Identifying the Root

Can the problems that plague website development somehow be avoided? The answer is yes, if the root problem is accurately identified and addressed. Without going to the root of the problem, attempts at fixing it will be akin to treating symptoms, without healing the disease.

One of the reasons that problems persist in web development is that we often look for a technical solution to them. It can be tempting to believe the marketing slogans used by companies selling the latest web development tools. Desperation causes us to hope that these new products will somehow make developing websites easier. But since the root of the problem is not technical, technical answers won't fix it.

The root of most web development problems is not technical but rather it is the failure to communicate technical information non-technically. From this root two braches grow: exaggerated expectations and negative relational dynamics.


In the words of George Bernard Shaw, "The single biggest problem in communication is the illusion that it has taken place." It has been my experience that the underlying skill a web development company must bring to a project is the ability to communicate technical information non-technically.

I've heard developers complain about their clients, dismissively saying that, "they just don't get it." However, I believe that of all the parties involved in a web project, it is the primary responsibility of the developer to help their clients to "get it." A website is a technical system and it presents a complex information design puzzle. There are subtleties to web development that clients will not understand without careful explanation. The developer is primarily responsible for communicating the elements of interactivity, dynamic content, hypertext, information architecture, navigation systems, search engine dynamics, and browser compatibility.

These issues are not easy to communicate. It's hard enough for developers to discuss them among themselves. Communicating about the web is a big challenge, but one that must be met if the problem is to be solved at its root. When a developer takes up the challenge of communicating technical information non-technically, a solution to the problem is not far behind.


There is no end to the hype about the web. For example, a certain technology company has run television commercials depicting an elderly craftsman checking his current worldwide inventory levels on his PDA. In another ad an e-commerce company is sitting around a computer as their new site goes live. They rejoice when their first order comes in, then they realize they have a shipping problem because orders have begun rushing in faster than the site can count them. All this propaganda builds the expectation that developing a website should be easy, that it should automatically integrate with business systems, and that results will come flooding in.

These kinds of influences cause many businesses to enter into web development projects with misaligned expectations. Such diversions prevent clients from recognizing the real ways that a website can help their business. Beneath all the hype, the Internet remains a true revolution in how people relate to information. There are clear benefits that the Internet can bring to business. Many of the benefits are obscured by hype, but they are still there.

The weapon needed to combat misaligned expectations is clear and effective communication that replaces unrealistic expectations with appropriate and attainable ones. Unfortunately, it is miscommunication, rather than clear communication, that characterizes most web development projects. Without a way to communicate clearly, exaggerated expectations will not only persist, they will be magnified.


It is difficult to manage misaligned expectations. As with any relationship, unmet expectations cause tensions that produce all manner of conflicts and negative experiences. These conflicts naturally cause frustration. When this starts to happen, the relationship begins to spiral downward.

From a developer's perspective, the difficulty in communicating technical information non-technically can be intensely frustrating. Most developers are highly motivated to create websites that are distinctive and effective. Yet miscommunication can result in drastic shifts in direction, changes to features and content, and rejection of designs. Developers often refer to this tendency as "feature creep." Feature creep changes a developer's motive to excel to a motive to survive. A developer in this mode will generally criticize their client and blame them for all misunderstandings.

Clients become equally frustrated when a project takes longer than they anticipated and goes over budget. I have encountered a number of companies that actually have really nice websites but they speak of them like they are the worst sites on the web. After digging deeper, I usually discover that it's not so much the site, but the frustrations they experienced in developing it, that left them with such a bad taste in their mouths.

Another factor that compounds negative relational dynamics is the different values that developers and clients bring to a project. Not recognizing the gap between what developers value and what a client values will result in further negative relational dynamics. For example, as shocking as it may be to developers, most people don't value a well-coded DHTML drop down menu. They can't appreciate how hard it can be to make a navigation feature work across multiple browsers and platforms. Most people do value attentiveness, listening, and clear communication. They remember the flavor of an interaction more than the subtle coordination of complementary color palettes used in a navigation system. They remember agonizing meetings, not how well a graphic is compressed. The things a developer values, such as the quality of code, are not always things a client can see, understand, or measure. If they were to view the source HTML they could not discern whether the syntax was cross browser compatible or not. Meetings, documents, conference calls, layouts, and the final website are the elements that a client sees, experiences, and measures. Failing to effectively communicate through these things will further damage an already tenuous relationship. Each missed expectation and miscommunication ads to an increasingly sour experience. Nobody wins.


Many web development companies have packed it in after one too many bad experiences. What keeps talented, skilled, and technically competent web development companies from being successful? How can developers create sites that meet the goals set out for them while managing the subtleties of their clients' expectations? How can they keep projects from ballooning in their costs and schedules? How can clients grow to appreciate the difficulties a developer faces in meeting these needs? How can they grasp the subtleties and intricacies of information design, database interactions, and navigation systems?

The key to solving these issues is not in better technology. The key is a better process that effectively communicates information between technical developers and non-technical clients. A solid and effective communication process can help manage client expectations and improve interactions, transforming each point where projects tend to spiral downward into an opportunity to move forward and upward. Without a cohesive communication process that addresses the problems of expectations and interaction, web development projects will continue to spiral downward.