The World Wide Web: Evolution and Opportunity

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The World Wide Web Evolution and Opportunity
1. Web site evolution - a general framework 2.
The web_at_york Bob Gagné York University
Executive Director - Information
Technology bgagne_at_yorku.ca
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Web Evolution - a general framework
Web Site Evolution
Beginning - the mass communication model -
transfer experience from print, radio, TV ...
Information Creator
Audience
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Web Evolution - a general framework
The web is not like other communication mediums
Print/TV/Radio - its broadcast so everyone has
to see the same thing. Web - every user gets
their own copy of the web page.
Information Creator
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Web Evolution - a general framework
The web goes both ways transactions and
transactive content
Print/TV/Radio - broadcast Web - users can
receive information but they can also send it.
Information Creator
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Web Evolution - a general framework
Users can talk to each other - really a web
From information provider to community hub
Information/ community hub
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Web Evolution - a general framework
Some common traps in beginning -

• Business Model treating the Web as a
  marketing brochure and not as a fundamental shift
  in the way we do business in the network
  economy.
• Project management multiple developers
  without coordination.
• Information architecture structuring the site
  like the companys own org chart instead of
  reflecting the users view of the service.
• Page layout using heavy graphics (that look
  good on a large monitor and load quickly on a
  direct network connection).
• Content authoring writers dont realize the
  need to cut their copy in half for online
  readers. Nor do they modularize the text into
  multiple hypertext nodes.
• Linking banning external links in an attempt
  to imprison the user on your own site

Jakob Neilsen - Author on Web Site Usability
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The WWW Opportunity
Focusing on the Audience, Customers, Services -

• Customer Orientation
• driven by utility - Why do they visit? What do
  they want to do?
• ultimately the audience of one.
• what do we do for customers?
• how could we do it on the web and make it
  better?
• Constraints of time and place vanish.
• Beyond services to experiences.

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The WWW Opportunity
The Future web_at_york
Lessons from the internet industry - portals and
home bases Portals - Yahoo, Excite, Go.com,
Lycos, Canada.com

• pass you through to other destinations
• based on searching and web directories
• you go there to go somewhere else...

Home Bases - My Netcenter, My Yahoo, PlanetAll

• where you keep your stuff
• start and return here between forays
• lots of services, deep personalization

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www.snap.com
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www.amazon.com
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my.netcenter.com
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Northwestern Portal
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Northwestern Home
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The WWW Opportunity
The Future web_at_york -

• The web campus
• home base for students, staff, faculty,
  alumni.
• Personalized integrated services and
  features
• on line learning, email, schedules,
  applications, personal sites.
• parking stickers, bill payment,
  registration
• how can we do what we do on the web and
  make it better?
• Need an architecture and attention to usability
  and accessibility.
• InternetIntranetExtranet

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my.ucla.edu
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www.mybytes.com
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ecollege.com
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Villanova/Campus Pipeline
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The WWW Opportunity
The Future web_at_york -

• Need for new approach -
• too big to do by ourselves.
• Leverage tools - publishing, authoring,
  application development.
• A web platform with personalization and
  utilities built in.
• Partnership opportunities abound.
• E-commerce potential.
• Coordinated approach

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www.yorku.ca first steps