About 3.7 Designs

Everyone tells you (repeatedly) it takes time. They claim people must see and interact with your brand many times before they respond.

The fact is, this simply isn’t true. 

You see, when you know how to drive a specific segment of people to a website (or other piece of digital marketing) and get them to take a desired action — all based on human psychology — you play the marketing game by different rules. 

Because you’re using the brain’s natural tendencies to gain an edge. 

This is how we consistently deliver results for clients that actually move the needle. We rely on a handful (well, more like 50+) design psychology tactics to drive response. So you get higher returns from your digital marketing efforts. 

What does 3.7 stand for and why are there butterflies all over the place? Some answers we’ve heard –

  • 3.7 was our grade point average in college (Good, but not quite 4.0)
  • Something related to the 37 Signals app, now known as Basecamp (Nope, we were unaware of the company when we got started)
  • 37 was the number of our favorite ball player (We respect former pitcher Dave Stieb, but weren’t huge Blue Jay’s fans)

So what does 3.7 really mean?

In chaos theory, there’s a concept called the Butterfly Effect. It’s a hypothesis where one small action can cause a chain reaction, resulting in much larger differences in a later state.

The classic example is a butterfly flapping its wings which could, in theory, change weather patterns on the other side of the world.

In mathematical terms, there’s a formula that maps population growth: pt+1 = ((K – pt)/K)*(1 + r)*pt = ((K – pt)/K)*s*pt.

When the multiplier S reaches 3.7 in this formula, the population jumps in an unexpected, non-linear way.

At 3.7 Designs, we apply the concept of the butterfly effect to business. Creating small inputs and changes (like a website update, a new brand identity) to generate exponentially bigger and better results (like business growth, lower overhead, higher website rankings, etc.). And that’s why at 3.7 Designs, we believe the Butterfly Effect is a beautiful thing!

Ross Johnson has been designing websites professionally for over fifteen years. He brings a unique perspective to design, shaped by a lifelong love of the fine arts and his education in technology, business, and social science. This diverse background adds valuable insight to all aspects of his design work, as it enhances his practical understanding of business implications and the psychology of how people interact with computers.

Ross frequently speaks on design and marketing related topics at conferences and other venues. He has had a long history within the web design community, having co-founded Refresh Detroit, WP Ann Arbor, and LA2M.


  • Tacos


  • Watch collecting
  • Cooking
  • Writing
  • Reading


  • Mentioned in the following books: The Newsphere, The New Media Drivers License, Best of Business Card Design
  • Author of the Six Layers of Design
  • Co-host of WebAxe the Web Accessibility Podcast
  • Former Teacher at Michigan State University
  • Former Teacher at Washtenaw Community College

Lyndsay plays a role in many areas of 3.7 Designs which includes sales and marketing, interface design, graphic design, front-end WordPress development, and finance. She holds a Bachelor of Fine Arts from the University of Michigan Penny Stamps School of Art and Design with a double-major in Drawing/Painting and Graphic Design with a minor in French Language, in part fulfilled at the American University of Paris.

If she’s not working and managing a busy digital agency she’s managing a busy household with three children, a Thoroughbred horse she’s owned for 13 years, and German Shepherd.


  • Thai
  • Korean



  • Organizer of Build Your WP Website workshop
  • Co-organizer of WordCamp Ann Arbor 2014/2015
  • Speaker at Girl Develop It Detroit
  • Speaker at LA2M

Declan is our 3.7 client liaison. He is a friendly, funny and extremely knowledgeable native of Ireland with over fifteen years experience in the web design industry. Declan can help translate your ideas into actionable plans while also providing valuable advice along the way.

Not just a people person, Declan is well versed in usability, strategy, and WordPress. He can talk tech, recommend, and implement solutions.

Very active in the local WordPress community, he’s the the co-lead organizer of WP Ann Arbor, a monthly meetup for those interested in this web design platform. He’s also good at soccer, much better than Ross (but don’t’ tell Ross).


  • Bacon


  • Fish tanks
  • Gardening
  • Woodworking
  • Football (ie: soccer)


  • Co-Organizer of WP Ann Arbor 2009-Present
  • Co-Organizer of WordCamp Ann Arbor, 2014 – 2019
  • Co-Organizer of WordCamp Detroit, 2001-12
  • Speaker at LA2M
  • Speaker at WP Ann Arbor

John is a seasoned web developer with a background in art, design, and user experience. For over 15 years, he’s been creating the web for clients in a wide range of industries including news media, DRTV marketing, health care, automotive, music and entertainment.  When he’s not coding, he enjoys spending time outdoors, camping, fishing, and making weird stuff.


  • Olives
  • Garlic


  • Fishing
  • Printmaking


  • Worked on websites for Dave Matthews Band, Jennifer Lopez, Bob Dylan, and Alabama Shakes

Rami Hassan

Rami Hassan brings a wide gamut of experience with front-end development and content management systems. While studying Psychology and Communication at the University of Toledo for his undergraduate degrees, Rami worked as a web designer and developer. After graduation, his career path continued in the web industry. Now after thirteen years servicing websites and related technologies, Rami is a graduate student pursuing his MBA as an Information Systems major.


  • Chocolate
  • Sandwiches


  • Longboarding
  • Gaming
  • PC Building
  • Electronics & Technology


  • Instructor at Girl Develop It Toledo
  • University of Toledo COBI Advanced Leadership Academy Graduate
  • Umbraco 7 Certified Professional
Aaron Marsden

Aaron is the technical digital marketer at 3.7 Designs. With over 6 years of WordPress website design experience, he’s prepared to tackle any issue that may arise with your site while educating you along the way. He began his career boosting user signups for startup companies using content marketing, SEO, copywriting, and social media. It’s safe to say he’s a generalist.When he’s not creating or debugging websites, he enjoys attending church, playing video games, or reading.


  • Chicken & Brussel Sprouts
  • Thai Food


  • Ping Pong
  • PC Gaming


  • Attended Techstars Atlanta 2018

In my role as a campaign manager, I have demonstrated expertise in orchestrating successful marketing campaigns from inception to completion. Leveraging my strategic mindset and analytical acumen, I have consistently optimized campaign performance and ROI. My proficiency in coordinating diverse teams, managing budgets, and harnessing data-driven insights has been instrumental in achieving targeted objectives and enhancing brand visibility. As a seasoned campaign manager, I am driven by a relentless pursuit of excellence, ensuring each initiative delivers tangible and measurable results.


  • Eggs
  • Potatoes
  • Well made sandwich


  • Guitarist and Music Writer
  • Reading Books
  • Playing Chess
  • Meditating
    Weight Lifting


  • 10+ Years of Marketing Experience
  • Founder of Netvia Solutions
  • Google Ads Certified

We keep our clients best interests at heart

We’re compassionate

We’re committed

We build relationships


We’re honest

We’re transparent

We’re genuine

We’re trustworthy

We’re always learning

We’re focused on growth

Everything can be improved

Daily 1% improvements

We’re process-driven, and strive for operational excellence

We’re better together

We’re collaborative

The team, the team, the team

We’re flexible

We are accountable

We take initiative

We’re proactive

We find creative solutions to problems

We’re results focused

We’re leaders

We’re passionate about what we do

We’re confident in our abilities

We seek mastery

We serve clients throughout the U.S. and the world from Ann Arbor, Michigan. It’s a state with a rich history in design and technology innovation. Herman Miller, William Hewett, and Larry Page were all born here.

We’re proud to be a woman-owned and operated design agency that calls Michigan our home.