Manage the task the user wishes to complete, not the content or technology

“How do we professionally manage content? We don’t. We shouldn’t manage content in the same way that we shouldn’t manage technology. Content and technology are merely a means to an end. What is the end? The end is the task the customer wishes to complete. That is what we should manage.” – Gerry McGovern

Read more from Gerry in his article “The Problem with Dirty Data”.

1. Great information architecture is invisible so that content can shine through
2. Designers need to be very careful about the lure of complexity
3. Technology creates the context for persuasion, but content persuades
4. Technology serves humans. Humans do not serve technology.
5. Welcome to the age of the killer user experience