Web design is a broad stroke term to describe a work process that can entail multiple disciplines of focus.
Studio Two have been building website and digital infrastructure for almost 20 years and we continue to provide our clients with the highest level of quality, code and service to ensure their online environments keep up-time, remain secure and operate efficiently in a worldwide capacity.
In this article, we’ll outline what kind of websites are available to business right now (you probably know most of them) and later we discuss the web infrastructure we’re building for the future. Stuff like automation, bots, personalisation and OnDemand.
Enjoy the read. If you’d like to add any comments on other web infrastructure you’ve heard of that we haven’t mentioned in this article – go for it!
The differing kinds of website design
There is a multitude of different web design applications that can be applied to any business or brand. We’ll list and describe a few of them here for you, and also discuss ‘what’s coming next’ in the wonderful world of web/dev.
Basic business website
Basic business websites are predominantly static in nature and work as an ‘online business card’ for many businesses. They can reinforce brand and provide your customers with an easy point of reference to find some resources they might otherwise approach or ask for in the real world. These types of websites require minimal maintenance and can be optimised relatively easily for google search.
In essence, these type of websites look clean and provide information quickly. They can also showcase images or videos of your team, or services in detail.
Here’s an example of a basic business website.
Dynamic business website design
A dynamic business website adds another layer to your website that means you can: publish news stories, keep your customers up to date with newsletters, use 3rd party data to show additional information, keep customer data and much more. The ability to do the above comes from additional infrastructure, namely a database.
With most content management systems working on databases, you’ll have the ability to update content yourself which can save you paying for a developers time to complete your website updates. You’ll probably need a developer to complete any database changes.
Here’s an example of a dynamic business website design.
Online Shopping website
An online shop is almost a necessary for any product driven business. With the physical world currently in a state of flux due to COVID-19 social restrictions, only digital based shops have continued un-abated.
Just like a real shop however, you’ll need to drive traffic to your store with some kind of marketing. This can be digital or real, however the digital kind can be measured and attributed much more effectively. Analytics with online shops is also a critical feature, to ensure you are correctly allocating marketing to secure new customers.
Here’s an example of an online shopping website.
Web applications or Web software
As businesses get larger, they are continually looking for ways to become more efficient. Especially when it comes to labour. Web infrastructure can be built to automate, or make business flow more efficient. Where traditionally many industries have used real people to process forms, onboard customers, service customers and even end customer contracts – today we can build automated process to reduce human labour within a customer or logistics environment.
Automating and digitising business processes also improves measurability (when a human touches a process it can be seen and measured more effectively) and improves accuracy (removing humans from the purchasing chain clearly shows a higher level of accuracy).
Web efficiency software or applications are a new area of growth, especially as we enter the new era of AI. AI gives us more processing power than ever before.
We shouldn’t yet be scared of a ‘terminator style future’, as web design AI is currently being used in data analysis, recognition and prediction logic.
Industries currently benefiting from this technology include Health, Stock Market analysis, Economic modelling, Real Estate and many many more that traditionally rely on data to be better businesses.
Chat Bots, Automated Response Websites and Personalisation
As businesses begin to offer more and more personalisation in their service, there is new opportunity to build AI and messenger based communication into the customer acquisition and purchasing process. Just a few years ago, bots were very basic and generally provided a negative customer experience. But very very quickly we are now seeing bots that deliver information to customers faster and more efficiently than humans. And with personalisation within the users data profile, a bot can deliver information relative to the user (and what they want, desire or have looked at previously). This genre of web development is currently experience massive growth, and for good reason. Imagine having a customer base of 10,000 people. When they first signed up, I’m sure you would have received some personal information from them (and that’s where traditional profiling stops). With modern data personalisation, we can take that initial data and provide a better user experience. And every time they visit a website/digital platform, that user profile continues to grow and grow. We might see user patterns emerge that show purchasing increases for Men aged 35-45 during the evening (between 7-9pm) when we send an emailer showing our product at 4pm. Having this data and personalisation opportunity in front of us means we can help better tailor a website for these specific users and put products they are more likely to purchase in front of them… thus leading into the next stage of web, OnDemand (which is still in conceptual development).
Here’s an example of a personalised Chat bot.
OnDemand Web Design
This area of website development is still extremely new and mostly in conceptual development stages at the moment (AKA late 2019).
OnDemand websites are a concept that Studio Two are pursuing that deliver specific content to a user based completely on their user profile data (personalisation and granular analytics). To read more about user profile data and how we use it, read our Future Thinking article about Marketing.
Comparatively, a personalised web design will have multiple versions of a website that fit into certain demographics (ie – you may have 10 websites, to match 10 demographics), an OnDemand website literally ‘spins’ a new website up from your user profile. This is important, as we approach demographics in a more organic and non-finite way. Each person that visits your website is no longer part of a demographic and is treated as their own ‘user type’.
In essence an OnDemand website carries a bunch of code on a homepage that reads user data, whether the user has visited before (if not, is there any user data available 3rd party?) and then quickly predicts which products to access from a complete database that could match this user. Then, using current AI and looking at the time of the day, the date, the user profile, and a multitude of other factors we deliver a custom personalised website experience just for this user.
Using this logic, we can also ‘spin up’ additional websites or web experiences based on the user data we obtain during the user’s first and subsequent sessions on the website.
OnDemand website design is still a little bit away for most businesses to access. But in a future of web that doesn’t follow the fixed structure of traditional databases, server-less tech and other infrastructural requirements, we’ll be using profile data much more to better serve our online customers.
Looking to read more from our Future Thinking Series? Or check out our Highlights from Studio Two.