Looking at this design, can you answer the following two questions?

1. Where are you?
2. What can you do here?

Yes. And Yes. Very quickly, too.

The logo is located on the upper left, where users would expect it to be. This is a web standard. But they did more than just that. They found a way to put the logo on a white background – creating enough contrast for the logo to pop out.

The three main things that can be done on the site are nicely grouped. Through content inclusion techniques, they were able to visually “clump” these three main objectives in a way that allows the eye to effortlessly travel across the page. Out of these three options, there is one that’s most important. Which one is it? Yep, the left one. Two reasons why: it’s the left one, and the use of color to create contrast and a focal point.

This is a very simple and elegant design. It pleases me greatly when strategy and design come together so nicely.

Labels: strategy, user experience, web design