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The Web Design Process is All Wrong

I recently did a presentation at local marketing group LA2M in which I explained how changing the way you look at your website could double if not triple its performance. The group primarily consists of professionals who handle all areas of a company’s marketing plan with the website being one portion, so as a whole they are not “web professionals” like the common reader of this blog.

I realized after that despite the fact that the presentation was geared towards a different audience it did speak greatly to the faults in the common approach to web design (or redesign.) Our industry has evolved out of print design, advertising and other forms of traditional media. At this point web design is no longer young enough where there is an excuse for antiquated processes. Really the typical approach to designing on the web is far from ideal. While this isn’t really anyone’s direct fault (meaning neither client nor agency, as both perpetuate the issues) there are great ways to produce better performing and more accountable websites.

Time and money is wasted on creating less than effective websites and no one questions it because actually performance gets a blind eye.

For that reason I modified and recorded the presentation for the readers of this blog and specifically to get your feedback. I encourage you to watch the video below, it isn’t too long and I assure you if nothing else it will make you think. (I apologize for the fuzzy slides in the video, seems I need to make a deck specifically for online videos).

The Web Design Process is Wrong from Ross Johnson on Vimeo.

For those interested you can see the original presentation at the LA2M website and view the slides on SlideShare.