Over the past two years or so, several weblog-writing members of the British Web development community have expressed an interest in the idea of professional accreditation in the UK Web industry, to back up the emerging new Web professionalism.
It’s something I would wholeheartedly support, but I think a more serious, and ambitious, intention should be to establish a national professional body able to oversee the accreditation process as well as co-ordinate a host of other activities of use to the industry as a whole.
Kite mark
Interest in the issue of accreditation was inspired partly by the publication in April 2004 of a research report by the Disability Rights Commission. The research carried out was the first large-scale examination of the state of Web accessibility in the UK, evaluating 1,000 Web sites.
Recommendation 8 of the report stated that:
“The Government should…
- promote a formal accreditation process for website developers, and thereafter a register of accredited website developers who have been appropriately trained and who abide by the guidance
- promote a certification scheme, comprising an accessibility kite mark, for website commissioners who may wish to demonstrate that their website has been developed and maintained in accordance with the guidance.�
Neither of these exhortations has yielded the least response from the government, as might have been expected, though the BSI published PAS78, a guide to good practice in commissioning accessible Web sites, in conjunction with the DRC in March 2006.
But the broad idea lingers on, particularly in the minds of standards-based Web developers who would have a lot to gain from such accreditation. As we are already in the position of meeting accessibility requirements, through our understanding of the needs of disabled Web users and knowledge of online accessibility techniques, our relatively small, standards-savvy faction of the largely access-ignorant Web development industry would, at a stroke, gain the recognition our approach and methods deserve.
A certification scheme would help remove some of the current uncertainty, which has allowed unscrupulous companies to offer inadequate accessibility auditing services and sell “legally compliant� Web accessibility like snake oil. A government-backed or ‘official’ certification of some kind, if based on sound principles, could give Web site owners better peace of mind.
UK Web Professionals Я Us
Knowledge of Web accessibility is only one of many skills required by today’s Web developers, so why not expand the proposed register to a full-blown professional body for British Web professionals? This association could oversee accreditation processes for a number of areas of Web development, as well as co-ordinate a host of other activities and services of use to the industry as a whole. It could have some clout.
Spoilt for choice?
It’s not an empty market place, however. Several organizations already fulfil some of the functions of a professional association. Here are a few of the existing options for a professional British Web designer:
British Web Design and Marketing Association
Describing itself as “The ethical home of UK Web design�, BWDMA was formed in 1999 to raise standards in e-business and it remains very business-focused. It is active in the fields of law, business, marketing, training and what it deems the “ethical Web�, which includes accessibility. In May 2006, it published “Effective Partnerships�, a code of practice for relationships between buyers and sellers of Web services. There is also an array of other resources. Its code of conduct is mainly about fair dealing and dispute resolution. Membership is free for individuals, up to £120 for corporate subscription. No list of officials is provided on the Web site, though the support of organisations such as the Digital Content Forum, Hosting UK and the Marketing and Sales Standards Setting Body is recognised.
Association of Accessibility Professionals
Founded by the BWDMA and Nomensa in 2003, AAP’s purpose was to formulate an accessibility accreditation scheme (music to standards-based Web developers’ ears), though this seems very much in its early stages. It is possible to find out who is on the board through reading each of the 66 “contributors�’ profiles. Those contributors include none other than Andy Clarke, a well-known and influential British Web designer. No mention is made of fees or a code of conduct.
United Kingdom Web Design Association
Formed in 2001 to “encourage and promote industry standards within the British web design and new media sector.� Has a brief code of conduct stating that “UKWDA will provide a forum for web professionals to interact and raise the level of excellence of their fields�, though no evidence of this is presented on the site and no list of officials is provided. Funded by Redstation (a domain registration and hosting provider) and Lawdit Solicitors (trademarks, designs, patents and copyright law). It’s free to join, with 11,169 members.
Guild of Accessible Web Designers
Disclaimer: I am a member of GAWDS.
GAWDS was established in 2003 as a “worldwide association of professional organisations, Web designers and developers working together to promote the use and preservation of accessible design standards.� Around 350 strong, it is distinctly international and community-based. Lifetime membership for individuals is £39, though applications are assessed by a GAWDS administrator, a list of whom is supplied on the home page. Several well-known standards-based Web developers are members.
Chartered Society of Designers
CSD is governed by Royal Charter and as such its members are obliged to practice to the highest professional standards. Disciplines include “Interactive Media Design�, covering Web sites. In promoting concern for the “sound principles of design�, CSD seeks to regulate and control the practice of professional designers for the benefit of industry and the public. It provides services for its members, including professional indemnity cover, protection of intellectual property, debt recovery and financial management. Annual subscriptions to join the 3,000 professionally-qualified members range from £60 for students to £264 for Fellow status.
CSD also operates the Design Association (DA). Launched in 2006, DA accredits design businesses and in-house design teams, based on a set of design and business criteria that have been researched and identified as markers of best practice and key factors in commissioning design services. Accreditation is underpinned by membership which can only be maintained by undertaking a yearly accreditation review.
Hobson’s choice
None of these organizations really provides a good fit for today’s Web professionals. I would describe BWDMA as a trade rather than professional association, with a firm focus on business, rather than practice. Until work on the accreditation scheme bears more fruit, AAP remains more of a working group than professional body. Although its membership is significant, UKWDA seems to be mainly a directory of Web development businesses that like to have the logo of what appears to be a national body on their home pages. GAWDS is very much a grass roots organisation of individuals and so far has not been particularly active beyond discussions among its members. In fact, judging by recent messages in its e-mail list, it’s going through a period of reflection and self-examination because of this very issue. And CSD, though grand, doesn’t have a great enough focus on Web design.
Model for a British professional Web organization
So what characteristics might a new, professional body have? Here are a few ideas, in no particular order:
- Focus on modern Web best practices
The use of standards-based development by members and its promotion to all corners of the industry is essential.
- Recognition, authority and scope on a national level
If the organization is to be successful, it must be able to command respect across the country and bring together UK-based professionals.
- Regional and specialist interest groups
To reach out to members, smaller sub-groups will be important, providing a focus for efforts closer to the grass roots and connecting with local initiatives.
- Recognised formal and transparent application and accreditation processes
These are fundamental in establishing the credentials and authority of the organization. Applicants must be aware of the criteria by which their applications are assessed (by peer review), and those criteria must be seen to be fair, of an appropriate professional standard and uniformly applied. Accreditation (of accessible or standards-based Web development) must be similarly rigorous.
It could be argued, however, that accreditation would not be able to keep up with the speed of change on the Web. Creating formal schemes takes time and putting them through an assessment process takes even longer. By the time an accreditation scheme had been approved, it might well be out-of-date.
- Members to oversee and assess applications
Either voluntary or nominally paid, an agreed list of members would need to be drawn upon to undertake accreditation and application procedures. Such members should be willing to have their work scrutinized.
- Renewable application fee structure (perhaps nominal or even free)
With the potential to be controversial and contentious, the level of subscription fees must be clearly stated and flexible enough to cater for a broad range of members, be they students, individuals or organizations.
- Aims and objectives, and a strategy to achieve them
Without direction towards specified goals, an organization will founder and be little more than a talking shop. Progess might not be rapid, but it should be measurable.
- Transparent and democratic operational structure
Members and potential members must be able to understand and influence the operational structure to increase their involvement and participation in the organization’s work.
- Acceptance by Web industry
Endorsements from leading figures and groups in the British Web industry would be a good starting point to establish trust among Web professionals. Backing from commercial enterprises and public sector bodies should be sought to further extend credibility and (potentially) build up a source of funds.
- Formal code of practice/constitution
These documents would set out principles that members agree to abide by to be considered for and retain membership. The principles would support the stated aims and objectives of the organization, and ensure high standards in Web development and business practice are adhered to.
- An effective name
Always a source of interest and active participation before agreed, the name of the organization would be expected to become a byword for the values promoted by the group.
- Point of contact/source of information
It will be essential that members, potential members and other interested parties know where to go and who to contact for information about the organization and its activities.
- Coverage in relevant media
It will be important that relationships are established and developed with relevant media outlets (online and otherwise) to help promote the organization’s work, particularly to clients.
- International relationships with similar bodies elsewhere
Drawing on the knowledge and strength of bodies with equivalent interests in other nations will reinforce the global reach of the Web and place the organization’s work in context.
Getting off the ground
With all those possibilities, and the resources they would take to put in place, we can see that establishing such a professional body is no easy matter. Individuals can often provide a lot of passion but little time. Setting up and running the organization requires expertise that is probably way beyond the skillset of the average Web developer, professional or not. But at least some of these ideas, I believe, are worth pursuing further and can be achieved through effective use of the existing standards-based design community. I’ll certainly start making some noise. Will you?
