If you run an advertising agency or design firm, or manage an agency creative or production department, you’re undoubtedly finding that most of your deliverables now are digital marketing elements. Welcome to the new reality. As you scurry to re-train your existing staff with digital skills and hire new talent to onboard new digital expertise, you may be tempted to hire back-end developers. My advice: think twice.
Many agencies are new to the user experience design party. UXD has been practiced at large corporations for nearly two decades now. Large digital specialist agencies incorporate UXD best practices as part of their core service offerings. But many if not most small to mid-size advertising agencies and design firms have not yet adopted UXD to the extent they should. At the same time, these firms find themselves less in the traditional ad business, and more and more in the digital development business.
While visiting my mom last year I discovered a recurring monthly $25 charge on her credit card statement that she couldn’t explain. (At the time she was living alone in her own apartment — fortunately she now lives with my sister and her family.) After hours of trying help mom remember what the fee was for and researching where the charge was coming from, I figured out that she had signed up for a “free” credit report which was now costing her $25 a month.
A lot of bloggers in the UX world have been making hay with the HealthCare.gov fiasco. Clearly the importance of good UXD has been elevated to the highest levels when you see the President of the United States apologizing for the poor user experience of a website. Who could have imagined something like that ten years ago?
Individuals reposting content from other websites on via Facebook, Twitter or other social media is so common today that it’s hardly every questioned whether or not these actions infringe on an original author’s, photographer’s or artist’s copyright. In fact, businesses love it when consumers repost their content — this is the kind of word-of-mouth advertising that’s worth its weight in gold. But in fact, copyright laws, if interpreted in the strictest sense, might appear to outlaw many of these content sharing practices. And it gets a lot murkier when businesses share others individuals’ or businesses’ content.