Simplifying towards more meaningful IA
Technology is always getting smarter, becoming more fundamentally conversational, supportive and anticipatory. With this shift, we’ve seen the role of IA evolve from primarily navigating and wayfinding to prioritizing, offering choices, and managing attention. Content used to have to work really hard to tell customers that digital experiences were for them; now customers just expect it. We now have an opportunity to radically simplify our content to create more human and meaningful experiences, sparking dialogue rather than just delivering information or, worse yet, serving ads. We’ll share our approach to creating more human, meaningful, and reliable IA for app and web through content strategy and design systems. We’re updating our voice and tone to promote conversation and interaction. At the same time, by approaching personalized communication as a scalable system, we’re enabling a more predictable and transparent dialogue with our customers.
