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Imagine a team of web designers in one room churning out wacky ideas . Little later the client has a a funky , and quite possibly , useless uber-promo site on its hands . Is anybody visiting it ? Does it work ? It certainly looks nice . Sorry , but the days of big-bang , ‘hunch-based’ designing are all but dead . The advent of communities and UGC ( user-generated content ) means that brands no longer have only one shot to engage with their visitors . We are already in UGC up to our elbows , however many of us still have our arm-bands on . So how can you understand the UGC if you are not part of it ? Built a Bebo or MySpace page . Set it up . Explore YouTube and Google Earth communities . You have to turn the model on its head , because bigger sites can be time-consuming to change . A decentralised approach allows pockets of content to be tweaked without changing expensive elements , such as architecture . You have to know your audience also. What they really want ? Only then you should think about creative side of things . You also have to map your partners and your target . Base your creativity on real needs .