I collected and wrote these principles for the group of 50+ UX Designers that comprise the User Experience Community of Practice at the non-profit where I work. Although these are intended to address an enterprise-scale organization’s needs, they are universal. Naturally.

Computing between 1960 and 2000 happened in fixed locations.

Responsive web design requires that you stop imagining your users in a fixed location, typing with a keyboard. Computing is multi-screen.i

01

STOP DESIGNING WEB SITES and
START DESIGNING DIGITAL SERVICES

Create digital services, not just web sites or apps. Digital content is no longer restricted to just a web browser; rather, digital content is accessed using native mobile apps, set-top TV apps, and tablets. Digital content and tools should be designed as a service, that is capable of being deployed anywhere, instead of static information deployed onto a PC screen.

Print Versus Digital

Print publishing is often a singular, linear experience. Digital experiences are open-ended because they can start on one device and end on another. Digital is continuous and non-linear.

When you err on the side of providing tools, not just delivering content, you are removing the false idea that users consume your digital product in a predictable, single-track way.

Prepare your videos, articles, and other materials in such a way that is not specific to one particular channel, but rather available through a variety of digital ways.

02

SPEAK LIKE YOUR USERS

Be real, authentic, and conversational. In today’s marketplace people value advice and recommendations from friends, family, other people they know, and even strangers over official corporate messages or advertisements. As further evidence, Millenials (the coveted age 18-34 demographic) don’t affiliate with political parties and they’re moving away from organized religion. Messages provided through digital channels should be real, authentic, and conversational. They should be presented in a way users can relate to.

Encourage users to speak naturally and without your brand or organizaiton’s jargon as they share content.

03

IF IT’S NOT SHAREABLE
IT MAY NOT BE WORTH MAKING

Provide digital content that users can easily share with others. Digital experiences should enable users to share content with others efficiently, whether by retweeting, reposting, or using other personal social sharing means. This imbues content with power to reach people in ways that official publishing channels cannot. For example, a 3-minute highlight video may be more shareable than a complete 15-minute conference talk.

04

CREATE LIVING CONTENT

Keep digital content fresh, relevant, and rewarding. Except for historical or similar reference material, content should be updated regularly. Consumers of digital content expect to find relevant, current content when they access a digital service.

Replace old content instead of posting new material in a new place.

05

DEFINE SUCCESS and
TEST IT

Test content and interface elements to ensure they achieve your success criteria. How can you measure success unless you define what success looks like? Then test regularly. Testing while you write and design can save your organization time and money in the long run. Utilizing usage metrics, observing user behavior and talking to users can help you adapt to changing needs and ensure that you meet your objectives.