User Experience

If you’ve ever wandered around a store looking for that pesky last item on your list, you already know the importance of usability online. That’s why utility, ease of use and desire come baked into everything we do. We call it ROE (return on experience). But first you need to discover your ROE sweet spot — the place where brand, business and audience goals converge. We’ll help you find it.

Form without function isn’t very pretty. So before any art gets designed or copy gets written, we give a lot of thought to ease of use. It’s why we align our User Experience teams with our Creative teams. Both work better together.  


User Experience ensures we create an online environment that is equal parts usability, usefulness and desirability. We also take care that strategy informs design so that business, partner and user goals are aligned. And that all intended target audiences are served well.

What we do:

  • Online design strategy
  • Mental modeling and gap analysis
  • Feature prioritization
  • Content and catalog inventories
  • Information and experience architecture
  • User-flow and task-flow mapping
  • Interaction design
  • Content planning
  • Accessibility specifications and review
  • Site maps
  • Wireframes
Southwest iPhone App

VML created user-flow scenarios based on the interface concepts in order to deliver a premium user experience via the application.

iPhone App