Abstract

Sadowska
production with “what-if” types of experiences will carry the authority to encourage
more pronounced dialogue. In practical terms, such a shift in the conceptualisation
of Web design has the potential to generate a scenario in which future outcomes
will be based on a much more informed processes on the part of users, designers,
and clients; processes that might include, among other things, dialogue between
often very complex and conflicting agendas.
Conclusion
The media landscape is changing, where “… the popular … media now promote
… a new rhetoric of freedom and independence for young women …” (McRobbie,
1999, p. 11). This suggests that Web designers may no longer be able to use the
commercial context and its imperatives as an alibi or justification for lack of innovation.
BEME.com provides an example of the need for far more radical design
in this commercial sector.
‘Women aren’t a niche market and it’s time online publishers stopped treating them
as if they were,’ … Part of the problem … is that many new sites are being offered
by existing offline publishers, rather than truly innovative businesses. ‘They’re using
traditional business models, trying to move a business model online which is
aimed at protecting their existing territory.’ (D-PREA1a, 2000)
Three key suggestions for better design for a female niche market emerge from
the BEME.com case study. They are (a) centre all aspects of the design process on
the actual end-user; (b) consciously recognise the folly of using gender alone as an
appropriate description of female audiences; (c) be aware of social, cultural, and
political factors that exert influence over the design process.
Lack of understanding of the user can be detrimental to the design outcome. Although
the audience is defined through the process of designing for a female niche market,
these definitions cannot be based solely on designers’ implicit knowledge. They need
to reflect real people who will interact with these design outcomes. There is also
additional value in recognising the significance of the users’ participation within the
design process. The ever-growing focus on online interactivity brings into spotlight
the role users play in co-designing of the WWW sites. This is a crucial factor and
can no longer be omitted from design process. With specific reference to female
users, reliance on gender as the defining factor on the part of Web designers only
perpetuates stereotypes and does not respond to real needs. Reliance on gender as
a guiding tool in designing for female online users in the UK market has proven
to be misguided. Female audiences have already demonstrated active participation
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