UX Planning · Singapore
UX Planning That Earns Its Place Before Design Starts
Personas, JTBD, journey mapping, information architecture, and validated user research for enterprise B2B websites. We do the strategic UX work that makes every downstream design decision defensible and cuts revision rounds in half when build begins.
The Problem
The B2B UX Problem
Three patterns that repeat across every underperforming B2B website. The fix is structural, not cosmetic.
Your IA Is Designed Around Your Org Chart. Not Your Buyer.
Navigation mirrors departments. Services are grouped by how you're structured internally, not by what a visitor is trying to do. A prospect lands with a specific problem and hits a wall of corporate hierarchy. This is the mistake that drives every other UX failure on the site, and it's the one most agencies skip past because the fix is structural, not cosmetic.
The Personas in Your Deck Don't Inform Any Decision
You have personas. They're three names with stock photos and demographic bullet points. They live in a slide deck. Nobody on the design or content team actually uses them, because they don't say what each persona is trying to accomplish on the site, what they need at each stage, or what's blocking them. Without JTBD and journey context, personas are decoration.
UX Research Happens After Design. Then It's Too Late.
The wireframes get drawn. The Figma file gets built. Then someone suggests "we should test this." By that point, changes are expensive. Stakeholders are anchored. Usability problems get noted, deferred, and shipped. The pattern repeats every redesign: testing as ceremony, not as input.
Enterprise B2B Brands We've Built UX For
The Method
How UX Planning Runs
Four phases, sequenced so each one earns its place before the next begins. Depth scales to the engagement, but the sequence stays constant.
Proven Results
UX Planning in Numbers
Real outcomes from UX Planning engagements across enterprise clients in Singapore and Southeast Asia.
Above lead target for Duke-NUS after persona-led IA.
Traffic increase for Kaplan after persona-led redesign.
Donation lift for NUS Giving after JTBD-anchored navigation.
Doing UX work for enterprise B2B in Singapore and Southeast Asia.
Client Results
UX Planning That Moved the Numbers
Three engagements where getting the UX foundation right before design started made everything downstream perform better.
Duke-NUS Medical School
Sprawling website across multiple departments. We ran stakeholder workshops, defined personas and JTBD for prospective students, current students, faculty, and donors, then designed persona-based navigation that broke from the org-chart structure. Everything downstream was built on that validated IA.
Kaplan Singapore
Multi-institution education provider with confusing course discovery. We mapped the user journey for three audience types, then designed persona-based entry points and a multi-filter Programme Finder tool that replaced the existing department-led navigation. Still a client 6+ years later.
NUS Giving
Brand concept and website built as one integrated project. UX planning structured the IA around 5 giving pillars grounded in donor JTBD — what each donor type was trying to accomplish and what impact story would move them to give. Navigation built around the donor journey, not the university's giving categories.
Why Construct Digital
Why Our UX Planning Holds Up
Six reasons B2B marketing and digital leaders choose us for the UX layer before design begins.
B2B websites fragmented into vendors, dashboards, and disconnected disciplines. Strategy got separated from the build, so the people designing the experience never owned whether it worked. Construct Digital was built the other way: research, IA, and the team that ships it, accountable for the outcome, not a slice of it. The UX planning isn't a deck that gets handed off and diluted. It's the foundation the rest of the site is held to.
We Design IA Around Buyers, Not Org Charts
The core UX insight from 25 years of website work: most B2B websites fail because their IA mirrors the company's internal structure, not the buyer's intent. We design the experience around what visitors are trying to accomplish, then validate it with real users. This is the single decision that determines whether the rest of the website works.
AI-Assisted Research Compresses Timelines, Not Rigour
Persona definition, JTBD mapping, journey synthesis, and IA drafting all run on AI-assisted tooling. We compress effort, not depth. Outputs are the same quality you'd expect from a 6-week research engagement, delivered in 2–3 weeks. What you pay for is the thinking, the audience model and the IA judgement; the research production runs AI-native, so you get that compression without the senior-hour markup a manual research engagement bills for.
Every Artefact Is Buildable
Personas, JTBD, journeys, sitemaps, wireframes — every output is designed to inform downstream design and build, not to sit in a deck. Wireframes carry content + UX + journey rationale so the team building from them never has to guess at intent.
Validated With Real Users at Scale
Card sorting workshops and tree testing with real users at the engagement levels where it matters. We don't ship IA decisions on assumption.
Platform- and Team-Agnostic
Our outputs are designed to feed any build team. Hand them to our developers or yours. We've delivered UX work for clients on WordPress, Sitefinity, Sitecore, Drupal, and enterprise CMS. The artefacts don't change. The decisions still hold up.
Sequenced for Stakeholder Approval
Every phase has a defined gate and a stakeholder review window. Approvals are sequential, not parallel — so revisions happen at the right step, not at launch.
Engagement Model
Three Engagement Shapes
UX Planning is sold as a discrete service. Engage at the depth that fits the gap, and the depth scales by how much strategic foundation you need: a light audience and IA pass, or full narrative direction with validated research. You commit at each step with the previous step's output in hand. Deliverables below; pricing is scoped per engagement and shared after the conversation.
Audit Only
Diagnose where the UX is leaking. GA analysis (sessions, bounce, traffic sources, drop-off), content audit against the user journey, and stakeholder interview synthesis, folded into a single Gap Map: current state versus required state, per persona, per section. Output: the Gap Map plus a prioritised UX action plan. 2–3 weeks. Works as a standalone diagnostic, or becomes the brief for everything downstream.
Research + IA
Personas, journeys, and the IA that solves the Gap Map. Everything in Audit, plus the strategic foundation: up to 5 priority personas with JTBD (goals, context, success criteria), idealised journey mapping per persona, a 1-page narrative direction (positioning, key messages, tone, who the site is for), and the navigation IA, primary, secondary, and footer structure with documented decision rationale. Delivered as a single synthesised client presentation, not a stack of separate files. 4–6 weeks. Output is buildable by any design + dev team.
Research + IA + Wireframes
The full UX planning engagement. Everything in Research + IA, plus the validated, build-ready layer: wireframes for 4–8 key page templates, each annotated with three layers of rationale, content (what goes in each block), UX (why this layout, why this CTA placement), and journey (how the page sequences the persona toward the next step). Where the stakes warrant it: card sorting to validate navigation against users' mental models, and tree testing to verify findability at scale. 6–10 weeks. Output is design-ready, with stakeholder sign-off before any design begins.
Need the full build, not just the planning?
UX Planning is the strategy layer on its own. When brand and build are gaps too, it runs as Phase 2–3 inside COMPASS, our full Brand + Build framework, where the research and IA you'd buy here flow straight into design, build, and launch under one team. Same thinking, no handoff. If you already have a design and dev team, buy UX Planning standalone. If you're rebuilding the whole site.
Research Add-Ons
Add Depth Where It Counts
Optional research layers that scale any engagement. The tiers above carry the core research and IA. When the stakes or the audience complexity warrant more rigour, we add:
Stakeholder Interviews
Structured one-to-one sessions across the teams who own the site, to surface where it's meant to go and how it cascades across audiences.
User Surveys
Quantitative validation per persona, to ground the audience model in data, not assumption.
Competitor & UX Benchmark Audit
How your experience compares against the players your buyers also evaluate, and where the gaps and the openings are.
Card Sorting + Tree Testing
Real-user validation of the navigation before design starts — baked into the Wireframes tier; available as an add-on to the others.
Narrative Workshop
A facilitated half-day to build the institutional story and audience cascade where the brand foundation needs more than a 1-page direction.
Testimonials
What Our Clients Say
I am very pleased with how the website turned out. It feels like we are a part of their in-house team working together to achieve the same goal. I've never worked with an agency but working with you feels like working with my own in-house team.
Your support and dedication throughout this project have been truly appreciated. You've been incredibly patient, helpful, and committed, and we're grateful for everything you've done to bring this project to life.
While we've worked with Construct on several projects over the years, we most recently engaged them for the redevelopment of the Duke-NUS main website. They delivered with professionalism, creativity and responsiveness all the way from build to ongoing maintenance.
Got Questions
UX Planning FAQs
COMPASS is the full Brand + Build framework: brand strategy, UX planning, design, and build under one engagement. UX Planning is a discrete service: just the research, IA, and wireframing layers, sold as a standalone scope. Pick UX Planning when you have a design and dev team in place but need the strategic UX layer. Pick COMPASS when brand and build are gaps too.
Yes — that's exactly what this service is for. Our outputs are platform- and team-agnostic. Hand them to your existing design and dev team. We can also recommend a build approach if you don't have one yet.
Audit: 2–3 weeks. Research + IA: 4–6 weeks. Research + IA + Wireframes: 6–10 weeks. Calendar time runs longer because each phase includes a stakeholder review window and one revision round. We set honest timelines upfront and report progress weekly.
Audit engagements: GA findings report + Gap Map + stakeholder interview synthesis. Research + IA engagements: persona profiles, JTBD framework, idealised user journeys, full sitemap, navigation architecture, and narrative positioning. Research + IA + Wireframes: all of the above plus annotated wireframes for 4–8 page templates with content + UX + journey rationale per section.
Two methods. Card sorting workshops put cards representing site content in front of users and ask them to group it the way they'd expect to find it. The output reveals where your proposed IA aligns with user mental models and where it diverges. Tree testing tests findability at scale: we present the proposed navigation tree to a sample of users and ask them to complete tasks. Both methods catch problems before design starts.
Yes. Every wireframe is annotated with three layers: content (what content goes in each block), UX (why this layout, why this CTA placement, how the page serves the user journey), and journey (how the page sequences the persona toward the next step). Your design team builds the visual layer; your dev team builds the implementation. The wireframes carry enough rationale that nobody has to guess at intent.
Then COMPASS is the better fit. UX Planning runs as Phase 2–3 within a COMPASS engagement, with brand strategy in Phase 1 and design + build in Phases 5–7. The work compresses when it's sequenced under one team.
Ready to Begin
Find Out Where Your UX Is Leaking Commercial Value
Most B2B websites underperform because the UX foundation was never set: IA mirrors the org chart, personas don't inform decisions, research happens after design. A UX Planning engagement diagnoses where your site is leaking and rebuilds the foundation so every downstream decision is defensible. Start with a conversation. No pitch deck. Just an honest read.