Something  came up while working on the Veuve Clicquot methodology in relation to this recurrent questioning of the word “page” – or “web page”. Indeed it is not a proper term anymore, but in lack of a proper alternative, we keep on using it. But then…

I find using the word “moment” instead of “page” brings an interesting paradigm shift, including during discussions with a client. It makes her quickly grasp that’s it not about how many files will be sitting on the server, but the intended quality of the time spent by their target audience on their site.

Whereas page refers to a spatial perspective (a place somewhere sitting at a URL), moment refers to the exact same object from a time-based perspective. That object that which we really create is indeed a “space-time” construct,  a term I first heard from the mouth of an architect friend of mine.

Eventually, it appears more and more obvious to me that web design ultimately is the bastard discipline of architecture and cinema, adopted and raised by the printed medium in its infancy. I guess it is time for our discipline to acknowledge its real parents.

Planning the experience through time
Planning the experience through time means each screen is a “moment” of that experience.
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… The same experience, represented spatially, as a trajectory from screen to screen; the user trail into your content.