It was another fast-paced March Web Managers meet-up with a focus on the user experience journey. As ever, the speakers were all engaging, happy to share, and talking at just the right level for the audience of experienced digital folk.
But, dear readers, there was cause for alarm when those squabbling siblings, UX and content, were at it again. Discussion was nearer the end of the night than the start before content was even mentioned. And only then after an impassioned plea from the audience.
Very quickly the panellists assured us that they would never neglect content or present designs with a ‘content goes here’ tag. We discussed/debated and finally agreed (?) that as web managers, we were responsible for not only coaxing our organisations along a path of fulfilling user journeys, but one with rich, meaningful and engaging content as well.
The challenge for content people like myself though, is actually getting our hands on this elusive stuff. It’s sticky and slippery, and only with decent strategy and governance do we stand a chance of coming close to having a seat at the table.
Even then, we need to share the love. As elegantly argued by content strategist Lisa Moore, surely it’s more than time that we stopped bickering and instead just did the best we can for recipients of our carefully nurtured content? After all, without content, UX is but an empty shell. And content needs the ease of a good journey to really hit home.
I loved Richard Wand‘s entertaining take on the history of UX bullsh*t. So refreshing to have some levity amongst this serious work business. Finally, we can let go of those pesky ‘truths’ about the fold, and three-click rule in the UX journey. Yay!
Darius Pocha and Simon Norris from Nomensa took UX into the future for me. Madly trying to tweet the highlights as they spoke, I instead found myself completely absorbed by what was for me a new UX model. It’s probably not that new. I just need to pay more attention to the Humanising Technology blog 🙂
The two big lessons for me from the night, both from Nomensa:
- If you only do one thing, do A B testing of your site. This tells you which of your designs is more meaningful for customers.
- If the purpose and meaning of the sparkling design presented by your agency is not crystal clear, don’t be shy. Tell them you can’t see it, don’t understand. Make them work.
Oh, and that you don’t have to be able to draw to properly map a user journey 🙂
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Web Managers Group
The fantastic Web Managers Group started on LinkedIn in 2009 as a place where web managers could connect to learn, share and (occasionally) whine. With the splendid efforts of Adam Cranfield, the group has grown into its very own life force, and from 2012, continues to be shaped by the expertise of Davina Lines from Mixing Digital.