Designing · Discipline 02
Websites and digital experiences your buyers can actually use.
For most B2B buyers your website is the first meeting, and often the only one the whole buying group attends. Our Designing discipline turns your brand into websites, journeys and tools that are fast, accessible and easy to act on, and built so your team can run them after launch.
Designing
Led by
The Designing lead
One of our three founders, 10+ years building brand systems for the real world.
First work
2 weeks
First deliverables arrive within two weeks of kickoff.
Why it matters Signs you need it The six services How they fit Where to start Questions
UX strategy · Information architecture · Web design · Design systems · Web development · Digital experiences
Why your website decides more than it used to.
Because buyers now do most of their deciding alone, and your site is where they do it. The business that makes checking easy gets shortlisted. The one that makes it slow, confusing or hard to trust usually never hears why it lost.
The buying group meets your website before it meets you. TREW Marketing and GlobalSpec found engineers spend 62% of their buying journey researching online, with vendor websites among their top sources of information. Forrester counts an average of 13 internal stakeholders in a business purchase. Most of them judge you on your site without ever filling in a form. We wrote about what they check before they call.
Design quality shows up in the accounts. McKinsey’s study of 300 listed companies found the top quarter on its Design Index grew revenue 32 percentage points faster, and shareholder returns 56 points faster, than their industry peers over five years. The gap came from treating design as a business discipline, not decoration.
Speed is measured in fractions of a second. Deloitte’s study for Google found that a 0.1-second improvement in mobile site speed lifted retail conversions by 8.4% and travel conversions by 10.1%. Google’s own Core Web Vitals set a “good” page as one that shows its main content within 2.5 seconds, responds to input within 200 milliseconds and doesn’t jump around as it loads.
Most sites still leave people out. WebAIM’s 2026 scan of the top million home pages found detectable accessibility failures on 95.9% of them, an average of 56 errors per page. India had 958 million active internet users in 2025 (IAMAI), on every kind of device, connection and ability. A site built only for the boardroom laptop quietly turns many of them away.
Your website probably needs Designing work if…
Most of these show up in sales conversations long before anyone looks at the analytics.
- Prospects mention the website as a reason they almost didn’t call.
- Nobody on your team can change a page without a developer.
- Every page looks different, because every page was built at a different time.
- Buyers can’t find capabilities, pricing logic or how an engagement starts.
- It’s slow on a mid-range phone on mobile data.
- Analytics can’t tell you which pages lead to enquiries.
The six Designing services.
Designing is where the brand becomes something people use. Each service below can run on its own, and each page explains the approach, the common mistakes and exactly what you keep.
01
UX strategy
Design decisions that start with the user and end in revenue.
Start here when the team disagrees about what the site or product is for, or who it has to serve.
- Goals and success metrics
- User research findings
- Audience and needs definitions
- Journey maps with friction points
Explore UX strategy
02
Information architecture
A structure people can find their way around.
When visitors can’t find what they came for, or the site has grown into a maze of pages.
- Content inventory and audit
- Card sort and search-term findings
- Sitemap and navigation model
- URL structure and naming conventions
Explore Information architecture
03
Web design
A website that looks like your brand and works like a salesperson.
When the site no longer reflects the business, or looks fine but doesn’t produce enquiries.
- Page templates for mobile and desktop
- Interactive prototype
- Component library and design system
- Accessibility and performance guidance
Explore Web design
04
Design systems
Build once. Use everywhere. Stay consistent.
When every new page is designed from scratch and consistency depends on one person’s memory.
- Component and pattern audit
- Design tokens
- Core component library (design and code)
- Usage and accessibility documentation
Explore Design systems
05
Web development
Built fast, built right, easy to run.
When the site is slow, fragile, hard to update, or failing accessibility and search basics.
- Platform and architecture recommendation
- Responsive, accessible build
- CMS set up for your team
- CRM, analytics and tag integrations
Explore Web development
06
Digital experiences
Experiences people actually want to use.
When customers need more than pages: portals, calculators, booking flows or onboarding.
- Research and problem definition
- Concepts and user flows
- Tested interactive prototypes
- Final UI and interaction design
Explore Digital experiences
How the six services fit together.
Designing moves from understanding to building. Decisions made in the first stage are the cheapest to change, which is why we never start with pixels.
Stage 1 · Understand
Who it’s for, and how they’ll find their way.
Research, goals and structure: what people need, what the business needs, and where each thing lives.
Stage 2 · Design
The brand made usable.
Templates, components and patterns, designed with real content and tested on the screens your buyers use.
Stage 3 · Build and extend
Fast, accessible, easy to run.
A build your team can update, plus the tools that go beyond pages when customers need to get something done.
Not sure where to start? Match your situation.
The situations we hear most often, and the service we would usually begin with. Before any of them, try the procurement test on your own site. It takes an hour.
You’re planning a redesign but can’t agree what the new site must do.
Start with UX strategy: goals, users and success measures agreed before design.
Visitors land and leave, or ask sales for things that are already on the site.
Start with Information architecture: a structure built around how buyers look for things.
The site works, but looks like it belongs to a smaller company.
Start with Web design, built on your brand, not a template.
Pages take seconds to load and every change needs a developer.
Start with Web development: performance, accessibility and a CMS your team can run.
Customers phone or email to do things they could do online.
Start with Digital experiences: portals, calculators and flows that remove the friction.
How a Designing engagement runs.
Six steps from the first conversation to a site your team can run. At every step you know what happens, what you get and what we need from you. The full detail is on our Approach page.
Throughout
A 30-minute weekly sync with the lead doing the work, and an itemised log of every hour at ₹2,500 an hour.
01
Before you commit
A 45-minute Growth Audit
You talk to the Designing lead, not a salesperson. We look at what the site has to achieve and where it is losing people today.
02
Before work starts
A written scope and hours estimate
Which services you need, in what order, and a real number at ₹2,500 an hour. Packages run from 20 to 80 hours a month.
03
Weeks 1 to 2
Evidence first
Analytics, search data and short tests with real users, so decisions start from how buyers actually behave rather than opinion.
04
Next
Structure and prototype
A content inventory, a sitemap and navigation model tested with real people, and an interactive prototype of the key journeys.
05
Then
Design and build with real content
Templates for phones and desktops designed with your actual words, then a responsive, accessible build with performance and search basics built in.
06
At launch
Launch, train, improve
A planned launch with redirects for anything that moves, training for your team, and a measured backlog of what to improve next.
What we won’t do in Designing.
Put your logo on a template and call it a brand
Templates can be a sensible starting point. Your site should still look, read and work like your company.
Design with placeholder text
Real content shows whether a layout works. Placeholder text hides the problems until launch week.
Treat accessibility as a later phase
It is part of the build from the first template, because retrofitting it costs more and rarely gets finished.
Leave you dependent on us for every change
Your team gets a system it can use, with documentation and training. Needing us should be a choice, not a trap.
How we judge whether the design worked.
A good-looking launch is not the goal. We agree the measures before design starts and track them after the site goes live.
01
Enquiries by page
Which pages start the conversations that become pipeline, and which lose people.
02
Task completion
Can people do what they came to do? We test it with real users before and after.
03
Core Web Vitals
Google’s measures of loading, responsiveness and visual stability, tracked on real devices.
04
Accessibility errors
Automated checks plus manual testing, trending towards zero.
05
Search visibility of key pages
Whether the pages buyers need are the pages they find.
06
Time to publish
How long your team takes to ship a new page without us.
Found · Understood · Trusted · Used
Questions about Designing.
Do we need a new website, or can you improve the one we have?
Often the fastest gains come from improving what you have: clearer structure, better evidence, faster pages. We recommend a rebuild only when the platform or structure can’t support what your buyers need, and we explain why in writing.
Which platform do you build on?
We recommend one in writing, based on what your team needs to run, integrate and grow, rather than the platform we happen to prefer. Whatever we build is responsive, meets accessibility standards and is handed over with training.
Will a new site hurt our search rankings?
Not if the migration is planned. We map every old URL to its new home with redirects, carry over the pages that already rank, and set a performance and SEO technical baseline before launch.
Can our team update the site without a developer?
Yes. The content management system is set up for your team, with documentation and training, so day-to-day changes don’t need a developer.
How is Designing priced?
One rate for every discipline: ₹2,500 an hour, logged and itemised every cycle. Packages run from 20 to 80 hours a month, with a three-month minimum and then month to month. You get a written scope and an hours estimate before anything starts.
Who does the work?
The Designing lead, one of our three founders, with more than ten years building the systems that carry a brand into the real world. If a project needs a specialist, we tell you who and why before they start.
Where Designing connects.
Designing is the bridge between what the brand promises and what growth can measure. The same team owns all three, so nothing is lost in the handover.
Sample work
Concept case studies
Six briefs we wrote ourselves, clearly labelled as concepts, taken through the full process.
By industry
Industries we know
Seven Pune and Mumbai industries, with sourced data and what we’d fix.
Sources
We only use published data we can link to. Figures are as reported by each source on the date shown.
- TREW Marketing and GlobalSpec, 2026 State of Marketing to Engineers (press release, March 2026)
- Forrester, The State of Business Buying, 2024
- McKinsey & Company, “The business value of design”, 2018
- Deloitte and Google, Milliseconds Make Millions, 2020
- WebAIM, The WebAIM Million: 2026 report on the accessibility of the top 1,000,000 home pages
- Business Standard, “Indian internet user base crosses 950 million in 2025: IAMAI report”, January 2026
- Google, web.dev, “Web Vitals”
Not sure what your website needs first?
That is what the 45-minute Growth Audit is for. Tell us where the site is losing people and we will tell you which service we would start with, and why.