I'm not an ordinary web developer.
I stand for usability, because usability is a key determiner of success online. I want your online properties to be unusually useful and easy to use. Most people create websites that reflect the company structure.
I say your website should instead reflect the needs of your customers (yes, that leads to an entirely different and more usable website structure, yes that means you will be higher in Google search and yes, that means more people will share links to your pages in social media). From this Christmas (2013), most web traffic will come from a mobile device: a pad, a smartphone. Every new website design must start with the mobile experience. Small screens and distracted users mean cutting the clutter, getting to the nub of things.
