Urbina Consulting

14/05/2024

Available online for the first time: “Intro to Content Design and AI” is one of the most popular sessions I’ve ever released. It’s going to be part of Rosenfeld's online Conference “Design With AI”.

Learn how AI can be strategically applied in your content design workflows, specifically around crafting personas and journey maps for content requirements development.

We’ll look at how to make the most of the technology, as well as how different types are limited, in ways that will improve your designs, even from incomplete data. Or if you’re blessed with good research, it provides a way to create more and richer journey maps than you’d ever have time for otherwise.

In this workshop you will learn how to:

- Build interactive AI Simulations of Key Personas and an AI UX Assistant
- Get productive with AI in for creating superior content-centric journey maps
- Set up your content strategy and user research to set your content apart in a world where everyone has AI tools
- Navigate the inherent limitations in current AI tech that you need to be aware of

📆 June 13-14 June 13-14 2024, 8am-12pm PT I 5pm-9pm CET

👉 Register now and use the discount code to get $75 off.

https://rosenfeldmedia.com/events/futures/workshop/intro-to-content-design-and-ai/

09/04/2024

Can "marketing" and "honesty" coexist?

Discover how in our latest OmnichannelX podcast episode with Faus of Atlassian. She debunks the "bait and switch" tactics, advocating for transparent CTAs that genuinely respect consumer intelligence and decision-making.

If the next stage is a trial or a sales contact, just say "Try the product for free" or "Contact sales". Do NOT say “Learn more” when the learning offering is over and you’re going to try sell.

Audiences won’t be tricked into buying when they’re not ready, so rather than try to shove them down paths early, offer a clear path so that a customer who is ready to buy or trial, or whatever, is in the driver’s seat of their experience.

This approach enables us to:

- Build trust
- Simplify the buying journey
- Provide clear next steps for consumers
- Filter real leads and prospects from people who are still really just “learning more”

Trying to get one page to handle learning, trialing, and selling, is ineffective and inefficient for everyone involved. Choosing to contact sales becomes a sign of real interest, enhancing lead quality. Ashley emphasizes, "No need for lengthy pitches... If I'm ready to buy, just sell to me."

This strategy benefits everyone—audiences, sales teams, and marketers—by fostering clear, honest relationships, the true foundation of effective marketing.

👉 Listen now to “**Marketing to audience intent instead of the funnel”** for insights that will boost your marketing results and create real connections.

https://www.omnichannelx.digital/podcast-ep-37-marketing-to-audience-intent-instead-of-the-funnel-w-ashley-faus/

15/03/2024

Harness AI in your projects and join me for a session brought to you by UXPressia.

This session will give you a low-tech overview of how the commonly available AI technologies work, and how they can be strategically applied in your design workflows.
Whether you're designing UI, product, or content experiences, we’ll look at how to make the most of the technology as well as how different types are limited.

📄 In this 90-minute session you will learn how to:
➛ Get productive with AI in common UX and content design workflows
➛ Understand the inherent limitations in current AI tech that you need to be aware of
➛ Create more and higher quality maps and personas.

Join us:
📅 Thursday, March 21
⏰ 8 AM PT | 11 AM ET | 4 PM CET
📍 Venue: Online | Zoom
🎟 Price: free
Register now 👉 https://lu.ma/rapid-ai-powered-journey-mapping?utm_source=uxpsmli

This will give you a low-tech overview of how the commonly available AI technologies work, and how they can be strategically applied in your design workflows. Whether you're designing UI,...

28/02/2024

Delivering a seamless and personalized content experience across various platforms is no longer an option — it's a necessity.

The journey to mastering modular content, headless/hybrid CMS, and omnichannel personalization can seem daunting. But what if you could simplify it?

Dive Deep Into Modular Content Mastery
We're bringing clarity to the complex universe of modular content. Discover how to design, create, manage, and deliver content pieces that work like building blocks, adaptable across various contexts and platforms - all at scale.

📈 Learn From the Success Stories
While "modular" and "omnichannel" might sound like buzzwords, the truth is, some brands have been excelling in this space for over two decades. Join us to uncover real-life success stories from Pharma, Finance, Fintech, and more. Learn how these brands have maintained consistency, boosted engagement, and driven conversions while preserving brand integrity at every touchpoint.

🛠️ Equip Yourself with Practical Strategies
Whether you're a marketing strategist, digital transformation leader, content creator, or designer, this webinar is designed to arm you with the insights and tools needed to thrive in today's content-centric landscape.

☞ "Actually achieving modular content for omnichannel personalisation"

🗓 Date: Tuesday, March 12, 2024

🕣 Time: 4:00 pm CET / 11:00 am ET / 8:00 am PT

🌐 Location: Online

💡 Noz Urbina of Urbina Consulting and Ulrike Heidler of CoreMedia will take you on a journey to content excellence so you can lead in the age of content dynamism.

Register:

https://www.coremedia.com/events/urbina-consulting-omnichannel-personalisation

20/02/2024

GenAI (Generative AI) turns computing upside-down. For decades, our mental model of computers has been of them being the reference object of total reliability — give a computer the same inputs 1000 times and you'll get the same output 1000 times. Anything else is a bug.

But that's not true of modern GenAI (Generative AI) systems like ChatGPT, Dall-E, and MidJourney.

How can businesses get benefits from unreliable computers?

And how can we help nudge them on the path of improved reliability when it's needed?

https://www.linkedin.com/pulse/unreliable-computer-revolution-noz-urbina-qmkdf/?trackingId=8P6USahIRLOg091hN%2F3PAw%3D%3D

For decades, our mental model of computers has been of them being the reference object of total reliability — give a computer the same inputs 1000 times and you'll get the same output 1000 times. Anything else is a bug.

07/02/2024

Content models may sound scary, but although they can eventually inform fields in a database, they are simply: The documentation of the types content an organisation has, and their relationships. This is from Carrie Hane, our long-time friend and structured content advocate, explaining how content models fit in an organisation's content ecosystem.

Models serve as the foundation, outlining the types of content available and how they interlink, often at first as simple a diagram of boxes and arrows, revealing the intricate web of relationships between different content types.

Key Takeaways on Content Models:

🔍 It’s A Strategic Vision: Beyond being documentation; models are a strategic vision, offering a bird's eye view of an organisation's content landscape. This enables review of strategic alignment and strategic top-down changes.

🌐 Content Map, NOT Web Sitemaps: Models are not traditional web sitemaps. They provide a versatile framework mapping out content organisation and creation for any channel or omnichannel.

🛠️ Linked Like LEGO Analogy: Like Lego pieces, content models offer the flexibility to assemble content in myriad ways, fostering innovation and creativity. They do this because they establish standard connections that teams and systems can rely on.

🤝 Fostering Collaboration: They promote alignment and collaboration across teams, debunking the myth that content strategy is a solitary task. With a shared model, teams can delegate, distribute tasks, and organise responsibilities more effectively.

💡 Lightbulb Moments: The journey of developing a content model is often a path of discovery, sparking 'lightbulb moments' among stakeholders about new possibilities for engaging and sharing information.

🤖 AI’s Best Friend - And of course, modelled, consistent content is exactly what helps AIs at every point in their life cycle. It’s better for AI training, prompting, and search.

Has your organisation got a content model implemented today? How well is it delivering on your expectations? And if not, let us know what you hope to achieve with a content model in the comments.

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https://www.omnichannelx.digital/session/demystifying-content-models/

05/02/2024

Modular content. Intelligent content. Omnichannel content. You may have heard the terms flying around but how do you DO it?

Cecil Lee of Eli Lilly highlighted their approach to content production in the highly regulated pharmaceutical industry. "Our transition to intelligent modular content," explains Cecil, "is revolutionising how we handle legal and regulatory requirements, making our content both machine-readable and more efficient."

Watch his full presentation to get insights to

➛ Regulatory Challenges: Navigating complex content rules in pharma.
➛ Machine-Readable Content: How Eli Lilly is transforming content production.
➛ AI and Machine Learning: Setting the foundation for future advancements.

Discover how Eli Lilly is leading the way in content strategy within the pharmaceutical industry.

https://www.omnichannelx.digital/session/transform-traditional-content-into-intelligent-modular-content/

31/01/2024

How do you effectively present a content model to your organisation - especially a complex one? How does that relate to design systems?

Experts Noz Urbina and Jeff Eaton dig into the challenge of documenting content models within design systems. They emphasise the need for a balanced approach integrating both content and UI/UX design.

💡 Learn to focus on meaning and intent: The key to building an effective design system is to focus on the purpose and intent behind each element, rather than just visual samples.

📃 Use your words: By incorporating detailed written documentation and examples, a design system can become a powerful tool for conveying the intricacies of a content model.

🖥️ Discover communication strategies: Bring clarity to your content modelling through comprehensive design systems.

Tune in to hear the full panel discussion or the whole Content Modelling Session Series for an in-depth exploration of designing content for headless, omnichannel, and personalisation.

Watch the whole Series here: https://www.omnichannelx.digital/event/content-modelling-designing-content-for-headless-omnichannel-and-personalisation/

25/01/2024

It's a common scenario: a room full of team leads or execs focused on the metrics under their control, but missing a comprehensive understanding of the business dynamics that are holding the organisation back. This conversation with Scott Kubie focuses on the critical need for clarity before diving into deep strategy discussions, content modelling, or ex*****on.

In this OmnichannelX Podcast with Scott Kubie we discuss:

🤔 Getting Business Clarity: A challenge for many team leads working in siloed environments and chasing quarterly or short-term targets.

🗺️ Journey Mapping & Content Modeling: Highly effective, BUT require that pre-established clarity.

📈 More Than Analytics: Unveiling the deeper strategic layers behind operational numbers.

Have you ever felt your team focusing too much on the numbers and missing the bigger strategic picture? How so and how did you get past it?

Listen to the full episode by clicking the first link in the comments! (Sort by “Recent” if needed - it will always be at the bottom)

22/01/2024

Working with AI is like leading a team of 10,000 interns: lots of potential and lots of risks! AI is just not wise, so you need to provide the wisdom in the workflow.

In the recent session hosted by UXPressia, Noz Urbina highlighted the transformative role of AI in content strategy and journey mapping and presented tips and methods for you to get started easily, with practical and low-risk use cases.

Key Points of the Webinar

🤖 AI as a Versatile Workforce: More than just a tool, AI offers incredible capacity and speed by augmenting your human team with super-assistants.
🧠 Human Oversight is Key: To work effectively, however, AI requires strategic thinking, planning, and standards.
🔄 AI Across All Phases: From research to journey mapping to planning, creation, tagging, and delivery, AI can enhance each step.
🚀 Boosting Efficiency Creatively: AI aids in reusing and generating new content ideas.
💡 Strategic Integration: AI should be an integral part of technology stacks, akin to spellcheck - part of every app you use.

How are you integrating AI into your content strategy? Share your thoughts or experiences in harnessing AI's potential in design, content creation and strategy.

Watch the full RAUX presentation by clicking the first link in the comments! (Sort by “Recent” if needed - it will always be at the bottom)

06/12/2023

Dive into our latest podcast episode featuring digital strategy expert Brian Piper. In this episode, Brian challenges the conventional wisdom of web design and analytics, offering a fresh perspective on what truly matters.

Contrary to popular belief, page views are not always a great metric for digital success. "It's not just about numbers; it's about the journey," he says.

Brian and his team have transformed website redesigns by shifting their focus from page views to user experience. For example, they have streamlined the admissions process for international students, reducing page numbers and click counts while significantly increasing conversions.

Brian shares his approach to creating more intuitive and user-friendly websites. He emphasizes the importance of efficiently guiding users towards their end goal, whether it's scheduling an appointment or finding vital information.

Tune in to the Podcast episode: "Mastering AI, metaverse, and Modern Content Dynamics" to learn more about redefining success metrics in the ever-evolving digital landscape.

Check the full podcast here: https://www.omnichannelx.digital/podcast-ep-32-mastering-ai-metaverse-and-modern-content-dynamics-w-brian-piper/