You can have the best looking website in the world, but if it is unpleasant to use, the effort is wasted.

The User Experience defines how successful your content will be. We often see beautiful websites created by design agencies and yet fail even the most basic levels of usability. This will be a considerable barrier to success. Everything we create has the potential audience first and foremost in every choice we make.

Everything should be responsive across all devices. Everyone wants to access your content on *everything*

Mobile Phone and Tablets are now a massive proportion of your audience so it is vital that your content is responsive and elegant across everything. Whether it be websites, systems or apps, it has to work. Everything we create is responsive where it needs to be.

Tailoring your content is just as important as being responsive. People expect different things on different devices, make sure you match those expectations.

We treat different devices carefully. All too often you see websites and systems that use the default ways of automatically adapting to each device and that simply isn't good enough anymore.

If you have content that is important, make sure people can find it.

We live in a competitive world, especially with regards to technology. Patience levels are getting lower all the time and if your audience become frustrated they will simply leave and go somewhere else. We always help you prioritise your content and make sure it's right there where people need and expect it to be.

Consistency in design is key. By all means have some unconventional elements, but people rarely like surprises when it comes to trying to find what they want.

We love doing things different and experimenting with design. What we don't love is making it awkward or annoying to navigate through our content - so we don't. Things can get a bit crazy, but they'll be consistent.

Don't create mobile phone apps for the sake of it.

There are so many reasons why mobile phone apps are important. What isn't as obvious is that there are plenty of reasons where they are not only unecessary, but actually make things worse. Sometimes focusing on an elegant universal online solution is best.

You don't have to adapt your wants and needs to what the templates tell you. If you can, insist on something that is designed for you.

Off-the-shelf solutions definitely have their place in this world, but you don't have to compromise unless you really have to. Everything we create is designed around what you want and need it to do. We spend a lot of effort matching your needs and ambitions with our experience to make sure you are delighted with the result every time.

Familiarity is a good thing - being the same as everyone else is *not*.

It's a challenge to balance familiarity and individuality and come out with a great experience. While familiar user interfaces are comforting, we have always found that your audience react more positively if you do something cool and different. We always look for cool and different.

Never settle for old and established.

We always strive to find new and exciting ways to use technology. Naturally, technology isn't enough on its own; but combined with intelligent and considered thought, we create exciting and engaging content everywhere we can. Putting a smile on the user's face is very important to us.

Be wary of traditional design agencies over-reaching. If you often get told "that's just the way it is" then run.

There is no "that's just the way it is". Technology is able to accommodate even the most ambitious idea. When it comes to user facing design choices, you mustn't compromise unless you really need to.

Don't get greedy when asking the audience questions - be clever.

We'd all love for our audience to tell us everything about them. What made you visit us? What are you looking for? What can we do to make you spend some money? All you will succeed in doing is showing them the door. You need to reward people for opening up with solid reasons why they would want to. Be clever, find incentives, ask sensitively, create enticing context. Just don't lose them.

Don't be afraid to hold the visitor's hand every now and then.

People don't like getting lost or confused. If you have a lot of detail to show them, they honestly wont mind if you help them through it. Even small design choices can make a massive difference.