Audiences, Outcomes, and Determining User Needs

One of the most important parts of web design and development at Blend Interactive is what we call our Audiences and Outcomes process. The process – which borrows heavily from C. David Gammel’s Online and On Mission – helps determine site audiences and the expected outcomes of those audiences. It’s what drives decision making for the rest of the site. It’s kind of a big …

My First Principles

Earlier this month, Contents Magazine asked seven very smart people about their first principles – the things that ground every part of their work, whether in content or beyond. You should probably go read that. Then, Contents asked us to fill in the spaces by submitting our own answers to the question, “What are your first principles?” There’s difficulty in nailing down those first principles …

Barker on “The Emperor Has No News”

The company website news feed. What gives, AMIRITE? Jewelry stores and celebrities and banks and pretty much everyone has a news feed and no one really stops and asks, “why do we have a news feed at all?” Or, more importantly, is having a news feed even something worth pursuing? An Onion article to this effect, “Man Cruises By William H. Macy’s Website To Check …

Turning Card Sort Lemons into Content Strategy Lemonade

The first rule of card sorting is… No. I can’t do it. I refuse to do the Fight Club joke. There are rules, though. Unwritten rules, yes, but rules all the same. And that first rule is the one we’re all taught to revere from the beginning: you don’t facilitate a remote card sort unless you absolutely have to. Card sorting is a science that …

Wachter-Boettcher on “Industry vs. Organizational Knowledge”

Sara Wachter-Boettcher took my domain knowledge post one step further, diving into what we need to know about a company’s organizational structure. From her post, “Master of which domain? Industry vs. organizational knowledge:” Agencies have historically acted like suitors whenever a new client comes around. It’s all fluffy clouds and sparkles and sweet nothings in their ear. That’s how you win business, right? Problem is, …

Domain Knowledge: What You Need – Or Don’t Need – To Know

Here’s what I’m not. I’m not a pipe fitter. I’m not a garage door salesman. I’m not a software engineer or a big box retail executive or a business journalist. I’m not a butcher, baker or candlestick maker. Damn it, Jim, I’m not a doctor NOR am I a mechanic. As content strategists, we are expected to help our clients communicate the concepts, benefits and …