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User experience is driven by content

Do you see the pattern?

  • Apple screws up maps by providing poor quality data
  • Healthcare.gov doesn’t let users have access to the plans they need
  • Blackberry creates a new tablet without building in email

In each case, the users couldn’t get what they wanted or needed: Content

In this always-on, self-service world, everything is about the content. When the user needs it, whether it’s bank balances, boarding passes, and refund instructions… the content on the site or in the app becomes critical. If we want to deliver great experiences for our users, we need to make sure we recognize the correct content to supply and then design for that critical content in a simple and intuitive way.

Content is still king

Content improves the bottom line. Done wrong, content can be frustrating and hurt business.

As a UX professional, you must have a firm understanding of:

  • How an expanded notion of content is critical to understanding the value of user experience
  • Where to tailor your design strategy with the priorities of C-level stakeholders
  • Emerging business model variations for content and how they map to specific businesses

About Rob Rusher

In his role as Principal Consultant for On3, Rob leads an software development practice to help his clients build rich Internet applications for the desktop, browser, and mobile devices, and to rapidly increase their knowledge and skills to better support their organization's goals. Rob is an Adobe Certified Expert, Community Professional, and Certified Instructor. He has taught and mentored the technical teams at HP, Overstock, Paychex, SAS, the FedEx, and other Government and Fortune 100 organizations. Rob has co-authored four best-selling books on building secure, cutting-edge and rapidly developed applications using Adobe AIR, ColdFusion and Flex. He is very active in organizing and speaking at RIA, Adobe LiveCycle, mobile conferences, and user groups. In addition to growing his software consulting practice, On3, Rob has been building expertise in rich client application development on a wider variety of devices and platforms that extend the applications to change the way we all create and live.