There is plenty of information to share with your users at every stage of the content delivery process, but what goes into developing the optimal online experience? Much like a concierge at a hotel, a content developer must build relationships with users by identifying the high points and low points of online user experiences -- where are processes broken and how can they be improved for the next time this user visits our site? Implementing this feedback and testing the user experience in all settings will eventually create a flawless experience and will also position users to continue to come back for more.
5. Right-Brain Thinkers
While content delivery has traditionally been managed by IT, business users are becoming more involved in the content creation process. The result: content that leverages user context through the creation of business rules. These content developers are able to make the most of the latest context information and can deploy it to anticipate user preferences, helping to drive user engagement.
6. Number Crunchers
All that data from all those sources is a treasure trove of information for content developers. User experience management can largely be improved by sifting through data gathered from the increasing number of analytics tools. This data can tell you whether your users are engaging with your brand via PC or mobile device or whether your users are more likely to engage with you via Twitter instead of Facebook. Armed with this information, content developers can build online experiences that not only align better with the user base, but can also be measured against set sales and marketing goals.
While all this data from user profiles, social media networks, etc., helps companies build better online experiences, 2011 has also shown us that the more data a company has, the more data it has to protect. Thus, it’s not surprising that security is a growing responsibility of a content developer. Content developers need to be better equipped to monitor audit trails, email verification, different authentication protocols, login histories, session management or SSL compatibility to ensure that user data is secure. As we’ve already seen from Sony, a serious data breach will adversely affect the relationship that a company has with its users, thereby stopping the flow of information necessary to create context-based experiences.
User experience management will be a complex task in 2012, and content managers must wear many hats to meet the challenge. While this is no easy feat, it takes all seven hats to build the unique, online experiences that users have come to expect, all the while protecting user data. Perhaps the real question all content developers should ask themselves should be, “Which store sells all seven hats?”
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