Archive for October, 2012

The ups and downs of entrepreneurship

Tuesday, October 23rd, 2012

Some nice soundbites in here on the emotional rollercoaster of starting and growing a business.

“We got to 30 people and I was looking at a wall of fear!”

It’s the journey (or, designing for the ecosystem)

Friday, October 12th, 2012

Cindy Chastain says, “It’s the customer journey; not the persona” that matters when designing for today’s ecosystem of digital and real-world services.

She says some other smart things like:

  • Considering customer journeys is now a business strategy tool not just design
  • Within the ecosystem, marketing moves from “persuasion” to “value” (I read this as total, integrated brand utility, if you like, not just one-offs)
  • Right thing, right context
  • Iteration and constant learning are the foods that feed the ecosystem
  • Marketers shifting mindset from linear to iterative

It’s interesting to see UX principles shifting to inform the broader brand experience, not just the design of individual interfaces. And this article by Tomer Sharon is another testament to the mainstreaming of Lean UX principles, as pioneered by startups.

The tyranny of the remembering self

Thursday, October 4th, 2012

“What we learn from the past is to maximise the qualities of our future memories, not necessarily of our future experience. This is the tyranny of the remembering self.”

Daniel Kahneman, Thinking fast and slow

We edit experiences into aggregated memories – overall impressions of something – and this influences our future decisions and actions.


Not everything is a touchpoint

Tuesday, October 2nd, 2012

Or at least should be.

Just because more touchpoints have become available (mainly through new technology, including mobile), it doesn’t mean brands should try to land-grab them all. For one thing we don’t want to be bombarded. Some channels still remain private domains. Just.

And actually only some moments count. Like Orange’s “Good things happen when your phone is turned off” advertising campaign, judiciousness is a good strategy for both efficiency and effectiveness.