What we do
UX and UI design services for South African businesses.
A beautiful website that confuses visitors, buries your contact details, or takes six clicks to explain what you do will lose the customer before they act. We map the customer journey before we design a single screen: what a visitor needs to see, and in what order, before they trust you enough to act. Good UX rarely announces itself. Nobody compliments a site for being easy to use, they just quietly stay on it and do the thing they came to do. Bad UX is the opposite: it announces itself constantly, through every hesitation, every back button, every visitor who leaves without you ever knowing why.
01
Visitors can't find what they need
A confused visitor doesn't ask a question. They close the tab and try the next result on Google, and you never find out what they were actually looking for.
02
Too many competing calls to action
Three buttons fighting for attention convert worse than one obvious next step, because indecision is the easiest way to lose a click, and every extra option is a chance to hesitate.
03
Contact details buried three clicks deep
If getting in touch takes effort, most visitors won't make it, no matter how good the rest of the page looks, because the effort itself reads as a small reason to give up.
What’s included
UX & Design
Customer journey mapped before a single screen gets designed
One clear next step per page, not several competing for attention
Proof placed exactly where doubt shows up, not buried on a separate page nobody visits
Mobile-first layouts, since most visitors decide from a phone
Accessible design: readable contrast, visible focus states, and structure that works with a keyboard, not just a mouse
Consistent visual language across every page, so the site feels like one product, not several pages stitched together
Loading, empty, and error states designed on purpose, not left as whatever the framework does by default
Typography and spacing built on a deliberate scale, not eyeballed pixel values that drift inconsistently across the site
Forms designed to reduce friction: clear labels, sensible field order, and validation that explains what to fix rather than just flagging that something's wrong
We design for businesses across South Africa. UX and UI design isn't sold as a separate service, it's included in every GoodGround website build, mapped around your specific customers rather than applied from a generic template. That matters because a generic template optimises for looking good in a portfolio, not for how your specific customer actually decides. A funeral home, a fitness studio, and an accounting firm are all asking a visitor to trust them, but the proof that earns that trust and the tone that carries it look completely different for each one. Design decisions get made with your actual customer in mind, not a hypothetical one. Every layout decision gets tested against the same question: does this make the next step obvious, or does it just look considered. Those aren't always the same thing, and the second one on its own has never been enough for us to call a design finished.
FAQ
Questions about ux & design.
01Is UX design sold separately, or only with a website build?
It's included in every GoodGround website, not sold as a standalone service. If you specifically need a UX audit or redesign without touching the code, tell us what you need and we'll scope it honestly, rather than force it into a package that doesn't fit.
02Do you design mobile-first?
Yes. Most visitors to a small business site arrive on a phone, so mobile is the starting point for layout decisions, not an afterthought fitted in at the end. Designing desktop-first and then squeezing it onto a phone is a common shortcut, and it's usually visible in how cramped the mobile version feels.
03Can you redesign just the UX of my existing site without a full rebuild?
Sometimes. If the underlying code can support new UX without a full rebuild, we'll say so. If it can't, a full website redesign is usually the more honest recommendation than patching around the problem, since a workaround built on shaky foundations tends to need redoing again later anyway.
04How many rounds of design revisions do I get?
It depends on the package: Micro and Launch include 1 round, Grow includes 2, and Scale includes 3. Extra rounds can be added from the à la carte menu on request. Most projects don't need every available round, because the customer-journey mapping upfront catches a lot of what a later revision round would otherwise be fixing.
05Do you use design tools like Figma, or design straight in code?
It depends on the project's complexity. Straightforward layouts often go straight to code, since a separate design file just adds a translation step. More involved projects get mocked up first, so the direction is agreed before development time is spent on it.