JHB

(Case studies) Where the *thinking shows.

The decisions, not just the screens.

Seen over a woman’s shoulder in her own kitchen in the morning as she reads Absa’s mobile home loans page on her phone: the headline Apply to access funds from my Home Loan, a Tell me more button and an orange Apply now button.

Absa Personal Bank

Redesigning the 59 pages that lead to a home loan

(Research + IA + UX Design + Prototyping + Usability Testing)

The studio at night: a large display on a timber desk showing the Graaft home page and its promise, we build AI people, made present, with a keyboard and trackpad in front and a dark window behind.

Graaft

Building the site that sells AI people

(Content Design + Design System + Interface Design)

Seen over a woman’s shoulder as she sits at a timber table in an overwater bungalow, working on a laptop that shows the Seaya Holidays home page and its line Book your holiday quickly and safely over an underwater photograph. Beyond her, a shingled bungalow on stilts, a timber walkway and clear turquoise water.

Seaya Holidays

Building the booking journey around what stopped people

(Brand Identity + User Research + Usability Testing + UX Design + Prototyping)

A designer’s desk at dusk lit only by its screens: a large display turned slightly away, showing Absa’s vehicle finance page headed Finance, insure, drive! with a vehicle finance calculator beside it, and a laptop at the left carrying app screens laid out in a design tool.

Absa Personal Bank

Setting one pattern across a 29-page redesign

(Discovery + Competitive Benchmark + UX Design)

A portrait of Priya, the studio’s SEO specialist, who is not a real person: a woman in a dark blazer standing in a home office in front of two monitors showing charts, a corkboard of printed reports, a desk lamp and a small plant.

Graaft

Designing Priya, an AI colleague you talk to

(Agent Design + Conversation Design + Interface Design)

A man seen from behind at a desk in the evening, wearing an olive-green jacket, holding a phone in both hands. The phone shows the GardenHarvestAI home page: the logo, a photograph of a basket of tomatoes and courgettes, and the heading Your actual garden. On the large display behind him is the same page at desktop width, with a chat panel open beside it.

GardenHarvestAI

Selling a garden companion by teaching first

(Content Design + Visual Design + Motion Design)

A laptop alone on a wooden desk at night, its screen carrying a web page redacted to a grid of flat colour blocks: a crimson bar across the top and a dark band below it, with a window and a streetlight beyond.

Absa Business Bank

Website specialist pages redesign: Not yet announced

(Research + IA + UX Design)

A designer at a desk at dusk, lit by the screens, looking at a large display that carries a web page redacted to a grid of flat colour blocks: a crimson bar across the top and a band of photography below it, both reduced to blocks.

Absa Business Bank

Website finance pages redesign: Not yet announced

(Research + IA + UX Design)

Close in on the same workshop bench as the study’s opening picture, both hands holding a phone turned at an angle to the light, its screen redacted to a grid of flat pale pink blocks.

Absa Business Bank

App and online banking journey: Not yet announced

(Discovery + Competitive Benchmark + UX Design + Prototyping)

Mostly regulated. Always for people.

Contact

Absa Home Loans. 59 screens, 2025.

Will Derman seen from behind at his desk in the studio at night, lit by his screens: Absa's home loans page on the display, a design file open on the laptop beside it, and a wall of printed wireframes pinned up to his left.