Thread Intelligence Article

December 4, 2003
By Dirk Knemeyer

Web development can be extremely confusing. Between the interface and application side, between the many different titles and functions that go into creating websites, between the various organizational units, agenda and concerns that must be balanced in the development process, it is no wonder that there is a cacophony of opinions and perspectives on web development. Unfortunately, the problem will continue to get worse before it gets better.

Let's make it simple and boil it down to the essentials: Websites are developed for people. And people are ultimately self-centered: not in a negative or egotistical way, but in an "each-of-us-is-the-center-of-our-individual-world-and-everything-we-do-is-uniquely-from-that-perspective" way. The actions that we take - even if to the direct benefit of others - are ground in who and what we are, based on needs and desires that we may not even be aware of, much less understand. Web development - like any Design solution - must proactively understand and anticipate the complicated needs and desires driving individual web usage. We can begin by realizing that there are only four basic things that people do on the web.

People use the web to learn
Finding information - in order to learn - is the most common reason that people use the web. Indeed, the current state of web development is a strong reflection of this, emphasizing content, navigation and usability. People search the web or visit sites in a premeditated, targeted way to learn more. Perhaps they saw an advertisement that led them to the site. Or they are an existing customer of the company and are interested in finding out something specific. Or they were referred to the site by a trusted associate and want to see for themselves what is going on. Or they use the web as their daily news source and visit certain sites as part of their ongoing routine. In all of these cases, the motivation for visiting the web in general or a site in particular is to learn more.

People use the web to feel
To have feeling or be moved - through entertainment or being impressed by something new or beautiful or surprising - is also a reason that people use the web. Unlike learning, where people are often consciously approaching the web in a task-oriented way, people who are on the web to feel have less understanding or realization of why they are online or what they are doing. This is where a lot of "surfing" occurs. While ultimately surfing often turns into learning - as much or more than feeling - the initial motive for being on the web or going to a site is to fill an intangible void. Both the origin of wanting to feel and the means through which the root needs and desires can be met are important to understand.

People use the web to connect
Whether part of an online community, sending an email to customer service, or posting to a blog or message board, the desire to connect in general - and with other people most particularly - guides or is a component of much web behavior. Technology presents an odd paradox: The rise of technology is responsible for putting distance between people, yet it also provides tools that allow unprecedented opportunity to connect with people. Breaking down barriers between us and providing seemingly endless new connections with other people or organizations are the most revolutionary aspects of the web, and ultimately the ones that can be of the most enduring business benefit.

People use the web to trade
"Trade" is any exchange of assets between people or organizations. Trade has driven the growth of the web, and many of the most successful and best-known applications - such as eBay and Amazon - grew from and largely exist today as eCommerce models. People get on the web to buy, sell or exchange specific products and services. They also use the web to make purchases for special occasions and treat the web as a personal shopping assistant, as well as the point-of-purchase. Indeed, people even get on the web when they have the compulsion to acquire something - to make a purchase to fill an emotional lack or need, or out of boredom - even though they may have no idea what or why they are looking.

While these four things that people do on the web can be identified individually, they rarely happen in a vacuum. In both intent and application, there are multiple reasons people have for coming onto a site, and the site and its elements often fulfill more than one at a time.

OK, we've got our four things - now what?
Identifying the four reasons why people use the web provides a basic foundation to a very complicated dynamic. Your website is ultimately not about what you want to do or achieve - unless you are happy having a site on the web that does not get visitors or does not have the intended impact. Rather, your website must provide for the needs and desires of potential visitors first, and contextualize that into your specific messages second.

Begin thinking of your website as the means to meet the needs and desires of people. Understand the motivations that bring people to the web. Help them learn and feel and connect and trade. Plan your site to successfully provide all four of those things for the people you want to move. Doing so will give you the most flexibility and maximize stickiness between those people and your site. Then, if you do so in the context of your company - your brand, your products, your mission, your vision - you will create a relationship of trust and reciprocity with people first, and they will be far more likely to take productive action on your behalf as a result. That ultimately means long-term profitability and makes the most out of the medium.

In January, this exploration will continue, helping you to translate an understanding of these dynamics into your own web planning and production.

Author - Dirk Knemeyer

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