The Web as an experience

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As Internet connections keep on improving, the number of immersive full screen video-based Websites is increasing. A lot of the Websites featured on the Favourite Website Awards are already video-based.

It is the logical evolution of the user experience. People do not (like to) read online. Video is the medium that can best emulate real life, convey feelings, explain concepts or present and sell products. It is closely tied to storytelling, an essential component of efficient learning processes and entertainment.

Marketers are already aware of the shortcomings of text, banners and images online. Video has the potential to create richer user experiences. If an idea, emotion or product can best be conveyed by video, it is definitely the way to go. However, not everything calls for video.

The challenges of the future will be to balance storytelling with basic information gathering needs. Videos will be interactive to support the task-oriented behavior of users (ex. breaking up videos with anchor links by keywords, topics, etc) but text will still need to be available.

The role of interaction designers will change. Some agencies have already started calling them “Web scenarists”. Usability principles may also need to change but, this we’ll have to wait and see.

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