Strategy and Smart Web Design Sara Pacheco

When it comes to Web design, aesthetics are certainly very important but strategy has always ranked higher on my list. I’ve never been one to design around content – I design with content. Before I even think about pushing pixels I always ask, “What’s the objective?” All that being said, I’m glad to say that after my first full day at the Web Design World conference in Boston, I’m feeling validated in my approach. A few takeaways on the subject:

• Wireframes are more about building a relationship than they are about determining a site’s layout. The point of the wireframe is to show your client that you understand their business and what they are trying to accomplish with their Web site.
• The most important question you can ask during the discovery phase of any project is “What activity are we trying to support with our design?” Understanding your client’s success metric, whether it’s page views or conversions, is crucial to smart design.
• Everybody has an opinion about design. Ultimately what it comes down to is what the intended audience is looking for. When in doubt, let the analytics do the talking.

All in all it was a day of good geekery, industry experts (the likes of Zeldman, Spool and Meyer – geek equivalents to Clooney, Pitt and Banderas) and apple cider donuts. More to come tomorrow.

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