In part one of this two-part Industry Insight, I wrote of the need to give users what they want with the Web 2.0 phenomenon. In part two, I will introduce the character Johnny, and how Web 2.0 fulfils the need to market to him.
Many will recognise the contemporary interface trends I am about to highlight, which are important ingredients in the Web 2.0 refashioning; one that leads little Johnny (aka the user) down an easy to follow (and beautiful) path towards proficient Web usage. The following points overlap by varying degrees:
1. Increased graphical cues:
By this, I mean iconic and metonymic imagery has been called upon to demarcate information and categories of information - previously represented by text alone.
Such imagery is also effectively used to control user movement. Interface designers are waging aggressive attacks in the war on navigational decisions, with the ultimate goal of controlling a user's prioritisation, and thus sequence, of content consumption.
We have started pushing the envelope with regard to ways in which to best keep a concerned eye over Johnny's movements; preventing him from running across the road with disregard for his user statistics.
Examples:
http://www.sitemakers.co.uk/
http://www.intacard.com.au/
(Take special note of the categories at the bottom of the page.)
2. Compartmentalising processes and information:
Compartmentalisation is a big word for chopping up little Johnny's supper into digestible, bite-sized bits so he eats all his greens. The iconic and metonymic imagery spoken of are an important part of this strategy. As there are so many other interesting things to pay attention to on the Web, we must transform each spoonful of information into an appetising and shiny choo-choo train for Johnny to gobble up.
The concept of landing pages is a perfect example of this compartmentalisation, whereby only focused little buckets of information are presented to the user, teasing them inward to the real content, and specifically to content prioritised by the producer.
Examples:
http://thechoppr.com/
http://business-paper.dk/cms.ashx/login
Interface designers are waging aggressive attacks in the war on navigational decisions.
Alex Maughan is a senior Web application implementer, interface designer, and Flash developer for Cambrient Internet Applications.
3. More intuitive interfaces:
The theory of functional aesthetics that maximise intuitive recognition has been explored thoroughly, so much so that more alternative sites have set themselves the goal of breaking intuitive interface rules.
Examples of atypical sites (non-intuitive):
http://www.jlern.com/
http://www.varywell.com/
4. The cool or wow factor:
Web pages are being glammed up for their red carpet walk down the user's Internet line. Popular contemporary designs are big. They are bold. And they are most certainly beautiful. They are attention-grabbing, and cool to look at. Just as mainstream hordes can't help squishing themselves up against a barricade just to catch a momentary glimpse of rich and beautiful celebrities, so they react when faced with a cool site.
The rise of rich Internet applications (usually executed with the third-party API, Adobe Flash and/or Flex) is indicative of users wanting more and more visual stimulation during browsing sessions. Such big glam graphics have been facilitated by increased connection speeds the world over, as well as ingenious export and compile optimisation techniques, not to mention cascading style sheet mastery.
Summing up
The term Web 2.0 no longer belongs to its original owners. Its definition has become so loosely used and misused that it is open to endless contemporary associations.
My new take on the term speaks to de facto trends that are part of the Web 2.0 era. It highlights the importance of making use of effective contemporary design trends to build interfaces that are up to the challenge of mothering little Johnny, and making sure he grows into a sustained user and fan of our work.
Little Johnny is our audience - let's make sure he gets what he wants and when he wants it. In other words, do what any good parent does: mould his user behaviour to what we think is best for him, but do it in a way he finds appealing and worthwhile.
* Alex Maughan is a senior Web application implementer, interface designer, and Flash developer for Cambrient Internet Applications.
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