A while ago, a colleague with a strong background in interactive design and user experience suggested that I attend An Event Apart in New Orleans with some of his team members. I had mentioned to him that I wanted to learn more about the Web; he suggested I dive right in. From a communications standpoint, I was looking for ways to utilize online tools to help clients get their message out. What I learned was much more than that. I listened to a series of speakers on topics ranging from design to best practices to technical application. Although some of the topics were a bit over my head, what became clear is that the people building the sites we visit every day are working hard to standardize, validate and communicate the importance of the work they are doing in this “young” medium. Several speakers shared a common interest in pushing the medium to tell a better story. Perspectives on how to achieve this emphasized content, structure, usability, design, findability, and how all ingredients are necessary to deliver a meaningful experience. Cameron Moll, author of Mobile Web Design, based his presentation on the importance of being solution-focused vs. problem-focused — how articulating the problem clearly gets us closer to an effective solution. Happy Cog Studios designer Jason Santa Maria spoke about how design for the Web has been driven by technology rather than message, adding that the form of the design should be driven by the story. Aaron Walter, author of Building Findable Websites, talked about the Semantic Web and how good content helps users find the sites they seek. He promoted the idea of providing rich information as the best way gain rank on user searches. All of these speakers shared an interest in continual improvement. They discussed ways to work around technological limits to move the capabilities further. And they wanted help convincing clients and other influencers — many of whom may not be familiar with the format — to trust the designers’ expertise and allow them to guide clients through a process to achieve the clients’ goals. Although I view a Web page on a flat screen, I have learned that there is dimension beyond the content and imagery presented there. In order to build that site, you have to consider the structure, the presentation and how it all behaves. All of those layers have their own parameters. It’s the magic in how they’re built and applied that results in a successful site on every level. It takes coordination and planning to do it right. As someone with a print background, I drew many parallels to my first AIGA conference (which, coincidentally, also took place in New Orleans). It was 1997. I was one of many designers gathered to discuss issues across disciplines and gain inspiration from the speakers. More than that, we gathered to join in a movement to continue establishing credibility for our profession and promote the value that design brings to business. An Event Apart seems to have similar intentions — and similar momentum. So I didn’t just test the waters. I dove in and got the whole experience. It gave me insight I wouldn’t have gained otherwise. The conference will definitely impact how I work with the people who build and design websites, and how I think about all that goes into doing their jobs well.