To be able to explain this idea, let's start with a fact: a website, application, marketing campaign, electronic bulletin, let's call the activity, it must have a minimum an objective . That objective can be the collection of contact data (a step of the customer Journey ), read a note, share information with third parties, in short; The objectives and scope are as particular for each company as the proposed design options. For this reason the fulfillment of that goal will be only one step in a broader chain, it must be measured, evaluated and improved. Who will benefit from a correct execution of the task?, Possibly your sales area or perhaps the drafting area in your editorial department, for this reason we must add those groups of people to decision making. I can assure you that more than one area of your company or business will be involved if you think about it.
Well, we already have objectives, we already have those involved, we already have one or more designers, what follows? The exchange of ideas and needs of your company combined with the experience of a design and development team may begin the design process. This process can also be as particular as your own business and the scope that you look for with the new required image: a very detailed design process could be passed, through the wireframe , look and Feels until reaching a finished, optimal and visible website in all common browsers and devices; or we could go through a more Design Thinking methodology and start with short and easily usable and measurable solutions; or maybe a method with a scrum approach prioritizing tasks of what you need.
Consider this and I leave it more as an invitation not to forget it: do not take your eyes off the objectives . It will be useless to invest time and thousands of mails to decide if a button is changed; He will not contribute anything innovative to copy the image of another page just because a high -ranking person likes it very much (company hippo ?), In the end the other page reached that design because they have their own objectives . Remember that in the digital world we have beta test We can use to mutate the application to an experience with better results. In summary, the design should not be left in the first step, is a constant process always in search of scope of objectives .
I do not doubt that we all want such an interactive, colorful place and, why not, addictive, with which we think we can achieve all the objectives, a designer panacea that meets all the objectives regardless of whatever it is, but, we are made , that cannot be applied and I will save arguments to explain this point, it simply does not exist and at least at this stage of history will not exist.
to finish, I would like to leave you a couple of images of websites, clearly with very antagonistic objectives, but I would like them to serve you to rethink the initial question, which design should my website have? I hope this article has helped you take the first step to answer that question.
Do you know the Google search website? Actually, it would be the example of a "simple" design, but perfectly profiled to its objectives: search. I would not be surprised that in next evolution ethas end up removing the "Search on Google" button. I guess you will not need the league to see this site.
Do you have a story to tell? Check out the Boat, an online interactive graphic novel. From this page if I leave you the link: http://www.sbs.com. Au/Theboat/
