01
CX
CX, customer experience, is the whole relationship: what people expect, what the product asks of them, and what happens after the first click. That's why we start by talking with the client before drawing a single screen.
In practice
- We write the brief as a problem to solve before we talk about pages.
- If the site promises support, we set up a channel someone actually answers.
- Maintenance is planned from the design stage.
What we don't do
Journey maps made for a slide deck that promise channels nobody will staff.
02
UX
UX is the structure of the task: who arrives, what they decide, and in what order. We separate audiences when they want different things, and cut steps when there is only one task, like paying a bill.
In practice
- Two menus when two audiences have different questions.
- One task per screen when a mistake costs money or an application.
- Buttons that say what happens when you click them.
What we don't do
Extra steps to make a flow look more complete.
03
UI
UI is the visual system that makes that structure readable: type, color, spacing, and states. We start from the client's palette and use color sparingly; size and space do the work of hierarchy.
In practice
- One or two typefaces, each with a clear job.
- One accent color, used where it matters.
- Focus, error, and success states that don't rely on color alone.
What we don't do
This season's trend layered over a brand that already has an identity.
04
Engineering
Engineering is how the product gets built, shipped, and maintained. We pick the technology based on what the client will have to run: Laravel, WordPress, Statamic, Next.js, React, Angular, Shopify, or a Python API when the data already lives in another system, such as Odoo or Wompi.
In practice
- The CMS is chosen for who will edit it and what content it holds.
- Integrations are defined up front: payments, catalog, countries, and languages.
- Before proposing changes, we look at what already works.
What we don't do
Rebuilding a stable platform just to try a new framework.
05
SEO
For us, SEO starts with the structure of the site: stable URLs, one H1 per page, categories people understand, and copy that says plainly who does what. Speed counts too: a slow page loses visitors before anyone reads it.
In practice
- Every page has its own title and description.
- Content ships in the HTML, without waiting for JavaScript to load.
- Sitemap, robots.txt, and language tags in place at launch.
What we don't do
Promising Google rankings or a traffic percentage.
06
GEO
GEO, Generative Engine Optimization, is getting assistants like ChatGPT, Gemini, or Perplexity to understand who a company is and describe it accurately. That means a site that clearly states the name, services, country, and cases, with facts that can be checked.
In practice
- Structured data for the organization and its services (Schema.org).
- Cases with the client, the technology, and the scope.
- An llms.txt file that summarizes the site for AI assistants.
What we don't do
Making up awards, offices, or numbers to look bigger.
07
AEO
AEO, Answer Engine Optimization, is writing around the questions people actually ask. Every page opens with a paragraph that answers directly: what it is, what it does, who it's for, and where it's from.
In practice
- Real questions as headings, with the answer right below.
- A visible FAQ, also marked up in structured data.
- Titles and descriptions that say what's on the page.
What we don't do
Copy written to trick a search engine or an assistant.
