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The New Age of Design and Development – Separate Jobs, Closer Contact

Updated December 30, 2015
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The New Age of Design and Development - Different jobs, closer contact

Tim Brown

Tim Brown is the owner of Hook Agency, an SEO and Web Design company focused primarily on driving traffic and leads for small businesses, roofers and construction companies.

The New Age of Design and Development - Different jobs, closer contact


After freelancing for a couple years, I joined the broader web design industry with an agency around 2 years ago. At the time I was interviewed for either front-end development jobs, visual design, or UX positions, but I had a sneaking hope that I could do a bit of all three in my day to day work. I had after all put myself through a technical college education partly by freelancing and playing some of each of these roles, and my education taught me front-end development and visual design simultaneously as well.

Early web developers were dictating much of how the web looked

If you look back in the relatively brief history of web design, coders were playing a huge role in how the web looked since the beginning, and for years learning to create websites had been significantly weighted towards the coding side. Only more recently, visual designers who don’t want to touch code started cropping up and becoming their own class of people.

A rift appears and stand-alone visual designers and front-end developers become the norm

To the benefit of all that is beautiful on the web, people started to dedicate themselves solely to one or the other and could stand to do so because companies could afford to hire just visual designers, and just front-end developers. Web design really has grown into a much more beautiful craft in the time since this started to be common, but some of the most beautiful aspects of website now are when a heavily visual site has those exquisite features that accentuate the interactive nature of the web. For instance;

  • A seamless side-opening menu that feels natural on touch or click – accomplished by an able understanding of Javascript
  • The right color hover state for buttons and links that feels intentional. Perhaps a darker version of the primary color – Close contact between design and development keeps elements like this accounted for and deliberate.
  • Smooth scrolling transitions in CSS
  • Appropriate show/hides on elements that allow for deeper exploration and feel natural in their animation
  • Subtle parallax effects that add to a high-end aspect and don’t draw too much attention

Healing the rift – Visual designer’s start to code again to begin to create interactions with more finesse

Since I wrote my ‘Designer / Developer Manifesto‘ around a year ago, I was adamant that designer’s should learn to develop – or at least delve into code a bit. And for the zealous, I still strongly suggest it – but what about the talented visual designers who are apt to continue to creating beautiful design and hand off to equally talented web developers?

Godspeed – I am not proud enough to think my perspective on this is all-knowing. My hubris – my fatal pride, breaks down when I recognize my limitations in both fields now over 3 years into my pursuit of perfection designing and developing websites professionally. If I was a full-time developer, perhaps I would be well-versed in Magento, Drupal, and Concrete5 by now, or be more adept with things like Git and command line. But I’m not.

The truth is I’m really just a UI/UX web designer who has learned how to make a fully functioning and editable site out of necessity, and I’m ok with that. But I do think designer’s who can experiment with new javascript functions, and get the building blocks of Content Management System’s are in high demand. So if you are so inclined to have my same type of pride and pig-headed determination – I think you will always find ways to be useful to people. Even if the unique kind of value you provide is simply to push and enable the more bad-ass web developer’s to do their best work.

The future of the web – a closer partnership between visual designers and developers: Digital art director’s who understand both and teams that rely on each other’s strengths

In the end, no-one does epic work in a vacuum. Even the greatest artists of all time were generally in close proximity to a cultural revolution, or a scene of other genius’s – or as Brian Eno calls it; a “scenius.” Think of the people in your agency or the other freelancers and contractors you work with as your scene that can build on each other’s successes and you’re much closer to finding your tribe, and building something brilliant.

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No-one does epic work in a vacuum.- The new age of design and development - separate jobs, closer contact Click To Tweet

I believe that as I try to come in close contact with people who also do excellent work and care about the value they provide to clients and people around them, that it pushes me do better design. I wrote another article around a year ago called “Designer/Developer Hybrids Will Rule the iPhone 6+ World“, and I was pleased that it must’ve struck a chord (or a nerve,) as a lot of people had things to say about it.  Perhaps I was a little early on the draw. I still feel that I’m working to live up to the aspirations of that article – to really push the limits of what beautiful and functional websites can do.

Occasionally I come close to be creating things that are worthy of my ideals, but often I just am admiring other’s in my industry. Here are some examples of the clean – ‘Designerly development’ that I’m referring to though:

1. Web Field Manual

2. Coulee Creative

3. Grain & Mortar Digital Agency

4. Rudy’s Paris Clothier

5. Kikk Festival 

6. Rokivo Agency

7. Dutch National Ballet

8. Legwork Studio (a little off the norm, including for variety)

9. Tens Sunglasses 

10. Dog Studio


In my aesthetic, great websites don’t take over the scroll or rely on gimmicks

I generally like when websites put things where people expect to find them, with some exceptions. Most of the website’s that I love give the user all of the control and don’t awkwardly require you to scroll without showing the scroll in the way you expect. There is a huge trend of website’s doing this and often in makes the website feel broken – and I’m a pretty adept website user; imagine how people who aren’t might feel.

But… as with all rules, there are times when they are meant to be broken. In the case of these two sites, the ‘don’t break the normal function of the scroll’ rule is broken in a way that is undeniably beautiful.

1. Creation’s Namale

2. Trippeo

Appreciation for white space and clean functionality that behaves as you would expect with full control – respects the visitor

Clean functionality that behaves as you would expect with full control respects the visitor Click To Tweet

The best websites mentioned above are the one’s that have a ton of white space, and allow the eye to rest visually,  as well as intermittently delighting the visitor with bold imagery. The pieces that really exemplify the designerly development in these lists are when the transitions feel smooth whether done with CSS or Javascript, and navigating feels fluid and natural. Adding these intentional touches are at the heart of the kind of design/development I’m a proponent of, and I look forward to incorporating these kinds of elements in the websites I work on.

So how do we stoke this kind of forward thinking in our agencies? I’m genuinely interested in your ideas here. Also, are you aware of any other excellent websites along these lines? I’d love it if you’d share in the comments below and continue the conversation on Twitter.


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Tim Brown

Tim Brown is the owner of Hook Agency, an SEO and Web Design company focused primarily on driving traffic and leads for small businesses, roofers and construction companies.

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