Your biggest fear – given the ongoing evolution of technology – should be that your firm’s cutting-edge web developments are already being blunted by the fast pace of change on the internet.

Such change is all about meeting the customers’ needs through user-focused development. Analyst Gartner recently reported that Ajax technologies and rich internet application (RIA) platforms – tools and systems that help promote a responsive user experience – are moving from the early adopter phase of market evolution to enterprise-level adoption.

Sounds good but there’s a significant catch. Organisations looking to spend on the web are often keen to initiate a form of development that is less flat, and increasingly sexy and intuitive. But such organisations often lack the design skills to make such a leap.

There are multiple reasons for this new, interactive skills gap. First, businesses that think customer experience is all about the “look and feel” are woefully unaware of the truth. Another key aspect is usability – and quite often, this is a skill that eludes some designers, as the ability for programmers to design a nice look and feel remains elusive.

Knowing the boundaries of what is technically possible in the creation of an interactive design is also crucial. Your designers need to be able to create the experience you require – and quite often designers are not “developers”, so they don’t often appreciate “the art of the possible”.

To create a more intuitive web experience for customers, you need great design, usability and programming skills…welcome to the birth of user experience (UX) designers.

These specialist professionals are immersed in how your product is perceived, learned and used. Rather than simply tweaking an already-failing site, UX designers will bring together business experience and customer demands to create a more inituitive online product.

Welcome to the future, where your customer interface isn’t simply coded but created – and more importantly – is a pleasure to use.