Why front-end developers are so important to the future of businesses on the web

Why front-end developers are so important to the future of businesses on the web

or How traditional businesses who have moved to the web regularly undervalue their front-end web developers, and are worse off because of that

Distinction
The roles of web developers and web designers have been around for over 15 years now, and the role of a client-side or front-end web developer started to mature into a distinct entity around 10 years ago, as the content-presentation-behaviour layer paradigm became embedded in people’s working methodologies (and, with the introduction of Google’s then-new search algorithm, when the need for cleanly structured, easily indexable pages became, for businesses, not just an aspiration but a necessity). Unfortunately the perception of the front-end developer’s role remains somewhat coloured by an early association in observers’ minds with the other, loosely related role of the web designer. The role of web designer is an extremely important and valid one, but it is very different to that of the web developer, and the lack of a clear distinction between the two, in some people’s perception, is unhelpful and does both roles an injustice.
Skill set
The web developer (sometimes also called a client-side developer, front-end developer, web architect or front-end engineer) has a huge skill set and a job description to match. They are often expected and required to excel in many disciplines, and have good working knowledge of many others. They exist at the point where art, design, interaction, programming and behavioural and performance analysis intersect. Given the time, support and ambition of a good business, being a web developer can be an extremely fulfilling job. However, the role of a web developer is often misunderstood within even the most progressive and well-meaning of businesses.
Perception
The danger can be that front-end developers, working in a user-focused area, are seen as performing a superficial function — applying a polish to the heavy lifting done by another developer, say, or that dread comment, “making things look nice”. Let’s be clear, making things look nice is the sole responsibility of the designer. When front-end developers spend much of their time deploying underlying data received from a backend database into their views, or pages, they might mistakenly be thought of as merely translators or interpreters, transferring a graphical image — the Photoshop-ed design — into markup and style rules, purveyors of what is sometimes almost mockingly referred to as a ‘black art’ of making pixels lay out correctly onscreen. While this perception is perhaps unfortunate, it is understandable. It is a particular problem where a development workflow is — some might say artificially — segregated into database infrastructure/domain modeling/server side workflows/front-end workflows. In smaller organisations a front-end developer has the opportunity, if she wishes, to input into any of these areas. In larger organisations, the increased granularity of functional areas means those opportunities are greatly reduced, and as you can see from the segregation model above, the front-end development work comes at the end of a long chain of events and decisions which essentially shape and restrict the front-end developer’s choices.
Frustration
In such cases the development workflow is one-way, negates the developer’s architectural, organisational and behavioural skills and occurs late in the development process. This chronology minimizes the opportunity for the front-end developer to have effective input into, and feedback from, the interaction design they are now expected to code. This is a sad state of affairs and undoubtedly leads to frustration, feelings of being undervalued or ignored, and an extreme cases disenfranchisement and resignation, either in the figurative or practical sense. A good business will understand how highly-nuanced user behaviour is, and value skilled interpretation and shaping of that behaviour in the interests of improving their digital offering.
Value
The modern web developer has huge amounts of value to offer a business. Indeed the type of professional you often find in this role encapsulates the very best the web has to offer:

• up-to-date knowledge of available and emerging technologies
• extensive experience of implementing de facto web standards and programming patterns
• database configuration and data manipulation
• implementation across multiple platforms and legacy software applications
• provisioning for mobile devices
• data aggregation
• graphics sourcing and creation
• search engine optimisation (SEO)
• a thorough understanding of the aesthetics and parameters of designing for the web

Further, the best web developers have wealth of knowledge and understanding around interaction design, user needs, hierarchies of data, navigation systems, user journeys, wireframing, design brief interpretation, focus group and usability testing and the art of afinely polished product. Largely gone are the days of HTML-monkeys, spending days on end converting Photoshop comps to pixel-perfect layouts. A web developer’s role is broad: from developing in what Yahoo!’s Nate Koechley calls ‘the world’s most hostile development environment’— the browser — and ensuring cross-platform and cross-browser consistency, to working with art directors and designers and remaining true to their vision, to considerations and implementations of accessibility, usability and the overall user experience. A web developer is responsible for everything that sits on the client side of the web stack — the content, presentation and behaviour layers. Few other roles touch so many other key aspects of a business as does a web developer’s. Good businesses realise what an asset they have in their front-end web development team, and welcome their input into the product development process. Even better businesses have a User Experienceteam which encapsulates all those values, skills and judgements necessary to make great websites. Members of those teams are part of a feedback loop that results in great products, not just acceptable implementations of the first good idea that came up.
Slow
Large businesses and organisations move slowly. They may find it hard to understand they have developers whose skills and interests cross the boundaries their job descriptions impose on them. In addition, large businesses like to modularise their development teams into clearly segmented areas for planning and accountability. End-to-end developers don’t really fit this business model. Web development, certainly rapid prototyping at least, is moving away from monolithic relational database installs and towards schema-free, fluid data repositories like CouchDBand MongoDB. Many other layers of the application stack are now capable of being managed by a web developer. Most developers of this ilk, who are able to own the whole process from from domain and model definition, through to server infrastructure and on to a useful and appealing user experience, are running their own consultancies or are employed by the more enlightened web properties. Some examples of this type of person are Jeff Croft, Dan Rubin, John Resig, Jeffrey Zeldman, among many others. Functionality, data storage and interaction are increasingly moving to the client side (HTML5, Gears, RIAs, iPhone and Android web apps). The web stack sits on top of any technology, making the web developer one of the most versatile members of any business, let alone the technology department.
Undervalued
Unfortunately my experience has been that most large businesses massively undervalue their web developers, employing them in narrowly defined roles as the guys who make the site look nice, or fix the Javascript bugs that make the page break in IE. Larger business and the public sector have made moves towards working seriously on accessibility and usability, but the thinking behind such strategies remains superficial, those conceptual areas misunderstood. Too many people think of them in terms of awards and rating levels, not in ongoing process of improvement. Most of this work is also likely to be outsourced to a specialist third-party.
Career progression
One further, worrying, complication is the lack of clear career progression for front-end developers. Once you’ve spent a year or ten working in every nook and cranny of every browser out there until you can code progressively enhanced web pages blindfolded, what next? Economics and management structures mean there’s only so many architect or senior engineer roles to go round. The other option is to specialize in something and move forward from there. Current trends would seem to be leaning towards a big need for performance specialists in the next 5 years, as the client side moves ever further towards accommodating distributed, complex web applications. Page views will also continue their inexorable rise, placing stress and demand on infrastructure, databases and hardware, and thus even greater stress on a fast, responsive user experience.
Know your value
What does this mean if you’re a front-end or client-side web developer? Know your value. What are your skills? Are you a developer, an engineer, a User Experience architect or an Interaction Designer? Advertise your value. Shout about it. Don’t be knowingly undermined or ignored. Create a User Experience team within your business. If they’ve already got one, join it! Your job is incredibly important, and your present employer needs to realise that, as they stand to benefit.