Interview with Luca on the topic of web design

Luca, Web Design – how do you explain to a layperson what that is?

Luca: Web design is like the architecture of a building. It involves designing the facade, arranging the rooms, selecting materials, and placing furniture. It ensures that the building is aesthetically pleasing, has a clear structure – and most importantly, meets the needs of its inhabitants. Good web design will make sure that users are inspired to stay on the website because it is a) visually appealing and b) easy to navigate – so the desired information can be found quickly.

To make everything work in web design – what is needed?

Luca: To create a successful web design, you need a combination of creativity, technical know-how, and a good portion of user-orientation. First and foremost, it is important to have a deep understanding of the needs and expectations of the target audience. I mean: We need to ask ourselves who the visitors of the website are, what information they are looking for, and what actions they want to take. Simply put: Users of a tech startup’s website have certainly different needs than users who are looking for dog training on a dog school’s website or patients who want to book an appointment online with their doctor.

How do you approach a website project?

Luca: The answer is twofold, namely in factual approach and intensive research – and then follows the inspiration. First, I research everything there is to know about the client and their product. Then I organize a workshop with the client – to get an even better feel for them and their service, to understand them and put ourselves in their position – and most importantly, to understand their target audience. It is perfect when the relationship between the client and me develops to the point where I see myself as part of the company. I know I am at that point when I start speaking in the “we” form within the context of a project because then I have managed to put myself 100 percent into the client’s shoes. Once I have achieved that, the implementation of a planned site structure follows, then I provide a screendesign, and finally the implementation on the web.

Is there a particular web design project that you are especially proud of?

Luca: Basically, I have to say that each project is fun in its own way because I gain insights into many different areas. However, to answer your question, I would highlight a project that I am very proud of to this day. It is about a large startup accelerator. The challenges were diverse: The client has different target groups, which of course need to be addressed differently, for which there are also different services. There are startups, large companies that support these startups, political groups, etc. These target groups need to be addressed differently as mentioned. And still, the website needs to have a clear, consistent appearance. Regarding the various services in the client's portfolio – from startup programs to events to co-working spaces – they also need to be designed in such a way that the respective target groups feel personally addressed and can find their way around easily.

So web design is a complex topic. Which phase in the project process would you consider particularly important?

Luca: The better I understand the needs and goals of the client, the better the result will be. The more intensively and accurately the necessary details are gathered at the beginning, the easier the implementation and design will be later, and you are closer to a result than if you just dive in. So: It’s better to spend more time with the client at the beginning and ask more questions than to have to go through five feedback loops later.

What is the most important thing in web design?

Luca: In principle, there should be a balanced mix between user-friendliness and design. But from the client's perspective, the most important thing is that the user finds what they are looking for. This sounds easy at first, but it is quite complex to design a website so that the user can quickly find what they are looking for and that, for example, all buttons are clickable and recognizable. Because we all know this: A confusing, not properly functioning homepage is annoying – and gets quickly closed.