Lead, Or Manage? Why Not Both?

I am far from a process expert. However, it’s time to weigh in on a topic I see popping up in UX publications: leading vs. managing. As per usual, some of my issue is semantical, but I also see value in reducing negativity around the term “manager.” A recent UX Matters article synopsized the difference…

Continue Reading

Increase Trust with Omnichannel Strategies

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…

Continue Reading

How to Map an Omnichannel Experience

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…

Continue Reading

How to Request Copy Edits from Clients

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…

Continue Reading

Motivational Design: Make the Easy Choices the Good Choices

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…

Continue Reading

Content Strategy for Financial Literacy

Did you know only five US states require a personal finance class for high school graduation? I remember being in high school. I complained to my parents that I was expected to learn calculus, but no one had ever taught me to balance a checkbook*. My parents were expected to teach me, but their own…

Continue Reading

How to Design Low-Tech Content Personalization

Personalization. The very word strikes fear in the hearts of content strategy teams everywhere. Everyone wants it, but it seems like an awful lot of work. In a recent article on the Adobe blog by Senior & Strategic Editor Giselle Abramovich, she states: “Indeed, 67% of respondents said it’s important for brands to automatically adjust content…

Continue Reading

How to Reuse Content

Reduce, reuse, recycle. It’s not just a way to save the Earth. When you reuse content your content team becomes more efficient, more effective, and more budget-friendly. But reusing content is easier said than done. You need to create content that is focused and valuable. Then you need to find a way to make it…

Continue Reading

How to Kickoff a Content Strategy Project

As much as you might want a content strategist to come fix things, your team may not love having the content strategist there. The reason is that many of us struggle to hear that we need to change. We hear “this needs to change” as “what you’re doing is wrong”. Or “your hard work isn’t…

Continue Reading

How to Write for Alexa Skills

If you haven’t yet used Alexa Skills, don’t worry. It’s coming. Alexa Skills is the equivalent of an app on any other device. When you download a Skill, it adds to Alexa’s knowledge. And if you’re a content strategist or content creator, chances are good that you’re going to be creating a Skill in the…

Continue Reading