The main idea of this project is to provide a way for Wildstar players to share a link to their equipment (to post it on forums or in a guide for example).
The website is used for two things: visualize the equipments and get a short link for sharing purpose.
It is possible to get a link to your equipment in-game using the Armory addon for Wildstar. It is also possible to build your own list (more).
This addon uses the LibArmory library to generate links to equiped items on the ws-armory.github.io website.
More details about the website internals can be found on it's dedicated webpage.