Thursday, 17 November 2011

The importance of detail

I've had lots of debate today about the detail of various digital initiatives. I find days like this really inspiring. People asking the questions that really matter. For example, finding the right words to use. As things like language changes and evolves, so should the words we use to engage and motivate people. And social media becomes a really powerful source in understanding this. This sort of detail can really bring an interaction to life.

As people's expectations of the services they use online grow and grow the new battle ground between competing companies can often be found in providing users with those little moments of delight. Giving them something that provides a little more utility, or just making it a little easier to complete a task. These little moments are found in the detail.

Often we think of things like channel neutral services or marketing campaigns as big strategic initiatives, which they are, in these tasks the detail actually becomes more important. Even though we find these initiatives second nature in the agency, when thinking about human interaction we still strive to make sure things really come together. This is all in the detail. If you have a slight twist to your brand message, even the slightest shift, on a TV ad and someone 2nd screens it (c.17%), you would be surprised at how let down they will feel if this 2nd interaction doesn't reflect the brand in the same way, or better still identify that they are probably responding to a TV ad in the first place!

Why not spend a little time tomorrow thinking about the detail - I'd be surprised if it doesn't spark a useful thought or two.


  1. On that note, check out this nice UI library: