My Digital Insight

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason.  The other reason is its brand creative marketing message.  Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore.  It is our lifestyle! In the January of 2016,  Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to  Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, social media, and digita

Summary: In general, when clients want to create a digital campaign, they will firstly write a brief and send to an agency. Then, the agency will review the brief and start creating a campaign plan. It is important that everyone (client, agency, advertiser) agrees with the campaign objectives and understands what the success metrics are for the campaign. At the end, the team should focus on the business results  (sales, revenues) instead of traffic volumes (# of clicks, # of pageviews). Key Notes from The Course: I create six Power Point slides to show you the digital campaign planning process. The first slide shows the five steps of digital campaign planning process. Then, the next five slides cover the key points of each planning steps. Note: For sellers, it is important to keep up-to-date with  agency partners. They should always update the latest ad vehicle and new promotions.

Nowadays, when people want to learn something, they are more likely to search the topic on the search engine and find the related information on the websites.  Normally, users who read content online are less patient and diligent. They usually like to scan the page, skip some long paragraphs and grab the keywords. It is very important to make content more user-friendly.  I found a short and interesting article from  Entrepreneur   which is about  what you could do when your spouse has the conflict with your new business . Now, I am going to use this example to do a brief content evaluation and give you some useful tips on how to make your content more scannable. Tip One: Name an interesting heading to motivate users to read The heading “What to do When Your Spouse Does Not Want You to Open a Business” looks like a sentence. “What to” or “How to” are very popular heading style across the website. It motivates users to find out the solution. screenshot Tip Two: Write a short

Summary: After we create the content, we need to maintain current content regularly.  We want to make sure every piece of content is up to date, accuracy and useful for our users. In addition,  we always want our content are consistent across all the channels. Key Study Notes from the Course: Maintaining Your Living Content: Break up section of your website and concentrate on them Delegate a section to one person or focus on that section for a few week Make sure all the content is up to date Creating a Content Strategy: Content Strategy focuses on: what new content will be adding and updating in following months or next year influencing the direction of the website helping users and SEO Keeping the website relevant Content Governance: It means who owns the content and who has the responsibility and the authority over pieces of content. You need to make sure that your content meets the required level of quality. Your content should be: timeliness (keep u

Summary: In order to write an effective content, we need to know some key elements in the content includes keywords, headings, links, lists, visual, forms and messages.  We don’t necessary to put all these elements in every content, but they are very helpful to improve your content structure, to improve users scannability, and to help SEO ranking. Before we start writing a content,   we need to create a plan  by defining the page topic, purposes of the content, users’needs, keywords, heading and image. In addition, we also want to show a good direction to tell users where they should go next. After we finish the content, we will need to review and edit the content.  We could ask someone to review it and check typos. Or, we could ask a subject matter expert to check accuracy. Moreover, we need to make sure the tone and voice of our content match the brand style. Key Study Notes from the Course: Keywords: Why are keywords important? help user scan the page good for SEO

Summary: There are eight characteristics of good content include structure, relevant, useful, accurate, credible, findable, scannable, and simple. When we are developing content, we don’t only focus on those eight characteristics, but also focus on writing in an interesting way to make users want to read. Moreover, the voice of the content is also a key consideration when you write the content. You need to write more personal and to choose more active verbs. The tone of the voice should be consistent across all the channels. Key Study Notes from the Course: Characteristics of Good Content: Structure When you structure content on a page, you need to consider how people are going to read it.You can use big heading, bullet points, short paragraphs, and etc. Relevant & Useful You need to make sure to meet the needs and goals of both users and business. You could look at competitors’websites to learn what they are doing. Or, you could do some research. Tips to make

Summary: The key difference between writing for the web and writing for the print is people’s reading behavior.  People don’t read on the web page. They SCAN it.  Thus, when we write for the web, we need to make sure our content are readable and easy for users to understand. In addition, no matter what we write, we always need to balance users needs and business needs. Key Study Notes from the Course: Six Elements of Designing a Good Website: Know your user and business needs Information architecture : navigation structure Interaction design :create a wireframe Visual design :color or typography, gives an aesthetic appeal Brand : communicate the personality of the website Content : content is king. The information that you want users to learn. The Difference Between Web and Print Content: They are completely different mediums and different physical things. Moreover, the way people read them is also different. Print: people read it from front to back most commonl

From the study of website user experience, I have a better understanding of how UX impact branding and customer online behaviors. In this post, firstly I will share my insight about how customer shopping behavior change, then I will share my analysis on UX walkthrough study for Zara. Customer Shopping Behavior: Past V.S.Now Basically, customer shopping behaviors have been changing all the time. 20 years ago, we didn’t know we could shop online because online shopping didn’t exist at that time. Customers usually captured promotion information from TV ads, newspaper, posters, magazines, or just visited the store. Now, when people want to shop, the first thing they usually do is SEARCH . According to  the digital study ,  94%  of online shoppers conduct research before purchasing and  61%  of online shoppers use search engines to discover information when shopping online. (compete.com) In the past, people evaluate a brand only based on its product and service. Most time, the tou

What is the purpose of usability evaluation? When would you like to consider using usability? What are the key techniques to conduct usability evaluation? Key Study Notes for the Course: What is the purpose of usability evaluation? The purpose behinds usability evaluation is to ensure the design is fit for purpose . You might want to use usability when you were accessing the usability of an existing website, refining the design or embarking a new design. Key Techniques of Usability Evaluation: Usability walkthrough It is an informal way to doing usability evaluation. It often involves a rough mock up. Usability testing Usability testing is often done in a controlled environment and  using real users of the website. It is one on one session.  The idea is to reveal usability issues early and help recommend fixes to the design. Five phases of a usability testing: Introduction and formalities Pre-test session: give some questionnaires to fill out Crux of the testi

Why knowing your users is so important? What you need to know about your users? What research techniques you can use to understand your user? Key Study Notes from the Course: Some of the information   you might want to know your users: who they are  (age, gender, income, etc) what do they  like or dislike behaviors  when they are engaged on your website tasks  that they perform frequency  (how often do they perform those tasks) goals experiences  (happy, frustrated?) things that you don’t want to include in your research What you need to know about your users: General information: gender, work, income, experience, task, frequency Another really important thing you need to know about your users is their  access requirements. Source of information that would be able to give you some insight who your users are such as market research, third-party report, site visits, or speak with your users Research Techniques: Focus group-qualitative Contextual inquiries (sit

If you are going to design a website, what are the key phases you need to go through? What we need to know and to prepare for each phase? Key Study Notes from the Course: Three main phases of User Experience for the Website Design: Information design It’s all about content, such as how they’re grouped together, or how the user will go about understanding the relationships between information. Interaction design It is how users actually access that piece of information such as click on buttons, scrolling, etc. Visual design It is where the interaction and information design are brought together to create a final look and feel for the website. Information Design: Information design relates to the words, the paragraphs, the headings that are used on that website, the button labels, the menus, and how the user navigates and access the information. The key things you need to consider when you are doing information design: Logical grouping the information  How u