The Smartest Website You Haven't Heard of

For this reason, websites like Craigslist and Are.na strike a chord: Their analog internet style and chunky buttons feel daring and intriguing in this modern context. Compared to the blasé, blue-branded modern tools we all spend so much of our time using today — and that contribute to that uniform sameness described earlier — these tools feel decid... See more

But most websites today prioritize efficiency and usability, which leads to a kind of architectural sameness. “Everybody's house sort of looks the same,” he says, “you're taking the same hallway... because we’ve fallen into the same UI patterns.” He wonders about a new kind of website that invites curiosity rather than just guiding a behavior. “Isn... 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.