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With the hype of “Web 2.0″ I find there’s a certain expectation to use cutting edge technology in each new project. But you have to ask yourself, by using this technology am I really going to benefit the end-user? Take AJAX for example. It’s cool, but it’s not a toy. It’s great for forms, but consider JavaScript doesn’t mesh well with the likes of the back button - a great feature of standard web site user interfaces - good reasoning for not developing a pure JavaScript App (source: http://alexbosworth.backpackit.com/pub/67688) .

An excellent column on useit.com, by usability expert Jakob Neilson covers some great points in relation to technology and usability. Of specific interest was Neilson’s article on “Growing a business Website: Fix the basics first “. In the article Neilson discusses the growing trend of businesses to focus on the “latest and greatest” and forget the basics of usability.”Clear content, simple navigation, and answers to customer questions have the biggest impact on business value.” says Neilson. “Advanced technology matters much less” as on what Neilson describes as the “Elite Experience Vs User Experience”. I couldn’t agree more. I’m constantly forwarded links to “gasp, how cool was that!?” websites from friends and colleagues and I sometimes wonder, is this website really addressing the end-user? Or is web developer/designer just trying to impress friends?

As a developer working on e-commerce sites I’m constantly revisiting user scenarios, but that’s not to say I don’t get tempted to implement “useless” technologies. Quoting Neilson again, “it is tempting to work on what’s hot, but to make money, focus on the basics that customer’s value”.

Here are a few good tips from Jakob Neilson to take away with you;

1. Communicating clearly so that users understand you. Users allocate minimal time to initial website visits, so you must quickly convince them that the site’s worthwhile.
2. Providing information users want. Users must be able to easily determine whether your services meet their needs and why they should do business with you.
3. Offering simple, consistent page design, clear navigation, and an information architecture that puts things where users expect to find them.

And just remember Web 2.0 isn’t all about *new* technology, rather it’s a set of principles and practices aimed at delivery more service-orientated web applications.

For more information on Usability visit Jakob Neilson’s website useit.com, and for Web 2.0 checkout “What is Web 2.0?” by Tim O’Reilley (oreillynet.com)