Content Management on Intranets: Centralized, Distributed, and Hybrid Models

Not everyone is skilled at writing for the web, nor is it realistic to assume that nondigital experts can quickly pick up the proper skill sets needed to effectively manage content. Despite providing content style guides and standards, content admins will often fall prey to bad practices when creating content. To keep content useful and usable, a central team needs to perform regular auditing. Common problems that need rectifying include: blank pages that have been created because there’s an expectation that they will be needed but then go unused, a lack of page descriptions, and poor

Content Management on Intranets: Centralized, Distributed, and Hybrid Models
Design Thinking 101

The design-thinking process   Scalability — Think Bigger The packaged and accessible nature of design thinking makes it scalable. Organizations previously unable to shift their way of thinking now have a guide that can be comprehended regardless of expertise, mitigating the range of design talent while increasing the probability of success. This doesn’t just apply to traditional “designery” topics such as product design, but to a variety of societal, environmental, and economical issues. Design thinking is simple enough to be practiced at a range of scopes; even tough, undefined

Design Thinking 101
Centered Logos Hurt Website Navigation

A comparison of 14 fashion-retail websites found that, when the site logo was left aligned, users were more likely to navigate to the homepage with a single click — a frequent task that is critical for users who become lost. (Lower bars are better.) As mentioned above, the ability to quickly return to the homepage is critical for users who become lost or simply want to switch to a different task or topic. Even when global navigation is shown on every page and lists all major sections of a website, many users still go ‘home’ by reflex when they want to start over. On most of the sites

Centered Logos Hurt Website Navigation
When and How to Create Customer Journey Maps

The entire point of the journey-mapping process is to uncover gaps in the user experience (which are particularly common in omnichannel journeys), and then take action to optimize the experience. Insights and ownership are critical elements that are often overlooked. Any insights that emerge from journey mapping should be explicitly listed. If politically possible, also assign ownership for different parts of the journey map, so that it’s clear who’s in charge of what aspect of the customer journey. Without ownership, no one has responsibility or empowerment to change anything. Even with

When and How to Create Customer Journey Maps
Brand Is Experience in the Digital Age

Brand is a subjective perception of value based on the sum of a person’s experiences with a product or company that ultimately influences that person’s sentiment and decisions in the marketplace. Brand is a tool for influencing choice. Brand is not made of visuals or words alone — it’s not a logo or a slogan. Nor is it a figurehead, such as Steve Jobs. Those things are simply ways to communicate the brand. Although a figurehead such as Elon Musk or a logo such as McDonald’s golden arches can and do serve to effectively deliver the brand message, ultimately, a brand is formulated

Brand Is Experience in the Digital Age



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