In order for a rich Web 2.0 experience to support a productive workforce, a user-centric design and development approach must be followed. And at the core of this pattern is a principle that can be summarized using the term wabi-sabi.

This term represents a comprehensive Japanese aesthetic view of beauty in natural simplicity, among other concepts. In a user-centric design and development approach this is manifested in an elegant yet simple design that is highly usable and intuitive, and is maintained with constant quality improvement as the primary, ongoing focus.


Our user interface designs are attractive and focused on user tasks and goals. We talk about the death of software products due to poor design. The implication of that statement is that an ugly design can kill a product. But we are also keenly aware that a beautiful design with poor usability can also kill a product. Our team designs beautiful, intuitive, highly usable software.

Avoid skeuomorphism.

You're undoubtedly asking yourself what this title even means. Excellent! That means we've got your attention. In a nutshell, skeuomorphism is the practice of making something new look like something old, and in the case of digital design, making something on-screen look like something in the real world, like making an on-screen calendar look like a paper one.

But the point isn't so much that we entirely avoid this practice. There are certainly times when we may want to use this practice ornamentally. And providing visual comfort in the familiar is an oft used tactic in the digital realm. But as a general rule, it is unwise to try and shoe horn a digital user interface into a physical construct. That approach confines the usability of the digital user experience to that of the physical, without the benefit of physical interaction. In the example of a paper calendar you miss out on the feel of the paper, the ease of paging with your fingers, the convenience of holding it in your hand or hanging it on your wall.

Strong design focus.

We design and build extraordinary software. As you can see, our philosophy puts design first. And we mean it. We've seen truly great software languish and die due to poor user interface design or a bad overall user experience. This simply isn't in our DNA. Our software solutions look as good as they perform. They're intuitive, and yield a fantastic user experience.

Beautifully intuitive.

Our core principles are directly aligned with what users want, need, and expect from their user experience. Simple, elegant designs replicate the premiere user experiences from the public Internet. They provide a familiar, approachable, engaging face for a digital tool that may be entirely alien to them otherwise. These wabi-sabi designs are also directly aligned with what the enterprise requires from a productivity and efficiency standpoint. Simple, approachable tools require less training, provide faster access to information and workflow, and greatly enhance user satisfaction.


The use of an application should be implicitly understood, as a key is to a keyhole. This is defined by two basic principles. First, the affordances of an application are the properties that give the user a visual clue to its function and use. A user will know how to use an application by design.

Second, the mapping of objects is the relationship between two things, as in a widget in an application and how it can be manipulated to achieve a result. Natural mapping leads to immediate understanding. In basic terms, simple objects do not need pictures, labels, or instructions.

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