Team attended this year’s conference, which had a strong moral message running through it: “Digital for good.”
Out of this theme there are a few key takeaways that we can all use in our day-to-day work.
1. Shape the future responsibly
Tom Loosemore, part of the team behind GOV.UK, had an inspirational take on what we can do with the technology we have access to.
We are only at the start of the Internet, which means we have a great deal of responsibility. We have a unique opportunity to shape how people use and access the Internet. Not everybody is in the fortunate position of influencing how this new technology will grow, nor be able to have their say. We must therefore stand up for them.
Technology is for all, so the Internet is for all. We have to make sure that it remains usable and accessible for everyone. We can do this by ensuring we do not use dark patterns or jargon and always considering web accessibility standards.
2. Research is power
One consistent point throughout the conference was that research is needed throughout a process or project—not just at the start. Once research has been conducted, opportunities can be identified and expanded upon.
Understanding your audience can help you create better-suited content. For example, you can ensure that text answers the user’s questions or knows how your user base interacts with the Internet. Only once we understand our users and their mindsets can we create truly valuable services that people love to use.
Applications such as Google Analytics may tell you what is happening, but conducting user research will tell you why. This research can highlight opportunities for service offerings as well as technical aspects such as long-tail SEO and PPC opportunities.
3. Human content
By merging what the user wants to hear with what your service offers, users will immediately find the service useful. Pair this with showing the information when required, and the user will relate to the content more.
Answering questions in a human, jargon-free, and concise manner allows users to connect with and appreciate the content. Taking the time to create this content is truly worthwhile from all points of view.
Presenting all information at once can overwhelm users. By gradually building knowledge as required, users do not feel overwhelmed or patronised.
Summary
Overall, the conference effectively reflected its “digital for good” message. By understanding users’ needs, we can create valuable content that serves those needs and helps. Be it through psychological study, survey or Google Analytics, by knowing who is accessing our services and why, we can give them a) what they want; and b) something genuinely useful.
However, the stand-out message for the day was to create this content for users responsibly. Consider where the user is on their journey with the service, their technical skills, and their existing knowledge. Creating accessible content for a range of users is a tough skill, but it produces fantastic and invaluable results when achieved.