A while ago, I was checking a website before visiting a local business (as always). Then wow... I was hit by a wave of confusion and overwhelm due to the amount of information, animated graphics, so many colors, links, pop-ups, different cursors… and I simply couldn’t find the most obvious piece of information I was actually looking for: where the heck are you located? I gave up and closed the website.

After that, I started consciously analyzing websites I regularly visited, checking how I really felt about them. I started to study more and more about customer journey, strategy, information architecture, progressive disclosure, etc., and noticed all these basic and universal principles of design keep getting forgotten. I started seeing all that taken for granted for “different”, interactive, innovative… but it all got lost by the confusion brought with it.

That’s when it hit me.

Uniqueness shouldn't cost peace. Innovation shouldn't cost user experience. We should be able to easily find what we're looking for in a website without feeling overwhelmed and confused.

That's where I stand.

I found that the unique approach to my services (and life) would be to recapture this lost balance — which can be found in simplicity. To create beautiful visuals, but also with deeper strategy. With reason. With purpose. Creations that are simple to understand and enjoyable to navigate.

Related: Case Study: Angela Bouzan Photos

I'll be back to discuss what it really means to have a strategic, simple, yet significant website. Hope to take you to the simple side. 😇

New ideas to the Universe

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