

It looks like we know the way

Over six years working together, our team has developed a crystal-clear strategy that helps digital product owners create and manage better, more user-friendly products. Our approach begins with defining a holistic look & feel across all your digital products, based on the needs of your target audience and the values inherent in your product.

We’ll apply this look & feel across your digital design, and merge the elements into a single streamlined system that allows you to swiftly enter the market with new solutions, and sets you up so you’re ready for growth.

Back to Arthur. First, let’s make sure we understand each other

  • - What business are you in?
  • - What are the big problems you are trying to solve?
  • - Have you determined what success would look like yet?

We also need to understand what kind of problems Arthur’s product solves

  • - How does your product work?
  • - What’s the risk of switching to it?
  • - What do people currently use instead?

It’s all beginning to come together now

Using the Component Based Design, we will work through all the critical touchpoints of the product

Then we’ll analyse, document and describe the results for Arthur and his team

Using the Component Based Design, we will work through all the critical elements of the product

And bring them to the same style to preserver consistency

Ok, so how does Arthur benefit from all this?

Arthur now spends far less time on communication and micromanagement.

Now that his product has visual consistency, conversions are growing.

Arthur now thinks about the visual system as a whole. The project is now infinitely easier to maintain.

His developers are happy too. Now they can get on with their work, and enjoy doing it. We see traction with the help of Storybook and Puppeteer.

Ok, so it worked for Arthur. Will it work for me?

Our process works best for products that are already in operation. When your product has existing users, it’s easy for us to pinpoint and help you with the issues that need solving.

If you’re just starting out with your Big Idea and haven’t implemented it yet, take your time. Think about the real presence of the problem your product solves, write up the simplest MVP you can, and come back to us with real insights.

Sounds great, but I have some questions


We are 100% sure of the positive result of our cooperation. Therefore, we are happy to understand why it did not get better if you followed all our recommendations.

“I hadn’t realized just how hard they’d work, and how much care they’d put into every detail”

Robin Allenson, CEO @