UI and UX Design Built Around Real People
Interface and experience design that makes a site easy to use and hard to leave, shaped around how people actually behave.
Design That Works the Way People Do
There is a big gap between a site that looks nice in a screenshot and one that is actually pleasant to use. The difference is UX: the thinking about where people click, what they expect, and where they get stuck.
We design the interface and the experience together, so your site works as well as it looks.
Interfaces we've designed for real users
A sample of product and web UI work, shaped by people rather than assumptions.
NextMinute
We brought NextMinute's refreshed brand to life through a new website design, a reusable design system, and print and marketing assets for conventions, social media and app listings.
Q20 - Self Assessment Tool
Designing and building an interactive lead magnet for an engineering SaaS platform
Resilience Web
Building the world’s first resilience directory
Invicta Financial
A self-managed website for a Christchurch financial advisory firm
Got a Crazy Idea? We're All Ears
Reach out, share your story, and Isaac or Tom will get back to you, usually same day. Let’s make some magic together.
People Who Asked "What IF?"
UI and UX design that quietly does its job
Good design is mostly invisible. People only notice the interface when it gets in their way, and by then they are usually leaving.
We design interfaces and user journeys for websites and apps, working from how people actually move through a page rather than how we wish they would. That means clear layouts, obvious next steps, and the small interaction details that make something feel considered.
The result is a product people can use without thinking about it, which is the whole point. When the design is right, nobody notices it, they just get what they came for.
Frequently Asked Questions
What is UX design?
UX design is the process of shaping how a person feels when they use a product. It covers everything from how a website is structured to how easy it is to complete a task. Good UX means the experience feels effortless. Bad UX means people leave or abandon their cart.
What's the difference between UX and UI design?
UI (user interface) design is about how something looks. UX (user experience) design is about how it works. UI is part of UX, but not the whole picture. A site can look great and still be frustrating to use. Good UX means the two work together so the experience feels seamless.
Why does UX design matter for my business?
Every button someone doesn't click or every cart someone abandons is lost revenue. Good UX reduces friction and keeps people moving toward the action you want them to take.
What does a UX designer actually do?
A UX designer maps out how users move through your product and identifies where they drop off or get confused. For SaaS and B2B businesses, that covers everything from information architecture to the final checkout flow.
Does What IF Web apply UX design principles to its websites?
Yes. What IF Web is a Webflow Premium Partner based in Christchurch, New Zealand. UX principles are baked into every site we build, from how the navigation is structured to how users move through to a CTA. Get in touch to talk about your project.
