UX/UI-Design
Digital interfaces should work for customers, employees, and editors. They should not just look good. We combine insights from user behavior with structure, UX, and visual design to create solutions that simplify complex flows and support your business.
What is UX Design?
UX design is about the user experience – that is, how easy, clear, and intuitive it is to use a website or digital service. It encompasses everything from structure and navigation to user flows, content hierarchy, and how the visitor moves through the customer journey.
The goal is to reduce friction and make it easy for the user to find the right information, understand the offer, and take the next step. Good UX design reduces friction, improves conversion, and creates a better overall experience.
What is UI design?
UI design is about the visual interface – that is, how the website looks and is experienced. It includes layout, colors, typography, buttons, icons, components, and visual interactions.
UI design ensures that the solution feels modern, consistent, and credible, while also strengthening the brand and making the user experience clear and easy to understand.
In short: UX is about how it works, UI is about how it looks and feels.
Book a meeting
In the meeting, we will go through your goals, current situation, and how we can assist you further with UX/UI design. No commitment required, of course.
From user behavior to better flows
Good UX/UI design starts with understanding how people actually use your website. We analyze user behaviors, customer journeys, and navigation patterns to identify where visitors get stuck, leave the page, or do not take the next step. Based on that, we create clearer flows, better structure, and more intuitive interfaces that help the user move forward.
Varsego
Varsego, a nationwide wholesaler of ice cream and food, needed a fast and user-friendly B2B e-commerce platform to manage complex orders from retailers. Toxic developed a customized solution on the e-commerce platform Litium with integration to their business system for real-time updates of prices, inventory levels, and customer-specific terms. Furthermore, the new site was built by Toxic with a strong focus on UX design, where an SEO and CRO analysis forms the basis for the final design and development.
Essem Design
Essem Designs e-commerce is the flagship store where user experience, design, and the brand's history are highlighted in every detail. Together with Toxic, Essem has taken the step to a global platform where the vision of the hall as the "first room" meets modern technology, high performance, and a long-term digital strategy. Through a new framework, inspiring features, and over ten years of SEO work, Essem has created a digital presence that drives growth both in Sweden and internationally.
Wismo Automotive
Wismo Automotive is the general agent for Opel and needed to develop a digital solution that allows the management of 90 sites in the same solution. Toxic created a solution in Umbraco Cloud that both streamlines the work for editors and gives the dealers the flexibility to customize their own pages.
Structure, wireframes, and prototypes
A successful website begins long before the visual design. We develop information architecture, wireframes, and clickable prototypes to test structure, navigation, and user flows before development starts. This reduces risk in the project and creates better conditions for both design, technology, and content.
Design that improves conversion
UX/UI design directly affects how well the website performs. By working with CTAs, page structure, content hierarchy, and visual interfaces, we help you improve conversion and make it easier for the visitor to take the next step. This can involve more leads, better self-service, or clearer product flows.
For both users and editors
We design not only for the end user. We also ensure that the solution works for the teams that will be working on the web platform over time – for example, marketing, editors, and internal administrators. This creates a website that is easy to manage, further develop, and keep relevant.
The same expression in all digital channels
The UX/UI design does not only exist on the website. It needs to continue in campaigns, advertisements, social media, and email newsletters for the brand to feel consistent. We function as an extended design team and create digital design for your ongoing needs, from campaign materials to content and sales materials.
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min
Where the ridge meets the sea – the story of Norrvikens trädgårdar
There are places that do something to you even before you understand why. Norrvikens trädgårdar on the Bjäre Peninsula is one such place. Here, where Hallandsåsen meets the sea and a favorable microclimate allows the impossible to bloom, a man's vision has lived on for over a hundred years; through storms, crop failures, changes of ownership, and a period of decline that almost became the end – but it did not.
Common problems on large websites and how they can be solved
The larger a website grows, the harder it becomes to manage – both for those who visit it and those who work on it every day. What was once a clear structure with a few sections becomes, over time, hundreds of pages, countless subcategories, and content that has been added in batches over several years without a common plan. The result is rarely noticeable all at once; instead, it sneaks in until one day the visitor can no longer find what they are looking for, while the editor no longer knows where something should be. Now we will go through some of the most common problems on large websites and what usually tends to solve them.
3min
That is why many organizations choose to switch CMS
A CMS, a content management system, is the tool an organization uses to publish and update content on its website. Most organizations chose their CMS a long time ago (often five, ten, or fifteen years ago) and have since built upon it year after year. Over time, it becomes harder to live with the choice one once made. Licenses become more expensive, editors find it increasingly difficult to work in the system, and what once felt flexible starts to feel like a hindrance. Let’s go through some of the most common reasons organizations choose to switch CMS and what they often want to achieve with the change.
3min
What is required of a good IR website?
Trust is what determines how a publicly traded company is perceived by investors, analysts, and shareholders. Much of that trust is built or lost on the web. An IR website (Investor Relations) is the place where investors, analysts, and shareholders turn when they want to understand how the company is doing and where it is headed. For a publicly traded company, the website is not just a communication channel; it is part of how the company fulfills its information obligation to the market. If an IR website is difficult to navigate or lacks the right information, it costs more trust than one might think. In this blog post, we will therefore go through what an IR website actually needs to contain and what distinguishes a good IR website from one that is just there out of obligation.
4min
Ad copy that converts: what actually makes a difference
Most people who want to improve their ads start off wrong. They rewrite headlines, change images, test new CTAs. And sure, that can have an effect, but that's rarely where the big difference lies. When an ad doesn't convert, it's often because something in the chain after the click isn't working. The ad is just the beginning. This is what actually determines whether an ad converts.
3min
Four Swedes were appointed Umbraco MVP 2026. One of them is our colleague Daniel Andersson!
Last week we traveled to Copenhagen for this year's edition of Codegarden, Umbraco's annual conference and the natural gathering point for the entire global Umbraco community. Two days of talks, Umbraco Awards, and that special atmosphere that arises when people who are passionate about the same thing are in the same room. It was there that the news came: our colleague Daniel Andersson was named Umbraco MVP for 2026.
2min
From the apartment to the continent – the story of Beslag Design
When I step through the doors of Beslag Design in Båstad, I am already greeted in the entrance by what the company has built its entire identity around: careful details that just feel... right. Further into the conference room, the assortment spreads out along the walls; handles, knobs, hooks tastefully arranged. We sit down to hear Pontus Eklind, CEO of Beslag Design, tell how the journey began but, above all, where they are headed.
Toxic celebrates 30 years of strong growth, good profitability, and high trust from both customers and employees.
This year, Toxic celebrates 30 years as a digital partner for companies with needs in web, e-commerce, customer portals, system integrations, and digital business solutions. After three decades in an industry that is constantly changing, we continue to grow, with strong results, good profitability, and a high level of trust from both customers and employees.
3min
The self-playing piano in B2B – Read more about the report Nordic Digital Commerce in B2B 2026
The B2B companies in the Nordics have reached a clear turning point. Litium's tenth edition of Nordic Digital Commerce in B2B 2026 shows that 81 percent of the Nordics' B2B companies today enable sales through digital channels, that digital sales on average account for 31 percent of revenues, and that 58 percent plan to increase their budget for digital commerce in the coming year. The discussion is no longer about whether to digitalize sales – but about how to take the next step.
11min
Markvaruhuset chooses Toxic for new e-commerce platform in Litium
Building e-commerce for a player that sells to both businesses and individuals – with different flows, different logic, and high demands for integration with business systems – is a project that places high demands on the right technical partner. Markvaruhuset has chosen Toxic for that assignment.
2min
Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
We are very happy to be nominated once again for the Umbraco Awards. This year we are nominated in the category Best Cloud Solution with our solution for KABE AB.
3min
What is Meta Andromeda and how does it affect your advertising?
Are you advertising on Instagram and Facebook? Then you have probably noticed that the ads don't work quite like they used to. Suddenly, some ads seem to reach the right people while others disappear in the feed. What is behind the change and what does it mean for you as an advertiser? We will clarify that.
4min
Four websites in one solution – new digital platform for Atle
To create a more flexible, scalable, and editor-friendly web environment, Atle has chosen Toxic as a digital partner. Together, we are now developing a new web platform in Umbraco that brings together several companies in a common solution and creates economies of scale in line with the company's growth strategy.
2min
Toxic named Umbraco Contributing Platinum Partner 2025
Toxic continues to strengthen its position within Umbraco and has now been appointed as Umbraco Contributing Platinum Partner 2025 – an international award that highlights partners who actively contribute to developing and strengthening the entire Umbraco ecosystem.
2min
Toxic begins long-term partnership with Qvalify in SEO and Google Ads
Qvalify is one of Sweden's leading companies in ISO certifications, inspections, and assessments. With over 30 years of experience, they help organizations strengthen quality, efficiency, and security through certification of management systems, training, and various types of audits. To increase visibility and create clearer results regarding their training and certifications, Qvalify has chosen Toxic as a long-term partner in SEO and Google Ads.
3min
SEO for B2B – how to reach the right decision-makers in search results
Working with SEO for B2B is a completely different playing field than optimizing for consumers. The decision-making process is longer, more people are involved, and each deal is often worth much more. This means that every click from the right person can be invaluable, while the wrong traffic risks being a waste of time. At Toxic, we work daily with B2B companies and know how to tailor the strategy to reach the decision-makers who can make decisions.
2min
Sebastian Pierre returns to Toxic – as Developer and Consulting Manager
With extensive experience in programming and a clear interest in leadership, Sebastian is now back at Toxic in the role of developer and consulting manager. In this interview, you will get to know him better, hear about his journey into the IT industry, and how it feels to be back at Toxic again.
4min
Toxic enters into partnership with Meson Group for web and PIM on Litium
Meson Group, which is part of Indutrade, is a leading supplier of valves and flow control products to the global marine industry. With headquarters in Laholm, sales offices in Europe and Asia, and a large network of distributors, Meson works with technologically advanced products and extensive information flows. To strengthen its digital presence and create a more scalable management of product data, they have chosen Toxic as a partner to develop a new global website and implement Litium PIM.
3min
How to perform an SEO health check of your website
Just like a car needs maintenance to perform at its best, your website needs to be regularly reviewed. An SEO health check reveals both technical and content-related obstacles that may prevent you from reaching top positions in Google and helps you prioritize the right efforts for better visibility.
2min
Frequently asked questions about UX/UI
In simplified terms: UX design (user experience) focuses on the entire user's interaction with a product or service, including the user's emotional experience and overall satisfaction. UI design (user interface) is more focused on the visual and interactive aspects of design, such as layout, colors, and typography.
A positive user experience is crucial for users to enjoy and return to a product or service. It can increase customer satisfaction, reduce bounce rates, and help create loyal users. By understanding and meeting users' needs, one can create solutions that are more intuitive and effective.
Challenges may include understanding user needs, balancing aesthetics with functionality, and managing technical limitations. To address these challenges, it is important to conduct user research and testing, collaborate with others in the design process, and be open to feedback to iteratively improve the design.
Absolutely, our team is not only focused on user experience (UX/UI) but also has solid expertise in classic graphic design. We are familiar with Adobe Suite and have the ability to create a variety of graphic elements. From designing distinctive logos and graphic profiles to creating eye-catching content for social media and elegant business cards.