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QUICK HIT: The Role of Design in the Content Experience

Content plays an important role in users' digital experience, but how individual content assets (as well as the broader content-focused experience) are designed can greatly influence the success of such initiatives. Website Magazine recently caught up with Superunion's Marta Swannie on the role of design in the content marketing experience and in today's QUICK HIT provides some powerful insights into the design and development of th emodern digital experience. 

WM: What role does design play in the content-driven consumer experience of today? 

MartaSwannie-1stmovementSwannie: Design plays a huge role- it’s not just about pushing content. It’s about designing experiences that are relevant, personalized and user-centric. It ’s also important to design specifically for each channel, and not just reproduce the exact same content everywhere.

WM: Readability and comprehension are immensely important to the content experience. How can designers ensure they are producing assets that meet this digital standard?

Swannie: Get as much feedback as you can from people, be flexible and always look for where you can improve. It’s similar to product development, where you design, test, analyze and refine. Iteration can be a great design tool!

WM: Is there anything that digital designers can do to plan for future shifts in consumption habits? 

Swannie: Digital is an area that has always moved and changed rapidly. The best thing you can do is keep an open mind, experiment and explore. With this kind of attitude, you will always be able to quickly adapt to future shifts.

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