Web Design Skills: Your Take
May 26, 2005 | 
61 Comments
A “Web designer” has never actually been just a “Web Designer.” In fact I tend to wonder if there is even such a thing as a Web designer.
I’ve heard, oh, I don’t know how many times, how Web professionals need to focus on one area and become the master of that one thing. Yet I’ve yet to be in that position myself and I don’t know too many people who are. I certainly know few Web designers who can say all they do is design.
I’ve often been asked questions like, “what skills do you need to be a successful Web designer?” That, my friends, is a hard question to answer. I’m sure many of you know that. It could be because the “Web designer” is a catch all descriptor for multiple job responsibilities.
Be that as it may, I’d like to take a stab at answering that and I’d like to see what y’all think. What skills does a Web designer need to be successful? First let me give you my thoughts.
Skills of a Successful Web Designer
Many Web designers are asked to be many things to many people. To wear many hats if you will. I know I’ve been a designer, photographer, developer, programmer, writer, information architect, project manager, account manager, blogger, fine artist, and the list could go on. In fact I’ve got to be most of those things on a fairly regular basis.
But those things don’t really speak to the skills that make a good Web designer. Here is a quick list of a few skills I find very important to Web designers.
- General Communication. Much of what a Web designer does is communicate through a variety of channels. You’ll need to speak well, write well, communicate well via design and maybe most important, listen well.
- Interpersonal Communication. The Web is about people more than it’s about technology.
- Problemsolving. It’s pretty much what you do all day long—solve people’s problems.
- Patience.
- Adaptibility.
- Information Architecture for the Web. More and more I see the discipline of information architecture bleeding into Web design. They can separate, but I feel there is lots overlap here and would think it behooves most designers to learn about IA and vis-versa. I feel that my main job responsibilities fall right in the middle here.
- Visual Design. Knowing graphic design principles can really help.
- Programming. Most accomplished Web designers know at least a bit about programming.
- Web Development. Things like CSS and how to hand-code (X)HTML are really important.
- Writing. When it comes to the Web, writing and design go hand in hand.
- Project Management.
I think it’s fair to say that most professional Web designers will have to use all of those skills on a fairly regular basis. Obviously I don’t think you’d need to excel at a high level in all of those areas, but the more you know and the more you’re willing to learn, the better off you’ll probably be.
Am I missing anything? What are some skills you feel essential to a professional Web designer?
Filed under: Web Design
Keyword Tags: web+design skillsets professional communication
Comments
1. Matt Heerema said:
Good list. One thing I don’t see on here thought, (and this could be what you meant by “adaptability”) is the ability to learn. The Web is a rapidly changing medium.
A year or two ago, if your client/boss/supervisor demanded an RSS feed on their site, would you have been able to give it to them. If the media department wants to podcast, can you figure out how to do it. Etc, etc.
Posted on May 25, 2005 06:41 PM | #
2. Sara White said:
I agree with the list you’ve made, but I think that at least a basic knowledge of usability is also an absolute must. How can a web designer create a decent site if they don’t know their target audience’s web browsing habits and preferences?
Also, an open mind is important – and by that I mean that a web designer should be able to accept constructive criticisms (both from a client and a potential user of the site) and work with that criticism to improve the site. I’ve met too many horribly stubborn web designers who pay no attention to what others are saying and assume that they’re already doing everything the best way possible.
Posted on May 25, 2005 07:03 PM | #
3. Garrett said:
I do think it’s possible to be specialized, but that seems to make people narrow-minded and they tend to think their area is most important. If people do become specialsts and can avoid the ego of their discipline, then they are a great addition to the team. In the end though, you still need people who understand the big picture.
Posted on May 25, 2005 07:08 PM | #
4. Geoffrey said:
I think most “good” designers are observant and involved in the world at large. They are always many things.
“Specialization is for insects.”—Robert Heinlein
Not sure how that fits into your list, but I think it’s important.
Posted on May 25, 2005 07:39 PM | #
5. Chris Vincent said:
I would definitely say you’re spot-on with writing as a web design skill. 37signals recently did an article on how user inteface design is essentially writing.
For the same reasons, general communication skills are important.
I would add that critical thinking skills are important for abstracting and organizing data and understanding the relationships between that data.
Definitely problem solving skills. After all, design (not just web design) is all about solving problems.
Posted on May 25, 2005 07:58 PM | #
6. Jason Beaird said:
The ability to handle criticism. Although the client is “always right” that can sometimes be a hard pill to swallow - especially when it means overriding color choices and canceling out key design elements. Of course, that’s where interpersonal communication comes in…trying to get them to reconsider.
Posted on May 25, 2005 08:13 PM | #
7. Matthew Oliphant said:
Somewhat related… My job title may be Interface Designer (not here to argue job titles again;), but it really only relates to my main deliverable, the UI specs.
About a year ago (which makes this somewhat anniversurreal) I wrote up something about how I spend my time at my job. Perhaps a little too honest with the 15% of my time spent not doing much, but when you work with 15,000 other people, things tend to take a while getting done.
Posted on May 25, 2005 09:24 PM | #
8. Ryan Latham said:
Really agree on the patience one. You cannot have any success as a business to client web designer without a lot of it.
However, I think you did miss one that is highly apparent on the professional level. And that is debate. This is a combination of communication and adaptability. When I say debate I do not mean like take turns in the hot seat; just very casual and general discussion. Often times a clients taste or methodologies conflict with your own. You need to have the ability to say “hey, that’s alright; but did you look at it this way?”
Compromising is important for both designers and clients. I wrote an article about such a thing not to long ago that you, and those who found this article interesting may find just as interesting:
http://blog.unmatchedstyle.com/design/dealing-with-those-client-people
Other than the one I mentioned, I think you pretty much covered all I can think of.
Posted on May 25, 2005 09:36 PM | #
9. Ryan Latham said:
Oh…and one thing I forgot; the ability to take that chance. If it seems out of the norm and you only put it aside because no one else is doing it; that’s not good. Once in a while you got to go with your gut, put “what ifs” and “buts” aside and just, for the lack of a better phrase, do the damn thing.
I am the master of trying to follow the norm. I’ve stopped doing this as much as I used to just recently. It has led to nothing but something better. Most people are afraid to touch new technologies and ideas when it comes to web design, I am willing to embrace it. If it seems like a good idea, it most likely is. Let go of your inhibitions.
Posted on May 25, 2005 10:03 PM | #
10. Scott said:
That is a good list. Based on my limited experience, I feel like you should probably add patience to the list a second time. It’s that important. : )
You’ve heard the phrase “Jack of all trades, master of none,” of course. To me it seems that the best “web designers” are closer to “jacks of all trades, masters of 3.”
Posted on May 25, 2005 10:51 PM | #
11. Ozh said:
True.
It’s just that this list of skills applies to anyone with anyjob. Music Composer ? You have to be good at composing, and at communication adaptability etc…
Posted on May 25, 2005 11:50 PM | #
12. Jakob Heuser said:
I would have to agree with Matt Heerena, but to put it better, I think the word we are looking for that all Web Professionals must be able to do research. Not just to be able to learn, but more exactly, the ability to know where to go to locate information so that the learning can take place. Far too many times in my professional career, I have been asked to do things beyond anything I had ever learned. As a part of problem solving, the ability to use books, the Internet, and other resources and then to absorb and apply that information is critical to success.
As far as programming goes, I’d have to strongly encourage all web designers to at least have a working knowledge of PHP/ASP/Script Language of Choice. Knowing at least how these languages render HTML and display it can only make your life (and minor tweaks to existing software) that much simpler. There’s nothing worse than wanting to change a hard-coded aspect of a page’s output and being unable to decipher the code. (Research can also help bridge this gap. PHP.net and a PHP Cookbook can often times be your best friend.)
Posted on May 26, 2005 12:44 AM | #
13. Small Paul said:
I guess this is a bit specific to be a skill, but an awareness of the basic way the internet works - HTTP, web servers, etc. - is very helpful when understanding the limits of what’s possible with web sites.
On specialisation, I think the main enemy of that is that most companies don’t have the budget to employ a whole person on just, for example, information architecture. It depends on where you’re working, I guess: a company that just makes websites might be able to manage it. But often, having one person for each specialisation would make for a big, expensive team.
Posted on May 26, 2005 12:57 AM | #
14. Justin Michael said:
Another thing that has yet to be mentioned is that a web designer needs is a good sense of perspective. You need to see things from various points of view (the clients, the end users, the people who are going to maintain the site after you’re gone, etc.) while at the same time maintaining a high level of quality from your own perspective.
Communication plays a big role here, but I think perspective should be mentioned on its own as well. If we, as web designers, loose perspective on a project that project will be much less than it could have been and could, in fact, turn into a disaster for at least one of the parties involved.
Posted on May 26, 2005 03:25 AM | #
15. Andy said:
I agree with your essay, and would add “marketing guru” to the list of necessary hats we must wear. What we do is either the springboard for or an important aspect of a company’s marketing effort. In fact, I believe that web design begins and ends with marketing concerns.
Without marketing concerns in mind, our efforts could become detrimental rather than beneficial for the client.
Posted on May 26, 2005 03:42 AM | #
16. Richard said:
The other thing every web designer needs is a boat. But that is probably true of most other occupations.
Posted on May 26, 2005 05:45 AM | #
17. william doyle said:
Coming late to the game on this one…. In all of the jobs that I have ever looked for on the web that all tend to fall under the “web designer” umbrella, it seems like the things that are important are strong knowledge of XHTML and CSS (though I wouldn’t label this as web development as you have), photoshop skills and some kind of server-side scripting ability. I don’t disagree with you on your list including some very vital instruments that belong in the web designer’s toolbox, but i think that a lot of companies out there still don’t get good design (being standards compliant, etc.) and site architecture. it’s sad, but seemingly true. but then, I am from the South, so perhaps that makes a difference.
Posted on May 26, 2005 05:59 AM | #
18. Tom said:
That’s about the best description of a ‘web person’ I’ve seen. My official title is ‘interaction designer’ (I guess that’s a whole other ball of wax, that title) but what you laid out is exactly what I do. Basically, a lot of us do exactly what you listed, whether we are called a, b or c. And personally, I would say for those who want to get into this - those are the exact skills you need.
Cheers
Tom
Posted on May 26, 2005 06:12 AM | #
19. Julianne said:
Thank you, Keith, for this post – I needed the validation! Your list is right-on. I’ve been looking for a new job for a while now, and have been so frustrated trying to match my skill set and what I know makes a good “web designer” to the job descriptions that are out there (here in NC, anyway, I’m finding that “web designer” = “use Dreamweaver to make a site look pretty”).
I know no one wants to debate job titles, but I think it’s a huge part of my frustration; I’ve realized that I’m a designer/IA/BA/marketeer/writer/programmer – where’s *that* category on monster? ;-) I just keep applying for “web designer” jobs with the hope that once I get a foot in the door somewhere, I’ll be able to do everything else on your list, as I’ve done in the past – it’s what a “web designer” does.
Posted on May 26, 2005 06:19 AM | #
20. Jim Renaud said:
I agree with many of the comments and your views.
Adaptability is by far the most important. Adaptability with patience. I did a freaking Powerpoint presentation yesterday!
I started off as a web designer during the boom and eight years later I am an in-house creative director answering more emails than actual designing. Now I do more than just web design and now doing print design and presentations. I never thought I’d be laying out business cards at 2 in the morning. It’s the constant change that I like and one must like.
I fired a designer a couple years ago (for many other reasons as well)because she never took time to learn on her own and she kept asking if she could take all these classes. I didn’t have the time or money for her to take Dreamweaver classes. One needs to learn that on their own.
A good web designer rarely says no. When a freelance client asked me if I could do a shopping cart, I said sure. I never did one before in my life. I studied and worked on that sucker for 80 hours and charged the client for 40, but now I know how to do it and could probably do one in 40 hours. It’s that type of adaptability and gumption one needs.
Having friends who are better than you at certain things is nice to. I knew if I got stuck on that shopping cart job, that I could call my buddy Randy and he could help me out with the DB stuff. My buddy Zach is much more efficient at Flash, so sometimes I farm out work to him.
Posted on May 26, 2005 06:22 AM | #
21. Nick Dominguez said:
Adaptability
I agree with Matt on this one. I’ve realized especially in the last couple of years how important it is to stay on top of what’s going on out there.
Leveraging new and upcoming technologies can often give you the advantage over the competition out there.
Posted on May 26, 2005 06:36 AM | #
22. Adrian L. said:
Designers are very dual-brained in comparison to others in “creative” fields. We’re programmers, artists, photographiers, art directors, copywriters and editors. We cannot specialize, because then we stop being “web designers” and become programmers, or artists, or photographers, or arti directors, or copywriters or editors.
While I truly believe that good design is art, I argue constantly against the idea that designers are artists, most usually with classically trained designers.
As a personal note, I find the term “information architech” to be so pretentious it hurts.
Posted on May 26, 2005 07:03 AM | #
23. Kev said:
Adaptability really is the key. You don’t have to be a ‘jack of all trades’ but you do need to know a fair bit about a lot of things.
I started off primarily as a Flash based designer and during the dotcom boom/bust period it hurt me badly. My inability to adapt quickly to a new set of rules nearly cost me my career.
Since then I’ve learnt a lot of things and there are a vast number of things I’ve yet to learn but I’ll never again make the mistake of becoming a specialist. Evolution abhors specialism.
Posted on May 26, 2005 07:18 AM | #
24. Tom said:
Skills with Type come in handy (not that I have any). UI Design understanding of accessability. Oh and you need to know how Explorer might deal with your pages in comparsion with Safari. So I guess skills with software, oh and hardware (when the mobile web thing takes off)
Isn’t it also the web guys job to install all the software on the server and who to call when it breaks down?
In summary: Jack of all trades.
Posted on May 26, 2005 07:21 AM | #
25. Allen said:
One thing that you mentioned twice, which I dont think really is that important… is writing. Sure you need to know how to write, but in the commercial world of web site designing, you generally dont need it. The customer is, 95% of the time, going to want to write the copy for his site, or has copy already written by a copywriter.
we dont havta learnt using those big werds and all much. yesir.
Posted on May 26, 2005 07:40 AM | #
26. chuck said:
I agree with Matt Hareema (commenter #1) … you have to have “learning agility” … the ability to evolve and change with a changing environment and not be afraid to embrace new trends and not get stuck in the old …
you also have to have THICK SKIN … the ability to take criticism and have someone question why you did something a certain way … and you have to be able to explain yourself, which goes to back to communication.
Posted on May 26, 2005 07:43 AM | #
27. allen said:
Tom:
A “web designer” only really designs the site and the functionality of the site. He should know some code and some of the hardware, yes…
In real life, a good employee should be a jack of all trades, knowing a little about this and that, helping out whenever he can… but down on paper in a text book scenario… no a “web designer” shouldnt have to install and maintain software and hardware. On paper it should be labeled as something else… in real life… you shouldnt label ppl :)
Posted on May 26, 2005 07:46 AM | #
28. Mike S. said:
Another skill definitely has to be discipline. This could be considered the parent skill of all the others in a manor of speaking. If you don’t have the discipline to continue learning, designing, being patient, and push yourself then what’s the point.
All of the skills/traits listed are needed to become a great web designer. The thing that keeps you from becoming a flash-in-the-pan web designer is the discipline to continue working and evolve dispite any short commings you may have.
**Keith, Please excuse my “overuse” of the Kubrick theme, I’m working on a new one as I write this ;o) **
Posted on May 26, 2005 08:36 AM | #
29. Rich Brooks said:
Thoughts on Interpersonal Communication:
I think what’s served me best is the ability to understand what my clients’ business goals are, and translate them into the 1’s and 0’s that programmers need to know, and back again. It’s the bridge between people and technology that makes you shine in this field.
I try and get my clients to think about what they want to achieve, and not whether they need a Flash intro (God forbid) or streaming audio.
However, I’ve never liked the term Web Designer, unless you’re primarily a designer and don’t do any of these other items. Web Developer always seemed like a more appropriate job title.
Posted on May 26, 2005 08:50 AM | #
30. Mike A. said:
I definitely agree with Jim (#20) - You need to be resourceful enough to figure out things you’ve never done before, because inevitably a client will ask you do something that you’ve never done before.
I’ve only skimmed through the comments, but I didn’t see any mention of salesmanship. You definitely need to be able to sell your skills if you’re a freelancer, and even sell your ideas if you’re working in a company where there are usually too many cooks in the kitchen.
Finally, I hate the term “web designer”. It reminds me of all of those posts on the Craigslist job boards seeking someone with Dreamweaver and Flash skills. It sounds so limited. I prefer “web developer”. It’s vague enough to include all the other aspects of creating a web site besides just the design aspect.
Posted on May 26, 2005 09:10 AM | #
31. Dave P said:
To follow up on Mike’s post without straying too far off topic:
I’ve always thought that there are two concrete streams in the web world, really. The first, the “Web Designer” groups together graphic skills, usability, IA, design etc. The second, the “Web Developer” revolves around Coding, Systems Analysis, Databases, Scripting etc.
I suppose you could add a third, more senior role of “Web Planner” - bad name I know - that could be a more experienced Designer or Developer that handles Business Analysis, Project Managment, Writing etc.
Although I agree with you Kieth that it’s very hard to “specialize” in certain areas even if one is blessed in working in the right environment (ie a design house, instead of a single person web department - like me!) I think creating web sites would be more effective if we moved, as an industry, away from the “one stop shop” of freelancers that can do it all to more specialized individuals that work in small groups.
As hard as it may be for some of us, I think the act of building web sites is just getting too complicated to contiually expect that we can all stay on top of all these different areas all the time.
I suppose I’ve got my own little post going on here, so I’ll just leave it at that for now! :)
Posted on May 26, 2005 10:13 AM | #
32. Jeremy Keith said:
That’s a good list, Keith. But for full effect, I recommend putting the word “skill” after each item and then speaking the list in a Napoleon Dynamite voice.
Posted on May 26, 2005 01:22 PM | #
33. Peter Boersma said:
You start with: “I’ve heard, oh, I don’t know how many times, how Web professionals need to focus on one area and become the master of that one thing. Yet I’ve yet to be in that position myself and I don’t know too many people who are.”
I prefer to say that people should be master of one thing and then focus on widening their views. This results in T-shaped people, the type I had in mind when I documented my t-model.
Posted on May 26, 2005 01:36 PM | #
34. Paul Pomeroy said:
Good list, and some very good comments.
Things I would add (or second):
- The ability to choose the best tool(s) for the job, not just what’s most familiar or in vogue this week.
- The ability to design and implement for the long haul – someone will (hopefully) be maintaining the site much longer than it took to design and implement it.
- Excellent customer service skills, not just because it’s good for the designer’s business but because web sites are often an integral part of a client’s customer service strategy (whether they know it or not).
Posted on May 26, 2005 02:10 PM | #
35. daniel harvey said:
Half of Keith’s initial list was about classical or traditional designer skillsets. When people talk about specialization, it’s that area of the list they’re thinking about. What’s telling though is that the remainder of the list and what the overwhelming majority of the comments are talking about are “soft skills.” Things like maturity, good judgement, etc. These are almost more “personality traits” than skills per se but that makes them no less important to doing our jobs.
Sadly, it’s the kind of thing that is notoriously difficult to communicate in a resume or an interview, rarely a focus in educational settings, and even hard to get the opportunity to cultivate in some workplaces.
Posted on May 26, 2005 05:45 PM | #
36. dannyFoo said:
Hmm.. *brain working* ..I think that pretty much covers most of it for me though the more languages you might understand is a plus as a web designer. Oh yeah, I think you might’ve missed out on various applications a web designer might need to know how to handle at times.
Sometimes clients might ask to perform some simple video editing to be displayed on a Flash project they’ve contracted you to do. I’ve also had to edit some sound loops and create a new composition when I was working in my old company too.
I feel this topic has some relation to what I blogged recently, HERE. Though mine was more, is a web designer the right term to be used for people building websites? :)
Cheers.
Posted on May 27, 2005 12:58 AM | #
37. Mohodin Rageh said:
Your take on the skillset necessary for a webdesigner was quite disheartening, to say the least. You can not have all the skills in the world.
Web design is so generic as to be pretty meaningless really. There are quite a lot of skills involved and nobody has any fluency in all of them. You may know a bit of everything but that does not you “specialist”.
It may be helpful to dissect the core elements of webdesign(the techno aspects if you like) and they are as follows in my view.
1_ Visual Designer(photoshop guru, who can come up with stunning designs all in one photoshop image).
2_ Front end developer(fuent in XHTML/CSS and pretty knowledgable in standards and accessability. He has to convert the visual design into a good website.).
3_ Back end developer(The scripting guru who is also equally good at webservers and operating sytems tweaking and so on)
That 3 make up the core team. And you have to make your pick. See where your interest lays and you are on a right path.
A project/business manager and who is also into marketing is also a must if you are to have a successful business. The rest(flash expert, accountant, lawyer and so on) can be freelanced.
The visual designer can also be freelanced because there are probably not that many visual designs to be made on a regular basis UNLESS you are a big firm. That is a totally different matter.
Posted on May 27, 2005 03:07 PM | #
38. Martin said:
I think you’re missing one thing:
A general feel for (or at least rudimentary knowledge of) economics. Supply and demand. An understanding of how people derive utility from something, in this case the site. An acknowledgement that they’ll quickly go somewhere else if they’re not getting what they want. I guess some of this falls under usability, but it needs to be more global, IMHO.
But then again, you could then say everyone needs to understand economics… :-)
Posted on May 28, 2005 07:26 AM | #
39. Booya said:
Sales.
You have to your potential client on why to choose you. (A lot of designers don’t have a separate sales department). If you design a site for a business, one of the goals of the site is to sell their product. You may not have to sell products yourself, but you should at least be familiar with the sales process. A lot of the points - writing, communication & problem solving are parts of knowing how to sell, and I’d add the ability to listen is needed too.
Posted on May 28, 2005 09:13 PM | #
40. Jens Meiert said:
“Successful” Web designer does not mean “good” Web designer, and we need good Web designers. And it is sort of challenging to list all the areas in which one needs at least a little bit of knowledge, and one could easily add Typography, Journalism, Accessibility, Usability, User Experience Design, Web Credibility etc.pp. (unordered).
Posted on May 29, 2005 03:02 AM | #
41. Jerome said:
In matters of design I think the less, the better. Too many web sites are just completely cluttered and flashy! The only effect they’re having is making you dizzy and leave the site as fast as you can.
The problem is lots of bloggers don’t have any ‘design education’ at all. Or at least an esthetical sense for form and colors. They can’t be blamed for that, but they should be educated on it. Most would appreciate it a lot, I bet.
Posted on May 29, 2005 06:18 AM | #
42. Chet said:
To get my “Web Designer” position - I was required to know ASP, PHP, .NET, Coldfusion, Javascript, mySQL, MsSQL, Photoshop, Flash, Director, Extensive knowledge in xHTML, CSS, and the ability to adapt and learn any new language or application on the fly. *Bare Minimum. Wonder what the requirements are to be hired as a Senior Architect, haha.
Posted on May 31, 2005 06:56 AM | #
43. Jim Edwards said:
Nice list couldn’t agree more. I would add that a good web designer must be able to quicking find out about the things he doesn’t know, and steal what it takes to get it done. Now I don’t mean copyrighted material, but ideas, concepts, and methods. Leviticus says “there is no thing new under the sun” that’s my motto when it comes to my job. Someone’s done it, I just have to find out how ya did it.
Before I got into web design (which I would argue should really be refered to web development) I was an IT Technician. The fields although similar, have one striking difference. IT people think they know it all and are very unwilling or unable to take others points of view (most of them anyway)However, web designers must be flexible, changable, and willing to admit what they don’t know, but able to find out what they need to know.
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I think Patiences is one of the most underestimated elements above. There are so many “little” things about web design/development that require so much work. Web design is definitely not for the lazy.
I think one of the funniest things about web design is how a person needs to have a solid foundation of both technical knowledge and artistic principles. Most web designers I know are really skilled in one area and not so skilled in the other.
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