Did you know that there is a large, passionate community of digital design experts who focus on the ways that a consumer interacts online? It's a level above and beyond what a pure web designer does. Their thinking goes beyond Flash intros and shiny 2.0 graphics. These professionals think about how we consume sites visually and physically with the mouse and help brands convey their identity no matter the format.
A problem that I run in to often is that people don't get what interaction design is. I start to explain that it's a custom process that is generally design-led. Still, they look at me puzzled.
To solve this, I've started looking for great examples to show people. One of the coolest examples of this is for a site that was done for Mercedes Benz in the UK. It's called A-to-S (playing off of their A-class and S-class lines).
The site uses Flash as the technology platform, but the experience behind each letter allows you to almost touch the screen. The mouse interacts in very logical, physical ways.
Have a look and let me know what you think. These small details make the difference in the experience when used correctly. Yes, there is more to interaction design, but I'm looking at the basics here. The complete definition of interaction design (IxD) can be found here or on the IxDA website here.