Even though I assess, evaluate, critique, and praise Web sites for our clients every day, I don’t really use that lens in my normal, everyday browsing of the Web. I mean, don’t get me wrong, badly designed, poorly organized sites annoy me. I might even yell to no one (I work at home most of the time) when I’m frustrated with a site or see something that’s particularly garish. I also note good ideas and generally keep up with best practices. But I don’t waste my time overthinking or reacting to random sites I like or don’t like.
So I surprised myself this morning when I came across the Oregon State Fair’s Web site and was so impressed with its design, functionality, IA, and writing that I actually wrote a glowing, completely unsolicited email to their marketing director. (By the way, I found her email quite easily.)
I know the team that developed this site left no rock unturned. I can tell immediately. There are no weak links: They spent just as much time making sure the writing was spot-on as they did refining the design.
It’s a complete package:
- The design – great, catchy, beautiful, perfect for a state fair
- The IA – clear, easy to navigate, with a touch of unique flair (Big Tomato) that does the double duty of reinforcing brand
- The writing – smart, clever, knowing, funny, succinct
- The functionality – I love My Can’t-Miss List (such a great use of shopping cart technology) and that the big Purchase Tickets graphic on the top of every page
Even when our involvement on a client project is limited to design or strategy, we always emphasize the equal importance of these four elements. But of the four, writing is often overlooked until well into the project. As a result energy and resources are in short supply when the time comes to focus on content. I look forward to the day when all the RFPs we receive include a section on writing; when Web committees allocate a line item in the budget to content development before the project even starts.
I don’t mean to overemphasize writing, but as the lead IA strategist and content developer at White Whale, it’s something I fret about all the time. I let the other guys worry about functionality and design. In the end, sites succeed when it all comes together.
I haven’t been to a state fair since I was in high school but I’m going to this one. Amazing what a great Web site can do.
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And Tonya, it’s probably no coincidence that the site’s source code is totally gorgeous as well. More and more, it seems the two are going together— it’s increasingly (and blessedly) rare these days that I notice a site that’s well designed but poorly built.