Something between your product
and your customers
isn't working.
Design for Humans helps established businesses close the gap between what they built and what their customers actually need — turning experience problems into measurable outcomes.
Recent results
You've invested in the product.
The numbers say something's still off.
Conversion sits below where it should be. Support handles questions the product should answer. The roadmap fills with features — but the fundamentals stay broken.
Your customers are experiencing the gap between what you intended to build and what actually exists. The frustrating part is that you know it, your data confirms it, but the org structure makes it hard to fix.
That's where we come in. Not to redesign everything — to find what's actually broken and fix it precisely.
Not a redesign.
A diagnosis and a fix.
We work in three modes depending on where you are. Sometimes you need all three. Often you need one, precisely.
Find what's broken
Research, analysis and expert review to find the specific points where your customers lose confidence, patience or trust. We talk to your users, analyse your data and audit your flows. You get a clear diagnosis — not a vague audit — and a prioritised list of what to fix first.
Fix it with precision
We redesign the specific journeys, flows and touchpoints that are underperforming. Working with your team, not around it. No bloated agency process. No unnecessary rewrites. We prototype fast, test with real users, and deliver production-ready designs your engineers can build directly from.
Make it hold
Design systems, component libraries, playbooks and embedded capability so the next version doesn't undo what we fixed. If your team needs to grow, we help you hire and onboard designers who know how to work. The goal is a design function that keeps improving without us.
Problems solved.
Outcomes measured.
Clients are confidential where requested. Outcomes are verified.
A Tier 1 fintech was losing institutional investors mid-onboarding. Conversion sat at 11%. Nobody had spoken to the people actually filling out the form.
We ran discovery with hedge fund operations leads and redesigned the flow around how they actually make decisions. Conversion reached 34% in the first quarter. £1.6M in attributable new revenue in six months.
Call centre advisors at a major UK bank were spending 47 seconds per call looking up information the system already had — after the customer had already authenticated through IVR.
A single service design intervention surfaced the right customer context before the call connected. Advisors worked faster. Customers got better answers. £240k saved in week one across four contact centres.
A consumer banking product had a 6% activation rate on its savings feature. Marketing was running campaigns driving traffic to it. The funnel inside the app told a different story.
Five moderated research sessions revealed users couldn't find the product. We moved it, renamed it, and simplified the entry point. Activation lifted 62% and held across four quarters.
Most design optimises for what the business wants. We start with the actual human on the other side of the screen.
Most design work — even good design work — optimises for what the organisation wants. More clicks, higher conversion this quarter, time-on-page, lower support volume. These are reasonable goals. But they're downstream of the real question: does this product work for the person using it?
We take the unfashionable position that products built genuinely for humans perform better, longer, and with less maintenance. Not because that's the ethical argument — though it is — but because it's the commercial one. Customers who feel understood come back. Customers who feel processed don't.
Design for Humans is led by Josh Bowley — a design leader with 15 years working in fintech, healthtech, enterprise and e-commerce across the UK, Europe and the Gulf. We work with established businesses where the stakes are real and the decisions matter.
Three ways to start
a conversation.
No forms that take 20 minutes. No pitch decks sent cold. Just a conversation about what's happening and whether we can help.
Message us directly. We usually reply within the hour during business hours. Good for quick questions or to kick off a conversation before a call.
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Book a discovery call
A free 30-minute call to understand what you're dealing with and whether we're the right fit. No pitch. No proposal until we've established it's worth your time and ours.
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