Web design is like theater (which I guess means it’s not really like fashion design). But not enough people think of it this way.

Sometimes it takes a lot of people to launch a theatrical production, sometimes just one. Sometimes there are riggers, and sound crew, and set builders, and lighting crew. Sometimes there’s a different person for every job. And sometimes a single person writes, directs, stages, and stars in her own production. Sometimes it costs a boatload of cash. Sometimes it’s a one-man show in the neighborhood bar.

Replace all the job titles in the previous paragraph with titles from web design. The end result is the same.

When the curtain is drawn, all the audience members see is what they’re capable of seeing. They don’t know what went into creating it. Or what technologies were used, or how many people it took, or the lingo thrown around by the crew. They don’t know how much money was spent, or what deadlines were met or missed.

They don’t need to know any more than what they see. And they shouldn’t have to learn about it.

When watching a show, the audience members only know what’s in front of them. They see the story as it unfolds. They see smooth execution. Lines rehearsed and delivered in a way that evokes emotion, empathy, drama, comedy.

When using a site or application, all they know is what’s on the screen. All they know is what we tell them. They see buttons and labels and forms and links and words and images. And they see a story unfold.

They don’t need to know any more than what they see. And they shouldn’t have to learn about it.

Doesn’t matter if you have a team of 100 or you’re a single developer cranking out code in your mother’s basement.

When the curtain is drawn, the only thing your users should have to know is exactly what they need to know.

If they have to memorize the names of the riggers and sound crew, you’ve failed.

Posted by Robert on June 18th, 2008