Adventures in Content Strategy
"Either write something worth reading or do something worth writing." Benjamin Franklin
At last year’s Health Experience Design conference a participant shared with me her concerns that the speakers might not see users as people. She had noticed that many speakers’ use the term “they” when describing their audience. The issue, as she explained, was that we (speakers) separate ourselves from a group of people when we…
The customer’s always right… and the customer doesn’t trust your brand. To quote the 2018 Edelman TRUST Barometer: “The 2018 Edelman TRUST BAROMETER reveals a world of seemingly stagnant distrust. People’s trust in business, government, NGOs and media remained largely unchanged from 2017 — 20 of 28 markets surveyed now lie in distruster territory, up…
2018 has been a busy year, but a good year. I read 68 books, including 7 rereads. 9 books got 5 stars (including a new favorite, Davita’s Harp) and nothing got 1 star, though The Passage was close. Rating the Books I Read If you’re unfamiliar with the rating system, here’s how it works: *…
Do you want an accessible website? Submit your site for a chance to get a short report on how your site can be more accessible. What Does Your Accessible Website Need? Accessibility means designing for people with disabilities. Compare this with inclusive design. An inclusive design is good for both people with disabilities and without….
Is Conversational A.I. the Future of Health Care?, by Bob Armour AI is only part of it. What we need is conversational communication: customer service email website chatbot product literature text messaging Conversational communication is the future of health care. And the present, and the past. But we haven’t done a good job of making it…
Words Matter: How to Leverage Design Thinking to Create Great Customer Experiences, by Michael Zagami Of course words matter – we all agree on that. But which words matter? To whom? Lately it feels like big data analytics, AI, they are exciting – but what about engagement strategies? No one seems to care. But that’s not…
As I prepare for the OmnichannelX Conference, I’m giving a lot of thought to how to map an omnichannel experience. Specifically, how do omnichannel experiences differ from just… experiences? For most people, mapping an experience means identifying a single channel, such as a website, and mapping out a person’s experience on that website. But most people…
About a month ago, I received a request from a client. They had just recently begun reviewing our copy, and they wanted some clarification on a few sources we used. Here’s the catch: we wrote the copy nearly three years ago. Copy edits from clients can come at any time, and in any form… unless…
When I read the headline “Lawsuit: AbbVie Used Kickbacks and Nurse Ambassadors to Boost Humira Sales,” I was mortified. My initial thought? This could be a result of work my team did, in an attempt to help patients. After all, my team has frequently suggested to clients that they get more involved with patients and…
At Mad*Pow’s recent Financial Experience Design conference, I overheard a speaker say “people make easy choices, but not always good choices – like eating a chocolate croissant at a conference instead of going out to find fruit and yogurt.” She was referencing the challenge in motivational design. It may sound insulting, but it’s also true. It’s…
