Benjamin Walsh

Design Principles

Responsive Web Design

Design and development should respond to a user's behaviour and environment based on screen size, platform and orientation through the use of flexible layouts, images and an intelligent use of CSS media queries.

Mobile First Design

Mobile continues to dominate the device landscape. So it only makes sense that the life of a project starts where you customers do. Designing for mobile first has the advantage of forcing you to simplify a product into its essential parts. Product Director at Google, Luke Wroblewski, presented some fantastic insights into our "Mobile Planet" Watch "Mobile Planet"


Many studies have shown the link between increasing website speed and conversion rates. There's even a tool to estimate how much revenue is lost to faster loading competitors. In July 2018 Google announced it was using speed as a ranking factor for mobile searches. Read the post


Developing a culture of testing is essential for continuous improvement. Data from A/B testing is always the right way to inform the decision to make a change. Validating (or not) a hypothesis and preventing regression means that no matter the result of the test, you always win.

Progressive Enhancement

This strategy allows all users to access the basic content and functionality of a web page, using any browser or connection. Users with more advanced browsers or better connections will enjoy an enhanced experience. This provides users with even the most basic of web browsers access to the core product features.


The web is fundamentally designed to work for all people. To meet this goal, it must be accessible to people with a diverse range of hearing, movement, sight, and cognitive ability.

It's essential for organisations to create products that are inclusive for all users.

Web Standards

Coding to W3C standards allows us to enjoy the interoperability of web-related products. It makes web development faster and has benefits for those with special needs to use the web.


The use of adaptive planning, evolutionary development, early delivery, and continuous improvement. This method of working encourages rapid and flexible response to change. And advocates active user involvement throughout the product’s development.