Sara Zailskas Walsh recently made a solid case for content testing. Here’s a blurb from her Medium article that summarizes the benefits:
“How Does Content Testing Help Design?
Here are three big benefits:
- It helps designers establish the framework for our conversations with customers.
- It helps designers understand the words we need to use so customers understand us.
- It helps designers understand the information and emotion their designs need to convey in customer moments.”
I highly recommend reading her whole article, as she makes a lot of good points, including:
- Content needs to be tested
- Content creators rarely get all their questions asked during usability testing
- In content-first design, designers need to know what the content creators are trying to convey
I’d like to suggest some additional methods for testing content. Continue Reading
When Jason Levin and I published our article, Mobile First Is Just Not Good Enough: Meet Journey-Driven Design, the responses were largely negative. They ranged from “this is obvious – why publish it?” to “mobile first is very important! Why are you denigrating it?” We didn’t respond to most of these comments, though in my mind I often wondered if the commenters had actually read the article.
If you haven’t read the article, here’s the TL;DR: for teams with limited budget and time, mobile first seems to turn into mobile only. While mobile is an important experience, there are still many actions that people prefer to take on their desktops, so we need to make sure to consider the context of an experience for any design.
But it’s worth addressing the detractors’ concerns. Continue Reading
I rely on book lists as well as personal recommendations, in part because I love hearing why people think I should read certain books. One of my favorites is 200 Books Recommended by TEDsters. Each speaker gave an explanation for what they liked about the books they were recommending, which helps me have context and decide what to read for myself.
And no, “I love it” is not good enough – unless I already know we have similar taste in books. Which brings me to the best part of personal recommendations. Over time, you learn who has similar taste in books to you. Or sometimes, if I hear someone has a predilection for the same authors I love, then I’m more likely to enjoy other books they recommend.
Lastly, there are my personal favorite authors. The ones I forget about, then remember and reread or find a new book by. In an effort to forget them less frequently, and perhaps introduce you to a new author you’ll enjoy, here’s my list.
- Margaret Atwood
- Judy Bloom
- Chimamanda Ngozi Adichie
- Louisa May Alcott
- Betty Smith
- Leo Tolstoy
- Isaac Asimov
- Brandon Sanderson
- NK Jemison
- Erika Johansen
- Garth Nix
- Agatha Christie
- Stephen King
Then there are authors I wouldn’t consider “favorites” but I’m always happy to read or recommend. We’ll call them the Runner’s Up:
- Tim O’Brien
- Michael Crichton
- Marisha Pessl
- Jhumpa Lahiri
- William Goldman
Today I have several stories, all with the same moral.
A story of teenage angst
“I am a rock
I am an island
I’ve built walls
A fortress deep and mighty
That none may penetrate”
- Simon and Garfunkel, “I am a Rock” Continue Reading
Marketing Automation: Picking the Software that is Right For You, by Jennifer Michelle
Marketing automation can be expensive – or an expensive mistake.
- Your decision can cost the company tens of thousands of dollats
- You have to be able to justify your choice to the executives and the board
You need to know the right questions to ask. Continue Reading
Words Matter – How ASCO (American Society of Clinical Oncology) Quality Checks Written Content for Clarity, by Lindsay Dudbridge, Fergal McGovern
Words matter. Current content audit methods struggle with:
- Where to focus
- Objective measurement is hard
- Manual processes cause a lot of people to do non-systematic spot checks
- UX focuses on wireframes and graphics, not readability
American Society of Clinical Oncology (ASCO) runs cancer.net. One of the challenges is that content is reviewed by medical experts, and then needs to be simplified for the general public. People get easily overwhelmed, confused, distressed. So they need to be clear.
They went to VisibleThread for a solution. Continue Reading
Value-Based Marketing: How to Rev up Lead Generation and Customer Loyalty, by Shawn McKee, Charlotte Bohnett
Create content that cuts through the noise. that means either…
- A lot of content, or
- Really good content
(ideally both!) Continue Reading
The 5 R’s of Branding, by Jaci Russo
How do you get your brand viewed, and in the light you want to be seen?
“You can’t tell [your audience] how to feel!”
- You need to know more than demographics
- You need to know who they are inside
- Need to focus the content, dependent on the personality type Continue Reading
Genius Bar Unconference Introductions, led by Michelle Morris
We all have challenges in healthcare marketing we struggle with. Here are some of the key challenges people shared! Continue Reading
Creating Customer and Employee Engagement, by Gary Rhoads
“We are in the business of inspiration”
- Engaging people is about alignment
- When it’s done well, it’s beautiful
What do successful organizations do?
- Talk to the engaged people first – find out WHY they’re engaged
- Look for how to make people smarter/more capable
- Brand champions inside the company should be able to participate in making people smarter
- Fix the worst problems quietly
- Always communicate with internal and external stakeholders
Some behavioral things have emotional connections – like being green. People feel strongly about it, even when they don’t do anything related to it. These things are “Goliaths.” Find a Goliath to slay, and it will connect people.