Web Mantras 2.1

I made my first web site in 2000. I can now claim I have been working with web technology for a decade. And since my last three jobs are directly related to delivering web content, I feel like I have a grasp on what it takes to create and run a successful web project.

I have talked about it here before, focusing on three major concepts: form, content, and audience. I have been rethinking the relationship between the three lately, and here's an updated version.

Form is really synonymous with design. These three concepts - form, content, audience - are about what you deliver (content), to whom (audience), and how you present it (form / design).

I have argued against a workflow that starts with design, then moves on to the content, and then tries to adjust to the needs of the audience. I have claimed that form is nothing, content is nothing, audience is everything. I would add one more thing today.

A good web workflow works in the reverse order. It starts with an audience analysis - what do they need? Once the needs are clear, what content can be created (by us, or better still by us with the audience's feedback or contribution)? And once we know the content, how do we design the interface to deliver the content in the most accessible and intuitive way possible?

Technology is part of every step of this process, but it should never ever be a deciding factor driving the change. You don't update the site just because it is time. Or worse still, because there is some new flash(y) technology available. You use the technology that allows you create the good interface you need to deliver the content that your audience wants.

It starts with the audience, never with technology.