The Death Of The Website

The Death of the Website Dom Rodwell Creative Director, Digital, CBJWT

How does this picture make you feel?

How about this?

Digital is still too compartmentalised Rigid, structured, overly pre-defined

IL TY ? GU Jakob Nielsen, Usability Guru

Check the Damn! I’m heuristics, LOL getting into usability!

I think and hope the website’s days are numbered.

So what’s changed?

Same tools to consume and produce media

Constant, pervasive connectivity

Information overload

We’re all broadcasters now

The Attention Economy

But people don’t tell each other to buy things

They share things that are awesome

Everyone’s listening. (But mainly to their friends)

Repetition is broken. (In social media, repetition is just noise)

‘The audience’? WTF?

HTML 5! Flash!

Like, whatever

50% of all UK m web t obile raffic

But people are spending time with friends - not with Facebook

The Victorian obsession with classification

The media obsession with segmentation

But do we lose some of the magic?

“If I’d asked my customers what they wanted, they’d have said a faster horse”. Henry Ford

It’s the technology, stupid.

“The next great media company will be all spokes and no hub.” Steve Rubel

Explosion of mobile platforms 3,000,000,000

Hyperlocal location-based services

The elephant in the room

Technology is now outpacing our ability to understand it

The headless web

The Splinternet

People really don’t care that much

Outside the website, out through the web. Take it where the audience is

“Our philosophy is to fish where the fish are.” Adam Brown, Coca Cola

New forms of advertising. Engagaments merging product, content, utility and gameplay

Form follows function. Emergence of highly focused web applications

Technical architecture. Open platforms and APIs which let go of ownership

Here’s a thought... I don’t have answers, but here’s a few ideas

Marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.

Is there actually anything to guide me?

“Create something so funny, charming, or useful that I don’t want to live without it.” Alex Bogusky, CP+B

Build compelling experiences. Forget whether it’s marketing, a service, a product, whatever

Useful Usable Desirable Learn from product design theory

Make it look great Design

Make it look great Design Engineering Make it work flawlessly

Make it look great Design Tell a great story Narrative Engineering Make it work flawlessly

Desirable Usable Design Narrative Engineering Useful

The audience Design Narrative Engineering

1. Experiences, not websites

2. Ecosystems, not destinations

3. Promote self-segmentation

4. Agile marketing methodologies

5. Give things wings, and set them free

6. Embrace fuzziness, reject ownership

How does this picture make you feel?

How about this?

Serve it up alfresco, dammit. (And make with the doggie bag too)

Thank you Dom Rodwell Creative Director, Digital, CBJWT

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The Death Of The Website

by Dom Rodwell on Mar 14, 2010

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