Two metaphors have been used successfully in designing for and thinking about the Web: the Web as a physical space, and websites as extensions of the body. The synthesis of these is what we could call Web 2.0. But now we have to contend with the importance of experience, in addition to utility, and the increasing demands on the attention of our users. A third metaphor may be reached by regarding users as trajectories, flowing through our websites. By considering the Web in motion, an approach which uses a ‘motivations flowchart’ is demonstrated, where the states of a user are used to derive features regardless of the interaction medium. And an interaction pattern is demonstrated: Snap is syndicated interactions, bringing choices users have to make away from websites and together on their desktop. Finally some challenges for the Web in 2008 are posed: other devices; groups; the future—how does Web design itself become open to amateur creativity, and what new tools should be built?
