I think that there is a big difference between designing a web site for an eventual user (37signals or startups) and designing a users web site (average web con

I think that there is a big difference between designing a web site for an eventual user (37signals or startups) and designing a users web site (average web consulting). 37signals isn't so constrained by what end users want, and their end users generally have a better feel for how the technology actually works. The Photoshop or Fireworks step of the process is definitely important when dealing with users who are picky about looks and will make you redesign the HTML/CSS/JS over very minute details.