Our first entry for “eDoneWrong” goes to a very popular website, Weather.com. No, I didn’t activate the link because you either know about the site or I’m going to save you the agony. This website has managed to take something we, as humans, like to track, talk about, admire and fear (namely, the weather) and monetize it literally to death. As in, when you try to pull the site up, it either dies in your browser or locks up your phone.
The ads and overkill-user-interface chokes nearly any device we have ever used to access it. On the odd occasion the site does come up, you are force fed so many advertisements, it’s hard to find the weather at all. If you find your forecast and decide to watch a few interesting looking videos, be prepared to watch a commercial first. Want to watch two videos? Two commercials. THE SAME COMMERCIAL! You would think if the Weather.com website is so popular with advertisers, there would be multiple ads to show and we could at least get a variety as we peruse the video stories of the day. Nope, same ad, every time.
So with all this advertising and all the traffic they pull in, the content must be pretty good, right? It must be fairly reliable, wouldn’t you think? I’ve literally set in the rain for nearly an hour and never had the storm show up on Weather.com radar. We know forecasting is pretty inaccurate no matter where you get your reports but a digital representation of current weather conditions taken from high-end equipment without human interference should be fairly easy. Nope, don’t count on Weather.com to keep you dry. The radar seems to be at least an hour behind real-time. That is, if you can get the site to come up at all.
Many of the things we emphasize with companies building web strategies is to be useful. Be part of the community. Be the resource that everyone goes to for answers. Make your content easy to find and friendly to internalize. Don’t over-design your site with technology and capabilities just because you can. You may leave behind a large percentage of your target market. All of these things, we pass along to our fellow designers and clients and most of them get it. What a shame, Weather.com can’t apply the same advice and get “eDoneRight” instead of “eDoneWrong.”