Smart Design Trends - One Interaction Home Screens

06 May 2015
Useful Stuff

With Webby Awards still in sight and Mobilegeddon dementia on our backs, during the past few weeks we were "window shopping" for trends and design inspiration. And there is something that caught our attention, something that starts to gain traction: the "one question homepage" or, better say, "one interaction home screen".

Minimalism is a highly mentioned and used trend, but we are talking about more than minimalism. We are talking about reducing the noise on the homepage up to the single most important interaction. Like this:


Google is doing it since always and many consider it a catalyst to their success. Now, more services are adopting the trend, a welcomed change into the digital crowded landscape.

With the philosophy of Less Is More and KISS (keep it simple, stupid), EpicuriousiStockGlassdoor and Virgin America are putting user queries at the core of their home screen.


For a web industry with slides and display gimmicks to make room for features, benefits and content, all within one screen, it's hard to let go. We've seen it in our Clients. Does it make sense to put all eggs in one basket?

For certain many businesses and content we really think it does. It is the homepage and the first screen we are talking about. Instead of preaching "The Death of the Homepage"(although we are definitely not talking about publishing here), why not focus on making the most out of it? 

1. The homepage is a brand statement. Maybe it no longer serves mass traffic flow, but it should give a sense of what the company is about. What's really important for visitors to remember?

2. It's the elevator pitch to new users, who just landed. Making an opinion or a choice takes time and thought. Action is spontaneous. A great chance for trial and conversion, better not lose them on the way.

3. Returning visitors - they have a purpose in mind. The homepage is their "North Star". Browsing through menus, listings and filters is painful, seconds close to Google. They just need to get the job done.

4. With social media, maybe communication is shifting to push. But in the same time then, the homepage is shifting to pull. The easier the experience, the better the outcome.

5. The last one, to keep it short: Google Analytics no longer provides keywords. So here's the chance in finding, using and owning this set of data to the full and at its best. It's gold.

We're thinking of many applications, from large e-commerce stores to travel, financial services (oh, yeah!) but also companies, brands, products and campaigns.  And it's not just queries and search. As we can see, one interaction can be translated in many ways: see more, shop, buy, experience, subscribe...


It's funny how after decades of advertising, technology and social evolution, we're back to the USP.

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