“Technology creates the context for persuasion, but content persuades. Technology helps get content to the right people at the right time. The content still has to influence. Delivering the wrong content at the right time is as bad as delivering the right content at the wrong time.” – Colleen Jones

Read more in Colleen’s article “An Almost Perfect Storm.”

1. Content is not a nice-to-have extra. Content is a star of the user experience show.
2. Content is an opportunity to make customer relationships flourish
3. Technology serves humans. Humans do not serve technology.
4. Manage the task the user wishes to complete, not the content or technology
5. UX is about technology that fulfils more than just instrumental needs