Innovation is the process of continuously improving the usability and quality of the web to meet and exceed user expectations. Innovation involves finding creative or unique ways to improve the elements of the web or engage the web's audience. A web is not usually a static product that can be deployed and then abandoned. New information, users with unique needs, and opportunities for additional services constantly are introduced to the online world. Therefore, one will need to use a process of continuous innovation to improve and expand the web's service, usability, consistency, and the integration of the web with all the organization's communications systems.
What Is Innovation About
The innovation process works closely with the other processes of web development. In fact, innovation is a complement to each of the web-design processes; it draws information from them about the current web and identifies new needs for the web to serve users. No one person on a web-design team is designated as the single web innovator. Instead, all the team members participate in innovation. Innovation involves using a variety of techniques and strategies that evolve as web developers gain experience.. These techniques should help web developers creatively meet the needs of users, continuously improve the web's quality, and use technological innovation to increase the web's usability.

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Web Innovation Techniques
Innovation is a creative, dynamic process that can't be fully encapsulated in a series of how-to steps. Instead, innovation is a repertoire of skills in creatively monitoring and understanding user needs and developing web structures to meet those needs. Because the World Wide Web is dynamic, highly enmeshed, competitive, and often a continuously available, global service, developing a web never stops. The information space in which a web operates constantly changes, and, possibly, the domain information of a web changes. The amount that a web changes depends on users' needs, the nature of the domain information, and other factors such as the growth of competitive webs. The key to approaching this need for continuous development is to keep all web-development processes operating. After plans are made for a web, those plans should be reevaluated and adjusted to new conditions. People working on the planning, analysis, design, implementation, and promotion of a web need to communicate with each other, work together to accomplish many tasks, and continuously strive to improve the web for the good of the user.
Testing and Evaluation
During the analysis process, the existing web was evaluated for its usability. During the innovation process, these same evaluations can be done to invent something new or to identify a need for users that hasn't been met before. Testing and evaluating user experience of a web is a way to monitor the web's overall health. If users get the information they need, the web is doing a good job. Maintaining a web at a high level of service, however, is not easy. A web innovator needs to make an effort to anticipate how to keep a web relevant to the audience's needs and to keep it accurate and complete. To develop the quality of a web, results from the analysis process of the existing web can be a first step. The access logs of a web might show patterns of user interest that may be at odds with the planner's intent in building the web.

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Here are some other specific innovation checks
Usability testing: Observe audience members in their own settings as they use a web. This might be difficult, particularly if the users are geographically dispersed. This might be more feasible for studies of company webs, in which there are groups of co-located users. Observe how users interact with the web to accomplish their work. Not any ways that the web fails to meet their needs in accomplishing the task(s) for which it was designed. For some webs offering very specialized services, the work that a web accomplishes might be a very particular task-just one part of a series of activities performed by audience members. How can the web's service offerings expand to possibly meet the needs for these other activities?
Feedback: If a voluntary registry of users is available, send a survey to a random sample of users and ask about their overall levels of satisfaction and use of the web. When the users voluntarily register, inform them that they might receive such a survey. Provide a forms interface to elicit user feedback.
Iterative analysis: The analysis checkpoints for a web defined in the analysis process check on various aspects of the integrity of a web. As a web designer, work closely with the web analyst (who might even be the same person!) to improve on these checkpoints and possibly add more. Devise other checks and tests, particularly for troublesome issues such as a large database or low use of a resource that is identified as critical in a web.
Modern innovative web designs
Serifs on screen: While sans, with its clean readability, is still the go-to for longer bouts of website copy, more and more brands are turning towards bold serifs in other aspects of their designs such as headers and callouts. There’s a good reason for this: serifs were designed to be decorative, making them perfect for emphasis. And even though serifs are often associated with the past, they have lots of character and are more adaptable than you might think. Take for example the rounded serifs that play into Mailchimp’s cheerful branding. Or the wedge serifs and bold strokes that create a modern look for Medium.
Black-and-white palettes: Color is one of the most important elements in a website. It cultivates a mood, unifies a brand and guides users through an interface by creating visual landmarks. There is daring black-and-white web design making impressive statements. Color is literally how one sees the world by light particles being absorbed. When color is missing, one begins to see the world differently: textures and shapes become clearer, and the world seems noticeably slower. White by itself is clean and reserved whereas black is strong and assertive. Combine these and one get an altogether striking look. Ironically, the biggest effect black-and-white designs can have been in their combination with minimal amounts of color. Adding an accent color will not only break up the sea of monochrome but will make points of interest and calls-to-action leap out.
Natural and organic shapes: Though web pages are typically set up for systematic grids, designers are turning towards natural shapes and smooth lines. Geometric structures such as squares, rectangles and triangles with their sharp corners do create a sense of stability, but one is more concerned with a feeling of accessibility and comfort. Because organic shapes are naturally imperfect and asymmetrical, they can provide depth to a web design that makes page elements stand out. They are based in nature (think of the curving forms of trees and hills), but free-drawn elements can capture the spontaneity of man-made accidents such as paint splatter. The goal here is for web designs to feel human and alive through the illusion of movement.
Glitch art: No trends list would be complete without some form of retro design making its comeback. In the case of glitch art, it’s retro gone wrong those moments when crinkled film or a slow dial-up connection led to a distorted, if unintentionally striking, image. Glitches are significant in modern times when computers are so pervasive. There is fear of the machines taking over, but one also don’t know what can be done without them. Hence, the breakdown of technology makes for appealing subject matter both as an idea and in its design execution, where it can draw the viewer’s eye to those parts of the site that are warped, double exposed and glitchy. It’s a strange, futuristic time we live in, and no one is quite sure where it is all heading. Glitch art amplifies this feeling of disorientation by giving websites a distinctly psychedelic look.
Micro-interactions: Micro-interactions are events with one purpose: to surprise the user and create an event that is inviting and human. Every time one take a small action on a website or app and there is a specific response to it, this is a micro-interaction. When one refreshes a Twitter page and hear a beep, this is a micro-interaction. Or when one checks Facebook, the red icon displaying the message count is a micro-interaction. These have been the most common uses of them, web pages will heavily feature their more interactive incarnations. Hover and scrolling animations, chimes, and much more. All in all, this is a way to involve the audience in the website, to subtly transmit information to the users about their actions and usage, and make web pages feel a little smarter.
Chatbots evolve: Chatbots have been up-and-coming for a while now but will finally move into the spotlight soon. This is mostly due to the advancements in AI and machine learning, making them more intelligent and efficient. The new chatbots will be showing up more and more on web pages with higher levels of customization than one have seen in past iterations. Bright colors will make them not only more prominent on the page but more inviting. one can also predict an influx of friendly mascots to represent brands and give these bots a personable face.
Even more video content: One don’t need an explainer video to tell that video content for the web is nothing new. Video not only diversifies the page but caters to an on-the-go audience who don’t have the time to scan through a lot of text. What is new is the move Google has made toward mixed search page results, featuring video content above standard web pages. This has led websites to prioritize video production in order to make themselves easily searchable and offer content in the most efficient, shareable way.
Minimalism: Perhaps one of the most classic and timeless web design trends, minimalism is often the go-to aesthetic of choice. The fewer elements and content on a website, the less your audience will have to think. If a website is designed in the right way, it will show the user exactly what the user is looking for. Minimalism will continue to dominate the digital landscape. Animations and fade-in effects that make scrolling more engaging will give web pages’ freedom to space out their content and thus result in more whitespace, contrast and clear typography without too many distracting elements.
Thumb-friendly navigation: With mobile browsing having firmly overtaken desktop, design overall is becoming increasingly thumb-friendly. One of the most important studies in this area was that of Josh Clark with his book Designing for Touch, in which he investigates how users hold their mobile phones and how their movements, particularly those of the thumb, should be processed in the web design process. More and more now, users will encounter navigation tailored to the thumb, such as the hamburger menu moved to the bottom of mobile screens.
Diversity: Too often, people forget that the web has always been accompanied by a pair of other important W’s: ’World Wide.’ The internet connects billions of people all around the world from various different cultures, abilities, ages, gender identities people who want to see themselves reflected in their content rather than grinning stock photo models. Even small considerations of the past (like Apple’s varying skin tones for emojis) have gone a long way in making people of all walks of life feel a little more welcome in a brand’s digital space. One could see web designers make even bigger leaps towards inclusiveness, from improved accessibility standards to socially conscious and diverse imagery. The world still has a long way to go in this arena, but these designers can use their craft to demonstrate that the web is supposed to be about real people making real connections.

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Conclusion
The dynamic characteristic and the competitive quality of the web drive the need for constant innovation to meet the needs of a web's audience. With all processes of web development operating continuously and working together, an innovator can monitor the users' information environments to identify users' new needs. An important technique for web innovation is continuous quality improvement. Quality web information meets users' needs for correctness, accessibility, usability, understandability, and meaningfulness. Testing and evaluation by observing users or feedback from users plays a large part in analyzing as well as identifying the new needs users have. A web's content can increase as a result of accurate sources, fresh links, reduced redundancy, improved annotation, and alternate views of information. The choice to employ new technology in a web must consider the trade-offs among user needs, cost, and risk. Choosing fast-breaking, bleeding-edge technology often might not be the best course.

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