"Genuine creativity" for mundane web sites is a reason to close the page and buy from someone else. I'm tired of the overcomplication. The page jerking around as more crap is loaded. One minute page loads on mobile (looking at you, CNN).
All that has negative value if you just want to buy the thing. I just got done with an "instant quote" site that took 12 hours to respond for a request for a mattress install.
Creative doesn't automatically equate to complex. For example, genuine creativity can be used to work within constraints like WCAG AAA compliant accessibility to build a usable, exciting website that works for everyone and yet still looks great.
lite.cnn.com is their text only subdomain. Probably meant for accessibility, but since it's only text it loads quickly and is very pleasant to use.
Yes, what we want is "function over form" user-oriented design, but what we get is "form over function" user-manipulating design.
The implicit derision of the 2004 website screenshot in the article is telling: "Believe me, y’all, this was the HEIGHT of web design in 2004"
Compare that screenshot to the Nike website that the author calls "fine". The 2004 one has a wealth of information and functionality present on a single page, no scrolling or clicking required. The Nike one is just a fucking fullscreen ad with a menu bar.
Ling's Cars would like a word with you: https://museum.lingscars.com/
I'd bet my life conversions tanked with the new redesign last year after he retired.
Maybe the future of the web is bifurcation to headless for agents and fancy headful UI for humans.