Behind a most sophisticated website there is a pencil sketch (or a Visio drawing, to that effect). It needs to be laid out for the optimal logic that makes it easy to get the desired information, and enticing to browse around. It should also capture as much information about the user as possible. The content should be optimized for a potential user's needs, the design should tie in with overall branding, and interactivity must be built in to encourage users to spend more time on the site. Take a look at these websites and interactive tools that I launched in collaboration with outside design agencies for the illustration of the above mentioned approach.
