It takes a lot of time and energy to ramp up a fledgling content marketing program. Make sure you are not wasting your resources by flying blind through the process. Do not pass go and do not develop content without really understanding your business objectives and your customers’ needs and behaviors. If you have your… Read more »
Clients, at the end of the day, just want to maximize the return on their investment in experience design. Sadly logic, reason, and a good execution plan might not always be enough to get a client to sign the check for user research. Personally, I feel that the best way to demonstrate the value of… Read more »
My wife and I are both customers of the symphony. We are also very different. We are two personas of their target audience, with two different motivations, two different buying journeys. We will both spend money on their product, but we must be converted in different ways.
This is an important lesson for any company to learn. In order to effectively attract, convert and retain customers, you have to know how to reach them – and that doesn’t just mean putting your content in front of them. It has to be the right type of content. It’s easy enough to say each person is different. Many sales professionals do a good job of putting this statement into action by treating customers like they’re unique.
When designing, regardless of whether the thing you’re creating is an interface or a physical product or a piece of content, it’s important to dive deep into the problem you’re trying to solve with your design. Develop a thorough understanding of the problem through rigorous research on how people react to it, how people are currently solving it, different people’s understanding of it, and the context surrounding it.
Yes, Apple, users may not know what they want, but that doesn’t mean they aren’t worth talking to. User research provides valuable insights and surfaces needs—a vital part of the design process.Read More »