Creating a Roadmap to ROI
Core Principles for Successful Digital Projects
The Greek philosopher Heraclitus may have famously said you cannot step into the same river twice, but it's still wise to know how bridges are built. No project is ever identical to another, and it's important to remain adaptable in approach—while remaining committed to those handful of principles that can help ensure a digital project is poised for success.
Users and Businesses Are Not Enemies
There is no business without users (vis-a-vis customers) engaging with the business' services or buying its products. At the same time, if that business is unsustainable, those same customers cannot have their frustrations and pain points alleviated—much less delighted—by services and products that would otherwise do so. In your product strategy and customer experience, you must consder your users' needs and business needs to be equal partners.
Look & Feel Is Often Least Important
With all do respect to color theory, the specific hue and font of any given element on the screen is a very low priority consideration as long as they are clear, contrasting, and easy to read—particularly for those would-be users with a disability or imparement. When you think design, worry less about colors and custom designs and more about ease-of-use and the value of your content.
Triangulate Your Research Efforts
There is no one channel to rule them all, and beware those who would tell you otherwise. Analytics, qualitative amd quanitative user research, competitor benchmarking, stakeholder and business analysis, expert UX reviews: to best understand where your users are and what your business needs, you need to consider multiple angles—and allocate your discovery budget appropriately.
Understand What Is Possible & Pragmatic
Buzzwords like design thinking, Agile, and human-centered design can be powerful tools when leveraged appropriately by organizations who have the maturity and capability to do so. But all too often, it's too easy to give into the temptation of the next shiny product solution (or the process to get us there) while hoping the organizational maturity will catch up. Understand what the team, stakeholders, and company culture will support and align your efforts with what is possible. Incremental progress is better than a great idea that fails.