Design services you can feel in the numbers.
A product design practice where accessibility is default, every decision ties to a named business metric, and we turn down the projects that don't. 2,000+ brands designed across 55+ countries.
On this page
The same hero section, redrawn.
Every SaaS-pattern hero we see does the same six things wrong. Here's a made-from-scratch teardown: what ships by default at most startups on the left, what we'd redraw on the right. Same brief. Different thinking. Heuristics derived from Nielsen Norman Group articles and Baymard Institute research.
- UI/UX design tied to a named KPI: conversion, activation, retention, or time-to-value. If a design can't name its number, we rewrite the brief.
- WCAG 2.2 Level AA is the default on every engagement, designed into the Figma file rather than patched after handoff.
- Four-tier design systems: tokens, components, patterns, pages. Skip a tier and the system rots by month six.
- Four engagement shapes: a 2-week UX audit, a 4-6 week design sprint, a full design-system build, or a 30-hour/month retainer. Contact for a 48-hour scoped quote.
- We turn down four brief types: dark patterns, vanity refreshes on working products, design-over-broken-product, and engagements without a named metric.
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- × Eyebrow is a vague promise, not a reader hook
- × Headline is 24 words of buzzword soup. Readers can't extract meaning.
- × Three CTAs = zero CTAs (decision paralysis)
- × "10,000+ happy customers" without names is unfalsifiable
- × Fine-print trust badges louder than primary CTA
- × Zero signal of who this is for
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- ✓ Eyebrow qualifies the reader in one line
- ✓ Headline promises a specific outcome with a specific number
- ✓ One CTA, framed as a low-commitment step (not "trial")
- ✓ Proof is named (G2 rating, three recognizable companies)
- ✓ Reader knows instantly if this is for them
- ✓ Sub-heading says what the product is, not what it does in general
That's six design decisions. Each one is defensible. Each one moves a metric. That's UI/UX as a discipline.
Five principles we ship by.
Not a values page. Principles change how a Figma best-practices file actually looks. Every screen we ship meets the WCAG 2.1 quickref bar and references web.dev articles for interaction performance. If a screen of ours breaks one of these, we redraw it.
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01
Clarity before cleverness.
A user who has to pause and decode a visual metaphor has already lost trust. Plain labels beat clever labels. Familiar patterns beat novel ones. We save invention for the moments when a user's need is genuinely novel. Maybe two screens per product actually need invention.
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02
Accessibility isn't an add-on.
WCAG 2.2 AA is the default, not the ceiling. We design for contrast, focus order, keyboard nav, target size, and label association in the Figma file. We don't patch them after handoff. 16% of your users depend on it; the other 84% get a better product regardless.
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03
Design decisions have to move a number.
Every engagement starts with a named KPI. Every screen we ship traces back to it.
If a design "just looks better" but can't articulate which number it moves and why, we rewrite the brief before the screen. Taste without measurement is decoration.
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04
Systems over screens.
A one-off screen is worth less than the token that spawned it. We ship tokens, components, and documentation so your next twenty screens look consistent without us in the room.
If you're hiring us to draw screens forever, we've failed at the handoff.
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05
No dark patterns. Ever.
Forced continuity, hidden cancellation flows, confirm-shaming on unsubscribe, pre-checked upsells, misleading button hierarchies. We refuse them.
If a business model requires tricking users to work, that business has a bigger problem than a designer can fix.
Tokens build pages.
A design system isn't a Figma library. It's a four-tier assembly: tokens at the base, then components, then patterns, then pages. Each tier constrains the one above it.
Skip a tier and the system rots by month six. The base tier follows the W3C Design Tokens Community Group draft.
16% of your users depend on focus order.
WCAG 2.2 Level AA is the default on every engagement. Not the ceiling, not a checkbox, not a post-launch audit. The animation below traces a real tab-key journey through one of our interfaces.
4.5:1 body
3:1 on large text. Checked with Lighthouse + manual spot checks on every PR.
Visual = DOM
Tab order follows visual hierarchy. No surprise jumps.
2px outline
Amber ring, 4px offset, never hidden. Custom focus-within styles on complex inputs.
44×44 min
Every interactive target. No exceptions for "decorative" buttons.
Sticky-safe
Sticky headers, modals, toasts can't hide the focused element. Scroll-into-view checks.
Associated
Every input has a label (not placeholder). aria-labelledby where labels are visual-only.
Reflow safe
Content reflows at 200% zoom and 400% browser text scaling. No truncation.
Reduced-motion
prefers-reduced-motion respected. Parallax, scroll-jacking, auto-playing video all disabled by default.
Every engagement ships with a named number.
Match the goal to the metric. Match the metric to the design decision. Track the design decision against the metric. If the number doesn't move, we redraw instead of invoicing.
| Business goal | Design decisions that move it | Named metric |
|---|---|---|
| Sell more | Message hierarchy, proof placement, friction audit, CTA clarity, mobile checkout | conversion rate |
| Activate signups faster | Onboarding flow, time-to-first-value, empty states, tooltips vs. tutorials | activation % |
| Retain users | Habit loops, daily-use hooks, notification cadence, progress indicators | D7 / D30 retention |
| Speed up task completion | Information architecture, progressive disclosure, default values, form density | task time, error rate |
| Reduce support load | Error-state copy, empty-state guidance, self-service patterns, affordance clarity | tickets / 1K MAU |
| Move upmarket (enterprise) | SSO UX, admin hierarchy, audit-log surfacing, role-based controls | ACV, enterprise win-rate |
| Compliance | WCAG 2.2 AA, GDPR consent UX, data-portability flows, permission clarity | AA compliance score |
Not every engagement needs a system.
A design system costs 2.5 to 4x more than a one-off project. The math works when you'll ship 15+ surfaces over 2+ years. Under that, it's over-engineering.
- ✓You have 3+ product surfaces (web + mobile + admin, for example) that must stay consistent
- ✓Your content or product team will ship new pages for the next 18+ months without design supervision
- ✓You're moving into enterprise and the brand needs to scale across regions and languages
- ✓You have engineering capacity to consume tokens and components (Storybook, Tailwind preset, etc.)
- ✓Your current surface is inconsistent and the inconsistency is actively hurting conversion or hiring
- ϵYou have one marketing site and no immediate plans for a second surface
- ϵYou're pre-product-market-fit and everything will change in 6 months
- ϵYou don't have engineering to maintain a system after handoff
- ϵYour content team isn't shipping pages , you do one big launch every quarter
- ϵBudget is tight and the system's ROI (15+ screens) won't materialize for 2+ years
We'll tell you which one you need on the scoping call. Most teams who ask for a system actually need one-offs , and we'll say so.
Four briefs we won't take.
We turn down real work. These are the four most common refusal scenarios and why.
If your brief lands here, we'll say so on the first call and (often) refer you to someone who will do it well. The pattern echoes UX Collective writing on ethical design refusal.
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refusal · 01
Dark-pattern requirements.
Forced continuity, confusing cancellation flows, confirm-shaming, pre-checked upsells, misleading button hierarchies. If a brief requires us to trick users into a decision they wouldn't make informed, we decline. We'll say why and recommend re-scoping around an honest flow.
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refusal · 02
“Make it prettier” on a working product.
If your product converts, retains, and users aren't complaining, a visual refresh is more likely to tank metrics than lift them. We'll audit instead, identify the two or three screens that actually need work, and bill a fraction of the redesign. Vanity redesigns are how brands lose rankings.
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refusal · 03
Design to paper over broken product.
If the underlying product has a broken value proposition, unclear pricing, or a business model users don't want, design can't save it. We'll tell you the fix isn't pixels. We're happy to refer you to a strategy consultancy; we're not happy to take your money while you solve the wrong problem.
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refusal · 04
No named metric, no timeline, no stakeholder.
If you can't name the KPI we're moving, can't name a launch date, and can't name one person who'll approve the work, the engagement will fail. We'll help scope the brief for free , but we won't start until those three things exist.
Four engagement shapes.
Four engagement shapes, matched to the shape of work: a 2-week UX audit, a 4-6 week design sprint, a full design-system build, or a 30-hour/month retainer (three-month minimum). Senior delivery, fixed scope, and a fixed-price quote within 48 hours of the intro call.
UX audit + plan
Two-week heuristic review, accessibility scan, conversion-funnel analysis, prioritized redesign plan with effort/impact scoring.
Design sprint
Research, flows, wireframes, hi-fidelity screens, component library, prototype, and engineering handoff. Tied to one named KPI.
Design system build
Tokens, components, patterns, and Storybook documentation. For teams scaling past three product surfaces.
Monthly retainer
30 senior hours/month. Figma, research, iteration, design-system maintenance. Three-month minimum.
Every engagement is scoped to a fixed price before kickoff. First scope call is free. No discovery-call sales funnel.
Six quick answers.
Six recurring questions: scope of work, pricing, WCAG 2.2 AA compliance, design-system-vs-screens, refusal scenarios, and how we measure whether a design moved its named metric.
What do UI/UX design services include?
We handle information architecture, interaction flows, wireframes, visual design, high-fidelity Figma screens, prototyping, design systems, usability research, and engineering handoff.
Accessibility engineering (WCAG 2.2 AA) is default on every engagement. Every project ties to a named business metric: conversion, activation, retention, or time-to-value.
How much do UI/UX design services cost?
Cost tracks scope, not a list price. It depends on research depth, number of flows and screens, how much of a design system you need, and whether you want a one-off sprint or ongoing retainer.
A UX audit runs 2 weeks. A design sprint runs 4-6 weeks. A full design system is scoped to your surface count. The retainer is 30 senior hours a month with a 3-month minimum.
We scope your specific work on a 30-minute intro call and send a fixed-price quote within 48 hours.
Do you follow WCAG 2.2 accessibility standards?
Yes. WCAG 2.2 Level AA is default. 4.5:1 contrast ratios, keyboard-only navigation, visible focus indicators, labeled form fields, 44x44 minimum target sizes, logical tab order tested with real assistive technology. We flag AA failures before ship.
Do you build a design system or just one-off screens?
Both. A one-off marketing landing page doesn't need a system. A product with 3+ surfaces that will ship for years absolutely does. See the decision matrix on this page (§ 06). If a system is the right call, we ship tokens, components, patterns, and Storybook documentation.
Will you turn down my project?
Sometimes. Four scenarios: dark-pattern requirements, vanity-only redesigns on working products, design-over-broken-product briefs, and engagements without a named metric, timeline, or stakeholder. See § 07 on this page for the specifics.
How do you measure if a design worked?
Every engagement starts with a named KPI and a baseline. After launch, we run cohort analysis against that KPI for at least 30 days. Typical metrics: conversion rate, activation %, Day-7 retention, time-to-value, task completion rate, WCAG compliance score. No metric, no engagement.
Start with a number.
Tell us what metric is broken. We'll come back with the two or three design decisions most likely to move it, a scope, and a price. First scope call is free.
What clients say after launch.
Published reviews from our Fiverr profile, reproduced word for word. 397 public reviews across 4 gigs, from clients in 36 countries. Read them all on Fiverr.
The team provided Clear communication, smart suggestions, and a result that genuinely feels aligned with our goals. The entire process was smooth and surprisingly effortless on our side. Really great service and work.
Really happy with how everything turned out. The site feels polished, easy to use, and exactly what I was hoping for. Great communication throughout and every detail was handled professionally.
The project felt well organized from the first discussion to the final delivery. I especially appreciated how every update came with visible progress instead of just status messages. The website looks polished, runs smoothly, and reflects exactly the professional image I wanted for my rental business.
The whole process felt organized. The final website captures exactly what I needed to see everything simple and easy to use. I'm genuinely happy with both the result and the overall experience.
Most developers can build features. Very few can make them feel like they were always part of the original product. That's exactly what happened here. Everything fits naturally, and I never had to explain the same thing twice. Really happy with the outcome.
Really impressed with the final platform. The marketplace is clean, responsive, and everything works exactly as discussed. Every small refinement was handled with care. Very happy with the final outcome.
Reviews are reproduced as published on Fiverr, captured 2026-08-03. Fiverr shows the buyer's username and country publicly; no other client detail is used here.
Why work with Digital Heroes
115 people across five studios in New York, Delhi, London, Sydney and Lucknow, shipping ecommerce, web, software and mobile work for founder-led brands. Senior engineers only, no account-manager relay, and the same team from kickoff to launch.
- Shopify Premier Partner, the tier Shopify reserves for agencies with a sustained delivery record on Plus builds
- Tier 1 registered supplier on the United Nations Global Marketplace, which requires audited company documentation
- Top Rated Plus on Upwork, the bracket for the top 3% of talent by client outcomes
- 397 public five-star-weighted reviews across four Fiverr gigs, from clients in 36 countries
- DUNS verified business, No. 650878346, so procurement can check us before signing
- Listed by Clutch in Top 1000 Global B2B Companies and Top Web Designers 2024
- Verified profiles on GoodFirms, DesignRush, Digital.com, AppFutura and TopDevelopers
- 2,000+ brands built across 55+ countries, with $50M+ in client revenue scaled
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