94% of first impressions of a website are design-related. A visitor takes less than 50 milliseconds to decide whether to stay or leave your site. Design is not decoration — it is the foundation of your conversion rate.
At Ligne 1, UX/UI design is not a peripheral service — it is our DNA. Our team has won the prestigious Awwwards International "Web of the Day" — the global award that distinguishes the best web creations. We apply this standard of excellence to every project, whether it is a brochure site for a Liège SME or a complex SaaS platform.
of first impressions are design-related
to convince a visitor to stay on your site
Service Design: creating human-centred experiences
Service Design is a design approach that goes beyond the digital interface to rethink the entire customer journey — from the first point of contact (advertising, Google search, recommendation) through to post-purchase loyalty. It is a holistic vision that considers every interaction between your company and your customers as an opportunity to create value.
Unlike traditional design that focuses on aesthetics, Service Design relies on user research, co-creation and rapid prototyping to solve concrete problems. The result: services that actually work because they were designed with (not just for) the end users.
Our Service Design approach
- User Research — Qualitative interviews, behavioural analysis (heatmaps, session recordings), quantitative surveys and analytics data analysis to understand the real needs, frustrations and motivations of your users.
- Customer Journey Mapping — Visualisation of every stage of the customer journey: discovery, research, comparison, purchase, use, loyalty. Identification of pain points (friction points) and improvement opportunities.
- Personas and scenarios — Creation of representative profiles for your different customer segments. Each persona has their own motivations, barriers and preferred communication channels.
- Design thinking workshops — Collaborative workshops with your teams to generate ideas, prioritise solutions and align the entire organisation around a shared vision of the customer experience.
- Service blueprinting — Detailed documentation of every visible (front-stage) and invisible (back-stage) interaction in your service. This tool reveals internal dysfunctions that impact the customer experience.
Service Design is not reserved for large companies. Even an SME of 10 people can benefit from a 2-day workshop that identifies 3 to 5 concrete improvements to the customer journey — with a measurable impact on revenue within 3 months.
UX/UI Design: interfaces that convert, not just "look pretty"
UX Design (User Experience) focuses on what the user feels when interacting with your site or application: is it easy? Intuitive? Pleasant? Frustrating? UI Design (User Interface) is the visual layer: colours, typography, icons, spacing, animations — the aesthetic dressing that brings the experience to life.
The two are inseparable. A beautiful but unusable site is a failure. A functional but visually dated site inspires distrust. At Ligne 1, every design project simultaneously integrates both dimensions to create interfaces that seduce AND perform.
Our UX/UI process
- UX audit of the existing site — If you already have a site, we analyse it from a user experience perspective: information architecture, navigation flows, forms, calls-to-action, loading times, trust signals. We identify pages that "leak" (high bounce rate) and obstacles to conversion.
- Wireframing — Low-fidelity mockups that define the structure and hierarchy of each page without concern for aesthetics. The goal: validate navigation logic and information prioritisation before investing in visual design.
- Interactive prototyping — High-fidelity clickable prototypes (Figma) that simulate the real experience of the site or application. You and your users can test the product before a single line of code is written.
- Design System — Library of reusable components (buttons, forms, cards, modals, etc.) that guarantees visual consistency across all pages and accelerates future development.
- User testing — Test sessions with real users (5 to 10 people) to validate the ergonomics of the prototype before development. Each session reveals insights impossible to guess from a desk.
The UX principles that guide our work
- Hick's Law — The more choices you offer, the slower the decision. We simplify each page to guide the visitor towards a single priority action.
- Fitts's Law — Action buttons must be large enough and positioned in natural interaction zones (thumb on mobile, gaze area on desktop).
- Progressive disclosure — Show only the essential information at each step. Details are accessible in one click for those who seek them.
- Visual affordance — Every interactive element must be immediately identifiable (a button must look like a button, a link must look like a link).
- Accessibility (WCAG 2.1) — An accessible site is a site usable by everyone, including people with visual, motor or cognitive disabilities. We guarantee a minimum AA compliance level on every project.
Digital Experiences: creating memorable moments online
Digital Experiences go beyond a simple website. It is about creating immersive interactive moments that leave a mark, strengthen brand attachment and generate digital word of mouth. Scrollytelling, interactive animations, micro-interactions, gamification, 3D experiences, web augmented reality (WebAR) — the possibilities are endless.
Our Digital Experience specialities
- Scrollytelling — Interactive storytelling triggered by page scrolling. Elements appear, transform and animate at the pace of reading to create a memorable immersive experience. Our own Ligne 1 site is a living example.
- Micro-interactions — Small animations that respond to user actions (click, scroll, hover). A pulsing button, a custom cursor, a smooth progress bar — these details create a feeling of quality and attention to detail that sets premium sites apart.
- Glassmorphism & advanced visual effects — Interfaces using translucency, background blur (backdrop filter) and depth effects to create a modern and sophisticated aesthetic. This is the visual standard of Apple, Microsoft and Google interfaces in 2025.
- SVG animations & web motion design — Animated vector illustrations that bring your pages to life without compromising performance. Ideal for home pages, product presentations and interactive infographics.
- Immersive experiences (WebGL/3D) — For premium projects, we integrate interactive 3D elements directly in the browser: 360° product visualisation, 3D configurators, virtual showrooms.
Our showcase site won the Awwwards "Web of the Day" — the global benchmark in web design. Techniques we use for our clients: parallax, scrollytelling, micro-interactions and fluid typography. Your site can deliver the same experience.
Design & conversion: when every pixel serves your growth
Conversion Rate Optimisation (CRO) is the discipline that systematically optimises all the visual and functional elements of a site to increase the percentage of visitors who complete the desired action (purchase, quote request, sign-up, call). At Ligne 1, we integrate CRO from the design phase — not as an afterthought.
The conversion levers we optimise
- Visual hierarchy — The user's gaze is naturally guided towards the most important elements (value proposition, primary CTA) through size, colour, contrast and positioning.
- Optimised Calls-to-Action (CTAs) — Size, colour, wording, position, micro-animation — every CTA parameter is tested to maximise click-through rate. A good CTA can double a page's conversion rate.
- Friction reduction — Removal of every unnecessary obstacle between the visitor and conversion: overly long forms, superfluous steps, missing information, loading delays.
- Trust signals — Client logos, testimonials, certifications, Google reviews, satisfied customer counters — strategically placed to reassure the visitor at the moment of decision.
- Responsive & mobile-first — In 2025, 65% of web traffic in Belgium comes from mobile. Every interface we design is conceived mobile-first, then adapted to other screens — not the other way around.
Full user experience and conversion lever audit. Report + action plan.
Research, wireframes, Figma prototypes, design system, user testing.
Scrollytelling, SVG animations, micro-interactions, WebGL/3D.
Your questions about UX/UI design
What is the difference between UX and UI Design?
UX (User Experience) Design focuses on what the user feels: journey, ergonomics, ease of use. UI (User Interface) Design concerns the visual aspect: colours, typography, buttons, layout. The two are complementary — a good site requires both.
How much does a UX/UI redesign cost?
A professional UX/UI redesign costs between €3,000 and €10,000 depending on the complexity of the project (number of pages, user research, testing, design system). A one-off UX/CRO audit starts at €800. Contact us for a personalised quote.
Why does design impact Google SEO?
Google measures engagement signals: bounce rate, time on page, number of pages visited. An ergonomic and engaging design improves these metrics, sending positive signals to Google and boosting your ranking. Core Web Vitals (speed, visual stability) are also direct ranking factors.
Do you work with Figma?
Yes, Figma is our primary design tool. All prototypes, mockups and design systems are delivered in Figma format with organised components, documented styles and clear annotations for developers. You can follow progress in real time.
Are your designs accessible (WCAG)?
Absolutely. We guarantee a minimum WCAG 2.1 Level AA compliance on every project: sufficient colour contrasts, keyboard navigation, alternative text on images, correct semantic HTML structure. Accessibility is not an option — it is a standard.
Your interface deserves Awwwards excellence.
Free UX audit of your current site. Find out why your visitors leave — and how to keep them.