My secret wish is to have only websites that are eye-candies with mental chewing gum properties.
The title is a bit confusing, right? There are discussions about making more sustainable websites with the help of UX, with a lower carbon footprint, but my focus here is to analyse websites with great UI/UX built for companies who address sustainability, mostly in fashion.
There’s a lot of interest in Vegan Sustainable Fabrics, aka fashion made from fruits, veggies, plants, and luckily there are more and more companies innovating to offer solutions. I put together a list of them and I promised I’ll analyse their websites for you.
Some of them managed to innovated in the UI/UX section too, by putting together not only beautiful, but also functional websites.
I also shared my thoughts on how much a website should cost, with a few guidelines and a base from where you should start. Those points were made to help you understand what needs to be done, and how to hire a freelancer or an agency to build your website.
When it comes to the actual content of the website and how it should look like, there are a few more important parts, which I’ll try to explain here, with examples from the sustainability world.
FACT: A website is a marketing tool after all, so, your target, the user should be always on your mind, at the centre of how you approach your topic/service/product. It becomes your business card and potentially a sales tool.
Focus on the:
- topic — avoid the specialist trap and lingo
- user — be the educator, guide the user
- story- make the user feel something, take him on a journey
Focus on the topic
with your user in mind
It is about innovation — sustainability — strengths — details
Innovation itself is not always easy to explain to an ordinary customer/user, especially when there are a lot of technicalities involved, like real science. Sustainability is also a complex topic, that has to be addressed step by step and adapted to what your product/service is solving.
It is extremely important to be able to translate the information, to detach as a company from the “lingo” and from what is important from the specialist view. Don’t fall in the “specialist trap” and don’t use the excuse that in “our field” it has to be like this, others do it like this, can’t be shiny, can’t rewrite rules.
That’s where you make the first mistake — if you innovate, you already rewrite the rules and the website should feel innovative too, should engage, and it should educate.
Continue reading here.
