Web design trends

Removing complexity

Regardless of what trends dominate e-commerce right now, David Keefe, Managing Partner for Conran Design Group New York, said web design should focus on removing complexity.

“The better you are, from a design perspective, at removing complexity from any kind of interface or any kind of medium – you’re going to be more successful,” Keefe said. A known e-commerce design trend is what many are calling “minimalism.” Keefe said this artistic style, while present in some projects, may not fully encompass “removing complexity.” By focusing on creating the simplest and most direct user experience, you can create a website that is simple enough to get the job done. This may not qualify as minimalist, but it still serves the vital purpose of guiding your customers through a digital experience that is consistent with your branding and company story. Keefe said that should be a main goal of any e-commerce site.

“You, me, everybody… we are totally in the experiential mindset,” he said. “I need to see things, I need to interact with things.” As you aim to simplify your website or a customer’s journey to a product page, Keefe said, it’s crucial to maintain the “treasure chest” that is your brand’s established equity. Brand equity is essentially the sum of everything your company does to define itself from a branding and operations standpoint. Successful e-commerce web design means extending that experience into a digital medium without eroding the power your brand has already established.

“One of the worst things you can do in design is take something that has equity and create levels of a lack of relevance or recognition, or any levels of customer disruption because of the new design,” Keefe said.

As you work with a design firm or redesign your site on your own, don’t try to reinvent the wheel – extend your existing presence into an online one so it reflects your brand’s story.

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