What is a “FAQ”?
It stands for “Frequently Asked Questions”. Usually, it's just a collection of stuff that didn't fit into the site anywhere else. And it's not a dumb question – a lot of folks don't know what it means, either. Thanks for asking.

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Are you consultants?
No. We actually work for a living. We assume you want tangible benefits, not a long-winded report. That's why we research, architect, design, and test websites - as well as advise our clients. The stuff we do has a weird vocabulary - like UX, IA, findability, sensemaking, wireframes, CSS. But that's not a language we'll force you to learn. For the most part, we talk like real people.

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Are you an ad agency?
No. If an ad agency was telling you what to wear, they'd want your shoes and belt to match. We think your shoes should reflect your personality. But we don't think all your shoes need to have the same color or match your watchband. And we won't design your annual report.

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Are you a web agency?
No. If a web agency was telling you what to wear, they'd want your shoes and belt to come from their favorite manufacturer. We think your shoes should fit your feet. That's why we don't sell a particular CMS system – our clients' feet are very individual.

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Well, what do you do then?
We help you plan, build, and launch your website or on-line application. We provide the strategic roadmap, design templates, and the structural blueprints needed so a programmer can set things up correctly and you can add the right content. And we'll gladly provide a one-stop turnkey solution if you want to avoid project-management hassles. Or you can shop á la carte for specific services, including analytics, business strategy, and eventmaking (both online and off).

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You write books and teach at business schools.
Aren't you guys too academic to do e-commerce?
Let's turn that around. We grew up in the commercial, cut-throat advertising industry. We cut our teeth at Ted Bates, Grey, and Bergsøe. We wrote the first books because we saw opportunities that were being ignored by others. And the academic community regularly asks us for help because they need people with solid business experience, not ivory-tower theorists.

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What the hell is a “CMS”?
Content Management System. That's the software that lets you publish to the web (or your intranet or extranet or the site you optimized for mobile phones) without having to understand a lot of technical stuff. You should have a good CMS. We don't care which, as long as it fits your needs.

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What does “DUX” mean?
Design of User Experience. It's one of those "cool" words invented by the web crowd out in California. Sorry. We did promise to talk like real people - it's about giving the folks who come into contact with your interface and brand a positive experience

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What's an “interface”?
It's where people come into contact with things with buttons, knobs, and chips. Like computers. And phones. And ATMs. And missile systems (if you're into F-18s). No, not chips you eat - unless your belly has Intel Inside.

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So why call it FatDUX?
Because Razorfish and Framfab were already taken. Besides, “fat ducks” are juicy and tasty and full of natural goodness. We like the association. And one of the world's really great restaurants is called The Fat Duck. It's a total experience. Didn't find an answer to your question? Ask us personally! We're a global group of like-minded experts.

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