Lianne sighed as she sat down at her kitchen table, flipping open her laptop. She had been putting off paying her municipal tax bill, and now it was the last day before the deadline. She didn’t expect the process to be fun, but she certainly wasn’t prepared for how frustrating it would be.
She searched for her city’s website and clicked the first link. The homepage was busy—dozens of menu items, rotating banners, and an alert about an upcoming road closure. Lianne scrolled, trying to find the section for tax payments. Was it under Residents? Services? Finance??
She clicked on Residents, then backed out. She tried Finance, but found only budget reports. After a few minutes of trial and error, she gave up and used the site’s search bar, which led her to a page with an overwhelming wall of text. When she finally found the payment portal, she hesitated. The instructions were vague—what account number was she supposed to enter? The one from her bill? Her online profile? She checked the FAQ, but it didn’t help. Annoyed, she took her best guess, submitted her payment, and hoped it went through correctly.
Why Website Development must Prioritize Navigation & Information Design
Lianne’s experience is a textbook example of poor navigation and unclear information design. Websites should be built around user needs, which means conducting user research to understand what people are trying to accomplish.
In UX design, taxonomy refers to how information is structured and categorized on a website. If navigation is intuitive, users should be able to find what they need without thinking too hard. In Lianne’s case, placing tax payments under an ambiguous menu category like “Residents” rather than something clearer like “Pay My Bill” created unnecessary friction.
Organizations often believe time spent on a website equals engagement, but in cases like this, the more time someone spends, the more frustrated they become. The real success metric is how efficiently users can accomplish their goals.
A Mobile Experience That Makes You Walk Away
Later that morning, Lianne found herself in line at her favorite coffee shop, scrolling through her banking app. She realized she had some extra room in her budget this month and decided to donate to a cause she cared about—a local food bank.
She pulled up their website on her phone, eager to give. But as the page loaded, she immediately saw a problem: the text was tiny, the images weren’t scaling properly, and the donation form spilled off the side of the screen. She pinched to zoom and scrolled back and forth, trying to read.
Frustrated but determined, she hunted for the Donate Now button. When she finally found it buried at the bottom of the page, she hesitated. The site didn’t feel secure—no mention of encryption, no trusted payment icons. Was it safe to enter her credit card details?
Just as she was about to proceed, the barista called her name. She quickly locked her phone, grabbed her coffee, and told herself she’d donate later. But later never came.
Optimizing for Mobile and Building Trust
Lianne’s experience illustrates the consequences of poor mobile optimization and weak call-to-action (CTA) placement. Most users don’t sit at a desk when they engage with brands online—they browse on their phones, while waiting in line, on the go, or between tasks.
A well-designed website should be responsive, meaning it automatically adjusts to different screen sizes. Designers use information design techniques to prioritize the most important actions—like making donations—by placing them prominently on the page.
The best websites reward users for completing key actions. For a donation page, that might mean instantly confirming the gift with a thank-you message and reinforcing its impact (“Your donation will feed 10 families this week!”). This positive reinforcement encourages repeat engagement and sharing, helping grow awareness.
Not-for-profit organizations rely on trust. Adding security indicators, transparency statements, and social proof (like testimonials and impact stories) reassures users, making them more likely to donate.
Accessibility and Trust in Online Shopping
That evening, Lianne met a friend at the gym. While stretching, her friend raved about an amazing tea she had tried on a trip to Mexico. Intrigued, Lianne searched for the brand’s website.
She found it, browsed the product selection, and added a few items to her cart. But when she reached checkout, she hesitated. The payment form looked barebones and unclear, with no security badges or reassurance that her data would be protected.
Even worse, the site wasn’t accessible—the text was light gray on a white background, making it hard to read. She squinted at a block of small text, which should have told her that the company had a Canadian distribution center—meaning she could buy locally instead of ordering internationally. But she missed that detail and, unsure about the purchase, abandoned her cart.
The Importance of Accessibility and Data Security
Lianne’s hesitation could have been avoided if the site followed accessibility and security best practices. The Web Content Accessibility Guidelines (WCAG) ensure that people with different abilities can use digital services. This includes:
- Proper color contrast for readability
- Clear, resizable text
- Keyboard navigation for users who can’t use a mouse
- Screen reader compatibility
In addition, websites should be transparent about security, especially when collecting personal and financial information. Trust signals—like SSL certificates, encryption notices, and recognizable payment partners (PayPal, Visa, MasterCard logos)—improve conversion rates by assuring users that their data is safe.
A Seamless Digital World, One Ethical Website at a Time
From paying bills to making donations to online shopping, Lianne’s day was full of digital interactions. But instead of smooth, rewarding experiences, she encountered frustration, confusion, and doubt—all because of poorly designed websites.
Our modern lives require us to jump from one website or mobile app to another. Ethical design guides organizations to build user-friendly digital experiences that reduce cognitive load, making it easier for visitors to accomplish their goals quickly and confidently.
At Design Centered Co., we believe that digital experiences should serve people first—not just as a means to business outcomes, but as an ethical responsibility. Ethical Human-Centered Design ensures that websites are:
- User-friendly – designed with clarity and simplicity, so visitors don’t have to struggle to complete tasks.
- Accessible – ensuring inclusivity for people of all abilities by following international accessibility standards such as WCAG and AODA.
- Secure and Trustworthy – protecting users’ privacy, offering transparency in data collection, and making security information visible.
- Sustainable – reducing digital barriers to ensure technology serves the greatest number of people and aligns with Sustainable Development Goals (SDGs).
The ROI of Prioritizing Ethical UX and Accessibility
Many organizations view UX improvements as a cost, but in reality, it’s an investment with measurable returns. Prioritizing Ethical Human-Centered Design leads to:
1. Stronger Brand Relationships and Loyalty
When people have consistently positive experiences, they build an emotional connection with a brand. Apple, for example, cultivated fierce brand loyalty among early users by making their products and experiences intuitive and delightful. A well-designed website works the same way—users return because they trust the experience.
2. Higher Conversions and Repeat Business
A website that is easy to navigate and enjoyable to use drives more successful transactions—whether that means a completed purchase, a donation, or an application submission. When users find a website intuitive, they are more likely to return and recommend it to others, creating organic growth.
3. A Sustainable and Inclusive Digital World
Accessibility is not just a compliance requirement; it’s a moral imperative and a business advantage. An accessible web ensures that everyone, regardless of ability, can fully participate in digital life.
By designing barrier-free digital experiences, organizations contribute directly to global sustainability initiatives, including:
- SDG 10: Reduced Inequalities – Ensuring people with disabilities and aging populations can access information and services equally.
- SDG 11: Sustainable Cities and Communities – Making digital public services accessible to all citizens, ensuring communities can thrive in an increasingly digital world.
When organizations prioritize Ethical Human-Centered Design, they are not just checking off compliance boxes—they are building trust, increasing engagement, and creating a more inclusive future.
How Design Centered Co. Can Help
At Design Centered Co., we specialize in Ethical Human-Centered Design to create user-friendly, accessible, and secure website development solutions. Whether you’re a government agency, nonprofit, or business, we help organizations build websites that engage visitors, foster trust, and drive meaningful impact.
To ensure a seamless website development process, we use the Five Planes Method—a structured approach that guides projects from strategy and scope to visual design and launch. This proven framework helps organizations align their business goals with user needs, ensuring their website is built for success.
If you’re ready to transform your website development with a clear, strategic approach, let’s talk!
