User experience (UX) is a user-centric method for decision-making, which ensures the primary purpose of a design is to help the user achieve their goal. Our UX specialists unpack the user's motivation, clarifying the reason why they want to perform a task, or use a product. During this assessment, frustrations also become apparent. Aligning business goals with the user's intent as much as possible fosters better user experiences. For instance, a poorly designed popup element may impede the visitor's ability to successfully view product information. Drawing upon user research via tools such as Google Analytics, helps determine the users' intent and pain points. Once collected, this data is organised into a comprehensive overview of project specifications. It helps the designer to make educated decisions about the design aesthetics, project priorities, and accessibility in terms of functionality or features.


People want to complete tasks quickly, with as little friction as possible; so the best user experiences are had using simplistic interfaces where users can accomplish their goals by performing a limited number of actions. Klyp takes an iterative approach when designing, starting with a user interface (UI) mockup, based on UX principles. The Designers map out the paths customers may follow on your website and conduct A/B testing of visual assets. These anticipated pathways are based on common practices, learned behaviours, familiarity and recall. For instance, the majority of computer program users know that a floppy disc icon represents the action of saving a file. The younger generations, who haven't had personal experience using a floppy disc, have been trained to expect the same ‘save' result when clicking the icon. Implementing popular symbols in an interface is a great way to deliver what the user expects in a design.


During Klyp’s Discovery process we distinguish your business’ user personas. Personas are semi-fictional characters that represent your customer base. They are constructed using genuine data to uncover demographic trends thereby identifying distinct user groups. Becoming familiar with your typical customers is imperative, as it enables us to forecast the key tasks users will set out to achieve on your website or app. Each individual exercise is considered a user story. Describing the user intent behind these activities helps to outline specific project requirements. 

User Stories

Stories should be broken down into a simple sentence, which identify the persona, their goal and rationale. For example, "as an iPhone X user, I want to know when the next iPhone is going to be released so that I can update my device immediately". It's important to focus on what the user will be able to do (receive updates), not necessarily what they'll have. For instance, in this scenario, if we focused on the user receiving push notifications, we wouldn't consider other options for receiving updates, like signing up for email newsletters. Stories should therefore focus on capabilities as opposed to features. This perspective facilitates iterative design.

User Journeys

Each of these short stories combine to form a complete user journey. It's useful to examine the entire journey as a whole, to determine whether these stories hamper one another, or cause the user to jump through too many hoops. By assessing the good and bad stages of a user journey, opportunities to improve the design arise.

Heat Mapping

Heat mapping tools produce graphic representations of the way people engage with your website. Heat maps indicate where visitors click and eventually exit the website, which enables the identification of gaps or weaknesses in the user flow. Once heat mapping applications have collected data for an appropriate period, the Klyp team can assess the health and usability of your website. We can then make informed improvements to guide users through your website more effectively and efficiently to optimise conversion paths. 

Our Expertise

  • Conduct user research to determine user intent and pain points
  • Outline project specifications, with regard to priorities, functionality and aesthetics
  • Iterative approach to interface design, based on UX principles
  • Identify and develop user personas
  • Workshop several user stories, focussing on capabilities as opposed to features
  • Assess user journey to achieve main goal and identify opportunities for improvement

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