The Power of Why: Moving Beyond Conversions by @bencashmoney
TL;DR: Your website's design should reflect the "why" of your company and your customer.
We don't just want the immediate purchase, we want loyal customers. How can we do this when the internet brings customers with unlimited options and short attention spans?
We need to have a purpose behind our brand, to overcome this. This prevents our products from being yet another commodity.
You need a "why," "how", and "what" for your company. This should inform your brand. Should inform your design.
This does not mean you avoid task-oriented design. Don't put up roadblocks to accomplish what the user needs to do.
Design your site from the inside-out based on what the users need to accomplish. Start with the interior pages, not your homepage.
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