At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Customer Interface

Simple wins on the small screen

Amy Stephens September 2011

Mobile content can sometimes be the best kind of web content. If delivered well, it’s short and contains only the essential information. Content designed and written into bite sized chunks lets users get to information quickly and cherry pick what they want. It’s fair to say being lean and delivering only the bare essentials elegantly is a hard discipline, but one that is becoming increasingly relevant.

It is common for the content style to be the last thing companies think about when it comes to their website. Aesthetic requirements and an organisation’s need to get everything across to users usually get in the way. But content (arguably content ‘over’ style) on the web matters. On websites via mobile it matters even more. 

If you’re checking out a site on your phone, your attention is usually divided. You’re busy and short on time. You want content that addresses your needs and is actionable now. There’s nothing more frustrating for a user than a mobile web experience that’s slower than the royal wedding. So, how do you create a great mobile web experience? Here are a few ideas:

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Customer Interface

Content Matters

Charlene Turei June 2011

It may seem obvious that content is one of the most important components to a website, but so often website redevelopment projects focus primarily on improving the user experience through better IA, design and functional features. When it comes to the content it's usually a once over lightly migration approach with little time dedicated to fully analysing the content and ensuring it’s still relevant, up to date, on ‘on tone’ and at the right level for the sites audience(s).

There are many reasons for this oversight, most valid and understandable, but what’s the point of a beautiful new site if what lies beneath is of little or no real benefit to the user. It’s like false advertising, setting expectations high with a great customer journey only to disappoint with a lack of substance. Failing to deliver the goods frequently results in a lack of trust that radiates out from the website, impacting a customer’s impression of an organisation and their willingness to engage further. Content matters more than we often acknowledge.

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