The Smartest Website You Haven't Heard of

There is beauty in something well-made. The fine fit of a tailored suit. The delicate stitching of a vibrant rug. The mechanical elegance of a well-tuned watch, ticking silently. The same aesthetic laws that govern these objects – and innumerable others – apply to the business world, too. There is such a thing as a beautiful, elegant business. Not ... See more

The dominant school of thought when it comes to UI design in tech, at least that I’ve grown up with the past two decades, has centered around removing friction for users in accomplishing whatever it is they’re trying to do while delighting them in the process. The goal has been design that is elegant, in every sense of the word: intuitive, ingeniou... See more

The number of retailers that do this are few and far between, access to metrics has meant that retailers have A/B tested the souls out of their websites to make sliding into transacting the most frictionless experience imaginable, and leading to an SEO-optimised sea of sameness when it comes to the ecommerce experience.

Humans are bad at coming up with search queries. Humans are good at incrementally narrowing down options with a series of filters, and pointing where they want to go next. This seems obvious, but we keep building interfaces for finding information that look more like Google Search and less like a map.

All information tools have to give users some wa... See more