Website as a city⋅ EV #007
Think about web design in three layers.
Think about your website as a city.
The base layer is information architecture.
If your website is a city, on this layer you plan what buildings your city should have, how they are positioned and what is the purpose of this city:
- Why would people visit it?
- What type of people would live there?
- What buildings would they need?
In other words, you need to know how your product meets their goals and needs.
The middle layer is user flows.
It is a layer of navigation design.
If your website is a city, on this layer, you guide people from one building to another, helping them complete their daily journey. For this, you need to know their behaviors, goals and concerns.
In other words, you design a visitor journey from the moment of entering the website to the moment of completing an action that benefits both them and your business.
And the top layer is aesthetics — styles and vibes.
It is where visual branding and brand voice live.
If your website is a city, on this layer you decide the looks of buildings and visible infrastructures. In other words, you need to know what triggers people's emotions, how your ideal image aligns with their aesthetic taste and cultural context, and if the surrounding visual noise will let them see you.
The web design follows this three-layer process:
information architecture > navigation > style.
Yours truly,
Ira
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