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

Choosing the right content-management model for your intranet and organization depends on a variety of factors, including the size of your organization, the goals of your intranet (is it a platform to connect employees across distributed offices or is it meant to support productivity, benefits, and corporate news?), the capacity of the team that owns the intranet, and the level of buy-in and support from senior leadership. Understanding what’s needed for each model to succeed can help organizations choose the right content-management model for the betterment of the intranet and, ultimately

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

Jakob Nielsen says “a wonderful interface solving the wrong problem will fail.” Design thinking unfetters creative energies and focuses them on the right problem. Flexibility — Adapt to Fit Your Needs The above process will feel abstruse at first. Don’t think of it as if it were a prescribed step-by-step recipe for success. Instead, use it as scaffolding to support you when and where you need it. Be a master chef, not a line cook: take the recipe as a framework, then tweak as needed. Each phase is meant to be iterative and cyclical as opposed to a strictly linear process, as depicted

Design Thinking 101
Centered Logos Hurt Website Navigation

The green highlighting on this clickmap shows where users clicked when they attempted to navigate to the homepage. Since the Koshka logo is centered, many users accidentally clicked the leftmost link Under $29 to get to the homepage. In some cases, users eventually did make it to the homepage — but only after several false starts and mistakes. Comparing the steps taken by users on left-logo sites versus centered-logo sites illustrates how painful this process can become. On Stella and Dot’s website (which had a left-aligned logo), users’ clickpaths to home were clear and

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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Branding | Aspects of Design Quality