The most important question to ask in the design, or redesign, of any website is “Why?” “Why do we need to update our front end?” “Why do we need a rebrand?” Merely to give the site a new look or feel should not be the rationale, or at least not the only one. The old adage from bricks-and-mortar design that “form follows function” applies just as well to design on the web. Wireframing page flows for instance, or improving research features that rely on cases instead of merely gut reactions, or implementing analytic functions are just a few examples of ways in which a specific goal or function will help define the page’s ultimate design. Helping clients to identify and articulate their needs, therefore, is critical.

As Director of Creative Services at Helium, I drove the design and implementation of that company’s online identity. I led a creative team that developed a rich and compelling user interface for Helium’s web-based products — from top to bottom. My team developed the website’s visual look and feel, its graphics, styles and style guide standards, its navigation and its layout. The process required my team to reach out to all aspects of Helium’s business, from its clients to development. We gathered feedback from our prototype web releases and our focus group to help the company first define and then realize its online goals.