Derby Street  ⎯ UX & UI design to simplify a complex business offering


⎯ As a property development advisory firm for independent residential property developers, Derby St. were the new kids on the block. They had a ton of knowledge, vast experience and a unique approach. They needed to showcase their brand story, establish trust among their potential customers, and attract leads for their business.


UX Design
UI Design
Design System
Content Modelling


Derby St.


The Challenge

Targeting boutique developers, who may not all be fully initiated with the complexities of the sector, Derby St’s proposition includes supporting their client’s through the entire build project including research, design, marketing, sales and management. The website needed to enlighten prospects of the diversity of requirements and then explain the Derby St service simply and clearly, and establish them as the most reliable partner in the business.



The Userkind team worked closely with the client to understand the complexities of their business and the behaviours and nuances of their customer niche. Then, working from their logo, we established a brand look and unique design system to set them apart and develop a consistent approach to presenting their message.

To tell their story, we crafted bold, scannable pages allowing visitors to scan down a page and gather the core details with ease. We broke the information into bite size pieces, featuring clear, simple headlines and short summaries for the details, using large impactful images to section out the subjects.

We simplified the complex around their core proposition - a single touchpoint, versus engaging many disparate contractors, with an animated infographic, instead of paragraphs of explanation.

Derby Street Responsive website design

Userkind is a Sydney-based digital agency founded by Lucie Bertiau & Garreth Wills.

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