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Torre Capistran of Hooked On Code: Smashing The Norms by Instilling Simplicity at The Core

Feb 1, 2022 | Press

The principle of KISS (Keep It Simple, Stupid) is not a common one to find in the web development space, where it seems everything has a way of getting overly complex. Simplicity is a proven aspect that has higher user acceptance and interaction levels. Hooked On Code, however, considers simplicity its primary core value and main competitive advantace, implement simplicity throughout its operations to deliver beautiful, flexible websites in guaranteed timelines that clients can update themselves if desired. Led by Torre Capistran, Hooked On Code has constantly been challenging the traditional norms of the web development industry, combatting various accepted standard operating procedures that she believes lead to overpromised expectations and inflexible solutions.

Torre and her team conduct a client training session at the end of every project to give them the knowledge and administrative power to make internal edits. Her team also remains involved with ongoing technical maintenance and content updates as needed, guaranteeing ticket turnaround times and keeping client satisfaction high with their second core value: Do What You Say.

By understanding her clients’ difficulties, Torre has cultivated a work culture that focuses on creating a delightful experience without putting unnecessary responsibility on the client for providing all aspects of the website content, ranging from images to text. Instead, built into Hooked On Code’s proven process are action-oriented steps where the team gathers content and drafts it for review and approval, rather than putting the burden completely on the already busy client. Hooked On Code is continuously streamlining its operations with further simplified processes with the hope of eventually creating transformative shifts in the industry.

The Initial Lead Up

Stepping into the business world after graduating from SMU Cox School of Business in Dallas with a degree in Marketing, the jobs available were primarily in sales. Knowing that for her, taking a career in sales would be worse than having no job at all, she moved to live on a resort in Riviera Maya with her two cats. As an introvert by nature, Torre had a keen interest in business strategy, operations, and design. While living on the beach, she put her heart into learning how to build websites and a few front-end development languages in her free time.

When Torre moved back to Dallas six months later, she landed a digital marketing job in corporate America and remembers being frequently appreciated for her work ethic and results. However, realizing that the corporate world wasn’t where she wanted to be long-term, Torre left the job in June of 2014, venturing to start Hooked On Code.

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