510 First Avenue North
Suite 408
Minneapolis, MN 55403
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Phone 612.455.3388
Fax 612.455.3389
info@straightlinetheory.com

Simplify Your Website

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 STRAIGHT LINE THEORY
is an information architecture and usability consulting firm. We help companies make their websites, intranets and online applications more effective and easier to use.

What We Do

• Information Architecture
• Interface Design
• Usability Testing
• Expert Site Reviews
• User Research
Usability Testing

Evaluate Your Website.

Through usability tests and expert reviews, we’ll pinpoint problem areas and recommend solutions for improving your site. 		User Persona

Understand Your Users.

Our team will help you identify your most valuable users and better understand what features are most important to them.
Site Map

Improve Your Navigation.

We’ll develop an intuitive site architecture that is easy to navigate, efficient and makes finding information a snap. 		Page Wireframe

Create a Usable Interface.

Whether you need to fix a few pages or redesign your entire site, we’ll create detailed wireframes showing how the site will work.
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We’re Experts at Creating Usable Site Experiences
From Our Clients
Target hired us to design a new navigation system that makes it easier for Target.com customers to find products, compare features, and buy them online.
Radisson Hotels Worldwide partnered with us to identify how business and leisure travelers use the Internet to research, compare and book travel.
OptumHealth, a division of UnitedHealth Group, hired us to design a web-based application that allows members to track their health over time.
Caribou Coffee asked us to evaluate the usability of their website in preparation for a major redesign and create a new user experience based on our findings.
Fingerhut hired us to improve the usability of their e-commerce site, resulting in a 22.8% increase in conversion rates and a substantial increase in online sales.
“Straight Line Theory understood how our business model and customer needs differ from the typical retail business. They applied that understanding to create an experience that really delivers.”
BRAD SMITH
VP, eCommerce & Digital Marketing
Fingerhut Direct Marketing
“We’ve worked with Straight Line Theory for many years now. They’ve become an integral interactive strategy and design partner, consistently on the forefront of the latest UX best practices. We know we can count on Straight Line Theory to help us build intuitive, streamlined user experiences for our B2B and B2C interactive initiatives.”
SCOTT HEIMES
SVP, Consumer Solutions
OptumHealth
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