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Nobody gives a f*** about your website.

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It’s true.

OK, so it’s not entirely true in all circumstances.

YOU care about your website because it’s your job to, and your boss cares because she signed off the budget, and your web designer cares because he’s a web designer. But… nobody else does, least of all your customers. So, even though it’s not completely true – here’s why it’s a good attitude to have, and how taking it to heart can improve user experience, deliver better results for your organisation and ultimately make the world a better place™.

First, let’s consider what a website actually is. Usually, it’s a series of lines of code in what’s basically a text document, stored online on a server somewhere. When a visitor types in the address of a particular page on that server, their web browser is sent that document. The document carries instructions to the browser, eg ‘First, make the background blue. Next, print a title that says “Welcome to this Website”. Next, go and get an image and display it on the left” – and so on.

Essentially, a website is a delivery mechanism for content. The content could be words, pictures, videos, or a combination of all of those things, plus maybe some forms or widgets that make other stuff happen. That content and those things are what’s important. Those things are the ONLY reason people will visit your site. Those things are what your boss should have approved a bigger budget for.

All the website does is present content to visitors in a helpful way. It’s basically like a set of magic shelves that – at a minimum – makes it easy to see where things are. At best, it tries to anticipate what they might want to look at next, and move that shelf forward so the thing is easier to reach.

Remember when you used to go and buy things in actual, tax-paying, shops? (I’m harking back like this because the metaphor is more effective. If you’re Gen Z, ask your mum.) 

Did you ever, even once, say “hey I bought this great thing and, guess what? The shelf it was on was AMAZING.” No you didn’t. Unless you’re a shopfitter or some other weirdo with a special interest in that kind of thing. The shelf just did its job. The only reason you would notice the shelf at all is if you were just about to pick up the thing you wanted to buy and, as you touched it, the shelf collapsed and the thing smashed and then the proprietor pointed to the “you broke it, you bought it” sign and then everything was bad. 

Or – a more likely scenario – you couldn’t find the thing you wanted – so you poked around on the shelf where you thought it should be, and then finally got the hump and stomped off to ask someone.

In either scenario, you’re only noticing the shelf because there’s a problem.

And that’s why, not only does nobody give a f*** about your website – but nobody should even NOTICE your website. And if they don’t – but they can do what they need to do there easily and quickly – then your website is working perfectly and you should go and hug your UX designer and give them some cake.

2019 Climate Snapshot – Animated Infographic Series

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This work was produced for ClientEarth in partnership with GreenhousePR

ClientEarth’s 2019 Climate Snapshot is a report of public attitudes toward climate issues in the UK. We created a series of infographics to draw attention to key findings and generate interest interest in the report via social channels.

The visual style of the infographics was deliberately brand-agnostic, so that Client Earth’s partner network and other media outlets would be comfortable adopting and sharing them. We also avoided the kind of emotive graphics often used in this sector, as ClientEarth’s preferred tone is measured, factual, confident and positive.

The infographics were designed to draw the viewer’s attention using movement, then to quickly deliver the key statement, followed by a measure of agreement.

Greenhouse PR – Climate Disclosure Report

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In response to Extinction Rebellion’s challenge to the creative industry – to “Declare a Climate and Ecological emergency and act accordingly,” – forward-thinking agencies have pledged to declare their revenues from carbon-intensive business and work to reducing it.

Greenhouse PR has been at the forefront of this movement, with a decade of environmental credentials behind them and a host of clients pushing the boundaries of environmental and socially progressive innovation.

Archipelago was commissioned to design and produce a report highlighting their formidable expertise, experience and commitment in this arena.

You can see their report here on the Creative Climate Disclosure website.

Find out more about Greenhouse PR.

Explainer Animation: BERRI Case Study

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BERRI has the potential to improve the lives of thousands of children in the UK, whilst reducing the cost of their care. We created this animated explainer showing a real-life example* of how this innovate system works.

*All data has been anonymised to protect privacy.

Transcript

Daniel was a troubled 14 year old, placed into foster care.

Each time he was placed with a family, something would go wrong – and he would have to be moved on.

He went through 6 foster homes like this.

Then two children’s homes.

Everyone believed that Daniel was headed for a worse destination.

At that point his care workers used BERRI.

Daniel’s mother had died not long after the argument that led to him coming into Care.

He was still grieving, and carrying an unbearable level of guilt.

He feared getting close to anyone else. 

So he hid his depression behind his destructive behaviour.

Medication to relieve his depression helped him to open himself up to therapy.

Bereavement therapy helped Daniel understand his Mum’s death was not his fault, and allowed him to form new relationships with caregivers.

Almost immediately, Daniel’s life began to turn around. 

Within a few months he was able to move out of the care home, into a new foster placement which, 18 months later, is still going well.

He was able to engage better in school, make new friends and see a more optimistic future.

BERRI had helped Daniel’s social worker and carers to see clearly what was required.

Using BERRI helped to give Daniel a better life, and it also saved a lot of money. 

Had this intervention happened earlier, the tremendous cost (personal and financial) to Daniel, his carers and the public purse could have been avoided.

An estimated £120,000 per year has been saved by providing the right resources to Daniel.

Across the UK there are potentially thousands of children in a similar situation. 

It’s time to do something about it.

For more information visit berri.org,uk

About Video Explainers

We produced this animation from scratch for Lifepsychol Ltd, to help people understand the impact of their innovation and to attract the attention of investors and potential customers.

Animation is a great way – sometimes the only way – to illustrate a powerful concept that can’t necessarily be shown physically.

It allows you to concentrate the viewer’s attention on just the salient information and – where necessary – to avoid issues of representation that might otherwise detract from the central points being made.

Explainer Animations are a highly effective way to raise awareness of an innovative technology, product, service or process. For more information please contact us.