With only a few seconds to engage a first-time user, a surprising number of media Web sites still don't seem to grasp the importance of good Web design. Cluttered with text-heavy headlines, pocked with display ads, or simply lacking personality, some brands' digital properties are in dire need of a face-lift. The answer? Think more like a design agency.
“Our perspective is more about the end game,” said David Wertheimer, director of strategy at Alexander Interactive, an agency that counts several major consumer publications—including GQ and Fast Company—as clients. “Because we have a strong e-commerce foundation, we consider the transactional elements of every site we design, including the way information is given, how different pieces of a site relate to one another, and make sure users have clear paths to explore the site.”
As media companies focus on SEO to drive traffic, they must also consider the “packaging” element to generate interest and keep visitors there once they arrive. Formerly design director of the Economist Group and Web design manager for Nielsen, Wertheimer believes both B2C and B2B publishers need to get better at combining quality user experience with smart opportunities to generate revenue. “Media companies have to find ways to increase their per-visitor income without alienating their user bases,” he said.
A smart place to start is understanding the challenges and frustrations from the designer’s perspective.
Separate and equal
One challenge involves operational infrastructures that focus more on churning out content than on engaging presentation. “Trying to incorporate flexibility in the content management systems regarding design was a nightmare,” said Devin Ikram of the outdated system he had to work with as a junior Web designer at a major B2B publisher. “There were a lot of limitations given to the designers because of that.”
After a year and a half of feeling that the B2B publisher was more interested in churning out more than 200 mediocre sites and e-products in-house—quantity over quality—rather than engaging the user, Ikram switched teams and went to work for Alexander Interactive.
The agency culture values design and development equally, according to Ikram. “We use a lot of open source technology and are always trying to be cutting edge,” he said. “That means for me, as a designer, the options are endless.”
Finding the right balance
What other challenges do Web designers lose sleep over? For Ikram, it's incorporating as much HTML text into his designs as possible to maximize SEO.
“The struggle here is you only have a limited number of fonts you can use and that only having HTML text will quickly make your site resemble Craigslist,” he said. Designers need to continuously walk the fine line between being visually engaging with graphics and having robust SEO, and smart media companies are paying attention to these kinds of details.
Reconciling user realities with the needs of the business
Clearly, well-designed sites are still a platform for advertising as well as content, but they have evolved beyond what Ikram calls the kitchen-sink approach.
“That mentality really doesn't help a visitor experience a Web site properly,” he said. “There needs to be priority, one or two things with big prominence, and the rest the visitor will find on their own if they are interested." In other words, have a clear focus of what you want to show and say.
“The hard part will be reconciling the realities of user perspectives with the needs of the business long-term,” said Wertheimer. “Without subscription revenue and a single viewing platform, the business of media becomes that much harder to navigate. Nimble companies and innovative platforms will define new norms for the industry.”
Ironically, Ikram sees Web design sensibilities at many consumer sites mimicking editorial print publications. Publishers are more aggressively deploying home pages with big, bold typography and large “hero” product shots and leaving ample white space.
“Sites are getting more fluid when it comes to interacting with them,” he said. “You can now log in or sign up for an account without leaving the page you were looking at. Purchasing products is an enjoyable experience now, with helpful notifications and dynamic shopping carts.”
According to Wertheimer, the future of Web design will be continued convergence of media content and technology, real-time interaction and support for mobile devices. Ikram predicts sites getting more intuitive so that users experience rather than “use” them. After all, if users aren't interacting with a Web site, what's the point?
