About Me

davidarmentroutDavid Armentrout is a seasoned design leader with experience overseeing and executing projects for Fortune 500 companies, NGOs, NPOs, the federal government, and a variety of start-ups. With 14 years of experience working with both in-house design teams and interactive agencies, David draws on his strong background in user experience design, design research, visual design, content strategy, front-end development, and project management to provide leadership and direction to the design process.

In his role as Design Director with Siteworx, David manages teams of experience designers, visual designers, and content strategists. He drives innovation, setting the vision and direction for design and content strategy projects. He fosters an environment of cross-discipline collaboration, bringing design, content strategy, analytics, and technology together to produce world-class results. Prior to his employment with Siteworx, David has held design leadership positions with Aol, the Corporate Executive Board, Perfect Sense Digital, and other start-ups.

David has worked with a wide range of clients, including General Motors, Goldman Sachs, Mandarin Oriental Hotel Group, Booz Allen Hamilton, AARP, the White House (Joining Forces), Points of Light Institute, ADRA, the Travel Channel, Animal Planet, Petfinder.com, Special Olympics, Aol, and Snagfilms.com.


Research and Discovery

Effective design cannot happen without a thorough understanding of those for whom you are designing. There are two side to the equation - the business and the users. We must acquire an intimate understanding of the business - the big goals and objectives and the subtle nuances inherent to each business. We must create a close connection with users to understand their motivations and pain points. This understanding comes primarily through asking the right questions and listening to stakeholders and users.

User Experience & Design

I believe the key to a successful user experience is simplicity. Steve Jobs said "Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains." Since we've already listened to the business and users, success hangs on our ability to interpret what we've heard and intentionally piece together every element of the user experience in a way that is excruciatingly thought-through and profoundly meaningful.

Content Marketing

Content is king. Let's face it, all of the the careful design and sophisticated technology is worthless if there is no well crafted message for it to carry. Oftentimes content is disappointingly overlooked and it's importance is minimized. To most effectively craft a content strategy, one must gain a deep understanding of their target audience, what their customers' profitable actions are, what the profitable content to drive those actions are, and what relevant content the organization can reliably deliver on. Answering these key questions is the starting point for successful content marketing.

Omni-Channel & Responsive 

Gone are the days when we can think about our experiences and content on the basis of one device (or even two). Like it or not, the digital dots have been connected between all of our distribution channels - desktop, tablet, mobile, tv, print, in-store shopping, and a huge variety of other off-line channels. Now we have to design our experiences and craft our content for multiple channels. While this might feel complex and overwhelming at first blush, we must keep in mind that this really simplifies things, in the long run.

E-commerce Strategy

The cornerstone of successful e-commerce is not the payment gateway, or the checkout flow, or even the robust faceted browse. It is the data you collect and what you do with that data. At the end of the day, we want conversions. The recorded behavior of our customers (analytics) are a goldmine when it comes to increasing conversions, and yet most retailers fail to adequately leverage this powerful information to increase conversions and drive revenue. And it's not rocket science. A simple, but consistently executed system for collecting data and acting on it will make all the difference in our approach to e-commerce.

Notable Clients

  • Goldman Sachs PWM
  • Kraft
  • Mandarin Oriental Hotel Group
  • Booz Allen Hamilton
  • AARP
  • US Department of State
  • Travel Channel
  • Animal Planet
  • Petfinder.com
  • Special Olympics
  • Points of Light Institute
  • The White House
  • General Motors

Case Studies


  • Design Management95%
  • Creative Direction95%
  • Lean UX95%
  • User Experience Design92%
  • Information Architecture92%
  • Design Research92%
  • Usability Testing92%
  • Web Strategy80%
  • Web Analytics70%
  • E-Commerce70%
  • Project Management60%
  • SEO & SEM60%
  • Guitar Playing20%

My Blog

Responding to Responsive

Even if you're not exactly sure what responsive web design is, if you've ever used a mobile or tablet device to access the Internet, you've probably experienced it. Over the last several years, there has been an explosion in the use of this technique to build websites that use one base of code and o...Read More »

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