A UX-First Webflow Agency in Singapore.
ALF Design Group is a UX-driven web design and Webflow agency based in Singapore.
For the past three years we have helped startups, SMEs and growth-stage companies design, build and maintain websites that are engineered around how real users think and behave, not just how a page looks in a mockup.
As a certified Webflow Partner we handle the full lifecycle of a website, from UX research and design through to development, migration and ongoing care, so you get the effect of an in-house design team without the cost of building one.
Why I started ALF
I started ALF after more than a decade in UX design, and one thing kept following me from project to project. Too many websites in Singapore were being built to look good in a pitch and nothing else. They photographed beautifully and converted badly.
How we think about design
We are specialists, not generalists.
1. We go deep on Webflow, not broad across ten platforms.
We build on Webflow, and only Webflow. We do not spread ourselves across WordPress, Wix and Shopify, because depth on one platform beats a shallow grasp of several. That focus is why we can hand a marketing team full control of their content without a developer on standby, and why we can move a site off WordPress or Odoo without losing its rankings.
If you want the fuller picture of how we work in Webflow, that lives with our Webflow team.
2. We design from research, not aesthetics alone.
Every project is grounded in UX research before a single screen is designed. We map what users are trying to achieve, where they get stuck, and what would make them act, then design against that evidence. It is the difference between a website that looks considered and one that measurably performs. This is the same thinking behind the way our researchers run discovery on larger builds.
Meet the team
A small, senior team. You work directly with the people doing the work, not an account manager relaying messages.
Muhammad Fitri
Fitri founded ALF after more than a decade in UX design. He leads design and strategy on every engagement, and his aim is a simple one: to redefine design as a way of solving real problems, not decorating them.
Heng Wei Ci
Wei Ci came into UX from business school, and it shows. She is at her best where design meets commercial goals, turning what a business needs into interfaces that users find effortless.
Aidil Abdullah
Aidil holds a Master's in User Experience and a strong research foundation built with companies in Australia, including IKEA and Smartabase. He turns discovery research and user journey mapping into design decisions the rest of the team can build on.
What our clients say about us.
We value long-term partnerships.
"Fitri is superb, reliable and I will definitely stand behind him."
"As an expert in UI/UX, Fitri isn't one to simply acquiesce to every request; rather, he challenges and refines ideas to ensure the end result surpasses expectations. If you're seeking a professional who is dedicated to creating a stellar website that exceeds your vision, he is the perfect choice."
“Aidil’s aptitude for learning is second to none. He absorbs knowledge and information at rapid rate and is reliable and excellent to work with. He also brings an incredible gentle and calm energy to the team. His ability to think deeply and self-reflect is his superpower.”
"Aidil is incredibly persistent and hardworking. He performed extensive discovery research and user journey mapping for a cohesive “self service” Integrations product. I greatly valued his insightful method of translating research into design outcomes.”
"Professional, transparent, and delivers the required results on time. The company may be new, but the lead designer has many years of experience in UX/UI designs. Appreciate the open and friendly communications, which helped in decision-making."
Let's build something that actually works.
We’ll help you understand what should be improved, redesigned or rebuilt.