Most marketing content doesn’t work because marketers don’t understand customers.
The more we learn about the world the more we learn not to trust organizations and brands.
The key to transforming an old-model organization is to flood it with the experience of the customer.
The experience of the customer is the spear point of change. If anything is going to shift organization-centric thinking it is a constant stream of examples of the difficulties customers have when interacting with the organization.
Historically, designers have been used to controlling the design because the design was physical and fixed. Web design is fluid, flexible and interactive. Web design is about putting the customer in control. It is about creating a design that is controllable by the customer.
Do happy staff make for happy customers or do increasingly demanding customers result in a stressful work environment?
Ashley Madison had a lack of women problem long before it had a stolen data problem. It solved its ‘woman’ problem by using traditional marketing techniques.
The most elegant interaction is so minimal it is almost invisible.
I heard Derek Featherstone give a very insightful presentation at An Event Apart in Washington DC where he talked about a minimally viable interaction. This is an interesting way of thinking because it moves away from the focus on the product or service, to the use of the product or service.
Most organizations don’t trust people who think. They prefer people who do what they’re told. But a digital vision has never been more important.
For too long people have placed blind trust in organizations and brands, which has only led to manipulation and abuse. Society is now entering a new phase of healthy skepticism.
You’d think that the massive growth of the Internet would bring with it a massive growth in productivity. But the opposite is happening.
Digital speeds things up and allows for great flexibility and adaptability. It also facilitates greater transparency and openness.
In a network it is the connection we make between things that is often more important than the thing itself.
Digital design is becoming more and more centered on the human, the customer, the person. It’s focusing less and less on the craft as an end in itself (the code, graphics, information architecture, navigation).
Organizations want customers to have relationships with their brands without the expense of the brands having actual relationships with customers.