Digital Strategy

Ideas and opinions on digital strategies and steps to be taken…

Mind The Touchpoints – Travelling With The User – Part VI

In this day and age, the content we create reaches the user at multiple touchpoints. Life has speeded up tremendously in the last couple of decades. Society moves at a pace that seems more hectic each following day. We are increasingly mobile and so is the user. Content is consumed at increasingly numbered touchpoints.

The first thing you do in the morning after waking up is to check out your phone. On the way to work you are on your tablet or listening to a podcast or an audiobook in your car. At work, you sit in front of a computer and so the day goes on.
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Consider the Environment – Travelling With The User – Part V

The environment can greatly affect our perception and the ability to perform a task. No matter how much we try to live our lives digitally, the analogue part of it will not go away. At least, not anytime soon.

When the user performs a task, she performs it in a unique environment. There are factors and distractions that could just as much break the concentration as ease it up.

In their book “Pervasive Information Architecture”, Andrea Resmini and Luca Rosati make the point that information and contexts flow in our daily lives. We should not be considering a usage of an app or content for that matter as a stand-alone act. We shall be taking the environment and context into account.
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Consider The Medium – Travelling With The User – Part IV

Content’s medium is a major consideration when we design, develop and simply create in order to reach out to the user.

I have already touched on the content’s shape and its vessels. But in most of the cases, content needs to shift between mediums (or media to be exact). Some vessels take more, others not so much.

And it is not only about the amount of lines, pixels or other data that the vessel can transport, it is also about the tone and community that surrounds it. These complicate a bit finding the right solution, but it is still an achievable task.

To be able to achieve a good result, just do your homework, which in most cases means research and sit-downs with all stakeholders trying to find the best way to approach the solution.

There are a variety of content touchpoints, different devices, and many possibilities.
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Brevity, Right to the Point, Relevance – Travelling With The User – Part III

Content has its biggest impact when it is brief enough to transfer knowledge, goes right to the point and it possesses relevance to the user. If these are not met, chances are that no one will spend quality time with your content.


The best advice I have ever got is Keep It Simple or “Kiss it”. Short forms are generally better accepted than long forms unless we are talking about reading masterpieces published in The New Yorker, The Guardian or eBooks. It really depends, though, on the form and the task that should be accomplished. A short form for a mortgage would be taken as SPAM.
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Taxonomy, Taxonomy, Taxonomy – Travelling With The User – Part II

Content needs to be organised. Vessels and shapes do, too. A little bit of healthy OCD on your part can go a long way. Taxonomy is the bread and butter of content classification and distribution.

If you have been around content or created even a blog post or posted a picture on Instagram, you would know that search and visibility of your creation depend on the way you tagged it. A blog post without keywords as tags cannot be found easily a couple of months after being published, especially on a busy blog. It also impacts your SEO score and some other things. The same goes for your Instagram photo – if you have not used keywords (hashtags), your photo will be visible only to the people who follow you…and like you posts the most.
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