There probably isn't any group in the IT department that has to address the question, "What have you done for me lately?" more often than the Web designers. The life insurance carrier New York Life upgrades its Web site about a half-dozen times a year, according to Ken Hittel, vice president of the corporate Internet department for the carrier, in a constant effort to improve the site.

"Most of our strategic planning for the site occurs within the confines of New York Life and is organized around the question: What can New York Life intelligently do on the Web?" says Hittel. "That's been our mantra. We pay attention to general phenomena on the Internet and what our near competitors are doing, but we steer our own ship."

Recent additions to the site offer improved access to the visually and reading impaired (as well as plain, old-fashioned multitaskers) along with some of the attributes of Web 2.0, including social networking.

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