Jonathan Griffit’s UX Consultancy
Adding Value to Your Vision

UX today is one of the most important pillars of any product. It’s not enough to have a nice UI, a great design, or even a very much needed solution. Your User needs a true “Experience” to pique their interest and keep them coming back.

Usually UXers see UX as a triangle of balancing Users’ Needs and Wants, Owners’ Needs and Wants and Simplicity. I see it more as a 4D cube - adding Clarity to the mix. Especially clarity of purpose, or of the next step the User should take.

Deep UX
I believe that for good UX you need to go beyond just the User with a deep understanding of the Development Process, Graphic Design, the constraints of a startup, the business side and the time and cost of everything. My experience as an Entrepreneur since I was a teenager has given me insight and hands-on knowledge in all of these realms, contributing to my “4D UX vision.”


Less is Always More
Unless your app is specifically for Millennials or the Chinese Market, I believe that less is more. Fewer colors, fewer buttons, fewer words and fewer choices at any given junction/screen.

(Almost) Always Start Smaller
Unless you are designing for a specific screen size, even if your design is responsive and even if your first version is not mobile, you should always start from the smallest screens, making sure they look good. The bigger screens will just fall into place after that.

The World is Flat
Flat and common is better than original and colorful unless you are talking about your logo or an app icon. I’m a big fan of Google Material design, simple hierarchy and card-based UI.


When thinking of B2C UX, unless you are an On-Demand app, the design should take 3 main things into consideration:

The first thing is to make sure your Users come back every day. Otherwise there’s a good chance that they will not use you and even uninstall your app…

The second most important thing is to create emotional triggers, FOMO (Fear of Missing Out) FOLO (Fear of Being Left Out), curiosity, social and other “hooks.”

The third is the “K Factor.” (virality) I’m a big believer in deep integration of viral elements that go beyond just ratings and shares.


Faster is Better
Usually the User will use your Software several hours a day and you should sacrifice the learning curve a bit to allow the User to do what they need to do as fast as possible

Lower the Stress Level
Usually there are many features and options in Enterprise Software, often behind the scenes, causing confusion and stress for the User. Therefore it’s crucial to make sure the User knows what they or the software have done or are in the process of doing and what is going to happen next.

Design for the User with the Manager in Mind
Rarely will the “Big Boss” be using the software, so design it for the person in the organization that will be the main User, while making sure it includes the right features to show their manager what a great job they’re doing, enabling the effortless creation of any report the manager needs to display upwards.

Avoid Costly Mistakes
Especially with Enterprise, some mistakes can be very costly. It’s important to rank the potential mistakes as opposed to the friction for the user (i.e. a pop up with “Are you sure you want to delete?” rather than risking deleting crucial information) and find the right balance.

Enterprise Software in our era must look better than Consumer Apps. Gone are the days of Times New Roman and ugly software.


As opposed to B2C where people are willing to make an effort to be part of the latest trends or Enterprise where they MUST use you to complete a project, SMBs are the hardest target audience. They don’t want to learn new things, they don’t have time for you and they don’t see your software as a “must-have.”

When designing for SMBs you must consider a few things:

Automation & Laziness
Automate as much as you can taking into consideration the laziness

Show Value from the Get Go
Let them see the value from the moment they install, especially value that affects their “bottom line.” (This is especially true for Users in the US)


When designing an App or Software that connects to or affects an IOT device, it’s important to be consistent with language and colors in the software and the device. Make sure that for every action there’s a “feedback” both on the device and the app - a flashing light and pop up, etc.


I’m most passionate about creating Magical and Delightful moments, increasing the Wow Factor manifold. For example, when it looks like the Software or App predicts what the user wants to do, or offering them an answer/solution without them even having to ask. Also, finding the right moments to make them your best Spokesperson or Ambassador.


Coffee Chat
It starts with a cup of coffee… This is an open invitation to anyone with a cool startup or idea, no matter what phase. Let’s have a conversation.

Free Sample
Because UX is part science and part art, it’s important that we click. If we do, share one screen or feature that you have, give me a few days and I’ll show you my ideas and the reasoning behind them regarding your UX. This will give you a sample of how I work, how I think and what you get at the end of the process.

Meet with you & your Clients
Understanding the product, screens, functionality, what do your clients or potential clients think? How would they want to work?

Get the Full Picture
We make a list of all of the screens, tasks and functionality needed and prioritize them together

Meet Once or Twice a week
Over a period of 2 months we’ll meet a couple of times a week, I’ll ask you a lot of questions and then create screens, sharing my thoughts and ideas. I prefer to work with 1 point person in the company (in rare cases 2) in order to expedite the process.


UX Only
The deliverable of this process is wireframes or screenshots with basic graphics, no design, in a presentation format with comments and in-depth explanations about my suggestions, ideas and the reasoning behind them.

UX + Graphics
In some cases, if you don’t have an in-house Graphic Designer, I work with my own freelance Designers, giving you a full package includings colors, icons and fully designed screens, ready for your Developers.

Front End Development
Since I have my own Development Team, in some cases we can do the Front End Development for you, in rare cases we can handle the Full Stack.


Because UX is not only the UI or the graphics, most of my work is subtle, result-driven and not necessarily visible.

Main Challenge:
Create the most sophisticated, responsive calendar including services, bundles workers, rooms, devices and branches while making it simple enough for Hairdressers, Beauticians and Doctors to use, while also making it beautiful and adding predictive qualities to it to increase decrease meeting creation time and increase efficiency.

Results so Far:
Over a million meetings created and completed on the platform

Main Challenge:
Create a product that’s easy and non-threatening or overwhelming for startup Founders to create their visual investor deck, while on the other side create a page that is responsive, fast and focused enough for Investors to want to open and view it on any device. (Mainly mobile)

Results so Far:
More than 3000 startups have joined, over 25% have created and sent their page to potential Investors with a 94% open and view rate on the Investor side.

These are 2 examples of projects that I can share, more to follow. There are others that are not yet public that I might be able to share when we meet.

Ping me