I usually cringe when I see the word ‘pivoting’ but, I guess it’s the best word to describe shifting focus and moving with the times.
It’s strange to think about, but my first website work was 30 years ago – back in 1994. Thirty flipping years. Back then, I was sitting at a computer at a time when the web felt like a blank sheet of paper waiting to be scribbled on. And scribble I did. We did some daft things back then, just to see if we could.
That moment was a natural progression from my years tinkering with computers since the mid-80s and my love of design and writing. The web offered a new creative playground, and I was determined to figure it out. That determination – to learn, adapt, and pivot when needed – has defined my career ever since.
Figuring Things Out: Early Days of Responsive Design
By the mid-2000s, the world of website design had changed a lot. Smartphones were creeping into our lives, and suddenly, websites needed to look good on everything from tiny screens to embedding in other platforms. Back then, we didn’t even have a name for it.
Responsive design? What was that? We were just experimenting, trying to make one piece of content work across desktops, early smartphones, and even those quirky HTML tabs on Facebook Business Pages. Oh gosh. Remember them?
I loved it. The challenge of figuring things out, testing, breaking, and fixing – it was all part of the fun. While others were waiting for tools or standards to emerge, I was already elbow-deep in raw code, making it happen.
That work wasn’t flashy, and it wasn’t easy. But it set me apart. I became one of the early responsive designers in the UK. At the time, it didn’t seem like a big deal. It was just solving problems, figuring stuff out, making things work. In hindsight, it was persistence and curiosity that pushed me through – qualities that have carried me through every twist and turn since.
Pivoting Through the Digital Evolution
If the past 30 years have taught me anything, it’s that life is about learning and pivoting. And boy, have I pivoted.
In the early days of search engines, I teamed up with a colleague in Wales to help businesses rank higher. Back then, Google was just a scrappy upstart, and the big players were names like AltaVista, Lycos, Yahoo, and even Ask Jeeves. Search Engine Optimisation (SEO) was being ‘gamed’ with keyword stuffing and dodgy tactics. But Ruth (who i still work with today, 30 years later) and I saw the bigger picture. We were already moving “Beyond SEO” (yes, that tagline still makes me cringe) to focus on creating value for businesses.
By the time Facebook launched Business Pages, I was deep into design and optimisation. Facebook tabs became my next obsession. Those tabs let businesses add HTML pages directly to their profiles, and I spent countless hours creating layouts that adapted to both the tab format and early mobile screens. Just when I and many others had it nailed, Facebook pulled the feature. Frustrating? Sure.
But it was another reminder that digital spaces are constantly changing, and we have to change with them.
Embracing AI: Caution Meets Curiosity
Fast forward to today, and AI and AI Search is the latest shift – or ‘pivot’. When it first arrived, I was sceptical. It felt like glorified Predictive Text – clever, yes, but not exactly “intelligent.” And the implications? A world dominated by always-on assistants, where search engines fade into obscurity and bots take over? That’s a lot to process.
But, the truth is, AI is just another challenge to figure out. Another problem to solve. And, like those early days of responsive design, it’s also a lot of fun if you put the caution aside.
Now, I’m hooked. I spend hours each week diving into webinars, research, and experimentation. AI has reshaped how we think about content, search, and user expectations. Outdated content and old tricks are being swept aside – finally, and genuinely helpful, reader-focused content is taking its place. The loudest clickbait is being dumped in a big clean-up in search engines like Google. And now, it’s not just about keeping up – it’s about staying ahead, and that includes using AI as a tool, an assistant, to create work that truly connects with people.
And for those who didn’t want to read the whole thing…
FAQs: My Journey in Web Design & AI
What was your first experience with website design?
Back in 1994, I created my first website – raw code, no tools, just a blank canvas and a lot of curiosity. It felt like doodling on a new kind of notepad, and I was hooked.
Were you really one of the early responsive designers in the UK?
Yes! Before “responsive design” had a name, I was figuring out how to make websites work across different devices – desktops, smartphones, and even Facebook tabs. It wasn’t trendy back then, just problem-solving. But it worked.
What’s your take on AI?
Cautiously optimistic. AI started as glorified Predictive Text, but it’s evolving quickly. While I have concerns about a bot-dominated future, I’m diving in, learning, and using AI to create helpful, engaging content.
How has the digital landscape changed in 30 years?
Where do I start? From static HTML pages to dynamic content, from keyword stuffing to reader-centric SEO, and now AI-driven search. It’s been a constant cycle of adaptation and learning. The key is staying curious and open to change.
Why do you still spend so much time learning?
Because digital spaces never stand still. Whether it’s webinars, research, or experimenting with AI, there’s always something new to figure out. It’s exhausting but also exciting – and it’s what keeps me sharp.
The Heart of It All: Persistence and Progress
Looking back, every pivot – from raw HTML websites to responsive design, from Facebook tabs to AI – has been about persistence. About learning, experimenting, and adapting. It’s never been about chasing trends or cutting corners. It’s about seeing the possibilities, even when the tools don’t exist yet, and finding a way to deliver results.
AI is just the latest evolution of that mindset. It’s challenging. It’s exciting. And, most importantly, it’s another chance to learn.
It’s gonna be interesting to see where this goes.
