Designing a smart consumer application is as much about the 'right' brain as it is about the 'left'. The EC design team applies a judicious mix of both, while conceptualizing web-apps. To make these successful, what is needed is equal parts 'COOL' and equal parts 'SIMPLICITY'.

Unlike mainline media, which is more about creativity, web-apps are more about usability; with multiplying standards, browsers & social platforms, these applications are complex to build and deliver on time.

A cool application that can serve millions of users and spread like wildfire, takes time to design, build, test and deploy. The EC recipe to deliver on time is simple -  Parallel everything!