It’s takes discipline and intelligence to do the hard work of taking strategic concepts and mapping them to measurable outcomes. Enterprise goals must be distilled to a set of benchmarks that tell the story of success (or failure) of digital initiatives. And within these goals, a user experience must be crafted that harmonizes with institutional achievement.

The topography of digital experience must not only be navigated, but the journey mapped, the funnel prepared.

Compelling content, presented with clarity, intention, these are the success markers for digital engagement going forward.

There is also the critical relationship to search that taxonomy must have. If everyone is searching for “lawnmowers” but the site says “rotary grass clippers” that will not work. It’s part of a larger relationship with the click-stream I’ll address in another post.