User Experience Design in the Come to Me Web?
A question came up with Rashmi in the week prior to the BayCHI Web 2.0 event that I thought would definitely come up at the panel in the Q&A session, but most of the questions related to the application and technology side of things.
As content can be repurposed in and pulled into various tools with drastically different presentations than the sites they sit within. There seems to be a logical question as to the value of the user experience of the initial site. We are spending a lot of time, effort, and resources building optimal user experience, but with more and more of the content being consumed in interfaces that do not use the user experience should we spend less time and resources on perfecting it?
One answer is no, things are fine the way they are as the people that still consume the information in the traditional web manner (is it too early to call it traditional web manner?) are a narrower audience than the whole of the people consuming the information. The design of the site would have to add value, or provide additional service to continue enticing people back. I have been talking about the Perceptual Receptor in the Model of Attraction for a few years and the sensory components of design, look, and appeal should be targeted to the expected users so it fits their expectations and they are attracted to the content they are seeking in a manner that is appealing to them.
The converse to this is we are spending too much time on the ephemeral in relation to the benefit. With increasing consumption of the information done though RSS/ATOM feed readers and aggregators on the desktop, mobile, or web (as in Bloglines or My Yahoo) interfaces, which nearly all strip the presentational layers and just deliver the straight content with the option for the person to click and get to the site we developed. Information is also pulled together in other aggregators as summaries on various websites and versions e-mailed around. The control of the user experience has drifted away from the initial designer and is in the hands of the tools aggregating (some provide presentational layers from the content owners to show through on the aggregators), or the people consuming the information that choose their own presentation layer or just strip it for other uses.
With content presentations in the hands of the people consuming and not the crafting designer how does branding come through? How does the richer integrated interface we spent months designing, testing, and carefully tweaking? Branding with logos may be easier than the consistent interface we desire as the person consuming the content has a different idea of consistent interface, which is the interface they are consuming all of the information in. People have visual patterns they follow in an application and that interface helps them scan quickly for the information they desire.
Where the content creator puts their content out for aggregation in XML related feeds, they have made a decision at some level that having their content in the hands of more people who want it is more important than a unified user experience. Consumption of the media has a greater impact than fewer people consuming a preferred experience. All of the resources we put into the refined user experience is largely for the user's benefit, or at least that is what we say, but it is also for the business benefit for consistent branding and imprinting. The newer consumption models focus on the person and their getting the information and media they want in the easiest and their preferred manner for that person.
Is there an answer? One single answer, most likely not. But, I personally don't think we and crafting designer have a great say at this point. As tools people use mature, we may get more control, but optimally the person consuming is the one in control as they want to be and should in the "come to me web".
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