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Qordoba | Challenges in Product Content Optimization: 2018 Survey Results 1
Challenges in Product Content Optimization2 0 1 8 S U R V E Y R E S U LT S
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ContentsExecutive Summary
03
Notable Findings
05
Methodology
08
Conclusion
37
Good UX is built on three pillars: design, navigation, and
content. Design is always the coolest part, and it often
awarded the most time and biggest chunk of the budget.
Then there’s navigation, ensuring ease-of-use and a positive,
enjoyable experience. These elements are vital, and all
organizations know it. But too many get that third strategic
component—copy, the words used to literally get everyone
on the same page—wrong.
Words matter.
Words communicate a company’s value proposition and takes
a brand from recognizable to unforgettable. Words have the
power to give your product a personality, but when it comes
to priorities between design and UI content, the words often
E X E C U T I V E S U M M A RY
UI Content is the Primary Reason Digital Products Disappoint Users
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Qordoba | Challenges in Product Content Optimization: 2018 Survey Results 4
front and back-end programmers, mobile specialists, full-stack
developers, and more. They create the technologies we use
every day, and know better than anyone what’s amazing and
what’s lacking.
The findings are stark and startling.
The process of managing copy within applications is difficult
for everyone involved. Making even small changes to the
copy is a major challenge. Larger updates are haphazard and
rushed, completed with constrained resources and handed
off in a disorganized process between design, editors,
development and product management. Much of the UI
content users interact with on a daily basis is created not by
copywriters but by developers and engineers whose core
competencies lie elsewhere.
This is an area that’s ripe for change and desperately needs a
process overhaul. Far from using words to enhance the power
of a brand, most technologists working in areas related to
content development struggle to be correct and coherent,
and spend too much time even meeting that low bar.
take a back seat to shape, color, and other visual elements.
However, the words associated with a given product are at
least as important as the colors, shapes and videos in the
user interface. In fact, in the mind of the user, it’s the words
that give each product a particular personality and keep them
coming back.
In most enterprises, the process for managing the written
word is a mess. In this age of endless innovation, when there’s
a blizzard of new apps almost daily and entire platforms can
go from foundation to legacy overnight, there’s almost no
product development for this basic discipline. In fact, we’re
still mostly using Microsoft Word and Google Docs. For users,
this willful neglect is a major barrier to an enjoyable and
memorable in-app experience For product teams, it’s a missed
opportunity to reach and retain a wider customer base at best.
Worst case, customers will abandon products with poor user
experiences.
To gain a sharper focus on this critical issue, Qordoba
conducted a comprehensive survey of the unsung heroes on
the front lines: product managers, application developers,
E X E C U T I V E S U M M A RY
Notable Findings
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Qordoba | Challenges in Product Content Optimization: 2018 Survey Results 6
E N G I N E E R I N G T H E W R I T I N G
Let’s remember that these assertions are coming not from
professional writers but those in the trenches. In fact, 85%
state that most of the copy in their applications is actually
written by engineers and/or developers.
C H E C K I N G T H E C O D E
A big percentage of those surveyed, 43.7%, report spending
more than a quarter of their time writing, updating,
managing or wrangling string in the code.
C H E C K I N G T H E C O N T E N T
More than 62% report that their organizations face
challenges related to testing, updating and optimizing UI
content. In sum, 89% believe their organizations spend way
too much time trying to update copy in product content.
A B E T T E R E X P E R I E N C E
Problems aside, developers definitely know what’s missing
in their ability to create optimal content. For example,
89% agree that being able to check the quality of all their
product content would improve their users’ customer
experience drastically; 87.4% believe their organizations
would benefit from customizing product copy for specific
audiences and demographics; and 78.5% agree that their
organizations are not equipped to customize product
content for specific groups.
M I S M A N A G I N G C O P Y A remarkable 60.7% of the respondents acknowledge
that “managing the copy in my applications is difficult or
impossible.” Think about that for a minute: What writers
and editors at every media outlet do routinely becomes
a herculean task within applications. It gets worse: 70.7%
believe that making even small changes to application
content takes much more effort than it should.
N O TA B L E F I N D I N G S
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T H E A I B Y L I N E
Writers take note: More than 84% say they’re interested in
leveraging artificial intelligence to develop more
compelling copy.
B R A N D M A N A G E M E N T
On the flip side, those surveyed understand the negative
impact that neglecting app content development can have
on their brands. However, a whopping 60.3% of respondents
note that their organizations have trouble adhering to
brand guidelines on UI content—a core problem in dire need
of a solution.
T H E F U T U R E I S P E R S O N A L
Major changes seem to be on the horizon. Nearly three-
quarters of the respondents, 72.8%, plan to implement a
product personalization program in the next 12 months.
N O TA B L E F I N D I N G S
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Survey Methodology
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54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
9
Qordoba surveyed 200 developers and 200 product managers in May 2018 via
an online panel.
To accurately reflect the entirety of developer
perspectives, a full-spectrum of developer roles were
surveyed, including: Front-end developers, Back-end
developers, Full-stack developers, Mobile developers,
UX developers, and Application developers.
Question: Which of the following most closely matches your job title?
Job Roles Surveyed
S U R V E Y M E T H O D O L O G Y
1 0Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Full stack Developer 5.0%
UX Developer 2.2%
Back end Developer 4.2%
Front end Developer 4.2%
Mobile Developer 6.2%
Database Administrator 0.2%
Quality Assurance 0.2%
Application Developer 27.9%
49.8%Product Manager
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results 11
S U R V E Y M E T H O D O L O G Y
Industries
Respondents represent a wide range
of industries, including Software
(20%), Computer and Electronics
Manufacturing (10.2%), Information
Services and Data Processing (9%)
and Retail (7%.)
Overall, the survey captures
feedback from 21 industries,
ensuring a comprehensive
assessment.
Question: Which of the following categories best describes the industry you primarily work in?
10.2% Computer and Electronics Manufacturing
6.0% Wholesale
4.0% Transportation
and Warehousing
20.1% Software
4.2% Primary/Secondary (K-12) Education
7.0% Retail
5.0% Telecommunications
9.0% Information Services and Data Processing
5.0% Finance and Insurance
3.2% Other Industry
10.5% All Others
3.7% Health Care and Social Assistance
3.5% Other Manufacturing
3.0% Hotel and Food Services 5.7% Construction
Responses
S U R V E Y M E T H O D O L O G Y
Number of Employees
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Companies of all sizes are also well-represented,
with a very balanced response across six employee
headcount categories.
Question: Approximately how many people are employed in your organization?
1 - 99 employees 17.9%
22.4%
22.1%
9.7%
10.4%
17.4%
100 - 499
500 - 999
1,000 - 2,499
2,500 - 4,999
>5,000
72 90 89 39 42 70
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
S U R V E Y M E T H O D O L O G Y
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Responses
51 45 43 41 33
What type of development do you do?
Question:
Web
45.5% 40.2% 38.4% 36.6% 29.5%
Front End Full Stack Back End Mobile
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Responses
S U R V E Y M E T H O D O L O G Y
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46.8%
44.8%
36.6%
19.9%
1.7%
Content Management System
Source Code Repository
Strings Management Platform
CI/CD
Other
188 180 147 80 7
Which technologies does your organization currently deploy to manage product and application UI content (Text)?
Question:
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
1 5
Over 60% agree that managing copyin their applications is difficult or impossible.
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
16
S U R V E Y M E T H O D O L O G Y
76 168 121 37
Statement:
Managing the copy in my applications is difficult or impossible.
30.1%
41.8%
18.9%
9.2%
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
17
S U R V E Y M E T H O D O L O G Y
77 207 100 18
Responses
Statement:
Making even small changes to application content is much
more effort than it should be.24.9%
51.5%
19.2%
4.5%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
18
S U R V E Y M E T H O D O L O G Y
113 229 50 10
Responses
Statement:
Most of the copy in our applications is written by engineers.
12.4%
57%
28.1%
2.5%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Undefined
Between 10% - 25%
Between 25% - 50%
>50%
54 174 141 33
Responses
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S U R V E Y M E T H O D O L O G Y
Statement:
The approximate percentage of time I spend on a regular basis writing, updating, managing
or wrangling strings in code is:
13.4%8.2%
35.1%
43.3%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
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Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
2 0
Over 84% of Product Managers and Engineers are interested in leveraging AI to
write more compelling product copy.
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
105 233 56 8
Responses
21
S U R V E Y M E T H O D O L O G Y
Statement:
I am interested in leveraging AI to write more compelling copy. 26.1%
2.0%
13.9%
58%
Strongly Agree
Agree
Disagree
Strongly Disagree
136 209 47 10
Responses
22
S U R V E Y M E T H O D O L O G Y
Statement:
I am confident that there are no embarrassing or brand-
damaging errors in my product content.
33.8%
52%
11.7%
2.5%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
133 209 51 9
Responses
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S U R V E Y M E T H O D O L O G Y
Statement:
My organization has the right process, people and plans in place for managing
the product copy across all applications.
52%
2.2%
12.7%
33.1%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
2 4
Over 60% of organizations have issues with testing, updating and optimizing UI content.
Strongly Agree
Agree
Disagree
Strongly Disagree
94 156 117 35
Responses
25
S U R V E Y M E T H O D O L O G Y
Statement:
My organization has issues with testing, updating and
optimizing UI Content.
38.8%
29.1%
23.4%
8.7%
Strongly Agree
Agree
Disagree
Strongly Disagree
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
2 6
Over 60% agree their organizationhas issues adhering to brand guidelines
on UI content.
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Yes
No
292 110
Responses
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S U R V E Y M E T H O D O L O G Y
Statement:
My organization plans a product personalization program in the next 12 months.
72.6%
27.4%
Strongly Agree
Agree
Disagree
Strongly Disagree
79 164 113 46
Responses
28
S U R V E Y M E T H O D O L O G Y
Statement:
My organization has issues with adhering to brand
guidelines on UI content.
40.8%
28.1%
19.7%
11.4%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
Strongly Agree
Agree
Disagree
Strongly Disagree
124 224 48 6
Responses
29
S U R V E Y M E T H O D O L O G Y
Statement:
My organization has a systematic and functional way to segment and personalize content in our applications.
55.7%
30.8%
11.9%
1.5%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
127 205 64 6
Responses
30
S U R V E Y M E T H O D O L O G Y
Statement:
My organization has tools which enable updating product
content directly without involving engineering resources.
51%
31.6%
15.9%
1.5%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
3 1
Nearly 90% agree that being able to check the quality of product content would improve
users’ customer experience drastically
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
154 204 38 6
Responses
32
S U R V E Y M E T H O D O L O G Y
Statement:
Being able to check the quality of all of my product content would improve my users’ customer experience drastically.
50.7%
38.3%
9.5%
1.5%
Strongly Agree
Agree
Disagree
Strongly Disagree
96 166 112 28
Responses
33
S U R V E Y M E T H O D O L O G Y
Statement:
My organization spends way too much time trying to update copy in product content.
41.3%
23.9%
7%
27.9%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
3 4
Over 87% of organizations would benefit from customizing product copy for specific audiences and demographics but 60% are not equipped to customize product content for specific groups.
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
145 206 45 6
Responses
35
S U R V E Y M E T H O D O L O G Y
Statement:
My organization would benefit from customizing product copy for specific audiences and demographics.
51.2%
36.1%
11.2%
1.5%
Strongly Agree
Agree
Disagree
Strongly Disagree
75 166 123 38
Responses
36
S U R V E Y M E T H O D O L O G Y
Statement:
Today, my organization is not equipped to customize
product content for specific groups.
30.6%
41.3%
9.5%
18.7%
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results
Strongly Agree
Agree
Disagree
Strongly Disagree
135 204 53 10
Responses
37
S U R V E Y M E T H O D O L O G Y
Statement:
Today, my organization does a great or good job of publishing
high quality product copy.
13.2%
50.7%
33.6%
2.5%
54 174 141 33
Responses
Strongly Agree
Agree
Disagree
Strongly Disagree
In an operating environment driven by advanced features
and better functionality, it’s interesting to see words not as a
commodity, but a competitive differentiator. Customer and user
experience is a priority for every organization, with many taking
steps toward personalized, customized and segmented product
content. Somehow, even with all this emphasis on a streamlined
and engaging UX, the words in applications are still left for
last, or relegated to whosever code repository contain the text
strings in question.
The issue of creating and editing product content all comes
down to two things: the difficulties of manual text string
management, and the fact that UI content lives in source code,
accessible only by engineers. This two dimensional issue has
created a larger, organizational problem where UI content is
often unchecked and ill-maintained, and worst of all, doesn’t
end up getting the thought and strategy required for a fantastic
UX - and all because it’s just too darn hard to stay on top of.
Conclusion
38
Qordoba | Challenges in Product Content Optimization: 2018 Survey Results 39
maintaining a brand identity and building on it to develop
real customer engagement—the true User Experience—it’s a
unique resource.
Leveraging AI and machine learning to assist with product
content creation is the next phase of strategy once text strings
are well managed, as these solutions can check for both
functional requirements (spelling and grammar) and provide
sweeping insights on the emotional tone conveyed by product
content. As advanced strategies like brand guidelines and
content style guides are developed and ingested by AI and
ML-based platforms, product content can even be
automatically created.
As with many technology advances, it’s easy to see the
resistance. How can software recognize, let alone replicate in
text, any level of emotion, which is a fundamentally human
characteristic? It’s a valid question—but as with many other
fields enhanced by digital innovation, the proof is in the results.
The future of product content strategy looks bright - we now
have the power to harness words and enable communication
with the user in a way that truly speaks to them. And the more
a user is engaged, the better their experience will be.
As a shocking majority of respondents confirmed, managing UI
content is difficult or impossible, and making even a small change
takes far too much effort. When strategy is limited by a laborious
process, process always wins.
A far cry from strategic and well-thought out product content,
most organizations believe there are embarrassing or brand-
damaging errors in their UI. Accurate and consistent content,
regardless of the channel or platform where it is displayed, should
become non-negotiable for any organization, regardless of size.
This is evidenced by 89% of survey respondents agreeing that the
ability to check the quality of all of product content would improve
users’ customer experience drastically.
For companies starting down the path of strategic product content
and analysis, understanding how and why certain words affect
users is key. Brand-specific content embedded in the technology
can not only build an emotional connection but indeed elevate
the entire User Experience. Tools based on Affect Detection, a
computer science discipline that applies artificial intelligence and
machine learning to understand the primary emotion conveyed
by written text, can help with this analysis. For the purposes of
C O N C L U S I O N
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Challenges in Product Content Optimization2 0 1 8 S U R V E Y R E S U LT S