Digital Design Outlook – Should You Kill Your Homepage?


Do homepages still have relevance in this “Web 2.0″ world? Do consumers use “tag clouds”?


These and other intriguingly design questions were part of an extensive survey this summer of 500 “connected consumers”
–online users over age 20 who had broadband access, visited socially oriented sites like MySpace or YouTube, and spent at least $200 online in the last calendar year. The study performed by Avenue A/Razorfish and the findings were published last week in 50+ page report, Fast Forward: Designing For Constant Change.

The report consists of thirteen essays and the findings of their “connected consumer” study. >>Download the Report Here (registration required)

Thoughts// While the study is a look at super connected consumers and some of the findings may seem obvious, this is nevertheless a “must read” for online marketers. As Troy can attest, online marketers are constantly under pressure to integrate and feature the latest gizmos or technologies into our digital portfolio. Instead of responding to trends in isolation, this guide provides a framework for interactive design and how it should tie back into the overall brand strategy – both offline and online. Some key findings include:

  • More than 85% of people on the panel used “most popular” links on sites to decide what to look at.
  • 55% made purchase decisions based on user reviews
  • Almost 65% of consumers never use them; a little more than 11% use them all or most of the time.
  • Stop thinking of websites and online campaigns in isolation…instead, create experiences across platforms such as blogs, mobile devices and desktops (via widgets)

Comment? @travel2dot0 or email.