KEEP IT SIMPLE TO KEEP THEM INTERESTED

Flashy designer-led websites can be impressive, but more often they are just annoying. Visiting a site only to be faced with a 60-second wait while animated graphics fill up the screen is guaranteed to lose the interest of your website visitor.

Man or machine?

Believe it or not, the technicians describe the role of a person using a computer as human-computer interface (HCI) technology ... like something out of an H. G. Wells story. A lot of agencies are setting up departments called 'usability' and they look for people with good qualifications in psychology, business, computer science AND graphic design - that's the kind of pedigree that people want from people leading big organisation multi media projects, especially in website development. And the industry jargon for this new role? Try "user experience architect", or "creative technologist" ... and the salaries are very high. But there is constant change, new skills to take on board such as coming to terms with the widespread adoption of broadband network technologies like ADSL and new wireless technologies.

In spite of this, technologies such as Macromedia's Flasand Shock-wave languages are increasingly popular, mainly with design agencies and trendy technology companies. But the design market in the UK and other western countries has been bulldozed recently and designers are having to realise that what they are doing needs to be relevant to the end user.

Inhouse staff:
They have forced organisations and companies into taking their web work inhouse and training the staff who know their own company best

Experience in the aims and the working of an organisation or company is a key factor for a successful website, though there is still the need for design skills. Until recently many organisations were employing people who had just come out of design training and had the new generation computer background. But many were unsuitable as they don't understand the history and needs of the organisation.

Experience with people:
Some people still assume that a good website simply involves putting clever graphics and animation on the front page, whereas true success involves integrating the interface with the content. That true interaction takes a real professional mentality and the people who are likely to do well will therefore have not only experience in using software like Dreamweaver, Photoshop, Flash, Shockwave and others, but also experience with people.

There is a continuing and never ending need for self-development and new learning; for employers to develop the skills of their staff and to keep on top of changes themselves.

But still, the key facts remain; good content, a website that is easy to navigate around and knowing your market will determine your success.