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a vague business objective makes every website opinion sound smart
make it more premium
make it simpler
make it bolder
make it more conversion focused
make it more human
none of these are wrong
but none of them help much until the job is clear
what should the website actually do
generate leads
explain the offer
support sales
build trust
educate
recruit
route users
different jobs need different decisions
clarity first
design second
This is such a good filter for scope creep too, half of client feedback is really just a vague objective in disguise. How do you usually get them to articulate what the site actually needs to do?
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New project in the works - OneCare.
One app for premium care delivered to your address. Cleaning, beauty, healthcare at home, handyman, plumbing, pest control, pet care, laundry, and a lot more.
More to come soon 🤌
Nice work
The strategic challenge for the full website was sequencing. A logistics leader landing on this page may understand the problem Augie solves but not yet understand what AI actually does for their team day to day.
Each section was built to answer one specific question in the order a visitor would naturally ask it. What does Augie do. Does it work with the tools we already use. Is it built for our specific type of operation.
Green runs through every section consistently, carrying the same brand language from trade show booth to digital so the brand feels the same wherever the audience encounters Augment. The grid gives the page rhythm without making it feel rigid, each section carrying its own structure while elements occasionally cross between them.
One of our older concepts that still stands out to us is Sentra Wallet.
At the time, most crypto wallets leaned into dark themes and interfaces that felt built for experienced users. We wanted to explore a different direction. Something brighter, friendlier, and easier to navigate without losing the feeling of security or control.
The goal was simple: make managing digital assets feel approachable. We focused on clear information hierarchy, intuitive navigation, and a visual identity that didn't rely on the usual Web3 design trends.
Looking back, we'd definitely refine parts of it today, but the core idea remains the same. Great product design isn't about making crypto look more complex. It's about making it feel easier to use.
Going brighter and friendlier for a crypto wallet is still the harder design problem, most teams default to dark mode because it's easier to fake secure. What was the biggest pushback from users used to the darker wallet convention?
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