Designers today have to juggle many tasks: making sites that are beautiful, engaging, and delivered quickly across often unreliable networks. It’s not surprising that the current web landscape is full of heavy websites serving dozens of web fonts, images, and complex interactions—or super-minimal sites that lack personality. In this presentation, we’ll find the balance between these extremes. Yesenia will discuss how to make smarter decisions about typography and other UI elements, and how to design deliberately. She’ll also talk about how to sell designs to clients and stakeholders, and to shift from judging design solely on aesthetic merits, and instead focus on creating the best user experience.