Web 2.0 UX

Web 2.0 UIs look different. The way they behave is different. The user experience is different. Why is this? Is the average user of Web 2.0 different from Web 1.0?

The Pew Internet & American Life Project April 2006 Survey (which only includes those above 18) puts the average age of "Omnivores" (8% of American adult population) as 28. Excerpt below:

"They are highly engaged with video online and digital content. When the next popular user-generated fashion comes along, Omnivores are likely to testdrive it. One might even invent it."

But are Web 2.0 sites designed for omnivores? The next set of users, the "Connectors" (7% here) seems more like the group they are trying to attract. Definition below:

"The Connectors’ collection of information technology is used for a mix of one-to-one and one-to-many communication. They very much like how ICTs keep them in touch with family and friends, but they are also twice as likely as the average to blog or have a Web page. They like how ICTs let them work in community groups to which they belong, and overall they find their information gadgets a boon to personal productivity."

The study challenges some widely held beliefs of Web 2.0, that of the long tail. The belief that Web 2.0 is used equally by all, but some more than others is a myth. Web 2.0 users are a demographic.

That said, why is the UX different?

I think there are some basic reasons, beyond the target users:

Simplicity - Web 2.0 applications usually have simple features with large scale/complex aggregation. The user does not see the aggregation, but the results, which are again presented simplified.

User Participation - engaging the user and making them contribute is tricky. Too many steps and complicated structures when submitting information will easily take the user away. The ease of contribution is the primary attraction for user participation.

Continuous Improvement - the concept of the perpetual beta means there are constant addition of functionality. A complex UX would mean longer release cycles.