Soothsaying the UX

Content marketing has tons of moving pieces. Words, images, CTA’s, links to other excellent content.

The list goes on.

Coordinating those pieces is tough work. Not just from the logistical side – that’s a back-end function that falls mostly near the project’s end – but from the beginning, the planning phase.

What will your next campaign entail? What are you trying to accomplish? How will you measure success?

What moving pieces do you need?

A lot of thought goes into choosing deliverables:

  • Email
  • Banners
  • Paid search
  • Social

What assets do you have? Will you need to schedule a photo shoot? Do you have a photographer – you or someone else – qualified to take good pictures that best showcase your product?

You have all that nailed down and you’re ready to go. But you’re not done.

How will it all look onsite? What about on mobile? With today’s mobile-first design emphasis, have you checked your smartphone to see how your art will appear?

Most importantly, how will your users interact with it?

The face of interface has changed dramatically multiple times since the invention of the “inter-web thingy” – and that was before smartphones. Now that most web content is viewed on portable devices, even more emphasis has been placed on simplifying the user experience so content customers can meet with as little resistance as possible as they scour their phone or tablet for the info they seek.

Some of the changes have been cosmetic, such as flat icons vs. 3D, while many of the upgrades have involved process – moving from one function to the next. Think about how much checkout carts have changed! If you want to feel old, check out Wayback Machine. Put in your domain, pick a date in the past, and prepare to cringe at how horrible your UX used to be.

Content consumers are picky. Give them a reason to stop and they will. Make the UX hard to navigate and they’ll move on to your competitors.

But how do you know what will capture your customers vs. turning them away?

  1. Learn from best practices through researching tons of online success stories
  2. Try it out for yourself – a step too often foolishly overlooked either in haste or poor planning
  3. Pull out your crystal ball

Okay, the last one is a stretch, about as effective as crossing your fingers. Or if you’d prefer, you can grab an old Magic 8 Ball, but the options are more limited.

Or your can learn from folks who do UX for a living.

So what’s in store for 2016? What trends in UX are going to captivate and woo people to embrace your content?

Check out this helpful guide from the folks at UX Design as they take you through their ideas of the next big trends.


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