UI/UX Design for a coherent responsive experience.

Enough to know who the page is for, what they are trying to finish, and what currently stops them. Analytics, support tickets, sales conversations and watching someone attempt the task are usually more useful than formal research, and far more useful than choosing a visual direction first and fitting the content to it afterwards.

A small number of genuinely different directions beats many superficial variations. Two or three well-developed options force a real decision about approach; six near-identical ones postpone it. Revision rounds should be defined in the proposal so both sides know when the design phase ends.

When several people build related interfaces repeatedly and consistency is eroding faster than anyone can correct it. For a marketing site with a handful of templates, a documented pattern library is enough. A full system with tokens, governance and contribution rules is a product in itself and needs an owner.

Specified at the component stage rather than audited afterwards: colour contrast, focus order, keyboard operation, target size, text scaling, error messaging and media alternatives. Testing means using the interface with a keyboard and a screen reader on real content, which finds problems no automated checker reports.

Only if it was designed against real content. Placeholder text hides almost every hierarchy problem — long headings that wrap badly, empty states nobody considered, products with missing images, names that overflow. Ask for the design to be reviewed with your actual worst-case content before approving it.

Ownership should be assigned in writing, and source files handed over rather than only exports. Whether your team can edit them depends on tooling and skill — a system with clear components is far more editable than a set of bespoke artboards, which is one practical argument for building one.

Task completion, conversion quality, error and abandonment rates, support volume on the affected journeys, accessibility findings and page performance — measured against a baseline captured before the change. Stakeholder preference, including the designer's, is the weakest evidence available and the most commonly used.

Yes, and it usually shortens the project. What is worth checking early is whether the guidelines cover digital use — many are built for print and are silent on interaction states, focus styling, responsive behaviour and accessible contrast, which then need deciding as part of the work.