The reflection on creativity and originality in the age of generative artificial intelligence invites us to revisit some of the principal debates within twentieth-century art theory.

There’s a scene that plays out with unsettling frequency in any agency. The client walks into a meeting, opens their laptop, points to a competitor’s website, and says: “We want one like that, but better.” Or, in equally popular variations for sites already live: “We want to change the colour, it’s starting to look dated”, “Let’s add a button here”, “Let’s take this page down”.

For a while, Claude wasn’t a tool most designers naturally gravitated towards.Designers are visual by nature.

At the risk of stating the obvious, it seems clear that we live in an era where everything competes for attention. It has become increasingly challenging to distinguish what truly deserves to be heard in a universe where everyone appears to have a platform and a megaphone.

There is only one way to close the year on the Softway blog: by writing about what has truly transformed the way we create, think, and deliver value every day. The topic that has had the greatest impact on our work shaped our internal discussions, influenced proposals, and redefined expectations - both ours and those of our clients.

Developing a good website begins long before writing the first line of code or choosing the ideal design. The first step is the briefing - the moment when all the essential information about the project is gathered.

User experience is shaped by how each visual element, interaction, and design decision influences the perception and understanding of the interface. Graphical user interfaces are not limited to executing tasks and/or operational functions; they serve as a medium for users to explore, process, and assimilate information through cognitive and emotional processes (Van Gorp & Adams, 2012).

That is the (big) question! In an increasingly digital world, having a website is no longer an option, but a necessity.

Holidays are a great opportunity to rediscover the balance between the digital and real worlds. In an increasingly interconnected landscape, it's interesting to see how digital habits shape the holiday experience. This article explores these habits and reflects on our own digital break: our blog is going on holiday!