We have a fundamental belief that users are the center of the design universe. Web development projects are basically the simple task of helping users (customers) accomplish a task. We recognize that behind the tools, technology, design, and information there is a human trying to buy that perfect pair of shoes, increase their knowledge of molecular biology, help their child to understand history, or manage that complex retirement portfolio.
What is Information Architecture and User Interface design?
The Information Architecture (IA) and the User Interface (UI)—collectively, the cues and paths that guide users through the content of websites—are the essential components of a successful site design. When users are confused or discouraged, they will leave the site and move on to your competitors. When users have a pleasurable experience, they often continue to seek information, continue shopping and often refer colleagues and friends to your site.
We believe four elements are the key ingredients to designing rich customer experiences. First, it’s crucial to understand who is using the site and what they are trying to accomplish. Second, great content structure, delivering the messaging, structure, and information flow as it relates to the user is crucial to development of functionality. Third, user personas help us understand how a visitor thinks about and searches for information. And lastly, we focus on core functionality. Based on our understanding of audiences, flow of information and content, we design the features that need to be present on the site.