Sigma Journal: Inside the Digital Ecosystem October 2011
Read this edition of Sigma.
From The Editor-In-Chief
As I look around meeting rooms, academic institutions, libraries, coffee shops, streets, and even my home, I realize that we have become an “always-on” society. Our reliance on paper and even face-to-face conversations is diminishing. Increasingly, service providers that used to rely on word of mouth from satisfied customers now rely on Facebook, Twitter, LinkedIn, and a host of social media outlets. More customer service lines are urging callers to use their computing devices for interaction.
But it is no longer enough to be simply connected, to be able to say “visit our website.” The website must deliver the kind of user experience that ensures some favorable feedback, whether a five-star Amazon review, or adherence to a desired policy or behavior, or the gratification of being able to view desktop graphics on a smartphone screen. The pressure is on service providers to reach the millions of connected users who will settle for nothing less than a content-rich site that delivers what the provider promises. Major retailers like Walmart and Target have discovered the devastating consequences of not following through on service promises. When the companies had to cancel or delay eagerly anticipated orders, users were dismayed, frustrated, and vocal. This kind of bad user experience can thwart any attempt to keep old customers and attract new ones.
For the federal government workforce, the pairing of connectivity and a rich user experience means providing content and services that engage users and motivate them to complete and possibly build on the agency’s mission. As users become more fully engaged, they are apt to grow their involvement, contributing in unexpected ways that could ultimately decrease operational overhead. In disaster response, for example, the cost of harnessing social media is negligible relative to the resources to enhance formal first-response support.
Conceptually, the goal of retaining users seems straightforward enough, but the range of devices and platforms can be daunting to any organization attempting to understand and enter the mobile universe. This issue of Sigma aims to map out a starting point and serve as a guide in quickly implementing design principles that address all user devices—not just desktops and smartphones, but the growing variety of devices in between, laptops, PDAs, and tablets. Our authors give practical advice and design strategies for reaching all segments of user population, from motivating users to stay on your website to understanding how HTML5 and the emerging semantic web will change user experience design.
Ubiquitous computing has been a reality for some time, but organizations are still struggling to understand the new era of service-oriented ubiquitous computing—a world in which the user experience dominates design. As our insight and comfort level with new technology increases, however, struggles and frustration should give way to enthusiasm mixed with a little awe at what these new design tools and strategies can produce.
H. Gilbert Miller, Ph.D.
Corporate Vice President and Chief Technology Officer
Noblis
hgmiller@noblis.org