UX and Information Architecture
The structure behind a site that's easy to use. We plan the site map, navigation and user journeys, then test them as clickable wireframes before any visual design begins.
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Experience Design
Design that's grounded in how people think and behave. We work with your team to bring your vision to life, and build design systems that grow with you.
Dark Blue was founded and is still run by digital designers, and it shows in the work. We're obsessed with the things that make the web look and feel good: typography, layout, photography and motion. Then we make sure it all does its job.
Everything is designed in Figma as clickable prototypes, so you can try it on your own laptop and phone. We don't limit feedback rounds. We keep going until you're happy.
The structure behind a site that's easy to use. We plan the site map, navigation and user journeys, then test them as clickable wireframes before any visual design begins.
Learn more
Experience Design projects
- Fintech & BankingUX & Product DesignMachine Learning & AI
QuickBooks
Since 2022, we've helped QuickBooks understand its customers and turn more website visitors into sign-ups. One project became many, and we're now a go-to partner for their international marketing team.
- Food & DrinkUX & Product DesignBrand & Visual Design
Deliveroo
We consistently deliver for our long-term partner Deliveroo, helping various teams across their business with both marketing and internal tooling.
- SportsMedia & EntertainmentAudience Research
New York Yankees
The New York Yankees wanted to make the fan tour of Yankee Stadium more memorable. We built a game that brings fans closer to their Yankees heroes.
Common questions on "Experience Design"
At what stage does information architecture come in?
Right at the start of the design phase, before any wireframing or visual design begins. We decide what primary and secondary navigation holds, how deep the content hierarchy runs, and which content types the project needs.
That work ends in a sitemap covering every page, nav item and content type — the structure everything else gets built against.
Do you design wireframes for mobile and desktop separately?
No, we build them in tandem, mapping the content hierarchy and functionality for both at once rather than designing one and adapting it for the other afterwards.
The journey itself depends on the sector: an ecommerce or SaaS site leads someone down a funnel, while a brand or agency site signposts relevant content and lets people find their own way through it.
How do you think about conversion and lead generation during design?
It happens alongside wireframing, not after it — we're already deciding where thought leadership, recruitment prompts or data capture sit as we map the page structure.
Premium content works hardest next to what a senior buyer is already reading; a careers prompt belongs on the page a potential hire actually lands on. We bring what we've learned optimising conversion for global SaaS clients to every project.
Can you work alongside our existing creative team or agency?
Yes — we work equally well as the sole creative team or alongside one you already have. We have long-standing relationships with agencies including TBWA, Mother and JKR, and with in-house design teams.
In those setups we act as guardians of best-practice UX and UI while they lead the art direction, translating their ideas into interactive experiences that actually hold up.
How seriously do you take accessibility?
We check every piece of work against the four WCAG principles — perceivable, operable, understandable, robust — through UX, UI and development, then test it against a range of accessibility tools during UAT.
It isn't a tick-box exercise for us. We aim to go beyond the minimum standard rather than just meet it.
Want to chat about a design project?
Give our founder, Iggy a shout...