Blockchain technology has a large potential to transform business operating models in the long term.
To better understand, in a generic sense, a blockchain is simply a type of database. What makes blockchains unique is that rather than being run by a single organisation (like Google or Amazon) they are managed by a distributed network of participants.
But blockchain isn’t just for Bitcoin anymore. Imagining a distributed, verified and all but fraud-proof transaction network Blockchain will change how we think about building websites too.
Websites are dumb
Today, as social media proves, our customers want collaboration, community, and conversations. Google understands the value of highly personalised results.
The Google “float” where you can type the same search at the same time and receive different results is an example of hyper-personalisation blockchains
are sure to bring to e-commerce.
Websites powered by algorithms to read a customer’s blockchain show the most relevant information to convert now. Lectures die in favour of predictive analytics and conversations.
>See also: Dispelling the top 10 blockchain myths
When we learn, thanks to the blockchain, a customer just purchased something related to what we sell why show customers anything other than the products our data tells us will convert visitation to transactions? Answer: we wouldn’t.
How blockchain change web design
The world of blockchain is very technically focused and under-designed. This represents a massive opportunity for designers to shape a still-young industry.
Web design changes from static to flexible, as we create we curate and from lectures to conversations. Like Google, we won’t create a single, static, boring page.
Instead, thanks to the blockchain, we will design interactive experiences capable of changing on the fly. And we’ll have flying cars too. We realise we’ve heard similar mostly unfulfilled promises before. And there are significant hurdles such as how most merchants feel about their customer information – highly proprietary.
If the web proves anything, it is the absurdity of “highly proprietary” thinking. What is exclusive when what we do is digital and so easily shared instantly and around the world? Answer: nothing is uniquely yours anymore.
>See also: The UK’s blockchain job market growth
We don’t see the usual drip, drip, drip of acceptance for blockchain empowered, flexible and personal web design. Everyone goes, or no one and the undeniable benefits of using a “dispersed ledger” to inform our digital marketing is so holdouts will lose share, traffic, and loyalty.
Here is one more important consideration to designers working in the space of blockchain: Use abstraction and analogy, you see, services and products that are built on blockchain can be complex under the hood. But, this does not mean that you have to pass on this complexity to your users. Just abstract away the complexity and try to use as many concepts and interaction patterns as possible. Create an intuitive UX that doesn’t require background knowledge or extensive explanation.