To create is to bring into being something that didn't exist before. The creative act is inherent to the human being. At every moment, we are immersed in undifferentiated matter, from which our senses collect fragments of information (Rubin, 2023).

Design choices on a website can influence not only its aesthetics, but also its performance and effectiveness in converting visitors into customers. The dichotomy between consultation or sales websites, which prioritize a clear conversion funnel, and websites that focus on visual impact raises important questions about the relationship between design and performance.

In this week's Interview Diaries I introduce you to our Finance expert. With a degree in Accounting and a career in Finance, our tapioca specialist dreamed as a teenager of working at McDonald's, but as fate would have it, she came to Softway.

When it comes to search engine optimisation (SEO), one question often sparks debate: what matters more – Technical SEO or Content SEO?

“Content is king.” We’ve heard it so often it almost feels cliché. But in 2025, with AI-generated articles flooding the internet, SEO strategies obsessively chasing keywords, and countless blogs regurgitating the same tips, trends, and “10-step guides,” the question arises: if content is king, why does it all sound the same?

Back to the Interview Diaries, I present to you Maria Callapez. Throughout 2025, the talented DJ joins Softway. From mixing tables to graphic design for websites, she joins the team not to play music, but to dedicate herself to the art of creating graphic mockups and web moods for websites and landing pages.

In today's digital landscape, there is one format that continues to stand out and lead the way: video. From top bars with concept videos, product demonstrations to institutional videos, websites (and beyond) are increasingly centred on the video format.

World Design Day is celebrated on 27th April and aims to highlight the role of design in contemporary society, underlining its cultural, economic, and social impact.