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New media is so new that we do not know it is best used, nor do we know how it will affect us. To understand, we have to use our imaginations. We can explain:
new ways to communicate: graphics, images, interactivity
how to use some of the technologies, specifically the Web, that are converging to create new media
new ways of thinking about what these technologies can cause: community-building, disintermediation, etc.
However, you will get paid for how you apply your imagination to see the possibilities for your organization and to move it in that direction. You will have to evaluate your own work. The scales below will help you frame that self-evaluation. The characteristics on the left of the lists below are not conducive to hirings, raises, and promotions.
"But, I'm in marketing. Why in the world would I be making web pages?" Or finance or management.
Listen to Steve Telleen, a management consultant, in Do You Really Want an Intranet?
Unofficial applications and information seem to be the
trademark of intranets. Many information managers in large corporations report
that the first time they ran a web crawler on their intranet, 30% of the web
servers that showed up were previously unknown to them. And, nearly every MIS
group that has a TCP/IP network, but not a formally endorsed intranet,
acknowledges a few "unofficial" web servers already operating behind
their firewall. This happens because the technology is so easy to use that
anyone with a moderate level of computer savvy, and a computer already hooked to
a TCP/IP network, can figure out how to become a web server.
Depending on your corporate culture, this is either the strength or the peril of
an intranet. Employees quickly discover that they can deliver information to
each other more quickly over the intranet by cutting out previously required
steps. However, when some of these steps were management control points, the
result can be management ire. This can turn into an opportunity to evaluate and
re-engineer the contribution of management in the quality process, or, it can
become a bitter power struggle.
just a list of links <----> meaningful, explained, and well-organized links
no attempt to build community <----> unusual, unexpected, and effective attempts to build community
tries to do too much for too many <----> clearly defined audience and purpose
monomedia (words only) <----> multimedia (adds sight, sound)
no reason to revisit <----> reason to revisit
disorientating <----> I always know where I am
hard to find <----> always within sight
confusing <----> easy to choose; takes me where I expect to go
no site map <----> clear, helpful site map
no frames (optional) <----> helpful frame structure (optional)
tip | Watch silently while two people try to click through your site, one an inexperienced web user, the other an experienced web user.
puzzling, unclear images <----> attractive images at the service of content and purpose
puzzling, unclear graphics, inappropriate typefaces, misspelled words <----> attractive graphics at the service of user-friendly orientation and navigation
gratuitous images <----> integrated images
gratuitous wizbang <----> integrated wizbang
tip | Turn off the images in your browser to learn how much the page depends on your visuals. If you use a style sheet, disable it, too.
dead links <----> no dead links
graphics don't load <----> graphics load quickly
proprietary tags <----> open standards
requires horizontal scrolling <----> vertical scrolling only
optimized for one version of one browser only <----> optimized for multiple browsers
tip | Test and re-test on as many combinations of browsers and monitors as you can. Then test some more.
Of course, Webmonkey
A detailed user interface rating form
Gizmos, Inc.'s, Presentations
CyberSea Inn's Email Writing Style
insufficient, irrelevant, wrong <----> sufficient, relevant, valid, reliable, credible
boring <----> interesting, surprising, delightful
misuse of concepts <----> fluent use of concepts
puzzling, delaying <----> intuitive
mixed, shaky voice <----> consistent, clear voice
inaccurate use of vocabulary <----> fluent use of vocabulary
intrusive (misspelling, inconsistent punctuation etc.) <----> invisible
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