Notes in the Margin

On the intersection of web apps, digital content and social media

Archive for the ‘Design’ Category

The Importance of Usability in Social Business

When you think about it, the first and most important requirement of any social business platform is that people use it.

There’s a lot of discussion about metrics for measuring the effectiveness of social business apps, and adoption and activity are generally dismissed as superficial and not a good measure of value. And yet adoption is the required preliminary step before any other metrics can be considered. Though engagement may not be sufficient, in other words, it’s necessary.

The trouble in many organizations is that new social platforms are swept in on an initial wave of enthusiasm, but usage often quickly plateaus, and adoption doesn’t spread broadly throughout the organization. There are may reasons for this, of course – and our experience is that a strong social advocate with political clout in the organization helps immeasurably.

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Written by tstaley

September 13, 2012 at 9:36 pm

Posted in Design

Empathy: The Key Ingredient to Digital Marketing | The Customer Collective

Nice article on the value of empathy in marketing.

Peter Drucker: “The number one practical competency for success in life and work is empathy.”

If you plan, design, program or write for digital you need to have a high level of empathy. One of the biggest problems marketers have is the delusion that they themselves are the target audience. Even if you use the product or service you’re trying to market, once you’re on the inside you lose perspective. In fact, declaring, as countless have done, that “I’m the typical client” serves as nothing more than a power grab to own the decision making process.

Includes some useful steps to get more empathetic:

  • More listening, less talking. If you don’t listen to other people, you’ll never understand them.
  • Get out of your comfort zone. I mean, really, get out of it. You may need to hang out with people you’re not really that into, for a while.
  • Act like an anthropologist. Observe, take notes, and don’t interject yourself. If you do, you may end up changing what you see.
  • Read what they read, watch what they watch.

via Empathy: The Key Ingredient to Digital Marketing | The Customer Collective.

Written by tstaley

September 21, 2010 at 10:19 am

Posted in Design

UI Design as Storytelling

This is an interesting perspective, and one that makes sense. In essence, when designing apps, Christian Saylor argues, consider the user(s) as players in a narrative, with particular backstories, motivations, ambitions, conflicts, etc.

He describes his realization that,

“design in all its different flavors; print, interactive, application, environmental, industrial, fashion, automotive…everything we’re trying to accomplish revolves around telling great stories, stories that connect and engage a user in a way that is meaningful and lasting to them.”

Full article here: The Art of Storytelling | InsideRIA.

Written by tstaley

March 26, 2009 at 1:10 pm

Posted in Design