How HCI and API design are similar

All software needs an interface. Having one makes it possible to use the functionality and consume the data that lives within that software.

Humans use interfaces for software all the time, with the World Wide Web arguably being the biggest interface there is (OK, perhaps some websites aren't the best examples of usefulness in this mass experiment).  But put basically... they allow human-to-system interaction, also known as Human Computer Interaction or HCI for short.

Human Computer Interfaces have the following principles:

1. They remove complexity:
   By making it clear what each function does (e.g. do not have two ways of doing similar things)
2. They follow standards:
   By following established conventions (hyperlinks, buttons, tick boxes, etc.) they provide consistency.
3. They make interaction easier:
   By enabling swift and efficient relationship with the underlying data & processes and providing feedback or a response when something happens.

And Application Programming Interfaces (APIs) play a very similar role, but in a slightly different system-to-system manner. They:

1. Remove complexity, by (hopefully) providing a single request & response for each individual function
2. Follow standards, usually in the form of an API specification, to allow consistent development against them
3. Make interaction with the underlying systems easier via a standard set of methods (GET, POST, DELETE, etc.)

Ultimately, whether interacting with a human or another system... a well designed interface benefits both parties.

Improving the multi-channel customer experience

I recently read that that 40% of organisations cite 'complexity' as the greatest barrier to improving multi-channel customer experience (hint: it was here).This may at first seem a large proportion of companies who are struggling to either specify, deliver or improve on their multi-channel efforts... But perhaps its not entirely unexpected for several reasons:

1. Understanding the multi-channel customer IS complex

2. The technology to implement it can also be complex to a marketer or other senior exec who has not grown up with it.

3. There is no senior stakeholder commitment to push forward change. Perhaps why only 28% of companies say there is ownership of the customer experience at board or ‘c- level’ (same source)

The challenges of the modern digital marketer

Having recently asked the question of several job applicants "what are the biggest challenges currently faced by the digital marketer?" I thought I'd give my own answer (coming perhaps a little too late if, dear reader, you were looking for any pre-interview insight).

1. The speed of change
The rate things change in the online marketing industry is amazing. What was accepted practice only a month or so, e.g. in a field such as search engine optimisation, is quickly outdated or even counter productive.

2. The complexity of technology
It is no longer enough these days to say "oh, that's technical, I don't need to understand that". Technology is now an intrinsic part of digital marketing and it is only getting more intertwined with other strands (such as content & customer data) and complex.

3. The increasing demands of the user
Although I state that user needs are increasing, I should point out that a lot of their requirements (e.g. An intuitive interface, the ability to do what they want on any device, etc) are not new.... They have just not been possible to deliver, due to technology, budget or other constraints). That said, there's no doubt in my mind that the target of your marketing efforts now expects: timely, relevant and engaging contact via any channel and in a more personalised manner. Gone are the days of 'spray & pray' email campaigns and woe betide any company that doesn't produce a suite of different creative options targeted at specie groups of users.

4. The social feedback loop
There can be no excuse these days for tuning into the social back-channel for your brand or service. Tools are now freely (or paid for if you want a better service or experience) available for listening to what your intended audience is saying. Sure, it comes with its own unique challenges and difficulties, but surely part of the 'fun' is finding these out and solving them?
If you're not listening, you're not marketing.