My favorite book on web usability is, “Don’t Make Me Think”, by Steve Krug. His observations sum up my approach to web design. With 25 years of experience producing sites of every size, and shape, I’ve found this approach to be a bullet proof methodology to the issues designers tackle everyday. Every web experience must be designed for its users but all users should expect a consistent, thoughtful, and easy user interface that leads them to success. Whether it’s branding, messaging, e-commerce, or data collection, the path the user should take and the decisions the user is asked to make should be easy and obvious.
Budgets, deadlines, resources, production, and delivery... these are attributes that must be weighed when creating a practical and reasonable approach to a project while still being exciting and creative for the client. I do my best to use good sense and judgement, based on reason rather than emotion, when developing solutions for clients that meet and exceed their expectations.
The equation: Simple + Sensible = Clear... clear for the stakeholders, “We know what is going to be delivered”; clear for the developer, “I know what to produce”.