Netlife Research is a content-driven digital design agency. They make websites that are user friendly, rooted in strategy & easy to maintain. More than 5000 users have visited their eyetracking testlabs over the past 15 years. They love behavioural data. Their insights give us one imperative: Simplify. No user suffers from lack of content. Many suffer from confusion.To build a unique user experience, removing content is just as important as producing it. The most underrated button on the keyboard? Delete. An article that does not do a job? Kill it. Empty words? Fill it. Tribal language? Make people understand it. You will never ever see Lorem Ipsum in any of their projects. To design with fake content is to be partially blind. Success should be measured in numbers. When they work with clients, they start out by defining strategic measures and the metrics for success. They identify the top tasks and role of the website in the overall strategic architecture of the business. Then they start to sketch, rewrite & prototype, always in close collaboration with the client.