One of the things we've learned while developing this site is that the old "Web 1.0" model for building web sites doesn’t apply any more.

We used to have a pretty slick production line that consisted of Design building pages, Production turning them into HTML and Tech engineering the code into the content management system (CMS).

As we developed the new site, particularly the Community section, we found that that model doesn't work any more.

In a "Web 2.0" world (whatever that is) we're returning to the age of the developer. The Community area on ZDNet V is all about functionality rather than style. Sure, it looks good but the emphasis has shifted towards more traditional development. Where once the on-line world coveted pure design, what we need now are people with experience in useabilty and Human Computer Interface (HCI) skills.

What's interesting is that these are not new requirements, application development was around long before the web was even thought of. Web businesses are desperately hiring developers as fast as they can and the dangers are clear, application development requires a completely different process to web site development.

Changing that is difficult, as a result of the ZDNet V experience, we are completely re-engineering our development processes to put more emphasis on functionality without losing any of the design ethos that has made us successful so far. It's not going to be a simple process but we've made a start.

The challenge for on-line businesses is strangely converse to those that faced traditional businesses when the world went on-line in "Web 1.0". Those businesses struggled to get to grips with Design and HTML skills compared to the new media upstarts. We were the Cindarella's to their ugly sisters and we had a great time at the ball.

Now us upstarts would do well to look to the experience that the traditional companies have had all along. That is the ability to build robust, functional, easy to use systems and adapt that experience to make them accessible via the web browser.

This is the next big challenge for both traditional and new media businesses but for once, the old school businesses might just have an advantage.

Time for the ugly sisters to get a makeover and pull on their party dresses?