Want to know our "secret sauce"? The ingredients are pretty simple, yet somehow forgotten by most. We focus primarily on three things in all our engagements (U³): Users, Utility, and Usability.

Users	Why would one not have the users foremost in their mind? Ah, but we don't just care about them, we embrace them and involve them throughout our process. We look at the systems through their eyes (literally), we conduct various types of user research to understand what they actually do and what they need in order to be effective for the organization, and then we validate our assumptions by testing our designs with them at numerous points along the way.
Utility	Understanding what users do and want is only part of the equation. What about what the organization wants them to do? Utility addresses the question: What should users be able to do or achieve on our site in order for it to be effective?
Usability	Once we understand the needs both of the organization and of the users, we must ensure that the system is seamless and intuitive. We are experts in human factors design principles and we feel strongly about following its best practices. We also believe in usability testing as an essential step in validating the solution (and by the way, it's iterative...we do this more than once).