Websites can inherently be works of art, but designers are pondering how to stem the rising tide of template unoriginality and uniformity that is taking over the cannabis industry. The answer might just lie in scalable design, which offers designers the ability to work alongside other team members to ensure a website that is unique, optimized, and cutting-edge. In time, the technology behind scalable design will change the way we build websites.
1. ‘Personalized’ Is Everything
People are bringing originality, motivations and behaviors to their internet experiences in ways never seen before. In response, companies are shaping their offerings to be more relevant to their customers, yet they’re building these new interactions on aging platforms that don’t scale personalization.
Templates are built for efficiency and for the many, at the expense of originality and evolution with customer needs. Today, design system solutions deliver individualized experiences to everyone at scale. Instead of stuffing content into predetermined ‘containers’, the technology understands the purpose and intention of the content and shapes the design around it. Algorithms produce the variations and allow humans to direct the art, reflecting the immeasurable diversity possible on the Internet.
2. Maximum Output with Minimum Input
Scalable design compartmentalizes the basics of a traditional template and breaks it down to its core elements, thereby making the design process more accessible. These elements can be developed in isolation and then re-introduced with minimum disruption. Core changes are implemented throughout the entire system, without the need to update hundreds or thousands of pages individually. This ability to compartmentalize maximizes small changes and turns them into large-scale, impactful improvements in a fraction of the time.
3. Barriers of Entry Are Blown Away
While templates allowed those with no web design experience to create a website easily, scalable design takes it a step further by bridging the gap between segmented design and development teams. The traditional chain-of-command is morphed into collaboration between all team members at every level of expertise. This removes limitations from templates that previously forced ideas and concepts to be twisted into whatever the template could or could not do. This further drives visionary ideas and increases satisfaction at the implementation level, while feedback, content narrative, art direction, and input are all made more efficient and effective. This dynamic creates design as a solution as opposed to a hindrance with a steep learning curve.
4. Evolving Solutions
Scalable design allows for core fundamentals in the design to be repurposed, reimagined, and redelivered without a massive investment of time and money. This enables companies to upgrade their ‘best practices’ and remain fluid in the marketplace. It also allows for design elements to be shared, forked, and refined through a master scalable design portfolio, meeting the needs of the anticipated audience, plus those not yet anticipated.
Scalable design invites contributions from those not technically adept. Brilliant concepts and ideas can be captured and, through the vehicle of scalable design, are translated into an understandable and accessible format. By removing inefficient segmentation of the production process, it opens the door for anyone to create smart, responsive websites, no matter the aptitude level in design principles or technical language.
Studio 420 is a Cannabis-Friendly Creative industry that employs the smart use of the latest in design technologies and cannabis marketing strategies to bring cannabusinesses to the forefront, making them a key player in the marketplace.