eDesign Interactive

10/14/2026

We refunded a client who loved our work.

Yes, really.

She loved the design we presented.

Then the feedback arrived: 70 pages of it, AI-generated.

We revised.

She ran the new version through AI again. Another 40 pages.

And somewhere along the way, the design stopped being great and became… fine.

That experience taught us something we're thinking about a lot right now:

AI is very good at finding things to change.

It’s not very good at knowing when to stop.

Great design isn’t about exhausting every possible alternative.

It’s about judgment, taste, context.

It’s about knowing which feedback matters, and having the confidence to say:
“This is right.”

We could have kept going. More rounds. More revisions. More billable hours.

Instead, we refunded the project in full and walked away.

Not because we didn’t value our client.

𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐰𝐞 𝐯𝐚𝐥𝐮𝐞𝐝 𝐭𝐡𝐞 𝐰𝐨𝐫𝐤.

We wrote up the whole story, including what it taught us about AI, creative collaboration, and why endless iteration can sometimes make good work worse. 👇

Has AI feedback sharpened your work, or just given you 47 more things to change? 🤔

Why we refunded a client and chose human creative judgment over endless AI-generated feedback.

10/08/2026

A website shouldn’t make students work to understand the college.

Yet that’s exactly what can happen when years of content, department priorities, and institutional language pile up.

For our latest project with Raritan Valley Community College, we rethought the digital experience from the student's perspective.

That meant tackling 20,000+ pages, rebuilding the information architecture, simplifying how students find what they need, and moving away from messaging that says: “Look how great our college is.”

Instead, we asked: What does the student need from us right now?

Can I find the right program? 🎓
Can I afford it? 💵
Will it fit my life? 🎯
Can I see myself here? 👨‍🍳👩‍🔬👨‍⚕️
What’s my next step? 👩‍💻

That shift sounds simple. It’s not.

Here's another reality to account for:
Your homepage isn't your front door anymore.

Students land on program pages, admissions, financial aid, search results, social posts, ads, and increasingly, AI-generated recommendations.

Every page has to work as an entry point.

Where am I? Why does this matter to me? What do I do next? 🤔

Early results from the new RVCC site:
📈 Key events: +30.7%
📈 Engaged sessions: +24.26%
📈 Engagement rate: +11.28%

But the bigger win isn't a prettier website.

It’s a website that starts with the student, not the institution.

Read more about this project ➡️ https://edesigninteractive.com/blog/higher-ed-website-redesign-rvcc-student-first

10/06/2026

Putting a neon logo on a black background doesn't make a brand rebellious.

Slapping "DISRUPTIVE" on a campaign won't make it disruptive.

The magic happens when the personality of the experience feels like a natural extension of the brand.

Not a costume.
Not a trend.
Not "Hey Gen Z, look how edgy we are!"

Some brands have earned the right to break the rules. Others are just borrowing the outfit.

If irreverence, humor, or rebellion isn't already in your brand DNA, turning up the volume won't make it authentic; it will just make it loud.

Before your next brainstorm goes off the rails, ask:
𝐖𝐡𝐚𝐭 𝐝𝐨𝐞𝐬 𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 𝐡𝐚𝐯𝐞 𝐩𝐞𝐫𝐦𝐢𝐬𝐬𝐢𝐨𝐧 𝐭𝐨 𝐝𝐨 𝐭𝐡𝐚𝐭 𝐨𝐭𝐡𝐞𝐫𝐬 𝐝𝐨𝐧'𝐭?

The goal was never to shock people.

It's to be memorable — for the right reasons.

We're unpacking why edgy food marketing works brilliantly for some brands and flops for others.
➡️ https://edesigninteractive.com/blog/edgy-food-marketing

Read Michael Van Ausdeln’s original interview in The Food Institute:
➡️ https://foodinstitute.com/focus/marketing-fails-wins-why-edgy-works-for-some-brands-and-not-others/

10/02/2026

We're proud to share that eDesign Interactive has won four w3 Awards. 🏆

🥇 Gold: Green Valley Lactose Free
🥈 2 Silver: Bon Appétit Management Company
🥈 Silver: Existence

Three very different clients. Three very different challenges. One question underneath all of them:

How do you build a digital experience to help a business grow?

For us, that meant clarifying the value proposition, turning attention into action, and designing every page to earn its place.

Great web design should do more than look good. It should move the business forward.

Thank you to our clients for their trust and partnership, and to our team for the talent, energy, and care behind every project. ❤️

See the stories behind the work → https://edesigninteractive.com/blog/four-w3-awards

09/28/2026

Here’s a quirk about AI-generated feedback: it can make a comment sound more useful without making it useful. 🫣

In a web project, that gap matters.

Your design team doesn’t need made-up stories; they need your perspective.

You know why customers hesitate before buying.
You know the questions your sales team hears every week.
You know which assumptions about your business are wrong.
You know when something “doesn’t feel like us”, even if you can't yet say why.

That’s valuable input; the kind of insight that helps shape a great website.

AI can help express those thoughts into clearer feedback. It can organize comments, cut repetition, and flag contradictions.

But it shouldn’t supply the thinking behind them.

Here's how to use AI in your feedback process without outsourcing your judgment 👇

Learn how to use AI to organize feedback while keeping human judgment at the center.

09/25/2026

Here's a secret about great digital work:
You don't see most of it.

You see the website. The campaign. The polished final product.

You don't see the 47 conversations going on at once behind it. 😅

Our PMs and AMs are the people who:
✔️ ask the question nobody else thought to ask
✔️ spot the problem before it becomes one
✔️ keep our strategists, designers, developers, and clients moving in the same direction
✔️ handle the "quick change" that is never quick

They do it across two continents, multiple teams, shifting priorities, and the occasional fire drill.

Because at eDesign, we're not interested in just delivering projects.

We're interested in what happens 𝑏𝑒𝑐𝑎𝑢𝑠𝑒 of them.

Better experiences. Stronger relationships. More connected brands. Customers who become advocates.

That’s why our PMs and AMs are so much more than project coordinators or client contacts.

They listen. They challenge. They reassure. They connect the dots.
And, frankly, they care 𝑎 𝑙𝑜𝑡.

AI can help us work faster.

But knowing when a client needs another conversation instead of another deliverable? That’s human.

It's a big part of what makes eDesign a different kind of agency.

𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐭𝐚𝐤𝐞 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 𝐭𝐨 𝐭𝐡𝐞 𝐧𝐞𝐱𝐭 𝐥𝐞𝐯𝐞𝐥?
Say [email protected]

09/24/2026

Commuting isn't a decision.
It's a habit.

That's what made NY Waterway such an interesting challenge.

People don't choose how they get to work each morning; they just repeat what they did yesterday.

And when you're on autopilot, "better" is easy to miss.

So how do you get someone to reconsider something they've done a thousand times? 🤔

Instead of giving commuters a reason to change, we gave them a reason to notice.
A different view.
A different start to the day.
A different way across the water.

Sometimes the smartest way to change behavior is to make people see what they've been missing.

Here's how we made the NY Waterway harder to ignore. 🌊
➡️ 🎬 https://www.youtube.com/watch?v=zQZsQegV7SY

Would you try a different route tomorrow? ⛴️

09/21/2026

The best websites don’t feel like websites.

They anticipate. Adapt. Build trust. Remove friction. And increasingly, use AI to make every interaction more useful.

So, what separates top-performing digital experiences from the rest?

After years of creating award-winning work, we’ve got a few ideas.

Here’s our take on what’s next.👇

The best websites in 2027 are not “websites” anymore. They are growth systems.

09/14/2026

What happens when a website needs to handle hundreds of hours of video, 360° imagery, live feeds, time-lapses, AI-powered technology, and dozens of camera systems?

For EarthCam, we designed a digital experience that makes complex technology easy to understand, while giving their team the flexibility to keep adding new products, stories, use cases, and media formats.

All within the realities of enterprise: security, compliance, IT, brand standards, and many stakeholders.

The result? A digital experience designed for everything EarthCam is building next. 🚀

Grateful to the EarthCam team for the trust and collaboration.

Have a look at their new site: https://www.earthcam.net

09/09/2026

What does it take to make a website feel… simple?

For the new Council of Insurance Agents & Brokers (CIAB) website, the answer was: a lot.

Behind the clean, intuitive experience is a highly connected digital ecosystem bringing together WordPress, Salesforce, Cvent, Squiz, Pardot, Next.js, member data, gated content, events, search, and years of valuable industry knowledge.

The real challenge? Making that complexity disappear for the people using the site.

In our latest article, we take you behind the scenes of the new CIAB design and explore what it takes to turn a website from a standalone marketing asset into the center of a connected digital ecosystem.

Read the story ➡️ https://edesigninteractive.com/blog/ciab-website-digital-ecosystem