Tag Archives: content

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

“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”.

Create a meaningful conversation with your users by engaging them on a personal level

“There will always be a need for dialogue, and if we are to have a meaningful conversation with our users, we have to facilitate the conversation with an interface that welcomes them with open arms... By asking users to engage on a personal level, we are creating a relationship based on shared ownership of knowledge and value. And best of all, it doesn’t feel like work. Actions really do speak louder than words.” - Zeus Jones

“There will always be a need for dialogue, and if we are to have a meaningful conversation with our users, we have to facilitate the conversation with an interface that welcomes them with open arms… By asking users to engage on a personal level, we are creating a relationship based on shared ownership of knowledge and value. And best of all, it doesn’t feel like work. Actions really do speak louder than words.” – Zeus Jones

Read more from Zeus in his excellent article “Conversational UX Design.”

Thanks to Konigi for posting about this article!

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Better connect with your customers by speaking like people, not like machines

“How can companies better connect to its customers? The answer is simple: Speak like people, not like machines... More and more, people are craving authentic experiences from the world around them, and that means a simple human-to-human connection. In our ‘user experience’ world, this means when people use a website, software, product, etc., people should somehow experience the people that created it. Connection.” - Bill DeRouchey

“How can companies better connect to its customers? The answer is simple: Speak like people, not like machines… More and more, people are craving authentic experiences from the world around them, and that means a simple human-to-human connection. In our ‘user experience’ world, this means when people use a website, software, product, etc., people should somehow experience the people that created it. Connection.” – Bill DeRouchey

Check out Bill’s interview with Jeroen van Geel for more on “Challenges and Authentic Experiences.”

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Content is an opportunity to make customer relationships flourish

“View content less as a means of transacting relationships and more as an opportunity to make them flourish. With that perspective, you will be more likely to take the time to craft content that cultivates deeper relationships with your customers—and that can transform them into your advocates.” - Colleen Jones

“View content less as a means of transacting relationships and more as an opportunity to make them flourish. With that perspective, you will be more likely to take the time to craft content that cultivates deeper relationships with your customers—and that can transform them into your advocates.” – Colleen Jones

Read Colleen’s article “Using Content to Grow Customer Relationships” for more thoughts on the importance of solid web content.

Websites must support the user’s personal story

“Instead of a predefined narrative, websites must support the user’s personal story by condensing and combining vast stores of information into something that specifically meets the user’s immediate needs. Thus, instead of an author-driven narrative, Web content becomes a user-driven narrative.” - Jakob Nielsen

“Instead of a predefined narrative, websites must support the user’s personal story by condensing and combining vast stores of information into something that specifically meets the user’s immediate needs. Thus, instead of an author-driven narrative, Web content becomes a user-driven narrative.” – Jakob Nielsen

Read Jakob’s article “Writing Style for Print vs. Web” for his thoughts on writing for the web.

Plain language is part of user-centered design

“Good writing for the web is about creating communications in which people can find what they need, understand what they find, and act appropriately on that understanding in the time and effort that they think it is worth. Plain language is part of user-centered design.” - Ginny Redish

“Good writing for the web is about creating communications in which people can find what they need, understand what they find, and act appropriately on that understanding in the time and effort that they think it is worth.  Plain language is part of user-centered design.” – Ginny Redish

Read more about Ginny and the importance of plain language on the web in Whitney Quesenbery’s article “Usability doesn’t stop when you write the content.”