How to turn complex ideas into clear digital experiences
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Some ideas are easy to explain. Others… not so much. If you’re working in AI, biotech, sustainability, or any kind of deep-tech or impact field, you know the problem: your work is powerful, but it’s not always easy to communicate. Especially online, where attention spans are short and distractions are everywhere. That’s where digital design can either help or hurt. Here’s how I turn complex ideas into clear, engaging websites, and how you can do the same.
1. Start with the core message
Before any layout or visual element comes into play, there’s one question to answer: What’s the one thing people should understand within 10 seconds of landing on your site?
If that answer isn’t clear to you, it won’t be clear to your audience either.
I often ask clients to explain their product or mission to a 12-year-old. Not because their audience is stupid, but because complexity needs simplicity to stick.
2. Structure beats style
A beautiful website means nothing if it’s confusing. Visitors don’t scroll for fun. They scroll to find.
That’s why I always start with the content structure:
- What does the audience need to know first?
- What action do we want them to take?
- What questions do they have along the way?
Think of it like a story. You lead them from curiosity to clarity to action, without detours.
Rule of thumb: every scroll should bring more clarity, not more questions.
3. Show, don’t (just) tell
When you’re dealing with complex subjects, visuals are your best friend. Images, videos, animations, they can do more than words ever could.
Think:
- A short animation showing how your AI tool works
- A visual timeline of your climate impact
- An interactive map of your global partnerships
It doesn’t need to be flashy. Just helpful.
4. Use familiar patterns
The more complex the subject, the simpler the UI should be. Don’t reinvent the wheel on navigation or page structure.
Use patterns people already understand - like tabs, FAQs, or accordions - to deliver layered content in digestible bites.
5. Cut the jargon
Most industries are addicted to buzzwords. But no one is impressed by a wall of “revolutionary scalable AI-integrated synergy-driven solutions.”
Say what you mean and then say it simpler.
When I write copy for clients, I usually cut 30-50% on the first edit. Not because their ideas aren’t good, but because short words travel faster. People scan websites, so keep it simple.
6. Make it easy to act
Even if your product or service is complex, your CTA (call to action) shouldn’t be.
Want them to book a demo? Show it early and often.
Want them to understand your tech? Offer a simple explainer first.
Want them to reach out? Don’t bury the contact button in the footer.
Remove friction and make it feel obvious.
Final thoughts
Complex doesn’t have to mean complicated.
With the right strategy, structure, and storytelling, even the most advanced ideas can feel intuitive and engaging.
This is what I do: take bold, ambitious brands and give them a website that actually communicates what they do.
If your message is hard to explain and too important to be misunderstood, let’s talk.
