In this episode of In The Making, I talked to Joel Klettke, owner of Business Casual Copywriting, a conversion-based copywriting company that he started a little over two years ago. Joel and I discussed his background and how he sees copywriting as a mesh of creativity and science/analytics. We also discuss the challenges of running a digital marketing… Read more »
In our latest episode of In The Making, I got together with Steven Keith, our Executive Director – Strategic Consulting, who heads up the Marketing Change Management program at Centerline. Steven has been heavily involved in studying customer experience as well as implementing organizational change solutions in large corporations. Sound bite from this episode: “Here’s a really disgusting… Read more »
From the time I graduated college, I’ve never worked on anything but websites. So I’ve always been fascinated by people who build products that exist in the real world. Like hardware engineers or old-timey blacksmiths. Or like my colleague Greg Harron, who studied biomechanics in school, and has spent most of his career testing and… Read more »
Love at First (Web)site – Anatomy of a Good UX First Impression from Centerline Digital First impressions run deep, especially when it comes to online experiences. Getting off on the right foot when a new visitor lands on your site is an essential piece to building a successful business. So many company websites miss the… Read more »
First Citizens Bank
First Citizens Bank’s goal is to provide the same personalized support you get from a small community bank, but with the portfolio of products and services you expect from the big guys. To embody both of those distinguishing traits and bring in a completely different customer demographic, Centerline worked with the bank to redesign their website.
The IBM Mainframe50 Campaign produced significant quantitative results – including over 57,000 press mentions (85 percent occurring within two days), 98.9 million Twitter impressions and 14,000 visits to the livestream event. The campaign, which included zIQ animations, Engines of Progress videos, Master the Mainframe World Championship Competition and an anniversary site on IBM.com among others,… Read more »
To understand how web designs and interactivity effect the end user, I’ve been reading up on website design, modular layouts, adaptive hypermedia (web content that adjusts to the specific user – mostly seen in educational settings but could also be interpreted as suggested links or products), and spatial hypermedia (where the web user can move and adjust the website – adjust the layout or other elements of the webpage). Sounds kind of nerdy (and it is!), but doing the research taught me a few key points that I think should be considered for every digital project.
I’ve learned that not only does anticipation improve long-term memory of an event, people generally experience the highest levels of emotion about the event while they’re ‘looking forward’ to it. Therefore, I believe there is a huge window of opportunity in the anticipatory period leading up to the release of a new design that we should take advantage of by focusing on four things…
It’s easy to overlook things that are critically important until they start failing. Just like we don’t notice the structure of a house until it’s in question (“Hmm, should I be walking on this?”), a site’s information architecture typically goes unnoticed until it fails at its job (“Why can’t I find what I need?!”). But information architecture is critical: it’s the manifestation of a brand’s focus on people, not just themselves, by seamlessly connecting users to the content they need.