Built on Real Projects, Not Theory
We started because mobile apps kept failing users in ways that made no sense. Someone had to care about what actually worked instead of what looked impressive in pitch decks.
How We Got Here
Back in 2019, I was consulting for a fintech startup in Central. They'd spent six months building a mobile investment app that looked gorgeous but nobody could figure out how to use. Their designer had won awards. Their developer was brilliant. But users were uninstalling within two days.
That's when it clicked. Beautiful design means nothing if people can't accomplish what they came to do. The app had fifteen different screens for account setup when it needed three. Navigation required a tutorial. The thing was built to impress other designers, not help actual people manage their money.
We rebuilt it from the ground up. Interviewed sixty real users about what confused them. Stripped out everything that didn't serve a clear purpose. The new version had half as many features and triple the retention rate. That project became the foundation for how we approach every mobile app we touch.
What Makes Our Work Different
These aren't marketing points. They're the actual principles that guide every design decision we make.
Users Before Aesthetics
Pretty interfaces that confuse people are failures. We test with real users throughout the process because assumptions about usability are usually wrong. Your app needs to work for someone who's distracted on the MTR, not someone examining it in optimal conditions.
Context Matters More Than Trends
Hong Kong users have different expectations than Silicon Valley. Elderly users in Yuen Long need different considerations than tech workers in Quarry Bay. We design for your actual audience, not what won design awards last year.
Simplicity Takes More Work
Anyone can add features. The hard part is figuring out what to remove. We spend more time cutting than adding because every unnecessary element makes your app harder to understand. Simple isn't easy, but it's what keeps people using your product.
Our Journey in Mobile UX
We've learned most from our mistakes and from watching real people struggle with interfaces that seemed obvious on our design screens.
Started with Problems
Began consulting after seeing too many beautiful apps fail because nobody thought about actual user behavior. First client was that fintech disaster that taught us everything.
Specialized in Mobile
Decided to focus exclusively on mobile app design after realizing it requires completely different thinking than web. Touch targets, thumb zones, and context of use matter more than most designers acknowledge.
Established Process
Developed our research-driven approach after working with healthcare apps where poor UX had real consequences. Now we involve users from day one, not just before launch.
Building Better Apps
Currently working with twelve Hong Kong companies on mobile experiences that prioritize clarity over cleverness. Still learning something new from every user testing session.
Who's Actually Doing the Work
Small team. Everyone here has designed interfaces that real people depend on. We don't have account managers or project coordinators. The person you talk to is the person designing your app.
Background That Actually Matters
Eight years designing mobile apps for finance, healthcare, and education. Started in Dublin working on banking interfaces where usability errors had serious consequences. Moved to Hong Kong in 2018 and discovered that designing for this market requires understanding local behavior patterns that most international designers miss completely.
Worked at two agencies before realizing the best work happens when you're not trying to impress other designers. Now I spend more time watching people use apps than looking at design portfolios.
How I Actually Work
Every project starts with understanding who's using this thing and what they're trying to accomplish. Not personas from a template, but conversations with real users about their frustrations. Then we prototype fast, test with actual people, and iterate based on what confused them.
I push back when clients ask for features that will hurt usability. Sometimes that's uncomfortable, but it's why they hire someone with experience instead of just following a brief.
Let's Talk About Your App
If you're building something people will actually use, we should discuss how to make it work better. No sales pitch, just honest conversation about what your users need.
Get in Touch