Designing Better User Experiences For Websites
There is a moment in every digital project when things begin to feel lighter. Not because the work is done, but because the path becomes clearer. Pages start...
Erin Lentz
As the Executive Director of Design at ArtVersion, Erin plays a pivotal role in leading the firm's design initiatives and driving successful outcomes for both internal projects and client collaborations. With her expertise and leadership, Erin oversees the strategic planning and execution of design projects, ensuring they align with clients' objectives and result in impactful brand experiences. Notably, Erin has spearheaded major strategic shifts for renowned clients such as Exelon, Hilton, TransUnion, Caterpillar, and Volvo. Her contributions have focused on driving user engagement and evolving brand experiences by expanding digital language and leveraging data science, research, and design methods. Through her leadership, Erin ensures that the design team at ArtVersion delivers exceptional solutions that not only meet client's immediate needs but also contribute to their long-term success. She fosters collaboration, encourages best practices, and promotes a culture of continuous learning within the design team. Erin's passion for design extends beyond aesthetics; she recognizes the power of design to solve complex problems, enhance user experiences, and drive business growth. Erin's impact goes beyond individual projects. She actively seeks opportunities to innovate and evolve ArtVersion's capabilities, always staying ahead of industry trends and technological advancements. By staying at the forefront of design thinking and harnessing the potential of emerging technologies, Erin empowers ArtVersion to deliver cutting-edge solutions and stay competitive in the ever-evolving digital landscape.
Website-Led Brand Refresh
Most conversations about brand refreshes start with emotion. Someone on the team feels the logo no longer reflects who they are. A founder is attached to a color...
Building Stronger Digital Ecosystems Through Content Governance
Every brand that operates online eventually faces the same turning point. The site grows, the teams multiply, and content starts moving faster than the systems meant to manage...
Design’s True Hardskill Isn’t Design or Development
Good design doesn’t begin with a sketch or a mood board. It begins with empathy. Before we choose typefaces, grids, or color palettes, there is a moment of...
Spotting the Moment: Why and When to Refresh Your Brand
A brand doesn’t fade overnight. It unwinds quietly—first through a dip in client engagement, then in the growing distance between your visual identity and the market’s expectations. For...
The Risk of Homogenization in Web Design Templates
Websites built from pre-made templates often carry the same look and feel. At first, this may seem like a convenient shortcut—an affordable way to get a brand online...
The Future of Search: Understanding AEO and GEO for Brands
Search has never stood still. For years, ranking in Google meant success. Today, however, discovery is shifting beyond blue links and landing pages. People expect direct answers, instant...
ArtVersion Joins Inc. 5000 Community
ArtVersion has joined Inc. 5000 Community through the selection of its Principal & Creative Director, Goran Paun, for membership in the Inc. Leadership Forum—an invitation-only network of visionary founders, CEOs,...
Turning Business Concepts into Engaging Digital Experiences
A concept on its own is just potential. It might be disruptive. It might be simple but transformative. But without a way for people to experience it, it...
Yes, Design Is About Beauty
Branding, Design, Aesthetics, Usability, UI, UX, User Experience, User Interface Design, Visual Design, Visual Branding, Interaction Design, Creative, Cognitive Fluency, User Engagement, Designing for Satisfaction, Visual Communication, Delight, Accessibility
User Experience vs. Usability: What’s the Difference and Why It Matters
In digital design conversations, the terms user experience (UX) and usability are often used interchangeably. Yet, while they are closely related, they are not the same thing. Understanding...
Why Every Website We Built This Year Was Mobile-First
It’s early morning, and I’m reviewing a new homepage design on my phone before I even open my laptop. This has become second nature, not just for me...
Website Redesign as a Catalyst for Change
Aligning Strategy, Enhancing Engagement and Driving Growth There comes a point when every brand needs to step back and ask: Does our website still reflect who we are, what...
Seeing the Unseen: How Click and Scroll Maps Shape Smarter Web Design at ArtVersion
Before we ever designed a single wireframe, we watched. When a client approached us for a complete digital transformation, their ask was clear: elevate the brand experience. But...
The Power of Visceral Design in Branding and UX
Digital experiences are everywhere. In most cases, the very first impression a user has of an interface defines their relationship with a brand. That moment—instant and often emotional—can...
Ready for the World: Preparing Your Brand for Market Expansion
How thoughtful design, tone, and UX can pave the way for brand expansion success Breaking into new markets is a milestone many companies aspire to—but few are fully...
When Is the Time to Redesign the Brand?
Recognizing the signs that your brand is ready for its next chapter Brands—like people—aren’t static. They grow, change, mature, and sometimes get stuck in their old ways. Just...
Design With Color: Pantone Matching System (PMS)
In the early 1960s, the world of design was far from seamless. Communicating a specific hue across teams was practically impossible — what looked like a deep red...
When WordPress Isn’t Enough: Growing Into WordPress VIP
At some point, the tools that helped build your brand’s digital foundation start to feel… limiting. It’s a common story. A brand launches with WordPress — flexible, familiar,...
Contextual Design: Reimagining Web and Digital Experiences
The greatest digital experiences aren’t happening in isolation—they’re deeply connected to human context. When we build something without considering all user scenarios, we end up with solutions that work...
The Power of Color in Branding: A Deep Dive into Corporate Color Palettes
Color is one of the most powerful tools in branding and visual communication. Over the years, working with brands across various industries, I’ve seen how the right color...
Leading Design Excellence: ArtVersion’s Dual Recognition
When excellence becomes a habit, recognition follows naturally. This month, ArtVersion achieved an extraordinary milestone with dual recognition from two of the industry’s most respected platforms. Our agency...
Creative Agency vs. Web Design Firm: Which Does Your Business Need?
There are plenty of options when it comes to building a digital presence—web design companies, branding firms, marketing consultancies, UX design agencies, freelancers. With so many choices, what should...
My Experience as a Webby Awards Judge: A Front Row Seat to Digital Innovation
After years of crafting digital experiences and honing my skills in web design, I thought I had seen it all. As Executive Director of Design, my work has...
Why Your Brand Needs to Be Online (And Why a Website Isn’t Enough)
Let’s talk about something that matters to every business today: showing up online. Sure, you’ve heard it before – “you need a great website.” But here’s the thing:...