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The Best Web Design Agencies Delve Deeper in the Creative Process.

Valerie Lalonde

5th April 2018

The best web design agencies in the world are no longer solely about releasing websites that look exceptional- we’re creating a brand’s online identity to achieve their business objectives and represent them on the global stage in a way that provokes audiences. The top web design agencies focus on user experience and conversions early on to pinpoint journeys in the project planning stage in order to craft custom web platforms that are fit-for-purpose for diverse businesses.

As new opportunities enter the agency, we insist on executing an unprecedented level of research to fuel creative concepts and ensure they’re feasible and set out to perform optimally. Strategic innovation is at the core of our service offering and everything we output in our Manchester digital agency. The process of transforming ideas through digital starts with our user-experience teams leading a series of immersive workshops.

Discovery

The client and agency relationship works best if we fully understand their background in terms of brand positioning, target audiences and what tactics they’ve previously tried. These details enable us to assess what has worked in the past and what hasn't to pinpoint peaks and troughs, whilst highlighting potential blockers. In this stage, our teams also carry out market research to understand key competitors, industry and consumer trends, and opportunities to tap into, among other factors.

In the discovery phase, a brand’s value offering is fully understood and an objective is set. We collaboratively put a plan together on how to best communicate it whether that is tied to supporting an existing digital presence or enhancing it with digital marketing or expanding it with a new web platform or mobile application.

User Persona

Establishing user personas is a process we undergo to identify who we are designing for and align goals to specific user groups. Research into consumer behaviours is compiled and analysed to acknowledge patterns by taking into account factors such as; device and browser choices and likely access times, motivations, expectations, cultural and educational background, industry-specific trends and beyond. We create a realistic and reliable set of personas of key demographics in their market to customise a product that emphasises their needs.

A user’s experience with a product, application or service is an emotional response and all touch-points are influential and resonate differently with different individuals, depending upon their knowledge, previous experiences, physical attributes, abilities, values and sociocultural background. By using this insight we are able to create use-test scenarios for problem analysis and idea development and test how user-groups would react to them based on hypothetical scenarios. A well-defined persona fuels the entire strategy by adding logic to the artwork.

User Journeys

Once the personas are identified, our teams facilitate a user journey exercise within the workshop. This involves running through each persona’s potential experience with the company or organisation and indepthly acknowledging their thoughts and feeling to further identify pain points and opportunities. With this insight we ideate a ‘happy path’ to resemble the best case scenario for each storyline in an effort to establish user-journeys that consistently surpass service expectations.

Structure

As members from across our creative digital agency fully assessed the value of the product, the market it is entering and the audience we are aiming to engage, we use a universally-recognised method known as card sorting to structure plans. This is a technique to design the information architecture of the digital product by labelling and categorising various ‘parts’ required to achieve objectives.

Flushing out requirements and how they relate to each other fuels prospective features, site structure, navigation hierarchies, goals, types of content, among other aspects in developing a website, application, or piece of software. As these details come together, our UX teams are evaluating how information is best displayed to emphasise unique attributes and create impactful user-journeys that perform well and are profitable.

User insight is vital to all stages of a digital product from the planning, through to design and developing, launching and ongoing marketing. As an integrated digital agency, we see first-hand the impact it has on a business’s ability to reach and surpass goals at all stages.

Our UX and marketing teams are increasingly cross-pollinating to combine research methods and expertise and collaboratively optimise the web or mobile platform to increase performance and conversions. User-insight workshops have been proven to be successful for our full-spectrum of clients, ranging in size and sectors, with the ones embracing all aspects being blown away with the outcome from both an aesthetic and revenue-driving standpoint.

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