About JK : UX inc. Content Marketing company in Halifax, Canada
(…but I practice like one)
Im a problem solver and Im endlessly fascinated by learning about what other people do and how they do it. Like in the Matrix when Neo starts to see objects as code? Well I see an organisation and the people it serves as a bunch of physical social and psychological experiences.
These experiences in the digital age are so crossed up and intertwined that existential debates about where a traditional ad agency ends and a digital marketing team begins or whos responsible for deconstructing which business goals into what kind of mar-comm strategies and tactics just seem to miss the point entirely.
Its about the user stupid ?
Im big on relationships. Not just interpersonal (though thats a given) but the relationship between what someone who wants to buy from you feels in the moment of being aware of a pain (but unaware of what to seek out for a solution) and what you as a business owner or marketing stakeholder have to do in order to get in front of that person. Its hard and its complicated and the blurring of lines between IT Marketing and Communications doesnt help.
Thats why you need someone outside your organisation to help you. I represent the interests of your customer and if what you do doesnt meet my needs – I dont care how flashy or clever the ad or offer is youve already lost me and Ill tell you as much by constantly bringing you back to evidence-based human-centric factors that affect my willingness to click commit convert and continue as an asset to your operations.
When centering business strategy around experiences perspective is everything. While youve been working hard to ’get your message out there’ and youve paid plenty of consultants and creatives to help you ’target’ your market – youve yet to fully take advantage of an end-to-end planning process that architects your systems assets interfaces and content around fulfilling the needs of your users – your tribe.
JK : UX is founded on the principle that good user-experience relationships start with an understanding of:
I say im not an expert because doing this well requires a working knowledge of a dozen domain areas that are in constant flux. Experts preach. They tell you stuff like ’You should buy Facebook ads’ or ’You should really be using an open source CMS’. And they often lack the humility to say ’I dont know’.
So instead: I practice.
I practice user experience analysis and information architecture planning at the same time. I think of classic marketing channels theory while noodling on an emotive path to purchase and buyer journey mapping. I contemplate your brand and value propositions alongside emerging user interface and usability best practices. I pay tribute to overpriced under-used strategic plans by giving you a road map and analytics plan for ’whats next’.
And I generally like to do it over coffee. Want to get started?
At the very root of my approach (Function ALWAYS precedes Form) is a strategic and deliberate pivot from my background in marketing and technology back to that trusty ol minor in social psychology. Digital and measured marketing is all about understanding relationships and designing with a ’whole-of-system’ view and in order to execute good user-centric web assets or apps I lean heavily on my foundation in:
I draw on these and other broad areas of thought to understand relate and deploy systems models prototypes content and information architecture strategies that are useful usable testable and valuable.
