Or, Why I Didn’t Get to See Many Palms in Palm Springs – “Content is innovation; Content everywhere raises new questions for credibility and ethics; We’re in this content mess together – and we’ll fix it together.”
“The future is flexible, and we’re bending with it. From responsive web design to futurefriend.ly thinking, we’re moving quickly toward a web that’s more fluid, less fixed, and more easily accessed on a multitude of devices. As we embrace this shift, we need to relinquish control of our content as well, setting it free from the boundaries of a traditional web page to flow as needed through varied displays and contexts. Most conversations about structured content dive headfirst into the technical bits: XML, DITA, microdata, RDF. But structure isn’t just about metadata and markup; it’s what that metadata and markup mean. Sara Wachter-Boettcher shares a framework for making smart decisions about our content’s structure.”
Don Draper is the Antithesis of User Experience
“User Experience is about gaining insight on customers and prospects, and guiding the design of products and services based on direct input from those people on a regular basis. UX is NOT about getting people to do what companies just want them to do. UX is OPPOSITE of advertising. UX is about making things that people actually need, not trying to convince people that they should want them.”
Is there such a thing as content strategy?
“Strategy is defined at a senior management level. Good content can help implement that strategy. (…) To me the essence of strategy on the web is customer centricity. The Web is about the rise of customer power. Social media is just one example of that.”
Bylines for Web Articles?
“Should you say who wrote the content on your site? Sometimes yes (for credibility), sometimes no (for brevity). And rarely in mobile.”
3 Myths of Customer Experience
“(…) sought to address some of the biggest red herrings in UX today. Ultimately, I want to turn ‘myths’ into ‘truths’ and introduce my definition of Experience Strategy as well as the critical notion of the ‘Aspects of the Experience’.”
Rage Against the Machines: A Keynote by Genevieve Bell
“Today technological devices have become so much a part of our lives that we need them alive or dead. Bell closes by challenging designers to rebalance the users relationship with technology by approaching each project through designing relationships and not interactions.”
(Ciara Michelle Taylor ~ Core77)
Make Content Strategy the Foundation of Social Service Design
“Content is a key element of customer experience. It may well be one-way to begin with-a white paper, a podcast, and so on-that people read or listen to. But in all its glory content should serve as a primary, integrated element of interactive experiences.”
What is User Experience Strategy, Anyway?
“User experience strategy builds upon an organization’s business and product strategies through a shared vision for a product or service from the end user’s perspective. UX strategy can also extend beyond a single product to create a vision for what a customer’s interaction with your company will be like across multiple products and touch points over time.”
Tools supporting the design process
Example: Touchpoint orchestration ~ “Consumers interact with companies in many different ways. They may receive corporate information through publicity in the media, they see brand advertisements on TV or in magazines, they interact with personnel during the buying process or at the customer service desk, they unwrap packaged goods, they sample products in stores, and so on. Ideally, the different design elements that consumers experience should work together like the instruments in an orchestra to create the overall experience. Just like the instruments in the orchestra each have a different character, the design elements do not need to be similar in order to work together in creating a great and engaging experience. Touchpoint orchestration makes sure that all different elements work together and in the right order, in order to create the desired user experience.”
User Experience The Don Draper Way
“Like so many things related to technology and new media, champions tend to push a bottom-up strategy. But, my point for this series is to complement the current groundswell by convincing executives and decision makers to lead top-down strategies that covey a vision for what customer experiences should involve. Then, and only then, we can inspire incredible UX to in turn bring that experience to life. Everything starts with defining a vision that articulates the view of the customer journey not just as you see it, but what it is that customer would appreciate, relate to, and value.”
More Lessons in the Art of Empathetic Design and Spontaneity from Degas
“Degas may have said that he knew nothing of inspiration or spontaneity, but in reality, he knew their meaning better than most artists. More important, he understood the work that is necessary to make either happen. So, I continue to be fascinated by Degas, his process, and the beauty of his work. Therefore, I am choosing to get a little off topic to explore some important lessons from Degas and what I like to call his performance art.”
The World of Services User Experience
“Practicing user experience as part of a larger services organization is hardly ever just about designing the user experience of a particular product. Any UX professional in a services role taps deeply into the human-relationship side of the discipline of user experience. The world of services user experience is challenging, fast paced, and, in some ways, different from a lot of other UX roles. I will be sharing this world with you in future columns.”
Experience Design is The Future of Mobile Payments
“A holistic experience is key to the future of mobile payment services. No one player currently owns the mobile payment eco-system but those who emerge as the preeminent players will be the ones that embrace seamless integration of partnerships, interoperability, product, services, and user experience. There’s an opportunity for the major/minor players of mobile payment services to create a differentiated, distinguishable, and ownable service experience (…). Lastly, those who pay attention to and design for local market needs and use cases, will dramatically increase mobile payment’s chances for widespread adoption and success.”
Could service design give you competitive advantage?
“In today’s business environment, if you don’t make a conscious effort to design the delivery of your service it will just form itself – for better or worse.”
(Mike Lorge ~ TechDay)
Convenience: The third essential of a customer-centric business
“Technology and innovative design have made many products and services more predictable and efficient, the two lower levels of Different’s 7 Essentials of Customer Experience. Convenience, the next essential of customer experience, is a critical factor in determining how customers make decisions about what to buy, what services to use, where to go, and with whom to engage. Conventional wisdom says that convenience is a factor of time and effort. On the surface, that’s true, but if you dig a little deeper to fully understand service convenience, you need to consider another factor: perception.”
Why Personas are Critical for Content Strategy
“The most popular content strategy tools borrow from the discipline of information architecture, but there is one invaluable tool that is imperative to the process of strategy and implementation of tactics that we can thank our user experience cousins for: personas.”
Is this the beginning of the ‘Success by UX’ era?
“While some people see differentiation via user experience as a bit of a copout, there’s a lot of empirical evidence that suggests a product that solves a real problem with a simple, easy to use interface will succeed.”
The De-Evolution of UX Design
“By bringing the IA phase back and by concentrating first on the information, several things will happen. First, your sketching and interface design becomes much, much better because you have prioritization and buy off on the content, context, and users you are designing for. This means that your wireframe/prototyping phase becomes a lot more about the interface and not what content should go in the interface and why. Second, you are showing your stakeholders that UX design truly isn’t just form, but really is also about function. We are moving away from the interface, which is how we started, and towards a real solution of which the interface is only a part. Third, we stop lying to ourselves, and we stop saying that the best UX solutions aren’t just the coolest or the best aesthetically, but they are those that take content, context and users into consideration while creating an aesthetically appropriate interface. Most importantly, we stop UX’s slide down the evolution scale back towards the time of print design and outputs, and instead continue our climb up the mountain towards being the user experience experts.”
My Interaction12 Recap: As long as it’s gotta be
“The Interaction conference platform is the most visible and energetic of all the organization’s endeavors thus far, even though just a tiny percentage of IxDA members are able to attend in person. This year, even as IxD12 attendance grew to 750 people, that percentage diminishes because the organization now counts somewhere around 35,000 members in its digital forums, with over 100 local groups operating in cities around the globe. Only about 40% of the attendees came from North America this year, with over 32 countries represented.”