Digital Technology is About a Human Experience

Digital technology is ultimately about human interaction. It’s hard to imagine a time before the web: before easy access to information that would resolve a dinner-time debate; social channels that let you share a photo in a moment; or access to information or reviews about a desired purchase. Our lives are fundamentally changed by technology and will continue to change. Business has not always kept pace with the change at which today’s online customer has readily adopted and normalized this continual innovation.

Technical and implementation considerations need to be informed by the human experience and they way that this experience will change over time:

  1. Scalable content is human content: Componentized content assures the ability to manage images, copy, translation assets and multimedia assets so that they can be assembled and reassembled based on search terms, browsing behavior, past transactions and even device.The future of web content management is a complex one, and the best WCM simplifies the ability to scale to support hundreds of websites, provides extensions to integrate with emerging business needs, and provide efficient control over website design, language, site design and web personas.
  2. Mobile content is human content: Today’s smart phone contains microcosms of our lives. Everything from how many steps we’ve taken, to conflicts in our calendar, quick searches for a good place to eat or photos from last weekend: it is a profoundly personal device that demands a personal website experience too.A great mobile experience requires web content management that adapts to different devices, understands locational factors, uses native device capabilities and allows for content optimization based on the type of activity an individual wants to perform at any given moment. The ‘mobile’ we picture today, may be different from tomorrow’s and the way we manage that content needs to adapt to change.
  3. Localized content is human content: One language does not fit all. The ability to both translate (providing content in the native language of the visitor) as well as localize (providing content sensitive to culture and location) is no longer an option, but a necessity in our global economy.Today’s web content management system needs to ensure efficient, high-quality and cost effective language and localization management that minimizes copy-paste, arduous manual tracking of translations in spreadsheets and allows for culturally sensitive local adaptations.

The future of digital technology is human and the technology investments and deployment options need to be future-proof.

At the end of the day, the technology choice results in a human experience.