Many Web designers become obsessed with look and feel—partly because it is an easy sell. While it is important that your site is on brand and looks great, its appearance is just one piece of the puzzle. The key is to identify your target user segments and implement a design that they find appealing, but insures user tasks, conversion goals and usability is strictly enforced.

In addition to traditional visual design capabilities (i.e., look and feel of the application, just as in a typical HTML site) clients require a new dimension we call “behavior.”  These are the transitions within a single screen application of the user interface (UI) that occur in response to user actions.

In addition to producing pixel-level design, our visual designers choreograph site behavior within pages. We capture the look, feel, and behavior of each unique screen within sketches and design comps, while incorporating our client’s feedback along the way. This process fosters consensus building and ensures an experience that serves both business objectives and user goals.