Bad UX doesn’t announce itself. It shows up as a checkout page with a 70% abandonment rate. A SaaS product with low trial-to-paid conversion. An internal tool your team works around rather than with. The product functions, but the experience creates enough friction that users give up, switch, or call support instead.
Every £1 invested in UX returns up to £100, according to Forrester research. That number sounds dramatic until you look at what poor UX costs: lost conversions, increased support volume, higher churn, and products that require expensive rework after launch because nobody tested the design with real users before building it.
Naskay is a UX design services company UK businesses use to fix that gap, whether they’re designing from scratch, redesigning something that isn’t working, or improving a product that’s already live.
What does UX design actually change for a business?
UX design is not about making things look attractive. It’s about making products and interfaces work clearly for the people who use them. The visual layer matters, but it’s downstream of the structural decisions: how information is organised, how tasks are completed, where confusion enters a flow, and where users abandon something entirely.
A well-designed user interface can boost conversion rates by up to 200%. Better end-to-end experience improvements can lift that to 400%. Those figures come from product teams who ran structured UX research, tested their assumptions with real users, and redesigned based on what they found, not what they assumed.
Design-led companies deliver twice the revenue growth and shareholder returns of industry peers, according to McKinsey. That’s not a coincidence. It reflects the compounding effect of reducing friction at every point a user interacts with a product.
Where does poor UX show up first?
Drop-off in onboarding flows, high support ticket volume for tasks that should be self-service, low feature adoption despite high active user counts, and customer feedback that keeps naming the same friction points. These are the signals that UX work is overdue, not optional.
What does UX research actually involve?
User interviews, usability testing, contextual inquiry, journey mapping, and heuristic evaluation. Not guesswork dressed up as design decisions. Real data about what users are trying to do, where they’re failing, and why. This is the foundation that makes the design work.
The difference between UI and UX
UI is the visual presentation layer: colours, typography, component styling. UX is the structural layer: how a user gets from their starting point to their goal with as little unnecessary friction as possible. Both matter, but fixing UI without addressing UX is like repainting a house with a broken floor plan.
Why does UX work before development saves money?
Finding a structural problem in a design prototype takes hours to fix. Finding the same problem after development takes weeks. 50% of engineering rework originates from UX issues that weren’t caught before build. Naskay’s process is front-loaded with research and testing for exactly this reason.
Services Naskay offers as a UX design services company in the UK
Naskay’s UX practice covers the full design cycle, from initial research through to tested, production-ready designs. The work is grounded in what users actually do, not in what product owners assume they do.
UX research and user testing
Structured research with real users to understand behaviour, mental models, and friction points. This includes moderated usability sessions, unmoderated testing, heuristic reviews, and analysis of existing analytics data. The output is specific and actionable, not a general report.
Information architecture and interaction design
How content and features are organised across a product determines whether users can find what they need or get lost. Naskay maps the full information architecture before any visual design begins, establishing clear navigation structures, task flows, and content hierarchies.
Wireframing and prototyping
Low and high-fidelity wireframes that define the structural layout of every screen and interaction, before the visual design layer is applied. Prototypes are tested with users before development begins, so structural problems are caught at a stage where changes are cheap.
UI design and design systems
Visual design built on the structural foundation of the UX work, producing interfaces that are consistent, accessible, and production-ready. For organisations building across multiple products or surfaces, Naskay creates full design systems with reusable components, typography, colour systems, and interaction patterns that development teams can work from directly.
Accessibility and WCAG compliance
UK public sector organisations are legally required to meet WCAG 2.1 AA standards. Financial services, healthcare, and other regulated sectors face increasing scrutiny on digital accessibility. Naskay builds accessibility into the design process from the start, covering colour contrast, keyboard navigation, screen reader compatibility, and focus management.
UX audits for existing products
For live products that aren’t performing as expected, Naskay conducts structured UX audits: reviewing user flows, identifying friction points, benchmarking against usability heuristics, and producing a prioritised list of improvements with the expected impact of each. This is a practical starting point for products that need improvement but don’t require a full redesign.
How does the design process work?
Naskay’s process is structured but not rigid. It adapts based on where a client is in their product lifecycle and what they already know about their users.
Discovery and scope definition
Before any design work starts, Naskay establishes what the project is actually trying to achieve. What are users struggling with? What business outcome does the design need to support? What constraints exist in the technical environment? This shapes the scope and prevents the project from drifting into decoration.
Research and insight generation
User interviews, analytics review, competitor analysis, and usability testing with the existing product, if one exists. Naskay presents research findings with specific, prioritised insights, not a wall of raw data. The team and client align on what the design needs to solve before the work of solving it begins.
Design, iteration, and testing
Wireframes are built, tested with users, revised, and tested again before visual design is applied. Naskay runs at least one round of usability testing on prototypes for every significant design project. This is not a formality. It regularly surfaces issues that weren’t visible in the research phase and changes the final design meaningfully.
Handover to development
Naskay delivers production-ready designs with annotated specifications, developer notes, and component documentation. The design system or component library is structured so developers can implement consistently without needing to interpret ambiguous files. Naskay stays available during the build phase to answer questions and review implementation quality against the design intent.
Who works with Naskay for UX in the UK?
The UX design services company UK clients that get the most from working with Naskay tend to have one thing in common: a specific problem with a measurable dimension. A checkout flow with a known drop-off rate. A SaaS product with a trial conversion that’s below the benchmark. A B2B platform with high support volume for tasks that users should be completing themselves.
88% of users won’t return to a product after a bad experience. Once they’ve formed an impression, changing it takes significantly more effort than getting it right the first time.
If you have a product, a platform, or an internal tool with a UX problem you can point to, that’s enough to start. Get in touch with Naskay for an initial conversation about what the design work would cover and what it would cost.