User Experience & Visual Design


User Experience (UX) Approach

User Experience design is the art and science of structuring information environments to help people effectively fulfill their needs on the web. It involves all aspects of an end-user’s interaction with a product, system, or service. Our approach to UX involves evaluating current assets, constructing and implementing a content strategy, and continually measuring performance.

It will be the UX framework and its associated deliverables that will carry the visual identity, brand messaging, and business objectives through the technical development phases. Our UX process typically unfolds in tight integration with the four phases of our Development Process to help our team maintain a clear and complete understanding of the state of the site’s content.

  • Inception

    UX overlaps with the business discovery and marketing strategy efforts. After evaluating current site usability and user needs, we then offer recommendations for the marketing strategy effort moving forward.

  • Elaboration

    Assets acquired from the inception phase are then analyzed using a variety of methods such as card sorting, paper prototypes, matrix mapping, user flow diagrams, site maps, and ROT (Redundant, Outdated, Trivial) content removal. The analysis is a participatory effort involving the site sponsors and feedback on the progression is provided on a weekly basis while also offering informal or formal testing.


    Analysis then flows into synthesis, where the outcomes of creative and associative thinking are applied to the web site’s consolidated content to re-align a new user-centric web experience that supports the client’s mission.

  • Construction

    The resulting UX concepts and framework are visualized in deliverables with an appropriate blend of diagramming and supporting narrative. We have adopted the building architect’s metaphor of blueprints to produce a similar artifact that functions as the central reference for a wide range of content and technical specialists. The wireframes of page layouts may be presented to a select group of real users in the form of paper prototypes, and feedback can be gathered through facilitated one-on-one sessions.

  • Transition

    The UX framework is reviewed regularly against pre-determined measures of success and enhanced with insights from web server logs, user feedback from online forms or offline contact, and coordinated user testing. UX consulting at checkpoints during the site production, launch, and maintenance phases will ensure that the UX deliverables are consistently applied.

Visual Design Methodology

Good visual design is not just about aesthetics, it plays a critical role in maximizing customer response and works hand in hand with information architecture, improving the ability to accomplish the client’s goals and maximize customer action.

We pride ourselves on developing visual imagery, user interfaces, navigational schemes, information structure, and overall aesthetics to work together and help establish the perception of the organization. We work hard to make sure that the visual design facilitates the users’ ability to find the most effective pathways through a site (or a specific function) for them while appropriately presenting key value/selling propositions and calls to action.

A few examples…

Here are just a few examples of our design work. You can see more in our Portfolio section.

Ready to get started? Have a question? Contact us, we’re ready to help…