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Monday 16 October 2006
Flashback: 2001. How Specialization Limited the Web
Every so often I like to re-publish old articles and work just for laughs, or a sobering reality check. Digging around through some archives recently, I came across this article from Web Techniques. It was written over six years ago and I believe it remains true (except for some of the technology terms and references) to this day.
How Specialization Limited the Web
When the Web was new, skill integration was the only way you could survive as a designer. The trend toward specialization has been a tough transition for those of us who successfully handled many skills in the early days. Many of us have scrambled to decide on a specialty, only to find that it isn’t necessarily a good fit.
If you’re one of those people who truly loves the Web and all of its component parts, do you have to choose one area of focus? Maybe not. Sure, there’s a lot more to building a Web page than one person can handle. But lately—perhaps because of the market downturn—there’s a trend toward skill integration again.
Reminiscing
The Web recently turned ten years old. That’s made me think a lot about where we, as Web designers and developers, have been and where we’re going. In the midst of my musings, I looked at some old writing I’d done about Web design. I revisited my very first book, Professional Web Design: Theory and Technique on the Cutting Edge. Destined for rapid obscurity by the time it was published, the book contains at least one really cool historical point: In it, I proposed that Web design would soon shift from a one-man-band scenario to an orchestral model.
It cracks me up silly to think that the one-man-band designer model was not only possible, but actually prevalent back then. Even that early on, it was becoming clear that the Web was going to demand an awful lot of its designers and developers—asking that we learn new technologies, as well as new ways of thinking and working. Balancing a range of skills became increasingly important to a Web designer’s success.
It was evident that skill integration would become crucial as early as 1993, when the Mosaic browser provided a visual glimpse at the Web’s wiry undergrowth. But even then, it took a few years for Web development to take a more structured professional shape. Mostly, we were experimenting—attempting to combine HTML, graphics, and eventually scripts to make sites do cool things. By 1995, the need for a professional approach to creating Web sites became evident.
Web professionals in 1995 came from a wide range of backgrounds: programmers, artists, media specialists in TV, radio, and advertising, business people, writers, and many enthusiasts. We came to the field with a lot of energy and brought experience from these other realms. Web design excited us because it was a new frontier that was challenging, full of attitude, and just plain fun.
The simple act of combining HTML with a graphic is in many ways the first time a Web designer integrates techniques. Writing HTML successfully—even in its early days—required some studying if you wanted to move beyond the hobbyist level into a more professional sphere. Creating a graphic that looked good and was well optimized for the much slower mid-’90s Web also meant brushing up on a few skills. There were comparatively few books and resources. In fact, 1995 was a hallmark year for the appearance of just those things—it was the year in which WebReview.com was born and Web Techniques was being incubated.
Integration part one
Those of us in the field at that time worked hard to learn what we could of HTML. We tried different ways to create graphics. And, as I’ve pointed out in past columns, the simplistic nature of HTML and graphics at that time pushed certain people to create really innovative designs that relied on simplicity. It’s a well-worn point that limitations often spur innovation, and the early days of the Web proved it.
Soon thereafter, scripting and style came onto the client-side scene. Designers were suddenly writing scripts, and programmers started thinking about presentation. This integration was a difficult process. For the most part, the elements on the resulting sites weren’t truly integrated, and they often lacked something. Maybe a site worked great, but it looked bad. Or maybe it looked great, but crashed browsers. Either way, skill integration demands were upon us. We worked hard to get our chops up in as many areas as we could to give our sites a professional look and solid performance.
Meanwhile, the visual Web was becoming integrated with server-side technologies. This meant increasingly dynamic sites, and monumental changes for site builders. ASP, ColdFusion, and other emerging applications became intertwined with databases—all with the specific goal of delivering cool stuff to the page intelligently. Add to that network administration and security concerns; it’s no wonder that specialized technologies began to take over. After several years of working to integrate our skills, professional Web designers and developers began to realize that specialization might be a better career move.
Fragmentation
Skill integration worked well until the skills necessary to build a professional Web page multiplied beyond the juggling point. Over the past few years, many maturing Web developers set aside integrated techniques and looked more closely at various specialties. You could focus on the client-side, becoming a great HTML author, content specialist, JavaScript and DHTML guru, or innovative designer. On the server-side, countless languages and development opportunities arose. You could focus on application languages like Java, database technologies for the Web, or a range of other applications. Some of us moved away from the skill integration that had defined our jobs to that point, and sought new career identities through specialization. However, many of us are still struggling with this process.
It’s especially hard for those of us who successfully integrated our skills in the early days to pinpoint what we want to specialize in. Just because you like visual design doesn’t mean that programming isn’t a passion, too. As a result, employers often push us toward the specialty that best satisfies a corporate need. Of course, employers’ needs don’t necessarily reflect our own passions. On a personal level, many designers feel that specialization has dimmed some of the joy and sense of accomplishment they once felt.
Specialization
On a larger scale, has fragmentation assisted or encumbered us? Is such deep specialization good for the industry and the people who propel the Web? I argue that it’s not. Let’s use the medical field as an example: If you’re going for medical care, at least in the U.S., you’re likely to first consult a primary care physician. After that, you’re shuttled off to the specialist. He or she then hones in on the specific problem.
The fatal flaw with this method is that the specialist doesn’t know you, or doesn’t have the full experience of your strengths and weaknesses. In effect, the specialist can provide a solution to a particular problem, but that solution may not be a perfect fit for your overall situation. In medicine, a lot of unfortunate mistakes occur precisely because a specialist is looking at the problem and not the person.
Web design and development face the same risks. It’s become increasingly clear that no one person can do all of this stuff. However, if we forget to look at the project as a whole, the health of Web design and development will suffer.
Integration part two
Here enters the project manager, who oversees specialty integration. While I’m seeing more literature about Web project management, the field is still emerging. A project manager needs considerable breadth of industry knowledge, some depth of knowledge, and most certainly communication skills that will link the now fragmented Web development departments.
To put it simply, we still need integration. But now, instead of integrating our own skills, we’re integrating those of a combined team. Web design and development specialists flounder without someone to successfully orchestrate a given project.
Unfortunately, integration is becoming harder, primarily because of the explosive interest in Wireless and alternative device design. These devices add an entirely new layer of rich, but complex technology, and their design needs are often distinctly different than what we’ve learned to do for the Web. Consider this technical specifications listing for a senior Web designer:
Requirements:
- HTML, JavaScript, and other programming languages;
- Flash, Photoshop, Freehand, Illustrator, Quark, Dreamweaver, Director, After Effects, Television/Broadcast graphic packages;
- 2D and 3D interface design;
- Audio editing.
Integrated skills indeed! And how about this more developer-oriented listing?
Requirements:
- BA in computer science or equivalent experience.
- Two-plus years development in ASP, ADO, OLEDB, Windows DNA Architecture (DCOM/COM+).
- Six-plus months development using MS SQL Stored Procedures.
- Two-plus years of Visual Basic 6.
- HTML and Web site architecture.
- Strong knowledge of ADO/MS SQL connectivity.
- History implementing HTML, ASP scripting, VBScript and JavaScript applications.
- Experience with Dynamic HTML (DHTML), XML, SSL, SSH, style sheets.
- Knowledge of Network Teaming through DCOM.
- Strong background in Windows NT/IIS administration.
- Strong communication skills and teamwork experience.
- Ability to interface with business customers to aid collaboration.
- Willingness to work within and contribute to a team-oriented environment.
- Highly motivated, with a desire to “hit the ground running.”
Pluses:
- MCSE/MCP/MCSD (+Internet);
- Microsoft Transaction Server;
- SQL, Transact-SQL, PL/SQL, SQL+;
- CGI programming (in both Perl and C).
Sobering, isn’t it? Only a few years after specialization took over, we seem to be at another crossroads. In the aftershocks of our industry shakeup, how will the demands of integration and specialization influence our projects and the way we work over time? It really boils down to three choices: We can work on a self-selected series of technologies and integrate them into our skill sets, decide to specialize on one specific topic, or let our employers’ needs guide us.
Striking a balance
I think the complexity of these job listings clearly demonstrates the quandary we’re in. While we’ve come a long way, it’s most definitely time to take a careful look at what we’re doing with our careers. Okay, so you don’t have to wax as philosophical as I do. Still, you can decide exactly what kind of developer or designer to be.
Looking at our past sheds some light not only on how we can work more effectively today—but also on how we might prepare for tomorrow’s unknowns. We’re at a defining moment in our industry, one that has been ushered in with some unfortunate doom and gloom. In recent months, many of us, or our colleagues have lost or changed jobs, and the entire industry has been experiencing a profound shift.
As Web Techniques readers know, this shift—while unpleasant—is also a necessity. Look at it as a correction if you will, similar to what the stock market does every so often. And while countless people have lost jobs, there’s little doubt in my mind that those people who are serious about long-term careers with Web and related technologies will land on their feet.
Despite the fragmentation of our industry, the Web designers and developers who will be most empowered, most able to find good jobs and contracts, and most able to adapt to our industry’s rapid change are the ones with integrated, diverse skills. Even if you’re specializing, you still need the integration!
September, 2001.
By Molly E. Holzschlag. (Link to original article.)
Filed under: professional, software, web design and development, flashback
Posted by: Molly | 12:06 pm |
October 16th, 2006 at 3:10 pm
It’s just so hard to maintain so many skills - I have two jobs and there’s so much stuff I want to learn and new toys to play with (yes I still consider AJAX a new toy!) but trying to be across web development, web design, web project management, user testing, IA etc - I don’t want to make excuses, but we need to invent the 20 day week which includes a 15 day weekend in order to maintain those skills as near to the level of “specialist” as possible in each area (no jack-of-all-trades-master-of-none here!)
October 16th, 2006 at 3:21 pm
Nat, I know - it feels worse than ever sometimes. But I wonder if we’re still as enthusiastic or it’s starting to wear us down? I’m all about finding new models, but implementing them is another story
October 16th, 2006 at 5:42 pm
My feeling always is that the people who’ve written the job adverts don’t truly understand the requirements. Taking Molly’s Senior Web Designer example - Quark??? Why not an aptitude for calligraphy too?
OK, so the designer might need to create on online design based on an existing print document - hence a degree of familiarity with Quark possibly maybe might be needed occasionally, you know, like every February 29th. But there’s no explicit means of seeing that Quark is obviously going to be a less critical skill than, say, Flash or HTML.
But this tends to get lost in a long list of skills that are indistinguishable from one another in terms of their true relevance to the job. It would be so refreshing to see more jobs that are just limited to what’s important to the employer, rather than being stretched to an infantile wish-list!
October 16th, 2006 at 6:04 pm
Molly, the timing of your article is damn spooky. I’m reading my recent thoughts in it. I see potential jobs listed every week that want a person who could right be described as a Web Development Swiss Army Knife. How does one go about cramming that much knowledge in their noggin without forgetting to breathe? There is the old adage of “Jack of All Trades, Master of None.” Was that penned by someone as disgruntled as I’m getting? It also seems to fly in the face of the Simplify school of thought. Perhaps it’s just the bandwagon effect of everyone and their dog wanting to rush onto the Web 2-oh gravy train.
I’m going to go walk barefoot in the grass for a while.
October 17th, 2006 at 1:41 am
…..Everyone knows Developers are not normal anyway!
(Hides)
October 17th, 2006 at 3:15 am
Carl, remember that Molly wrote this article in 2001, and thus, the jobs descriptions are from 2001, as well. Back then, there was some thought that the same traditional publishing tools (namely Quark and pagemaker) would also become the dominant web publishing tools. Obviously, that didn’t happen — but it didn’t sound nearly as ridiculous then as it does now.
There is definitely still a struggle with the generalization/specialization thing in our industry today. Molly, you seem to be (from the article) someone who wants to be a generalists and would rather not specialize. And that’s cool. but myself, I would much rather simply be a designer and not have to also be a makeshift programmer, accessibility guru, etc. But the fact is, as you say, that in order for me to do my job well, I need to understand these things.
My personal tact, as someone who would prefer to be a specialist, is to learn everything I can about that speciality and just enough about everything else that I can communicate and collaborate with the specialists in those areas. In short, I don’t think it’s possible (or desirable) for me to be a Jack of all Trades and Maser of None, but I’d sure like to be a Master of One and able to make damn good sense of the others.
October 17th, 2006 at 6:17 am
Carl: As Jeff points out, it was six years ago. But the silliness of it all persists, really.
Patrick: I think lots of people are thinking about this sort of thing. We can get very overwhelmed indeed.
Matt: Normal? Wot’s dat?
Jeff: I totally understand your point, which is to choose a specialty that suits you. But you also clearly acknowledge that you have to know quite a bit about a lot of other stuff to do Web design well. It’s just the nature of the ol’ beast.
I’m not really a generalist. I specialize in HTML, XHTML and CSS at a pretty deep technical level, particularly for mass document management in industry, education, business and government. It’s my teacher’s heart that keeps me writing and training, but markup and style are my true loves from a technical standpoint. That said, it is integration of skills that’s made me not only effective, but a survivor - no - thriver in this very up and down industry.
I suppose it’s really finding what’s best for us as individuals, but it’s also important to remember that not everyone has such an easy choice. When you’re working for a company, the employer’s business/marketing and other goals affect your role more directly, I think, particularly if a person is still “finding” him or herself in terms of specialization. I run into so many people who say “I wish I could design more again” or “I really love code but because I was hired as a designer, it’s a struggle to get anyone to listen to me” - that sort of thing.
What is sobering is that in six years, the pattern hasn’t really changed. It goes to the heart of my current working theory that the Web cannot be built effectively if we continue to impose linear workflow processes on it. That was fine for print - once the job ships, it ships. But once a web site “ships” it has to be maintained, nourished, cared for, looked after for the entirety of its life, which in some cases will be far far longer than our careers.
October 17th, 2006 at 12:17 pm
How very bizaare, as I wrote in my blog a while ago about the skills needed in the web industry today.
http://www.phunkadelik.com/blog/2006/08/21/jack-of-all-trades-master-of-none/
It is quite a challenge to keep abreast of everything…and I think the danger is that everyone wants to jump on the latest bandwagon so often that it pressurizes us to follow suit!
October 17th, 2006 at 12:47 pm
“Web Development Swiss Army Knife”
LOL! I love it!
October 17th, 2006 at 3:48 pm
All things considered, if you find someone who needs a developer that specializes in CSS (and gets to write CSS all day) or something along those lines, tell them to contact me
October 18th, 2006 at 12:09 am
@Jeff & Molly… Never knew that Quark was once considered to have high potential as a web design tool, so I stand corrected!
October 18th, 2006 at 12:41 pm
Carl: Once upon a time it was. And, in some environments people still use page layout tools for initial design work. Seems weird, but was definitely part of the process then.
Remember, lots of influence in the Web from print, of course, and desktop publishing, which carried over for folks.
October 18th, 2006 at 3:17 pm
I started a new job on Monday - and they love me! They’re getting me to fix all their CSS issues they’ve had lying around for months; I feel so … valued
October 19th, 2006 at 1:36 am
Somethings change… somethings don’t
You’ve just made me realise I actually should be a project manager now. and I don’t say that lightly.
Gulp
October 19th, 2006 at 3:30 pm
[…] Spookily it kinda goes hand in hand with Molly Holzschlag’s post on specialization in the web as well as my very own post. […]
December 18th, 2006 at 1:53 pm
I have seven years experience as a designer and developer. I am currently on a CSS2 programming job - just as a programmer. But, my specialization really is in graphic design. I can’t complain - I like to program but as for design - check out my online portfolio at http://www.steveconstable.com and see what I like to do best. It’s so hard to convince people what you like to do best - they only think in terms of their needs. You have to convince them of your abilities…
Anyway, you get to be a great all in wonderful web maestro by running your own web consulting business. But I can remember attending a party downtown for a company called Critical Mass - a canadian outfit looking to move in the Chicago market. Anyway, I told them I knew this and that and they asked my what was my specialty. They told me that they didn’t hire jack of all trades because they would come up weak in all areas. Well, that’s a black and white statement if I ever heard one. I consider myself to be one of the most technically proficient web designers in Chicago barring just a handful which have guru like skills. For that art director to pass me off as being weak in all areas hurt quite a bit. Anyway, I did recently get hired at another successful firm because they consider me to be a true guru at CSS2. All anyone needs to do is design their own CSS2 developer message board and then you can call yourself a guru.
(I’ve got one at cssranger.com 
God bless you all out there.
December 18th, 2006 at 2:02 pm
One more thing - this reminds me of a song by Ricky Nelson called Garden Party. The chorus line goes:
“But it’s all right now, I learned my lesson well.
You see, ya can’t please everyone, so ya got to please yourself.”
And that’s the truth. Just keep on keepin’ on. Do your level best. Be all that you can be. If you want to be best in all areas and you can really walk the walk - then the heck with those that will judge you before they have even seen your work.
February 1st, 2007 at 8:02 am
[…] molly.com ” Flashback: 2001. How Specialization Limited the Web … Holzschlag’s post on specialization in the web as well as my very own post. … a great all in wonderful web maestro by running your own web consulting business. … […]
February 21st, 2007 at 6:19 am
[…] molly.com ” Flashback: 2001. How Specialization Limited the Web … Holzschlag’s post on specialization in the web as well as my very own post. … a great all in wonderful web maestro by running your own web consulting business. … […]
November 3rd, 2007 at 12:28 pm
Interesting, the web has come along way from a designer/programmer perspective. Thank you for sharing.
January 16th, 2008 at 7:40 am
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January 16th, 2008 at 7:40 am
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March 30th, 2008 at 10:59 am
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May 28th, 2008 at 12:01 pm
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June 7th, 2008 at 9:46 pm
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June 7th, 2008 at 9:46 pm
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June 8th, 2008 at 7:59 am
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