But what makes up a web community; what makes them successful? Below I discuss the four C’s of community: Content, Context, Connectivity and Community.

Content

A current meme when organising or building a website is the catchphrase Content is King. A big shift in the web in recent years has been the way websites are constructed. Today it’s a necessity, and indeed best practice, to separate form from content. In one hand you have the compelling content, whilst in the other you have the presentation, be it in the form of HTML and CSS, Flash or RSS, amongst others.

Quality content is one way in which you can make your website stand out. It is also a great way to attract the people who are needed to form the elusive community that your brand is hoping build. When considering community initiatives, there are three questions to ask: Where will the content come from; for example community driven or syndication? Does it provide indisputable value; does it have a unique selling point (USP)? Can a regular flow of quality content be maintained? Even pre-Web 2.0 initiatives have to focus on keeping the content itself fresh and relevant.

Web accessibility and search engine optimisation are also vital, so having content completely separated from presentation means a number of assistive technologies can make better use of the content, whilst the web robots can also readily consume the information.

Context

Context means understanding how people use your website, where they are in the user-journey and serving them the right experience at the right time. Well-designed applications and functionality have great opportunities to deliver on context.

For example, FriendFeed‘s iPhone version, which is simply a re-worked web interface, is perfectly designed for contextual usage on the go. Similarly, Remember The Milk updates the interface explicitly for mobile and iPhone users, whilst also syndicating the content to applications such as Google Calendar. (It is questionable whether user-agent switching is good practice, but that is a whole new blog post.) Conversely, Delicious makes no attempt at changing the user interface for iPhone or Nokia N95 users since the iPhone and N95 have full web-capabilities through their respective web browsers.

In some instances the context in which the content is displayed will require reduced functionality. For example, the Last.fm mobile site does not allow you to play music, but simply search music listings, view recommendations, events and friend listings, and edit settings. However, through its API, Last.fm is able to offer its data and platform to third party developers to aid the building of new applications and communities, thus changing its context.

Connectivity

Connectivity is the ability of a system, whether that is a web-based community or a device like the iPhone, to connect with little or no modification. In the realm of communities, the ability to easily connect to your peers is the Holy Grail of the application.

Successful communities thrive on fluid, hard-to-measure activities that are, in the purest sense, relationship-based. It’s not all about mass communications — although Twitter and YouTube are both bucking this trend — but more about the micro-interactions. Designing experiences that support thousands of micro-interactions means that the community is able to function, unhindered, almost indefinitely. Facebook lends itself expertly to micro-interactions through the user’s ‘wall’.

Companies are turning to communities as the new customer relationship management (CRM), but this requires people to mind them. Organisations such as 37Signals and WildBit very effectively use Twitter to broadcast service updates and sometimes apologies, whilst the BBC and The Guardian online use it to broadcast links to new content.

Continuity

People often don’t like change, but communities that thrive often do so though evolution to meet the needs of users. Communities need to be flexible to evolve while still providing a valuable and consistent user experience which can be sustained. Too much of a radical change will almost certainly have a detrimental impact upon visits, at least initially.

Building communities is the new marketing for a brand, whether that is through wholely-owned properties or 3rd party social media services such as Twitter, WordPress or Ning. The starting point to any community is finding a niche that is currently underserved and serving that community better than anyone else. But Brands need to know a few things before they head down the community path. The web is saturated with communities. Some are thriving, while others have come and gone. Creating a community is not like your average marketing campaign that you can ditch it is a failure. If the community is successful the four C’s of content, contect, connectivity and continuity will have to be maintained and indeed, developed.

Human behaviour flows from three main sources: desire, emotion and knowledge

Desire lines are those well-worn ribbons of dirt that you see cutting across a patch of grass, field or park, often with nearby pavements, particularly those that offer a less direct route, ignored. In winter, desire lines appear spontaneously as trampled down paths in the snow. These paths are never perfectly straight but instead, they meander like a river this way and that, as if to prove that desire itself isn’t uniform or linear and (literally, in this case) straightforward. Desire Lines show that it is human to choose, but it is also human to choose what other people have chosen before. Be it for establishing a pattern, be it for convenience, or be it for not reinventing the wheel. In this way the Desire Lines become well-trodden and pseudo-permanent routes to a particular destination.

Desire Lines are the ultimate unbiased expression of natural human purpose

The term ‘Desire Lines’ originates from the field of urban planning in the early 20th Century.

An optimal way to design pathways in accordance to natural behaviour is not to design them at all

Extending the concept to websites

Broadening the concept of Desire Lines, it is also possible to see other impressions of human desire in websites, many of which can provide a commercial advantage to the particular website in question.

The web phenomenon is simply another way people find entertainment, communicate and interact. Whether the purpose of using the web is for enjoyment or employment, Desire Lines are are a such perfect expression of natural human intention that they become the utlimate design pattern for building successful and intuitive websites. It is easy to envisage users like an army of ants moving in single file towards their goal, not following set paths, but bypassing the planned route directly towards the news article, the video, indeed any product being offered by the website concerned.

Instead of websites providing classic access points via menus and taxonomies, they can employ different access points based upon user preferences and previous browsing history. This is heavily dependent upon capturing user’s details via a cookie or a login system, like at Amazon, but the benefits to the user can be far more rewarding.

So who is doing this?

Understanding the demographics of your users and your site usage is key to Desire Lines. The BBC website is a great example whereby search statics are monitored frequently. They adapt their web user interface and site structure based upon what people are typing into their search box thus making it easier for subsequent users to view the more relevant or interesting stories of the day.

Amazon makes Desire Lines more explicit and beneficial to their users through Listmania, recommendations, Customers Who Bought This Item Also Bought, What Do Customers Ultimately Buy After Viewing Items Like This?, Better Together, Recently Viewed Items, Wish Lists etc. In essence, Amazon does not provide a single standard way of finding an item, but relates each item together through a myriad of historic information from its user community. The user therefore has the option to search for an item, use the catagories, or click on links and begin their own desired user journey, which can be uniquely distinct from other users journeys or a mirror of those journeys.

Current TV takes the concept even further by showing content that is purely based upon what users want, or what they term as viewer-created content. Current slice the schedule into short segments into “pods” — each just a few minutes long. These pods profile interesting people on the rise, intelligence on trends as they spring up around us, and international news from new perspectives. Anyone who wants to contribute can upload a video. Then, everyone in the Current online community helps decide what should be on TV. You can join in at either stage — watch & vote or make video.

Limitations to Desire Lines

A key limitation, or possibly a challenge, to the successful adoption of Desire Lines concerns advertising revenues. For a user it is beneficial to be able to reached the desired destination as quickly and efficiently as possible, but for a website’s advertising revenue it certainly is not. To be simplistic and possibly cynical, many sites don’t want users to have an overly efficient experience as this limits page views and page impressions. The challenge, therefore, is to retain users on the website and provide them more relevant information and targeted advertising.

There are also implications on what is considered more relevant and what is not. The BBC to some extent decides based upon user searches, but this serves also to hide potentially captivating an important stories. One user’s preference isn’t necessarily the next’s, therefore creating an information bias. This may be even more problematic with our over-reliance on Google for finding information. The Google algorithms essentially decide what we find even though we are told that the sites listed are based upon relevance and popularity.

Finally, you can’t pave every desire line. To do so would end in a playing field not covered in lush green grass with a few tracks intersecting the green, but a concrete mess.

Here is a list of the Firefox extensions I utilise in my day-to-day work:

ColorZilla

https://addons.mozilla.org/firefox/271/

Advanced Eyedropper, ColorPicker, Page Zoomer and other colorful goodies.

With ColorZilla you can get a color reading from any point in your browser, quickly adjust this color and paste it into another program. You can Zoom the page you are viewing and measure distances between any two points on the page. The built-in palette browser allows choosing colors from pre-defined color sets and saving the most used colors in custom palettes. DOM spying features allow getting various information about DOM elements quickly and easily.

Firebug

https://addons.mozilla.org/firefox/1843/

FireBug lets you explore the far corners of the DOM by keyboard or mouse. All of the tools you need to poke, prod, and monitor your JavaScript, CSS, HTML and Ajax are brought together into one seamless experience, including a debugger, an error console, command line, and a variety of fun inspectors.

FireFTP

https://addons.mozilla.org/firefox/684/

FireFTP is a free, secure, cross-platform FTP client for Mozilla Firefox which provides easy and intuitive access to FTP servers.

Along with transferring your files quickly and efficiently, FireFTP also includes more advanced features such as: directory comparison, syncing directories while navigating, SSL encryption, file hashing, and much more.

HTML Validator

http://users.skynet.be/mgueury/mozilla/

HTML Validator is a Mozilla extension that adds HTML validation inside Firefox and Mozilla.
The number of errors of a HTML page is seen on the form of an icon in the status bar when browsing.
The details of the errors are seen when looking the HTML source of the page.

The extension is based on Tidy. Tidy, was originally developed by the Web Consortium W3C. And now extended and improved by a lot of people. Tidy is embedded inside Mozilla/Firefox and makes the validation locally on your machine, without sending HTML to a third party server.

IE Tab

http://ietab.mozdev.org/

This extension embeds Internet Explorer (IE) in a Mozilla/Firefox tab, which allows you to view your work in IE without launching a separate window.

LinkChecker

https://addons.mozilla.org/firefox/532/

Checks the validity of links on a web page.

MeasureIt

https://addons.mozilla.org/firefox/539/

Draw out a ruler to get the pixel width and height of any elements on a webpage.

SEO for Firefox

http://tools.seobook.com/firefox/seo-for-firefox.html

This tool was designed to add more data to Google and Yahoo! to make it easier to evaluate the value and competitive nature of a market. SEO for Firefox pulls in many useful marketing data points to make it easy get a more holistic view of the competitive landscape of a market right from the search results. In addition to pulling in useful marketing data this tool also provides links to the data sources so you can dig deeper into the data.

Server Spy

https://addons.mozilla.org/firefox/2036/

Server Spy indicates what brand of HTTP server (eg. Apache, IIS, etc.) runs on the visited sites. When a tab is selected, the corresponding server name is shown on the right-hand side of the browser’s status bar.

Snapper

https://addons.mozilla.org/firefox/2703/

People often take screenshots of web pages for miscellaneous reasons – when designing a page, debugging a web application, or even for graphical reference. Usually, though, only a portion of the screenshot is actually relevant to the user’s purpose, leading to a large portion of the image getting cropped. This can be time consuming, and annoying at times.

Snapper allows users to designate an area of a web page for a focused snapshot, cutting out the additional work needed for cropping unecessary information.

Web Developer

https://addons.mozilla.org/firefox/60/

http://chrispederick.com/work/webdeveloper/

The Web Developer extension adds a menu and a toolbar to the browser with various web developer tools.

Here is a list of other extensions I find useful:

CustomizeGoogle
Gmail Space
Google Notebook
GooglePreview
SessionSaver
Tails Export

The toolbar can be downloaded via the following link: http://www.snapfiles.com/get/AccessibilityToolbar.html

The Web Accessibility Toolbar has been developed to aid manual examination of web pages for a variety of aspects of accessibility. It consists of a range of functions that:

• Identify components of a web page
• Facilitate the use of 3rd party online applications
• Simulate user experiences
• Provide links to references and additional resources

Much like Chris Pederic’s Web Developer Toolbar, which was popularised through Firefox, this toolbar can be used as an aid for manual checking of many of the Web Content Accessibility Guideline’s Checkpoints (WCAG) 1.0. None of the toolbar functions listed will tell you whether a page conforms to a particular checkpoint, but they will help you in assessing conformance.