Web design · Phase 02 — Design
This page is the demonstration.
We are not going to tell you how we build websites. We are showing you, right now — as you scroll.
What actually changed
The tool we are building this site with is called Claude Design.
It is not an editor where you drag boxes around: it is a collaborator that writes code and designs movement. I describe an idea in words, and it turns it into a real section — not a mockup image: code that works — with animations that used to need a developer, a motion designer and two weeks. Meanwhile I do the only thing that counts: think about what it has to say, to whom, and why.
First person
Building a website has always meant one thing: waiting.
In 2005 I put one of the first Italian ecommerce stores online. Ever since, building a website has meant waiting: waiting for the code, for the developer, for the “I’ll show you on Monday”. I have seen every era — hand-written HTML, the CMSs, the page builders. Each one took away a little of the waiting. This one does not take away waiting: it changes the trade.
’90s
By hand
HTML line by line. Every change meant a drive to the client with folders under your arm.
Waiting: weeks
2000s
The CMSs
WordPress & co. Publishing becomes possible without rewriting everything each time.
Waiting: days
2010s
The builders
You drag boxes. Faster, but inside someone else’s template rails.
Waiting: hours
Todaynow
AI-native
You design by writing. Real code, real movement, live.We are here
Waiting: none, it is live
What changes for you
What used to be weeks of building site is now a fraction of that.
Scaffolding, waiting, “let’s pick it up at the next check-in”: all of that compresses. Microsites and homepages in days. Changes seen straight away, not next time round. And the time we save does not disappear: we put it back in, as thought and care, where it actually makes a difference.
From your words to a live site
The technology accelerates. The choices stay human, one by one.
It works the way it works for our clients — and the way it worked for us on this page: you start from your words (the tone of voice, what you sell, to whom) and you end up with a live site. In between there is the method: the Design phase of ADAM, where identity becomes experience.
01
Words
Tone, audience, offer.
02
Identity
Who you are, made visible.
03
Design
Experience and movement.
04
A live site
Real code, online.
Identity is where everything starts. → Discover Brand identity
SITES THAT WORK
Not in words. On real projects.
Infonet SolutionsInfonet Solutions
Digital identity as a strategic asset in enterprise ICT.
Read the case →
ChampionChampion
From “work with us” to “choose us”: a careers site and employer branding.
Read the case →
University of PaduaUniversity of Padua
Redesigning an academic digital identity.
Read the case →Honest criticism
Faster does not mean sloppier. And it does not mean piling on effects.
An animation that distracts, a spectacular site that brings no enquiries: to us that is a failure, even when it wins awards. Here movement always has a reason: guiding the eye, making something clear, preparing a choice. And if something showy serves no purpose, we tell you and we leave it out.
Decorative effect ✦ onAn ugly truth beats a pretty lie.
Web design
Design is not just what it looks like. Design is how it works.
The foundations you do not see
Under the surface the serious things remain.
A site that loads fast, reads well on every screen and works for everyone — accessibility included. Beauty that is not fast, or that shuts someone out, is not beauty: it is a problem in good clothes.
Desktop · three columns
A car comparison
A website is like a car: engine and bodywork.
The CMS is the engine — powerful, scalable, secure: it makes everything run behind the scenes. The interface is the bodywork — what you see and what you touch. You need both: neither one, on its own, makes a car worth driving. The real challenge is the delicate balance between technology and design.
UI · the feel
The “clothes” of the interface
Layout, colors, type, buttons and icons: what people find attractive at a glance.
UX · the experience
The whole experience
Ease of use, accessibility and efficiency: helping people do what they came to do, without friction.
Three foundations we always look after: how the menu is organized (answers are quick to find), a clear homepage (the calling card that orients you in seconds) and call to action that work (the buttons that push the action that matters).
You have seen how it is done.
Now let us do it for you.
We start with a free analysis: we look at where you are and what needs designing. Then we show you properly — on a page of yours — what a site built this way actually means.