People first, always

Chimero's line cuts both ways. It is a warning about arrogant design, and it quietly explains why so many expensive websites underperform: they were designed to impress other designers.

The person your website exists for owns a mid-range phone, is on a patchy connection, and is holding a coffee in the other hand. They will not admire the transition you spent a week on if the page takes six seconds to load. So we set a performance budget before design starts, and we test on the kind of phone your customers actually carry.

People-first also means respecting attention. Text you can skim. Buttons that say what they do. A contact page with a phone number on it, not a maze. None of this photographs well for an awards submission. All of it converts.

The compliment we aim for is not 'beautiful site'. It is a customer who found what they needed and never thought about the website at all.