You can barely go five minutes these days without hearing about Web 3.0. But what actually is it?
When it comes to designing an effective and pleasing website for the modern era, it’s essential to have a
thorough understanding of what’s coming. New tech is revolutionizing the way we interact online.
This article will explain what’s changing and how you can take advantage of it to create well-designed
websites that work well today and in the near future.
So let’s kick things off with one simple question.
What is web 3.0?
Unfortunately, there’s no one universally agreed definition of Web 3.0. There are a number of traits that
we can say for sure are included, though. It’s perhaps easiest if we start by taking a look at what came
We could say that Web 1.0 was characterized by static web pages and a focus on individual web users
consuming content written by a relatively small number of creators. Over time, this developed into what
we can call Web 2.0, which was all about sharing. Typical examples of this are social networks like
Twitter or Facebook, or the use of a cloud
collaboration tool for business purposes.
If there’s one word that sums up Web 3.0, on the other hand, it’s probably decentralization. How data is
managed will be key. The idea is that there will be fewer huge industry behemoths like Google keeping
control of the data environment.
In addition, we can expect to see the advent of the semantic web. That is, where web pages are tagged and
structured in such a way as to be directly readable to computers. Machine learning and AI-focused tools
will also become an ever more commonplace part of the online experience and web design trends.
So what does all this mean for those looking to implement effective website design?
Best design principles for Web 3.0
As ever with design, it’s vital to consider your project from multiple perspectives. First, it’s crucial
to think about the user experience, particularly if you’re working on a site for a specialist area such
as decentralized finance (DeFi). Using customer analytics, it’s easy to see that retaining customers is much
less expensive than attracting new ones. The design of a site makes a vital contribution to doing this
And of course, as well as nailing the visual elements and content of a website, you need to look at the
underlying technology and how best to work with it.
Design for decentralized apps platforms
There are several differences between designing for Web 2.0 and Web 3.0 when it comes to optimizing UX.
This is particularly the case when you’re working with apps built on the blockchain ecosystem. The
precise nature of the differences will vary depending on the type of project you’re designing for, but
we’ll use DeFi as an example to demonstrate the kinds of issues to be aware of.
Not all content is equal. In the world of content marketing, vast amounts of time and money are wasted fixing content marketing problems. It’s a salutary reminder of how important it
is to get it right first time.
A page stuffed with technical jargon can scare people away almost as soon as they’ve arrived. So keep the
content simple and to the point.
Show enough information but not too much
When it comes to something like DeFi, you’ll be designing for a split crowd: both experts and newcomers.
That means you’ll have to strike a careful balance. On the one hand, it’s crucial to design a site so
that it makes all the necessary information easily accessible. On the other hand, it’s easy to overwhelm
newbies with too much information.
One approach that can be useful here is to design in different layers of complexity. You can aim for a visual balance that directs users to the content they will be more comfortable
using. Allow users to toggle between different settings to access the level of information they feel is
right for them.
Design to encourage user education
While it’s ideal that users feel comfortable with the level of information they’re exposed to, it’s also
important to subtly encourage them to expand their knowledge. In the DeFi space, inexperienced users
will be meeting some concepts for the first time.
An effective way of doing this is to design the site so users are gradually exposed to more detailed
information. Lead them through concepts such as blockchain step by step, framing them in such a way that
they resonate with already familiar experiences. Furthermore, if you have a product, sticking to your
branding or complementing your product and packaging design will show uniformity and will make your business memorable.
Highlight benefits such as security and freedom from censorship.
Be transparent about security and transactions
At the same time, it’s crucial to acknowledge that hacks do sometimes happen. It’s all too easy for a
user to simply assume that the new wondertech will solve all traditional problems, but it’s important
not to get complacent.
Just as a good sales manager might let quoting software
free their team up from the more mundane tasks of their role but wouldn’t want them to become
totally dependent on it, so it is with decentralized apps. Remind the readers to use their own common
Make it easy for them to understand the transaction process. Make sure to show all relevant information
clearly: the breakdown of the transaction, whether it’s pending or finalized, the value in fiat
currency, and the gas fees and time to complete.
This is a big one. For anyone negotiating blockchain tech for the first time, it can be a real stumbling
block. You can’t mention too often that transactions on the blockchain cannot be reversed. Most people
have been conditioned to expect that they will always be able to reset a password or reverse a bank
payment. It takes a serious mental shift to unlearn that.
Build in design features that reduce the chance of disaster. Multiple-step confirmation processes for
transactions are a great idea, for example.
From enterprise VoIP
providers to big name retailers, every business relies on powerful branding. And although
branding is about so much more than logos, the design visuals are perhaps the most tangible aspect. Web
3.0 has a different visual feel than the previous iterations of the web.
Focus on using more illustrations and visual content than before. You can use design elements in the background like shapes and curves to encourage a
particular navigation path. Rather than depending on words to do most of the talking, explain as much as
you can via images.
More generally, you should consider integrating AR and VR elements into your design. This makes for a
more satisfying user experience and is one example of how developments in the underlying technology can
be instrumental in forming design choices.
Designing for Web 3.0 – working with the tech
In a world where MLOps open source
software and AI tools are becoming ever more common, it’s no surprise that these developments have
spilled over into design.
Machine learning is quietly revolutionizing all kinds of businesses in a thousand different ways. It’s
being used by the big online retailers throughout the sales cycle, from storage logistics to aftersales
customer service. It’s also being used to implement innovative research tools such as voice analytics
(What is voice analytics ?
It’s analysis not only of the content but the tone of voice on customer sales calls to garner improved
ADI (artificial design intelligence) technology, that uses machine learning to make websites by itself,
is on the table. However, it’s at a very early stage and nowhere near the point of replacing human
designers. Instead, it can help streamline the design process.
The advent of the semantic web should also be uppermost in your mind when designing a site. That’s
because it will have a significant impact on how search results are decided. There will be a move away
from focusing on keywords and toward more contextual search answers.
Contextual search considers the context within which the search is made rather than simply answering the
search question. This means, for example, that the results served could vary by time of day, user
behavior, or even whether it’s sunny or raining when the search is made. This obviously poses a new kind
of challenge for SEO.
For starters, make sure your site is optimized for smart voice search features. Also pay attention to
using structured data. This will help make your site more friendly to machine learning algorithms and
should ensure that it is ready for the next stage in the life of the web.
Putting it all together
These are exciting times! We’re heading toward a world where the web is going to be more personalized to
each individual. There’s still little widespread understanding of how much of an impact this will have.
We’ve covered a few of the principles it’s vital to bear in mind when designing for Web 3.0. The rest is
up to your imagination. It’s time to unleash your creativity!
Grace Lau – Director of Growth Content, Dialpad
Grace Lau is the Director of Growth Content at Dialpad, an AI-powered cloud call centers for
small businesses platform for better and easier team collaboration. She has over 10 years of
experience in content writing and strategy. Currently, she is responsible for leading branded and
editorial content strategies, partnering with SEO and Ops teams to build and nurture content. Grace Lau
also published articles for domains such as UpCityand Soundstripe. Here is her LinkedIn.
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