We live in a world of unlimited possibilities. The enormous amount of discoveries and innovations has led to a moment in time where all seems possible and for every dilemma that arises, there are a million known answers.
As UX strategists (short for User Interface), we often encounter the issues of such widespread opportunities, especially when we have only so much space to fill with intuitive, comprehensible, beautiful design.
Websites have long been considered as unlimited space for functionality and content. However, as factors such as usability and information design were welcomed to the mix for successful UX, suddenly choice has become the biggest obstacle for many brands.
An intrinsic problem is to be left behind as the competition reproduces itself in a safe game played by the many. However, as more brands are forced to differentiate in digital strategy by having to answer questions such as “are we using Facebook primarily as a commerce or customer service platform?” that possess a single answer, it becomes practically impossible to keep up with the brand’s total competitive landscape because we simply cannot have it all.
Moreover, from a User Experience perspective, we have concluded that a website does not represent an infinite space because viewers have only mental capacity to absorb and use a certain amount of functionality and content. It is therefore of paramount importance to focus on a few primary functions and a selection of content that will add true value to a customer’s total brand experience in order to secure success.
Deciding to go left or right, instead of going in both directions, represents a risk, as we in the digital world have not yet seen the outcomes of all possible routes in order to define whether a direction will lead us to a certain level of accomplishment.
So, how do we choose and shape a brand specific digital strategy?
Peace of Mind
This is where it all starts. Take your time to zoom out, take a step back, and observe what’s happening around you, so that you can clear your judgment and make objective decisions.
Open Up & Listen
Do not listen to your competitors, listen to your audience and truly understand its needs instead of scraping expressed desires from the surface. What people say they need isn’t necessarily what they need: understand them.
Be Audacious
Audacity is one of the most valued characteristics of any person or business. With intensified personal relationships between customers and brands online, the effect of audacity becomes stronger and will lead to a loyal following. Surprise us.
MoSCoW
MoSCoW is a technique of analysis allowing businesses to prioritize.
M – Must haves
These are the functionalities and content that must be represented in your digital strategy.
S – Should haves
The items that should be included only if it is reasonably possible.
C – Could haves
The items that could be integrated only if they do not negatively affect the above listed.
W – Would have
Desires. Items that a brand wants but cannot integrate now. Consider ‘would haves’ as an e-commerce’s wish list; listing the items due for integration in the future.
While preparing your MoSCoW, please remember: you need less than you think.
Toolbox
Make clever use of all the tools available to your brand online. A key to success is the clever division of content and functionalities across platforms. Social networks such as Facebook, Twitter, and Instagram do not necessarily have to fulfill similar functions because they all represent “social networks.” Cleverly utilize each platform for distinct purposes.
A website could function as a digital flagship facilitating commercial transactions between customer and brand, whereas your Tumblr would be a destination for content and information. This is merely one way of organizing your toolbox.
Strategically, think of your digital mix as fitting into the “on brand” umbrella and covering the wide spectrum of your customers’ virtual needs.
Differentiate
This one, I love. There are quite a few techniques out there that can help digital teams to come up with disruptive, distinct ideas. The obvious goal of differentiation is to walk away from your competition, however:
“When the focus of attention is on ways to beat the competition, strategy inevitably gets defined primarily in terms of the competition.” – Kenichi Ohmae, The Borderless World
Differentiation remains a hard task, as brands in a similar industry are often framed by the same boundaries of thought, and have the tendency to follow industry-specific successful initiatives. Businesses in comparable industries also tend to approach issues in like ways as the information, knowledge, and situations from which decisions are being made are historically similar. Therefore, distinction starts with getting out of the box and approaching goals and problems in alternative ways.
And, in doing so: stay true to your brand identity. Stay true who you are.
