App Design

Today's consumers are spoiled for choice and every user has to be convinced to download and then repeatedly use your app. A poor UX and an outdated UI are just as likely to make someone stop using your app as the app having technical issues!

Why does app design matter?

Engaging user experiences

Just developing a mobile app will not be enough to engage and retain users. A well thought-out user experience and strategy is the foundation of a successful app design.

Engaging user experiences

Just developing a mobile app will not be enough to engage and retain users. A well thought-out user experience and strategy is the foundation of a successful app design.


75% of people judge a company's legitimacy solely on the basis of its aesthetic appearance.

Brand awareness

65% of users say a poor mobile experience negatively impacts their opinion of the brand.


Good design ensures users can complete the apps main objectives without running into issues

Why us?

Having started in E-commerce ourselves we know inside out what is involved in designing, building and maintaining a WordPress website. Having built over 200 websites for our clients, ranging from e-commerce sites to blogs and forums, we will guide you through the entire process, advising on the best options and features to achieve your goals with the website.

Our reviews

Success stories

Worked with these guys on getting a company web presence up very quickly. They understood what we needed right away and delivered a quality product. I highly recommend them.

Tim McKendrick

Founder and CEO

Awwwards logo
Site of the day
elementor logo
Site of the month
Featured in UIUX design
CSS design awards
UI, UX & Innovation Award
Awwwards logo
Site of the day


Featured in UIUX 4
Featured in Illustrator 1

Best UI Design
Best UX Design
Best Innovation

CSS design awards
UI, UX & Innovation Award

What's included

Free consultation and advice

We will have multiple calls to understand your problems and advise you on all options available throughout the process so you can make informed decisions on what is the best scope for your objectives.

Proven value for money

Our rates are in the lowest 5th percentile for professional design agencies. Couple this with a very experienced team and tested workflows and you’ll find that our packages for the same output will cost you around ½ of what a comparable agency or an in house team would cost.

Nifty turnaround speed

Although the timeframe can vary greatly depending on the request, for most requests we aim for a turnaround of up to 2 working days, working Monday to Friday 9am to 6pm UK time (GMT).

Top notch quality

Every member of our team has at least 5 years of experience in their field and every deliverable is checked by an art director with over 15 years of experience, the project manager and your account manager before it is submitted for your review.

Full ownership

You will receive complete ownership of all designs or other assets produced as part of the engagement, including source files as well as website and hosting admin logins. You will also have access to dozens of licenses, plugins and tools free of charge!

Scaleable to your needs

We are here to support you throughout the journey, so you will have regular calls with your account manager to evaluate progress, discuss upcoming tasks and make any adjustments necessary to the services we provide.

What’s the process

Introduction call and scoping
In terms of capabilities WordPress is one of the most flexible CMSs and with all our experience there is very little that we can’t achieve with WordPress! So typically it really comes down to the timeframe and budget you have allocated for the features and design you desire. During the discovery process we will have calls to understand what are the most important features and objectives for the website, and based on the budget and timeframe you have allocated we will propose the most optimal way of achieving these!
Choosing design
In terms of design we generally offer two options, one is to follow a third party theme/template or design (included within the standard offer) and the other is for us to custom design some of the pages in figma within Custom webpage design offer and use those designs as the basis for the rest of the site as opposed to using a third party design. The template option is most suitable if you already have a design file that you’d like to follow or if it is important to get the website built in the shortest amount of time and at the lowest budget. If however you want to have a unique high end website design that’s fully tailored to your brand and product we certainly would recommend having at least some of the most important pages custom designed (e.g. home page, product landing page etc). Similarly, if you already have a website and are looking for a redesign the custom designed option will be most suitable.
Information needed
We typically request for you to provide us with: A description of what the company does, its industry and target market Your chosen design (either from the list of suggestions provided by us or one you have found) – if you have not chosen the custom design option Any custom functionality desired (although these will typically be add-ons, just so we can plan for these upgrades as well) A complete sitemap for the website including pages desired with the sections on each page (e.g. “About us” with story and gallery sections) Any branding materials you have, most importantly your logo and brand colour palette All contents that should appear on the website, including all texts, product images etc. WP admin, Hosting and domain registrar login details
Build, revisions and edits
Once we have all the information necessary and the design is finalised (either the third party design is chosen or the custom designs are approved), we will start building the designs and features on a staging site. We will typically build all of the pages and features and then send you the staging link for review. You can then review the draft site and come back to us with two rounds of edits, from image changes to content updates!
Go live
Once all of the edits are done we will then migrate the website to your hosting account. We can also help with setting up the domain and hosting.

Book a call

Asked Questions

In essence custom web design can be considered a luxury service. As you may know there are thousands of ready templates and designs that you can choose from which come at a fraction of the price. If looking for a quick and budget solution going with “guided design” with one of these ready templates might as well be the best route. However, none of these templates will be able to truly capture your brand. Furthermore, most certainly a few similarly designed websites will exist and it is truly difficult to find templates or themes that will mesmerise visitors and permanently engrave your brand in their memories. Last but definitely not least, very few ready designs will be optimized to your website goals.

On the contrary, with our custom web design service every single detail in the design is thought about. From layout and colours to iconography and typography, everything is tailored to truly convey your brand and achieve high conversion on the goals you have, whether it may be for the visitor to purchase, get in touch or simply share the website: everything is thought through! Thus to put in perspective, it takes us around 10-12 hours of work to put a concept together (excluding revisions)! So whether you need this service or not essentially boils down to a trade-off between quality and price, and that’s ultimately for you to decide!

WordPress, Wix and SquareSpace are all examples of CMS’s (Content Management Systems).

Wix and Squarespace have similarities in their easy-to-use interface, low-cost options and accessibility to new web designers, but also in their shortcomings with respect to scalability and customisation. Both are better suited for simple websites, such as blogs and portfolios, but SquareSpace offers more eye-catching designs and Wix has more variety of templates.

Both are inferior when it comes to SEO, lacking the advanced settings that are built into WordPress plugins. Only 1.4% of Wix sites get organic traffic!

For complete control over your website, for the potential for customisation and scalability, and for the availability of a wide range of plugins and features, WordPress is by far the best option. WordPress is less beginner-friendly: we’ve invested the time and energy in becoming complete experts in WordPress development to deliver you custom WordPress sites so you don’t have to learn an entirely new skill!

So in a nutshell: if you’re only interested in having a basic website, with limited functionality then you can build and manage it without the need of experienced developers in Wix or SquareSpace, all by yourself. If you’re looking for a website with more complex functionality, a unique design and lower monthly fees then we’re here to help! (-unless learning how to use WordPress is on your bucket list 😉)

We use ClickUp for our internal processes and for time tracking, so we can invite multiple members of your team to the ClickUp board and manage everything there. We can also join other project management tools that you are already using if you prefer.

Absolutely! You can reverse image search any concept or variation we provide, and even individual components of the design, everything we design is made from scratch fully tailored to your brand!

Certainly! From the moment you make the payment all rights to all concepts and variations developed during your project, including the final designs pass to you. We do however reserve the right (unless discussed otherwise in advance) to present the work done for you as part of our portfolio. Finally, upon completion you are also provided with the source file for the design, which can then be passed on to other designers or companies (such as a printing company) for their use.

Request a free proposal

App design combines the User Interface (UI) and User Experience (UX) to create the look and feel of the app. App designers take care of the app’s appearance (the colours, fonts, layout) while also focusing on usability and functionality.

What should you consider before starting app design?

App design is crucial in every app creation process, but it doesn’t start right away: a lot of preparation and research occurs before the app is designed.

Before you start drafting your app’s interface, ask yourself a couple of questions: What will your app serve for? What do your users need, and what is the problem your app is trying to solve?

The success of your app is in the correct answers to these questions. So make sure you conduct proper market research before getting your hands on the app design.

What makes an app design good?

The essence of creating a good app design lies in finding the perfect balance between a beautiful interface and good functionality. However, finding that perfect combination is not that easy, so the app design usually requires multiple changes and iterations before it is final.

It’s crucial to understand that app design is a continuous process that is constantly evolving and altering based on the users’ demands, expectations, and experiences.

Here’s a couple of useful tips for creating a good app design:

1. Keep the design simple

When we say a good app design, we don’t mean a mind-blowing interface with 3D visuals, abstract navigation options, motion animations, and sparkling buttons. Although there is nothing wrong with going a little extra, that choice is not for every app. Sometimes the best solution might be to keep it simple.

Remember that your users will view your design on small devices, so you don’t want to overstuff it with visuals. Instead, leave a little space to breathe between the elements.

One more important thing to remember is that a complicated design also means that it will take longer to load. And you don’t want to irritate your users by making them wait for too long. Most app owners know how important the app’s speed is in keeping their users satisfied.

So, to be brief, unless you’re sure that a complex design is what suits your goals, try to keep the UI/UX of your app simple. It will help your users to stay focused, as they won’t have too many distractions on their way.

2. Don't try to reinvent the wheel

Let’s be honest: you’re not the first one designing an app. Others have done it before you, and they have already come up with certain things that work and some that don’t. So instead of being a pioneer, why not make use of what has historically been proven to work?

You might have already noticed that most of the apps on your phone have started to look pretty similar. And trust us, it’s not a bad thing. Most successful apps have a similar design, and changing that already established norm of design for your app will make it harder for your users to figure out what’s what.

So what we suggest is to take a look at the most famous apps in your sector and try to understand which are the most popular design choices. You can use their layouts and elements as a reference for creating your own features and the overall interface.

Of course, it does not mean you need to limit your creativity. Just make sure you meet the common UX expectations: for instance, spreading two fingers apart on the screen means zooming in, and swiping the finger means moving to the next page.

If you try to reassign these functions, you will confuse your users.

3. Remember about the screen sizes

Remember that its going to be used on a multitude of screen sizes when creating the app design. Even smartphones from the same brand have various screen shapes, resolutions, and sizes. You can take a look at the most recent iPhone models as an example, and you’ll see that the difference is apparent.

Aside from smartphones, it would help if you also thought about other mobile devices, like tablets or Smart TVs. Remember that for the best user experience, you want your app to be optimized for all the screen sizes.

By the way, if you also have a website, don’t forget to make it optimized for different screen sizes, too, by following the best responsive web design practices.

4. Constantly update your design

As we mentioned earlier, mobile app design is a continuous process that requires a lot of modifications and alterations on its way. That means that even when your initial design is finished, you can’t really lay down and forget about it.

On the contrary, developers and designers should always think of new ways to improve app performance. Otherwise, your app will soon become laggy and outdated.

However, you also want to avoid big changes, especially if your users are still new to your app. But even if they aren’t new, remember that the users do not always welcome a complete redesign of an app. For instance, when Snapchat offered an entirely new design solution, its users were pretty hostile. They even opened a petition on to remove the newest updates, collecting over 1.2 million signatures.

What is the app design process?

The app design process usually consists of these key four steps:

  • Discovery and specification
  • Wireframing
  • Edits and revisions
  • User interface design

Let’s take a look at each of them in more detail.

Discovery and Specification

Every app starts with an idea. In the app design world, the process of coming up with an app idea and putting it down on paper is called the discovery phase. This is where you decide on the main objectives of your app, how it will look and feel, and define your goals and expectations.

The app discovery usually consists of the following stages:

1. Analyzing the concept

Anyone can come up with a bizarre app idea. But not all those ideas can be turned into reality. So, first of all, establish the feasibility of your idea. Can your business afford to develop such an app? Is it technically possible to create the app you have in mind? Is there enough interest in your idea?

2. Researching the market

In the app discovery phase, you also conduct the market analysis, researching the industry and defining the demographics for your app.

3. Gathering the requirements

After the market research, you need to understand which features you want to include in your app. Remember to keep your end-users in mind while creating the list of desired features and functionalities.

When you’re done with these initial stages, you need to create a detailed app specification document that includes all the app requirements. In general, it helps the designers, developers, and app owners stay aligned with the project vision and clearly comprehend what should be done.

Some of the sections you can include in the specification document are the introduction, the app idea, features, timeline, budget, and target audience.


The second phase of app design is creating the wireframes. What is a wireframe? In simple terms, a wireframe is the 2D sketch of your app design that visually illustrates how the future app will look and work.
The wireframe does not have to include the complete design of your app. It is mainly representing the most crucial interface elements and screens.

The wireframe does not necessarily need to be a high-fidelity graphic design either. Think of it as an architectural plan of your app. It is the first sketch that helps you get the overall idea of the app design.

UX designers mainly create wireframes to help the developers start the work and refer to the wireframes as a guide. That’s why wireframes are kept simple: it allows developers, designers, and project owners to modify the design together.

Here is what wireframes generally include:

  • The content hierarchy
  • Distribution of space
  • Possible actions of the future app users
  • Main app features
  • The transition between one page to another

Anyone looking at a wireframe should understand the different features integrated into the app, how much space is allocated between these features, and the main navigation options available.

Edits and revisions based on the feedback

The main goal of creating wireframes is to get feedback. So the logical continuation of wireframing is getting reviews and making edits and revisions to the app design.

Remember, feedback is fundamental. Most successful apps and designs go through hundreds of modifications based on others’ feedback and opinion.

However, not everyone knows how to provide constructive feedback, and it’s especially challenging when it comes to something as ambiguous and abstract as app design.

So when reviewing the wireframe, make sure you remember the final goal. This will help you understand whether the functionality and structure of the initial design represented in the wireframe help fulfil the app’s main objectives.

If you’re not sure you understand the goal, here is what to ask yourself:

  • Is your app’s primary purpose informing or converting users?
  • What is your app’s main subject, and does it require long and detailed content or a concise one?
  • What kind of media do you want to have in your app?

Another thing that will help you conduct an objective revision of the wireframe is putting yourself in your users’ shoes. This will help you avoid giving opinionated feedback based on your likes and dislikes.

Try to understand what the app’s potential users would think about it? Which aspects will make them annoyed, and which features will make them stick with the app?

In the end, after the constructive feedback is given, the designers will go through the edits and revisions based on it to make the wireframe better and finally get into the following:

User interface design

The user interface design process is one of the last steps in app design. It goes along with the UX design, as without supporting the app’s functionality goals, good UI cannot be created.

Good UI/UX design is one that the users do not even notice, as when it’s done well, all the users’ focus is directed towards the usage of the product.

The following will help you design a better UI for your app:

1. Let your users be in control of the interface

In order for your users to feel comfortable, let them have control over the app they use. Be forgiving and make all the actions reversible. You don’t want your users to lose anything important just because they can’t undo their actions.

If you don’t provide the backtracking option, your users will constantly fear failure, which will harm their experience with your app.

2. Make navigation easy

The routes between one page to another should always be self-evident.
Even if you have a B2B app full of features, you shouldn’t intimidate your users. Remember that a good UI is about making your users feel at ease with your app.

3. Make the UI consistent

Stick to a clear colour palette, use fonts smartly, and keep consistency in your design choices. This will help your users connect better with your brand.

Talking about branding— don’t forget that you need to have clear branding guidelines before starting the app design. Here, at Passionate, we can help you with this critical aspect of app creation. We’ll help you create a brand your users can identify and build a strong connection with.

You can trust both the branding and app design process to our professionals. We know exactly how to create the best app for your product, helping you get more converting users. So if you are looking for an efficient app design solution, look no further!

Speak with a specialist

About Privio

Privio is an app that allows companies to share movies privately and securely with their potential buyers. In other words, they offer a Private Preview, hence the name Privio. All the content displayed in the app is copy-protected.

User flow


Initially, our team’s main task was to adapt the existing desktop application for mobile. However, as the application was pretty unorganized, we started the project with user research to understand how to fix some of the current issues for the mobile app.

For the UX, we used wireframes to adapt the desktop version for mobile. Our main goal was to keep the application’s logic simple and intuitive so that it only took a couple of steps to register and log in.

When it came to the UI, we took the primary colors of the desktop application but corrected them to add more harmony. We made the same adjustments for the typography and icons, ending up with a polished and pleasant UI.

Purple icons


The dashboard is the main screen where users can manage their video uploads and add new videos. The videos are added from the button in the burger menu. These two features are intentionally made discrete, as the main focus of the application is to share a small amount of valuable video material.


In addition to sharing the videos, we also allowed the users to see the statistics of the video views, linked to IP addresses. Moreover, we also allowed them to create passwords for specific videos and add watermarks when needed.


Finally, we added the information section to add important information regarding the video like duration, category, or language. It works really fast and easy: the user chooses the video, adds the statistics and description, and sends it to the potential buyer!

Privio Application presentation

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Workforce management and service transformation platform.

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Brand guidelines

For the brand guidelines, we used bold and contemporary colours to support the brands’ message, with the palette keeping everything cohesive across all applications.


As part of the guidelines, we created a guide to maintain the integrity of the logo elements. This ensures that the logo is always used correctly, with correct spacing and size, in any future design/advertising use.


Icons in the corporate identity are filled. The main part of the icon is painted with the primary gradient, and additional elements are in mint. Elements are separated from each other with rounded borders.

Mascot Design

We created illustrative mascot designs for different user outcomes add visual interest and action cues.


For the website design, we kept it minimal focusing on the most key elements: heading, main CTA's and supporting imagery. The heading directly addresses healthcare workers pain points, with app screenshots supporting the message. The main CTA's take users to the application.

The remaining sections describe the application and how its features work.


Desktop Application

UI Elements

Mobile Application

The mobile application design includes 63 pages. The challenge here was condensing the extensive information available for users in a mobile screen without compromising the usability.

UI Elements

Hyre mobile screenshots and brand mascot

About WolfPak

WolfPak is an app that allows users to learn effective leadership strategies. Their goal is to democratize leadership training to a new generation of leaders, ensuring it is accessible for anyone to learn.

The challenge

In general, we found there is a lack of quality information on leadership skills. From our user interviews, we found that people were very unsure of where to start, and don’t have enough time to dedicate to a new training course. 

What are the top course websites/apps you like and why?
How would you rate your ability to influence those around you?
How would you rate your ability to give constructive criticism to achieve your desired outcomes?
Why do you want to develop leadership skills? What will it help you achieve?

User interviews

We wanted to create an interface that allows users to find suitable coaches quickly and efficiently. We also wanted to create an accessible, easy-to-get-started atmosphere, to make the large courses seem less intimidating to potential users.

The goals

Overcome the fears about
learning leadership

Formulate and implement
effective leadership strategies

Find a coach anytime,

Coach booking flow

Hi-Fi wireframes

Colors & typography

Get started!

When users open the app for the first time they are given a choice of topics that interest them from the beginning. Leadership is a broad field, so this helps narrow down topics that are most relevant to the user.


After choosing topics, they are taken to the registration screen. We kept registration simple, with minimal fields and the ability to register in one click with other social accounts.


For the main dashboard, the first screen features trending courses, main topics, available coaches and other videos and podcasts to give the user an instant overview of the app. For ease of navigation, a search bar and filter can be found at the top.


The search, or “Library”, allows users to quickly find what they need through a search by tags, filters, main topics and keywords. 


For the coaches, detailed information such as qualifications, specialisation, reviews and price is available. Before committing to any payment, users can instantly message potential coaches or book a consultation to discover if the coach matches their needs.

Other screens

Analyse your digital marketing campaigns against CRM data

Nymble enables marketing teams to reach their goals by optimally investing marketing resources across channels and activities, and quickly adapting to market shifts.

Reach your marketing goals

Nymble helps you report on important Marketing KPI’s such as Cost per Lead, Opportunity & ROI of Campaigns, through integration with  Google Ads & Salesforce.



The main company logo is a font-based wordmark with a custom icon. The wordmark emphasises Nymble’s succinct and catchy name, emphasising the modern look of the logo. The geometric icon is a combinaion of analytics graphs combined with Nymble’s initial. The icon has a subtle 3D effect though use of gradients.

Vertical version of the logo can be used accordingly. There is also a white and grey version for use on a dark background.



Bright and bold colours support Nymble’s modern appearance. Logo guidelines ensure cohesiveness across all applications. Brand icons were created to emphasise and support Nymble’s messaging. A primary and secondary palette are included to cover all potential requirements.

All your
in one place


An animated product demo in the hero section clearly conveys the value users can get from using Nymble. There is one clear CTA prompting users to schedule a free demo. The rest of the page demonstrates all of Nymble’s features.



The application itself allows users to view all their ongoing campaigns and associated data such as acquisition cost, opportunity & ROI of campaigns and total spend.


We began the process of designing their application with a wireframing stage to identify the most important elements to include on their dashboard. For example, an important consideration is for users to be able to easily connect their various analytics accounts to Nymble, as well as the structure and hierachy of all reports and stats.


Dark UI


All icons follow the same 24x24px grid with rounded corners and flat ends.

Colors & typography

Bright and bold colours support Nymble’s modern appearance.

Dashboard Dashboard_night_mode
Try our services for free!

Click below to apply for an up to 10 hour no obligations free trial of our services!