…it should enhance it.

There’s been a lot said about ‘user centred design‘ in web marketing circles recently. We talk about things like ‘conversion strategy‘ and ‘navigation strategy‘, phrases which have now become big buzzwords in marketing meetings. There’s no denying that these things are really, really important, but what if they come at a price? What if the the function of a site replaces creativity – instead of laying a platform for it?

This is a critical conversation. A conversation that must not get lost in the details, and one that (interestingly) people get quite heated about. There is a certain doggedness in the approach of some web consultants* that the ‘objective must come first!‘ and that creativity is not actually that important.

The team at World Wide Creative have chosen the stance that creativity and usability live side by side. This can sometimes be a difficult road, but one that we want to become the best in the world at navigating. The reason we pursue this path is that we believe you have to balance both in order to resonate in a cluttered cyberspace.

*Usually consultants who’re not really that creative themselves.

Read more posts by Fred Roed

Fred is the CEO of digital marketing agency World Wide Creative. Fred co-founded The Heavy Chef Project, as well as Ideate, a forum for African entrepreneurs. Fred focuses on online brand building, marketing strategy and loud Hawaiian shirts. Fred is famous for his sartorial excellence, long diatribes about music and fanatical attention to detail when making pizza. Follow Fred on Twitter: www.twitter.com/Fred_Roed

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5. Challenge Your Website Design Company to Understand Your Audience