A Digital Interactive Company

We are builders of websites, online applications, iPhone + Android apps, and digital products. We are thinkers who share ideas and collaborate in the web, mobile media and creative development spaces. We believe in contributing great ideas and strategic solutions.

dan merfeld

Dan Merfeld | Principal

Dan Merfeld is the founder of TheoryThree Interactive, a mobile app and interactive studio based in Madison, Wisconsin. His focuses is on leveraging emerging technologies to solve complex needs. With a mix of both creative talent and programming ability, Merfeld and his team build mobile apps and websites that are innovative and purposeful.

Merfeld has worked for such companies as American Family Insurance, American Express, Bonobos, Case Construction, Evco Plastics, Echo Carving, Guild.com, Kohl's Corporation, Raven Software, The State of Wisconsin, among others.

In his spare time, he serves as President of Design Madison and Vice President of Madison Magnet. He has also donated his time to complete projects for the Madison Museum of Contemporary Arts (MMoCA), Madison Children's Museum, and Waterloo Community Injury Prevention Program: Fire PALS.

In 2006, Dan was recognized in In-Business Magazine as one of Madison's "40 under 40" top professionals.

Rockwell Windsor Rice

Rockwell Windsor Rice | Developer

Rockwell joined the TheoryThree team in 2015. He is passionate about the art of crafting quality code and loves satisfying his curiosity by learning about new technologies.

Rockwell also has training as a classical guitarist and when he is not writing code and developing applications he enjoys listening to and learning new pieces of music.

"Every child is an artist. The problem is how to remain an artist once we grow up."
- Pablo Picasso

Ryan 'The Hammer' Hall

Ryan Hall | Designer

Ryan is a web designer at heart. He is a graduate of Madison Media Institute where he earned the degree of Applied Science in Digital Art and Design. He believes that user experience is at the heart of all successful interface design. His work represents an execution of well-thoughoutout, elegant solutions that are both inviting and playful to use.

When Ryan isn't designing and creating websites you might find him playing soccer, hiking, taking photos, reading a good book or even skateboarding around town from time to time.

What We Do

Digital Development

  • Prototyping
  • Front-end Programming
  • Back-end Programming
  • E-Commerce Systems
  • Content Management Systems
    (Custom / 3rd Party)
  • Native Mobile App Development
    (iOS, Android, Web)
  • Custom jQuery Plugins
  • Testing / Deployment

User Experience

  • Interface Design
  • UX Design
  • Mobile App Design
  • Responsive Design
  • Accessibility Testing / Reporting

Digital Marketing Products

  • Social Network Integration
  • Promotional Microsites
  • Promotional Mobile Apps
  • E-Mail Campaigns
  • Point of Purchase Kiosks