UI/UX Built Around the Real Reason a Visitor Leaves, Not Just How a Screen Looks
A well-designed interface can still fail silently. Tata Motors' Nexon microsite was visually polished and driving real traffic, and still converting almost none of it, until an end-to-end customer journey audit found a 97.7% lead form drop-off. Fixing that specific, diagnosed failure point delivered a 10x increase in monthly leads. End-to-end journey audits, interface design, usability testing, and competitive benchmarking, measured against real conversion outcomes.
UI/UX covers end-to-end customer journey audits, interface design, usability testing, competitive benchmarking, and conversion-focused redesign. ibs fulcro's UI/UX work has delivered a 10x increase in monthly leads for Tata Motors by diagnosing and fixing an honestly-reported 97.7% lead form drop-off, real design outcomes, not just a portfolio of screens.
A complete view of your UI/UX needs
End-to-End Customer Journey Audits
Mapping the real, complete path a visitor takes, not just the page they land on, to find exactly where intent is being lost, the same audit that turned a 97.7% lead form drop-off into a 10x increase in monthly leads for Tata Motors.
Interface Design, Desktop and Mobile
Interface design built and tested across both desktop and mobile as genuinely distinct experiences, not one layout responsively squeezed into two screen sizes.
Usability Testing & Heuristic Review
Structured usability review against real user behaviour and established heuristics, identifying friction before it costs a real conversion, not after.
Competitive Feature & UX Benchmarking
Benchmarking a product's interface directly against real competitors, the way Goodyear's audit distilled 123 benchmarked features down to the 8 that actually mattered.
Conversion-Focused Redesign
Redesign work measured against real conversion outcomes, not just visual polish, the discipline behind Canara HSBC's 15% increase in conversion rate and 70% drop in error rate.
Design Systems & Component Libraries
Structured, reusable design systems that keep an interface consistent as a product grows, rather than every new page reinventing its own patterns.
UI/UX in practice
Structured discovery, rigorous analysis, actionable outcomes
Map the Real, End-to-End Journey First
Before redesigning anything, we map the complete path a real visitor takes, not just the page in question, since a conversion problem often starts several steps before the point where it becomes visible.
Find the Honest, Specific Failure Point
We diagnose precisely where and why visitors disengage, a lead form covering content with no way to dismiss it, a checkout step with no clear next action, and report the number honestly, including when it's as stark as a 97.7% drop-off.
Benchmark Against Real Competitors, Not Best Practice in the Abstract
Interface decisions are checked against how real, named competitors actually solve the same problem, not a generic best-practice checklist detached from the specific category.
Redesign Around the Specific Failure, Not a Full Rebuild by Default
The fix is scoped to the actual problem the audit found. Sometimes that's a full redesign; often it's a specific, targeted change, like removing an interruptive form, that alone drives the majority of the result.
Measure the Same Metrics Again, Post-Launch
The same conversion, drop-off, and engagement metrics used in the original audit are measured again after launch, so the redesign's impact is proven, not assumed.
The business case for ui/ux
A Well-Designed Site Can Still Fail Silently
Tata Motors' Nexon microsite was visually polished and driving real traffic, and still converting almost none of it, because a single interruptive lead form was undermining the entire funnel. Good visual design and good UX are not the same thing.
Small, Specific Fixes Often Outperform Full Rebuilds
A 10x increase in monthly leads followed from fixing the specific, diagnosed failure point in an existing journey, not from rebuilding the site from scratch. Precision beats scope, most of the time.
Interface Quality Is a Measurable Business Metric
A 70% decrease in error rate and a 50% surge in qualified leads are not abstract design outcomes, they're the direct, provable result of removing real friction from a real interface.
Competitive Benchmarking Prevents Solving the Wrong Problem
Distilling 123 competitor features down to the 8 that actually mattered is what keeps a redesign focused on what genuinely drives a decision, rather than matching every feature a competitor happens to have.
Industry-leading tools behind every engagement
Usability & Behavioural Analytics
Hotjar and Microsoft Clarity, used for heatmapping, session recordings, and real behavioural data, so design decisions are grounded in how people actually use a page, not assumption.
Technical & Performance Benchmarking
GTmetrix and Lighthouse, used to measure the real technical performance underlying a UX audit, since a beautifully designed page that loads slowly still loses visitors.
Design & Prototyping
Modern design and prototyping tooling used to test interface changes against real user behaviour before a full build, so a redesign is validated before it's shipped.
Why choose ibs Fulcro for UI/UX
Real, Measured Results, Not a Portfolio of Screens
A 10x increase in monthly leads for Tata Motors, conversion rates up 15% for Canara HSBC, a page weight cut from 4.8MB to 711KB for Goodyear. These are on this site, with real numbers, not a gallery of finished mockups.
We Report the Honest, Specific Failure, Not Just the Fix
Tata Motors' Nexon audit found a 97.7% lead form drop-off, with 30% of desktop visitors and 40% of mobile visitors closing the form immediately. We published that number because it's what actually explains the fix that followed.
Competitive Benchmarking Built Into Every Redesign
Goodyear's audit distilled 123 real, benchmarked competitor features down to the 8 that genuinely mattered, the discipline of knowing what to ignore, not just what to copy.
Built Inside a Broader Technology and Optimisation Practice
Because UI/UX sits alongside Customer Experience Optimisation, Website & Mobile, and Custom Software Development under one roof, a redesign is handed to the same team that can actually build and measure it, not passed to a disconnected development vendor.
Frequently asked questions
End-to-end customer journey audits, interface design across desktop and mobile, usability testing and heuristic review, competitive feature benchmarking, conversion-focused redesign, and design systems that keep an interface consistent as a product grows.
By mapping the complete, real journey a visitor takes, not just the page where the problem appears, and reporting the honest, specific failure point. Tata Motors' Nexon audit found a lead form was covering page content with no easy way to dismiss it, causing 30% of desktop visitors and 40% of mobile visitors to close it immediately.
Tata Motors' Nexon customer journey redesign delivered a 10x increase in monthly leads, converting an honestly-reported 97.7% lead form drop-off into real business results. Canara HSBC's self-service portal redesign increased conversion rates by 15% and cut error rate by 70%.
It depends on what the audit actually finds. Tata Motors' 10x lead increase came from fixing a specific, diagnosed failure point, not a full site rebuild. We scope the fix to the real problem, rather than defaulting to a full redesign by default.
We benchmark a product's interface directly against real, named competitors to understand what actually drives a user's decision. Goodyear's audit reviewed 123 real competitor features and distilled them down to the 8 that genuinely mattered, avoiding a redesign that chases every feature a competitor happens to have.
By measuring the same metrics used in the original audit again after launch, conversion rate, drop-off, error rate, engagement, so the impact of the redesign is proven with real, comparable data, not assumed from a visual before-and-after.
Let's find the real reason your interface isn't converting
Start a ProjectPage last updated August 23, 2026.