Website Design

Our Experience Thinking framework addresses four connected areas essential for effective websites: how people experience your brand through your digital presence, how content is structured and presented, how your website functions as a product, and how it supports your service delivery. This holistic approach ensures your website serves business objectives while meeting user needs across all touchpoints, creating seamless experiences that drive engagement and conversion.

Tip: Map your current website against all four Experience Thinking quadrants to identify gaps where disconnected efforts might be limiting your overall digital effectiveness.

Web strategy development starts with understanding business objectives and user needs, then creates frameworks that connect content, functionality, and user experience to achieve specific outcomes. We help organizations define success metrics, prioritize features based on user value, and create governance structures that maintain strategic focus over time. The strategy balances immediate usability improvements with long-term digital transformation goals.

Tip: Define clear, measurable outcomes for your website beyond traffic metrics - focus on user task completion rates and business goal achievement rather than just page views.

Web governance creates systematic approaches to content management, design consistency, and strategic decision-making that prevent websites from becoming outdated or ineffective over time. We help establish roles and responsibilities, content review processes, and update schedules that maintain website quality and relevance. Governance frameworks address both tactical maintenance and strategic evolution needs.

Tip: Establish content ownership and update responsibilities before launching your website rather than trying to create governance processes after content becomes outdated.

Effective websites serve both business goals and user needs by identifying overlap areas where user success drives business outcomes. We use research to understand how user tasks connect to business objectives, then design experiences that make business goals easy and natural for users to achieve. This approach avoids the false choice between user satisfaction and business success.

Tip: Identify specific user tasks that directly contribute to your business objectives and prioritize optimizing those experiences first for maximum impact.

Website UX ROI combines usability improvements with business outcome measurements, including conversion rate improvements, task completion efficiency, customer satisfaction scores, and reduced support costs. We help establish baseline measurements and tracking systems that connect UX improvements to tangible business benefits over time.

Tip: Track both efficiency metrics (time to complete tasks, error rates) and effectiveness metrics (task completion, user satisfaction) to build a complete picture of website UX value.

Competitive analysis examines how similar organizations structure content, design interactions, and serve user needs rather than just cataloging visual design differences. We help identify opportunities for differentiation through superior user experience, content strategy, and functional capabilities that create competitive advantages through digital excellence.

Tip: Focus competitive analysis on user task flows and content organization strategies rather than just visual design elements to identify meaningful differentiation opportunities.

Complex organizations require website strategies that serve diverse internal stakeholders while maintaining coherent user experiences. We help navigate competing priorities, establish decision-making frameworks, and create governance structures that balance different departmental needs while keeping user needs central to strategic decisions.

Tip: Create stakeholder alignment around shared user personas and business objectives rather than trying to accommodate every internal preference equally.

Through our Experience Thinking content quadrant approach, we research how users naturally categorize and think about information, then structure content to match these mental models rather than internal organizational structures. This involves card sorting research, user interviews about information needs, and testing different organizational approaches to find structures that feel intuitive and support efficient task completion.

Tip: Test your current website navigation with users by asking them to find specific information without providing guidance - this reveals where your structure conflicts with user expectations.

Complex content requires sophisticated information architecture that provides multiple access paths while maintaining logical organization. We create hierarchical structures with cross-references, faceted navigation systems, and search functionality that helps users find information regardless of their entry point or mental model. The architecture balances comprehensive coverage with findability.

Tip: Design multiple navigation pathways to the same content rather than forcing all users through identical hierarchical structures - different users approach the same information with different mental models.

Card sorting research involves asking users to group content into categories that make sense to them, revealing natural organizational patterns and labeling preferences. We use both open and closed card sorting methods, combined with tree testing to validate proposed structures. This research helps create information architectures based on user understanding rather than internal organizational assumptions.

Tip: Include participants who represent different user types and expertise levels in card sorting research rather than only testing with your most knowledgeable users.

Navigation design requires balancing accessibility for newcomers with efficiency for experienced users. We create layered navigation approaches that provide simple entry points for novices while offering shortcuts and advanced features for experts. This includes designing clear pathways for different user goals and expertise levels within the same structural framework.

Tip: Design primary navigation for novice users and secondary navigation for expert users rather than trying to create single navigation systems that serve both groups equally well.

Controlled vocabularies ensure consistent terminology that users can learn and predict across website sections. We research the language users naturally use to describe concepts, then create labeling systems that balance user terminology with organizational requirements. This includes developing style guides that maintain terminology consistency over time.

Tip: Test key labels and terminology with users before finalizing your information architecture - words that seem clear to internal staff often confuse external users.

Search and browse functionality should work together seamlessly, with search helping users when browsing fails and browse providing context when search results are unclear. We design search systems that understand user language and intent while providing filtering and categorization that helps users refine results effectively.

Tip: Analyze your website's search queries to understand what users look for that they can't find through browsing - this reveals information architecture gaps.

Scalable information architecture anticipates content growth and changing user needs without requiring fundamental restructuring. We design flexible frameworks that can accommodate new content types, user groups, and organizational changes while maintaining coherent navigation and findability. This includes creating governance processes for ongoing architecture evolution.

Tip: Design information architecture principles and frameworks rather than just specific category structures to enable appropriate adaptation as your content and organization evolve.

Content strategy development starts with understanding user information needs and business communication goals, then creates frameworks that serve both effectively. We help organizations audit existing content, identify gaps and redundancies, and develop creation and governance processes that maintain content quality and relevance over time. The strategy connects content to specific user tasks and business outcomes.

Tip: Audit your current content against actual user tasks rather than organizational departments to identify content that serves no real user purpose.

Content architecture provides the detailed framework for organizing information within and across pages, ensuring logical flow and easy comprehension. We design content hierarchies that support user scanning behaviors, create content templates that maintain consistency, and develop relationships between different content types that help users find related information efficiently.

Tip: Structure content for scanning rather than reading - use clear headings, bullet points, and logical progression that allows users to quickly find relevant sections.

Content tone and voice development connects brand personality to user communication needs, creating consistent personality across all website content. We help organizations define communication principles that feel authentic to the brand while serving user information needs effectively. This includes developing content guidelines that maintain personality consistency across different content types and creators.

Tip: Define your content voice based on how you want users to feel rather than just how you want to sound - emotion drives user engagement more than formal tone.

Content review systematically evaluates existing content for accuracy, relevance, and user value, identifying content that needs updating, consolidation, or removal. We use analytics data, user feedback, and content audits to determine what content serves user needs and what creates confusion or inefficiency. This process prevents content bloat while ensuring information quality.

Tip: Track which content users actually engage with and which pages have high exit rates to identify content that may be confusing or irrelevant to user needs.

Content migration planning ensures users can find information during website transitions while improving overall content organization. We map old content to new structures, create redirect strategies that preserve search engine rankings, and design transition communications that help users adapt to new organization systems without losing important information.

Tip: Plan content migration in phases that preserve the most important user pathways first rather than trying to migrate everything simultaneously.

Content governance creates systematic approaches to content creation, review, and updating that maintain quality and relevance over time. We help establish ownership responsibilities, review schedules, and approval processes that prevent content from becoming outdated while enabling timely updates and new content creation when needed.

Tip: Assign specific content ownership to individuals rather than departments to ensure accountability for content quality and updates.

Content optimization considers how users access information across different devices, connection speeds, and situational contexts. We design content that works effectively on mobile devices, adapts to different screen sizes, and prioritizes essential information for users who may have limited time or attention. This includes creating content hierarchies that work across contexts.

Tip: Test your most important content on mobile devices in realistic conditions (poor lighting, distractions, slow connections) to ensure it remains usable when users need it most.

Website research combines behavioral observation with task-based analysis to understand how users actually interact with content and functionality. We use methods including card sorting for information architecture, first-click testing for navigation effectiveness, and task-based usability testing to identify friction points in user workflows. Analytics data helps identify patterns while qualitative research explains user motivations.

Tip: Combine quantitative analytics data with qualitative user interviews to understand not just what users do on your website, but why they do it and where they get frustrated.

Mental model research explores how users think about and categorize information, revealing the cognitive frameworks they bring to your website. We use techniques including concept mapping, task analysis, and contextual inquiry to understand user expectations and information-seeking behaviors. This research informs both information architecture and content strategy decisions.

Tip: Ask users to explain how they would expect to find specific information before showing them your website structure to understand their natural mental models.

Different visitor types bring different goals, contexts, and expertise levels to websites, requiring research that captures this diversity. We segment users based on actual behavior patterns and goals rather than just demographics, conducting research with representative users from each segment to understand varied needs and design experiences that work for different user types.

Tip: Research users based on their goals and tasks rather than just demographics - a novice expert and experienced expert may have completely different website needs despite similar backgrounds.

Website usability testing focuses on information finding, task completion, and navigation effectiveness rather than just interface interactions. We design test scenarios based on real user goals, observe where users get lost or confused, and measure both task success and user confidence in their results. Testing reveals gaps between intended and actual user pathways.

Tip: Test findability by asking users to locate specific information without providing any guidance about where it might be located - this reveals natural user navigation patterns.

Content research examines whether users understand information as intended and can apply it to their specific situations. We test content clarity, terminology understanding, and information completeness through task-based scenarios that mirror real-world usage. This research helps identify where content needs simplification, expansion, or reorganization.

Tip: Test content comprehension by asking users to explain what they learned or what they would do next after reading specific content rather than just asking if they understood it.

Analytics integration combines quantitative behavioral data with qualitative insights about user motivations and experiences. We use analytics to identify problem areas and opportunities, then conduct qualitative research to understand why these patterns occur and how to improve them. This combination provides both scale insights and specific improvement directions.

Tip: Use analytics data to identify where users struggle or drop off, then conduct user research in those specific areas to understand the reasons behind the behavior patterns.

Ongoing research creates systems for continuous learning about user needs and website performance rather than just point-in-time studies. We help establish research operations that include regular user feedback collection, periodic usability testing, and systematic analysis of user behavior changes over time. This enables proactive rather than reactive website improvements.

Tip: Establish regular research touchpoints (quarterly user interviews, monthly analytics reviews) rather than only conducting research when problems become obvious.

Design translation requires systematic approaches that connect research insights to specific design decisions rather than jumping to visual solutions. We create wireframes that prioritize user tasks and information needs, develop interaction patterns that support natural user behaviors, and prototype key workflows for validation before visual design development. The process maintains focus on user goals throughout design development.

Tip: Create wireframes that solve specific user problems identified in research rather than just organizing existing content in new layouts.

Prototype fidelity depends on what aspects of the user experience need validation. For information architecture testing, simple clickable wireframes work well. For interaction design validation, higher fidelity prototypes with realistic content help users understand the intended experience. We match prototype detail to specific testing objectives rather than creating unnecessarily complex prototypes.

Tip: Test information architecture and navigation with low-fidelity prototypes before investing time in detailed visual design and content creation.

Responsive design starts with understanding how user needs and contexts change across devices, then creates flexible layouts that adapt appropriately. We prioritize content and functionality based on device capabilities and usage contexts, ensuring core tasks remain efficient across screen sizes while taking advantage of specific device capabilities when beneficial.

Tip: Design for mobile contexts first to ensure your most important content and functions work well with limited screen space and attention, then enhance for larger screens.

Design systems provide reusable components, interaction patterns, and visual guidelines that ensure consistency while enabling efficient design and development. We help organizations create systems that encode brand identity, usability principles, and content standards in ways that scale across different page types and content creators while maintaining coherent user experiences.

Tip: Focus design systems on interaction patterns and content principles rather than just visual components to ensure consistency in user experience across different page types.

Visual design enhances usability by creating clear information hierarchies, guiding user attention to important elements, and reducing cognitive load through organized layouts. We design visual systems that support scanning behaviors, make interactive elements obvious, and create appropriate emphasis for different content types and user goals.

Tip: Test visual designs for scanning effectiveness by asking users to quickly identify the most important information on key pages rather than just evaluating aesthetic appeal.

Error and edge case design prevents user frustration when things don't work as expected, providing clear guidance for recovery and alternative pathways. We design helpful error messages, create fallback options for failed interactions, and ensure users understand what happened and what they can do next. This includes planning for common user mistakes and system limitations.

Tip: Design error states that provide specific guidance about what went wrong and clear next steps rather than just generic error messages that leave users confused.

Design-development collaboration requires clear communication about user experience priorities, flexible problem-solving when implementation challenges arise, and ongoing quality assurance throughout development. We provide detailed specifications while remaining available for questions and design adaptations that maintain user experience quality within technical constraints.

Tip: Establish regular design review checkpoints during development rather than waiting until completion to ensure user experience quality is maintained throughout implementation.

Website usability testing focuses specifically on information finding, content comprehension, and task completion across different user types and contexts. We design test scenarios that reflect real website usage patterns, including exploratory browsing, specific task completion, and content consumption. Testing methods address the unique challenges of content-heavy experiences and varied user goals.

Tip: Include both goal-directed tasks and exploratory browsing in website usability testing to understand how users actually discover and consume information.

Information architecture testing uses methods like tree testing, first-click testing, and findability studies to validate whether users can locate information efficiently. We test proposed structures before implementation and monitor findability metrics after launch to ensure the architecture serves user needs effectively. This includes testing with different user types and expertise levels.

Tip: Test information architecture with realistic content and terminology rather than placeholder text to get accurate results about findability and user understanding.

Concept testing compares different design approaches to understand user preferences and comprehension before committing to full development. We test different layout concepts, navigation approaches, and content organization strategies to identify which approaches best serve user needs and business objectives. This testing focuses on understanding and preference rather than task completion.

Tip: Focus concept testing on user understanding and task efficiency rather than just visual preference to identify designs that will perform well in real usage scenarios.

UX performance measurement combines technical metrics with user behavior analysis to understand how performance impacts user experience. We track page load times, interaction responsiveness, and user engagement patterns to identify where performance issues affect user task completion and satisfaction. Optimization focuses on user-perceived performance and task efficiency.

Tip: Monitor user behavior metrics alongside technical performance metrics to understand how page speed and responsiveness actually impact user task completion and satisfaction.

A/B testing for websites requires careful experimental design that isolates specific variables while measuring meaningful user outcomes. We help design tests that compare different approaches to navigation, content presentation, and interaction design while controlling for other factors. Testing focuses on user task success and experience quality rather than just conversion metrics.

Tip: Test one specific element at a time in A/B tests rather than comparing completely different page designs to understand which changes actually drive performance improvements.

Accessibility testing includes both automated scanning and testing with assistive technologies to ensure websites work for users with different abilities and access needs. We test keyboard navigation, screen reader compatibility, and visual accessibility while also considering cognitive accessibility and plain language requirements. Testing includes users with disabilities when possible.

Tip: Include accessibility considerations from the beginning of the design process rather than retrofitting accessibility features after the website is built.

Ongoing optimization creates systematic approaches to monitoring user experience and making data-driven improvements over time. We help establish metrics dashboards, regular user feedback collection, and optimization workflows that identify opportunities and test improvements continuously. This includes both reactive problem-solving and proactive enhancement identification.

Tip: Create optimization processes that include both quantitative metrics monitoring and qualitative user feedback to identify improvement opportunities that analytics alone might miss.

AI integration in website development requires careful consideration of where artificial intelligence enhances user experience versus where human judgment remains essential. We help organizations identify appropriate AI applications for content personalization, user behavior analysis, and automated testing while maintaining human oversight for strategic decisions about user experience and content quality. The goal is augmenting UX capabilities rather than replacing user-centered design principles.

Tip: Start AI integration with content analysis and user behavior pattern identification rather than automated design generation to build confidence and understanding before expanding AI involvement.

AI content optimization analyzes user behavior patterns to identify content that resonates with different user types and contexts, enabling personalized content recommendations and dynamic content prioritization. We help organizations implement AI systems that learn from user interactions while maintaining content quality standards and editorial oversight for important communications.

Tip: Use AI for content performance analysis and personalization recommendations while keeping human oversight for content creation and strategic messaging decisions.

AI analytics can process large datasets to identify user behavior patterns, predict user needs, and flag potential usability issues at scale beyond human analysis capabilities. We help organizations implement AI analytics tools that provide actionable insights about user experience while maintaining privacy standards and avoiding bias in data interpretation.

Tip: Combine AI analytics insights with qualitative user research to understand the reasons behind behavioral patterns rather than just identifying the patterns themselves.

AI-powered search systems can understand user intent, provide more relevant results, and learn from user behavior to improve search effectiveness over time. We help implement intelligent search features that include natural language processing, predictive search suggestions, and personalized result ranking while maintaining clear user control and understanding of search functionality.

Tip: Implement AI search features that enhance rather than replace traditional navigation options, since users often prefer different approaches to finding information.

AI assistants and chatbots can provide immediate help and guidance for website users while reducing support burden, but they require careful design to feel helpful rather than intrusive. We help design AI assistant experiences that understand when to escalate to human support, provide genuinely useful responses, and integrate seamlessly with existing website information and functionality.

Tip: Design AI assistants to handle common, straightforward questions while providing clear pathways to human support for complex or emotional issues.

AI testing tools can automate certain types of usability analysis, identify accessibility issues, and suggest optimization opportunities, but they require human validation and strategic oversight. We help organizations integrate AI testing capabilities that accelerate problem identification while maintaining rigorous validation of AI recommendations through human testing and analysis.

Tip: Use AI testing tools to identify potential issues and opportunities, but always validate AI recommendations through human testing before implementing significant changes.