Month: October 2014

Observation as part of Digital Strategy

Posted on Updated on

observationOne of the most fascinating aspects of digital communications to me, is that more than ever does observation play a critical role in determining an appropriate strategy.

For those who love people watching, well – this is for you!  Being able to observe and make deductive decisions assist in creating insights that will strongly benefit your overall strategy.

Here are 5 reasons why observation is necessary:

1.  People have behaviours.  These behaviours are usually habitual.  If you are able to tap into a human habit digitally, it means that you have found a way of integrating into a users life if what you put forth provides a value ad or solves a problem for them.

2. Observing allows you to identify a problem that a user may not even know that they have.  People tend to compensate a behaviour when they assume that there is no other way to do something.  When you find what that is, you can create a product/service to fill a void people did not even know that they had.

3. You can better understand how the user actually uses something.  Professions such as Information Architecture and User Expereince come from this.  Understanding how people typically use an app or website means that you can design to make it easy to use or teach a new behaviour.

4. You can make it better.  Apple is famous for this.  Every year people camp out for a new iteration of something that is even just a minimal improvement.

5. Data alone does not provide you enough contex.   Numbers in surveys or reports and analytics are just that.  They are numbers.  In order to be able to find insight and create a compelling story for those numbers having actual context and opportunity to obseve how these number fluctuate and for what reasons means that you can make stronger decisions for a better strategy,