Insights
Thoughts, observations and practical guidance from my work in online communications, customer experience, customer research and service design.
Same section. Completely different customers.
The same information can serve people with completely different needs, knowledge and expectations. Good content starts with understanding those differences.
What a 20 year old and a 75 year old reminded me about customer research
Demographics give us somewhere to start. They don't tell us who someone is, what they care about or how they want to engage.
Your website is rarely the whole online customer experience
People don’t experience your website, forms, portals and communications as separate systems. To them, it’s one experience.