User centric design

User centric design and usability go hand in hand. They underpin the customer journey and experience. However, all too often designers simply get it wrong.

The most common mistake is when a designer's need to be 'cool' misses or even conflicts with the target audience. Another common mistake by agencies is to apply a variant of their 'vanilla' design to all their commissioned websites. Both approaches will undermine the website's credibility and value.

Amatica's approach to web design is driven by the target audience and the service or products offered; after all, they are who you're communicating with. Focusing on the target audience, their expectations and motivations are vital to creating an effective website.

Card sorting techniques make a significant contribution towards creating effective navigation systems. With experience of delivering websites and portals for financial services, business and commerce, local government, communities and regeneration agencies, Amatica has applied successfully its design techniques and expertise across the range of commercial and public sectors.

Amatica's website design and development team are experts in interface design and accessibility and usability guidelines (WAI and W3C) as well as delivering search engine compatibility. They are active members of the Usability Professionals Association, focusing on keeping up to date with latest concepts for building web systems that people can use easily and effectively.

Good design is critically important. Every user, regardless of ability, is entitled to a clear, easy and positive online experience. Amatica's analysis and design techniques ensure that we achieve exactly just that.