Imagine walking into a dark, dismal, building for the first time... you need to find your way to an office on the second floor. The lighting is poor, the atmosphere is claustrophobic, you are surrounded by a maze of [corridors ... AND you] can't find a single sign. This building was obviously designed by an architect who gave little or no thought to the needs of the people who would eventually use it.

The role of an architect in the physical world of atoms is to create liveable spaces for human beings. Designing a home or an office or a museum requires a deep insight into the human psyche. Buildings look different because they cater to a range of uses and users and must fulfill a complex array of needs. However, we are surrounded by poor architecture simply because architects don't work or live in the structures that they create.

By now, you probably feel as if you have picked up an issue of the Architectural Digest. However, the digital world desperately needs consumer conscious architects who care deeply about end users. Each digital production requires a different architecture, designed to communicate information or experiences most effectively to target audiences.

The sheer pace of life in the New Economy has created a new kind of end-user. Impatient and intolerant, a typical consumer does not have the time or inclination to sift through layers of information before getting to the point. An alarming number of new media products, especially websites, have been designed without a moment's attention to architecture, resulting in angry, frustrated, and confused users.

A New Media Architect (NMA) has to interact deeply and regularly with the Internet, CD-ROMs, and Information Kiosks. It is not possible to design an effective product without being an experienced, critical, and tough consumer. NMAs determine what they love, what they hate, and why, shaping these outcomes into a personal philosophy that makes them sensitive to the needs of end users.

Most IT companies that claim proficiency in website and multimedia development are intrinsically technology oriented. [To them] the first issue to be discussed, when a new project comes along, is whether the site will be designed in Flash or in HTML, or whether the back-end database will be Access or Oracle. To avoid the pitfalls of the "technology trap", a digital production requires 'definition'.

Creating the blueprint for a digital production is the primary role of the NMA and one that must be executed at the outset. Successful products that cater to diverse needs are the result of effective architectural planning. The main job of the NMA is to:

1. Balance the needs of the target audience as well as the sponsoring organization by clarifying objectives and goals
   
2. Determine content, features, and functionality
   
3. Specify how consumers will "use" the product by defining its structure, organization, navigation, and searching methodologies
   
4. Plan for change and growth according to varying needs

While these aspects may appear obvious, they are often entirely ignored or not given as much significance as they deserve. New Media Architecture is all about subtle, intangible features that are rarely noticed. Elements of New Media Architecture, such as navigation and labelling systems, indexing, searching methodologies, and metaphors are the crux of a digital product, and allow for maximum scalability over time. If users can move seamlessly from one space to another, without feeling trapped, finding what they need along the way, the NMA has executed his or her role effectively.

The New Economy has created a dizzying number of new roles and job descriptions that did not exist 3 or 4 years ago. The rules are still being written and, often, there are no rules. As a result, it is difficult to pinpoint what kind of academic background or degree an NMA should have. However, the ideal candidate should definitely be able to think as an outsider and be sensitive to the needs of the end user and, simultaneously, be an insider to the extent of understanding the sponsoring organization's mission, vision, goals, audience, and internal workings. An NMA should be a generalist and have an overall understanding of other disciplines with a specialized ability to visualize and organize information - a "big picture" thinker.

For an NMA to create a balanced architecture for any kind of digital product, collaboration and communication with specialized team members is critical. Successful products are created by interdisciplinary teams, not by a single individual. Graphic designers, content strategists, programmers, editors, and marketing specialists contribute significantly to the process. The New Media Architect must have the ability to draw upon the skills of each member of the team whilst creating blueprints.

Above and beyond all else, an NMA must be a passionate end-user advocate at all times, constantly asking, "How am I meeting the needs of the end-user?". The success rate of fulfilling end-user experiences in the digital world is staggeringly low and there is a growing demand for change. NMAs have a huge role to play in bridging the gap between 'real people' and technology by making information easily accessible and meaningful.