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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

The post User experience is driven by content appeared first on in a rush.

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More Stories By Rob Rusher

Rob Rusher is an Adobe Certified Expert (ACE), Community Expert, and Certified Instructor (ACI). In his role as Principle Consultant for On3, he leads an Adobe software enablement practice to help his clients build rich Internet applications and to rapidly increase their knowledge and skills to better support their organization's goals. He has taught and mentored the technical teams at Standard and Poor’s, eBay, IBM Global Services, the Social Security Administration, and other Government and Fortune 100 organizations.

Because of his depth of knowledge and long standing relationship with Adobe, Rob was selected to write the Certified AIR training course as well as the ColdFusion and Flex certification exams. Rob has also co-authored four best selling books on building secure, cutting-edge and rapidly developed applications using Adobe AIR, ColdFusion and Flex. He is also very active is organizing and speaking at Adobe 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.

On3 provides consulting, mentoring and training services to help organizations grow their own experts from within. For more information, visit us at www.On3solutions.com. Rob Rusher maintains a weblog devoted to Adobe Flex and other Internet technologies at www.RobRusher.com.