A useful website begins before the interface

A website is not useful because its interface looks current. It becomes useful when it understands why someone arrived and helps that person move forward.

“Those decisions create the architecture that design later makes visible.”

Before layouts and animation, teams need clarity about audiences, priorities, content and the action each page should support. Those decisions create the architecture that design later makes visible.

When strategy and interface are developed together, the result feels simpler because the difficult decisions have already been made.