UX UI DESIGN AGENCY

Q: What is the difference between UX and UI?

UX, or User Experience, is all about how a user feels when they navigate your product, be it a website, app, or software. It’s about ensuring that the user can do what they want to do without getting frustrated or confused. UI, which stands for User Interface, deals with the visuals. It’s about making sure that buttons, images, and layouts look good and are placed logically. While UX is about the journey, UI is about how that journey looks.

UX & UI design.Here's the A to Z.

Submerge is a specialist UX UI design agency based in Hertfordshire crafting brilliant websites with effective user interface (UI) and user experience (UX) foundations that drive sales, reduce bounce and delight customers.

UX / UI audits and analysis

We assess how your current UX / UI works and how to improve it for a better customer experience.

UX design services

We build websites that put UX at the heart – creating frictionless customer journeys and mapping.

User interface design

UI is more than pretty buttons. We create interfaces that bring your brand to life and make navigation simple.

Accessibility & performance

We create websites in line with WCAG 2.1 guidelines using the Bootstrap framework for accessible, fast sites.

UX and UI isn't about looking pretty – it's the customer experience a site delivers.

At Submerge, we believe that UX and UI design is the heartbeat of digital innovation. We don’t just design interfaces. We craft immersive experiences. Our UX/UI design is form and function. It’s not just about creating a user-friendly interface – it’s about a narrative that guides each user on a journey. Our designs are intuitive, responsive, and aesthetically stunning.

User Experience (UX) and User Interface (UI) design are two integral facets of any digital project, with each playing a pivotal role in how users interact with and perceive your site. While UX focuses on the overall feel and the user’s journey through a product, UI concentrates on the visual aspects, ensuring every visual touchpoint is aligned and interactive.

Our UX UI design agency services include user research, wireframing, interactive prototypes and high-fidelity interface design, all tailored to ensure that your digital product is both functional and beautifully crafted.

We're based in Hertfordshire and our team is 100% in-house and based in our studio. We don't outsource or offshore. Instead, you get top-drawer UX and UI design baked into every web development project.

SEMrush Agency Partner

We’re a fully Certified SEMrush Agency Partner – giving you a fast track to tried and tested SEO experts.

WP Engine Agency Partner

We’re a Certified WP Engine Agency Partner delivering professional SEO-ready web development at scale.

Cyber Essentials Certified

We’re Cyber Essentials Certified and part of HMG’s Communication Marketplace for UK public procurement.

We work with brilliant brands

User Experience (UX) Design

Our UX design service focuses on improving the overall experience of users when interacting with a website or digital product. It involves research and understanding the user’s needs, behaviours and motivations. Submerge’s UX designers work on creating a logical flow, organising content and navigation, and ensuring the website is intuitive and easy to use. Our UX service often includes user testing, persona development and creating user journey maps

Our UX/UI drives higher customer satisfaction and brand affinity.
Our UX/UI guides users from initial visit to final action.
We consider all users, enhancing accessibility for all.

UX / UI Audit and Analysis

Businesses need a clear picture of how users interact with their website or app. Our UX/UI audit dives deep into the design elements to understand areas that work and those that don’t. It involves analysing click patterns, navigation ease and overall accessibility. Feedback from real users can be incorporated. From this audit, you get actionable insights on where design changes are needed, ensuring that visitors have a smoother and more intuitive experience on the platform.

Performance and Accessibility

Users don’t like to wait. If a site takes too long to load, they might just leave. Improving site speed is more than a technical task; it’s a design consideration as well.

We compress images so they load faster without losing quality, streamline code to reduce unnecessary bulk and ensure animations or transitions don’t bog down performance.

A faster site not only keeps visitors happy but can also positively influence search rankings. We design sites to Web Content Accessibility Guidelines (WCAG) 2.1 standard in the Bootstrap framework – that means they’re accessible for all users across all devices.

Search engines favour fast-loading and accessible websites.
Faster load times and accessibility boost conversion rates.
Optimised website performance reduces server costs.

User Interface (UI) Design

UI design is more about the look and feel of the website or application. Our UI design service includes the creation of design elements such as buttons, icons, typography and colour schemes using tools such as Figma, AdobeXD, Sketch and Photoshop, with full client access.

Our UI designers focus on the aesthetic aspects, ensuring that the interface is visually appealing, consistent and aligns with your brand’s identity. They work closely with UX designers to ensure that the visual design enhances the overall user experience.

Start a project with us

Get on the path to UX and UI perfection!

Exceptional UI and UX design aren’t just features. They’re the foundation of successful online interaction.

We’re a real-life, UK-based, 100% in-house web development agency based in Hertfordshire – and we put great UX and UI design at the heart of every web project. We provide full client involvement using Figma and Adobe XD, with journey flow and prototyping, so you get the best website for your brand and your customers.

85%

Of visitors think the mobile site should be better than desktop.

380

Number of new websites created globally each minute.

0.05s

How long it takes for a user to form an opinion of your site.

48%

Of users say design is biggest factor in a brand’s credibility.

Source User Guiding, 99Firms

"Submerge are highly responsive, flexible and kept us involved at every stage."

Tracy Seward, Marketing Manager, Praxis42

Praxis42 - web design and development - case study

UX and UI design from a WP Engine Certified Engine Partner that enhances online customer experiences.

Submerge creates stellar UI and UX that elevates websites. We drive user engagement, foster brand loyalty and boost the effectiveness of the website in meeting business goals.

Engaging, effective UX / UI.
Intuitive interfaces.
Brand building design.

Good UI (User Interface) design is the art of creating an interface that is visually appealing and intuitively navigable. It’s an aesthetic that resonates with users and facilitates seamless interaction with your website. With an outstanding UI, every click, scroll and swipe becomes an effortless journey.

UX (User Experience) design is the science of understanding and anticipating user needs. It’s about constructing a user-centric experience where each element of the website is tailored to provide an engaging and satisfying customer journey. Good UX ensures that users not only find what they’re looking for but also enjoy the process of discovery. It’s the difference between just visiting a website and experiencing it.

UX and UI Design FAQs

What is the difference between UX and UI?

UX, or User Experience, is all about how a user feels when they navigate your product, be it a website, app, or software. It’s about ensuring that the user can do what they want to do without getting frustrated or confused.

UI, which stands for User Interface, deals with the visuals. It’s about making sure that buttons, images, and layouts look good and are placed logically. While UX is about the journey, UI is about how that journey looks.

How does good UX/UI design impact a business?

A well-thought-out UX/UI design can make a huge difference for any business. If users find what they’re looking for easily and enjoy the look of your platform, they’re more likely to stay longer and return in the future.

This can lead to more sales, subscriptions, or whatever action you want your visitors to take. On the other hand, if they struggle or find the platform unattractive, they might leave and not return, possibly even sharing their negative experiences with others.

How often should we update our UX or UI design?

Design isn’t static, and neither are your users’ needs. While a complete overhaul every few months might be overkill, it’s a good idea to revisit the design every couple of years. More importantly, you should consistently gather feedback and track how users interact with your platform. Small tweaks based on real-world use can be more beneficial than infrequent major redesigns.

How do we measure the effectiveness of UX or UI design?

There are several ways to judge if your UX/UI design is hitting the mark. Metrics like the time users spend on your site, bounce rates (how quickly they leave), and conversion rates (how often they take desired actions) are direct indicators. Feedback, both from users directly and through tools like heatmaps that show where they click most, can also provide invaluable insights.

How does UX / UI fit into a broader digital strategy?

Your digital strategy is like a roadmap for how you present and promote your business online. UX/UI design is integral to that. Without user-friendly design, even the best strategies can fall flat.

When you integrate solid UX/UI principles into your broader strategy, you make sure that your online presence is not just visible but also effective in engaging and converting users. It’s the difference between just driving traffic and building lasting relationships with your online audience.