After the introduction of our brand redesign this month, we committed to progressively update all our product lines. During the following weeks we'll be upgrading all the touching points with our customers, from the apps, the recently introduced iomando Dashboard, down to all the marketing material, in order to match our new corporate image.
But we couldn't wait for the next update to come, so we are starting right now: and we'll begin with our website. Today, we are introducing a new website that will stick to our new design language and will also feature all the new products we've released in the past months.
Despite this is not a critical product decision, I wanted to write about some thoughts about the experience of designing and launching the site. This is the third major redesign we do to our website. This time though, we approached the issue from a different point of view: we are not going to start from scratch and code it from the bottom up, instead we've decided to give Squarespace a try.
We chose not to go with a custom design because the delta improvement it would bring to the table was not worth the effort of displacing resources from other projects to do so.
We've been hearing great things about them and they really have an amazing product. I use it myself for this site and it work great. From what I can tell, our team is loving it, because even the non-technical people can get a handle on the web an easily update and contribute on it.
It's also worth mentioning that its responsiveness is fantastic. It works great out of the box on every single device regardless of the screen size. The other thing we love is the possibility to inject code and twist some part of the UI to match our needs. We are happy so far with the decision and we can't recommend them enough.
The point I wanted to make, though, is that sometimes the best is the enemy of the good. This case is a perfect example of such situation, and looking back, going with Squarespace saved us a ton of time and resources. Our core business is not designing websites. The job to be done for our website is communicate the message the best way possible, is not the medium by itself we care of.
We could have gone with a custom design, coded by us, we have the technical chops to do it, so it wouldn't be a crazy thing to do. But we chose not to. We did it because we thought that the delta improvement a custom website would bring to the table was not worth the effort of displacing resources from other projects to do so. Of course the custom one would allowed us to bake in more features, but it misses the point. For us, the Squarespace solution (which by the way is highly customizable) was good enough, so any effort placed on improving the solution would not correlate to value for our customer. And we should be aware when that happens.
I totally agree that the products that stand out run the extra mile, the one that cost the most and where few people is willing to follow you. But the lesson learned here is that you have to extremely picky where to run this extra mile. You can't be the best at everything. At one point you have to choose where you want to stand out and focus all your efforts in there. But the sole fact of choosing right is as important as the hard work it'll require afterwards.
That being said, I also wanted to share the (almost) final design that resulted from the wireframes above.