Designing for Humans: an approach to web design
It’s not exactly a flashbulb to say that brand experience is what creates great memories. And the brands of the future are going to be really simple and quite innovative. We’re dedicated to bringing that to life for companies everywhere. That’s why we put people at the heart of everything we do.
Building a profitable personal brand online is not a sprint, and something that happens over night. Don't aim for perfection early on. Instead allow your brand to evolve naturally over time and focus on providing massive value and over deliver to your target audience. Then you will get more clear over your message and brand as well. Always remember that! – Navid Moazzez (Yes, moi!)
Your website is at the center of your brand development and when it comes to designing a website in today’s clickbait, online environment, it’s easy to forget that the person on the other side of the computer screen is just that, a human being. To further explain this point, we can look at one aspect of website design that is often overlooked, yet critical in storytelling - messaging.
We are in a generation of information overload, where we do a lot less reading and a lot more scanning. So it is crucial to be able to quickly communicate what’s important about your brand to your target consumers - As Simon Sinek describes here on Tedx, -- starting with a golden circle and the question: "Why?". Who you are, why do you exist, and what is it that you do. They want to know why you do what you, they need to know that your business understands them, their interests and how they process information.
Prior to walking into your design lab, it's key to take time to find out who your consumers are and what they like. Then, after you have an initial understanding of the person you are talking to, tailor your message and design to suit them. Just think about how this would translate to real life - how would you initiate a conversation with a stranger at a party? You wouldn’t just walk up and start spouting off random facts and irrelevant stories about yourself. If you wanted any chance of them continuing to talk to you, it would probably be a good idea to listen intently to what interests them and then sculpt your conversation accordingly.
It’s important to harness one of the oldest and most effective ways of communicating knowledge – storytelling. Storytelling is a compelling way to truly involve the user in a design, evoke an emotional response, or enhance a user’s learning experience. As a team, we always try to dig deeper, push ourselves to constantly elevate the level of creativity. We continually ask ourselves this question: “Is there a more creative way to present this?”
One of the best things about telling stories online is that they can be non-linear - users can click to view fragments of information that interest them, rather than viewing the entire story from beginning to end. By telling a story that changes through user interaction, the user is provided with the ability to choose their own path depending on their needs. This type of control is what is expected these days. And for brands, it all goes back to how you try to interact and engage your consumers – if people sense that you are not interested in who they are and what they like, that is going to be the end of the interaction and most likely the relationship. Listen first, develop an initial understanding, and then go from there.
Now all of this is just the tip of the iceberg, and we could go on for days about how messaging is critical in both web design and storytelling. There is far too much information to cover in one simple blog post, or even ten for that matter. But if there are two takeaways from this post, they are this: always remember that the end user is just like you, a human; and in order to effectively communicate with your audience online, your brand needs to do more than put up a website and walk away - it needs to ultimately create a memorable experience.