A style infusing science with art, and web design with web development. Everything from layout and color selection to typography and information architecture, using approaches that may be considered stylistically conventional to profoundly original.

Considered art because of the use of principles and elements like shape, space, texture, value, scale, unity, variety, rhythm, balance and perspective. Considered science because of the use of quantities, coding, empirical evidence, research, hypothesizing, experimentation and testing, data analyzing and the communication of results. Considered design because of a focus on the entire planning process through user interviewing, affinity diagramming, empathy mapping, user personas, storyboarding, site mapping, wireframing and prototyping. Considered development because the plan is then forged into a fully functioning page or site using the latest coding practices and programming conventions.