The New Designer Mindset
With design, there is no universal “best approach” that will apply to all situations. Those using the site, how they got there, their goals and the objectives of the site owners will all influence the most effective design approach. The best advice I can give is to empathize with the users, understand that they know very little about the company and struggle to just navigate the web . Think about what are they trying to accomplish and figure out how can you best facilitate it. Great design is achieved through an understanding of cognitive psychology, not the reuse of design patterns.
— A small snippet of an e-mail conversation I was having earlier today…