The Content first approach. Seems intuitive enough? How else would you design a website if you or your team didn’t know what needed to be said on the page? As obvious as it might seem, Content is not always the go-to approach for UX/UI design, and its not the UX designers’ fault.
The business owner, whether that be marketing, or product, are typically the party to blame for the lack of “content first” methodology in eCommerce design. The disconnect begins with the split between design teams & the business. Siloed departments lead to siloed processes. The business doesn’t understand why the design team needs final value prop statements to produce a wireframe. And the design teams don’t understand why the business is asking for wireframes before the final copy is produced.
The root cause of this breakdown in communication on go-to-market enablers stems from siloed departments & the lack of understanding of each teams’ activities. The most successful UX/UI designs are those that predict & prevent frustrations for the customer. This knowledge comes from a deep familiarity of the customer persona. Bringing in the design team early in the product life cycle phases of research & analysis allows for designers to truly grasp the challenges & needs of the end user. This then leads to a comprehensive UX/UI design that is more than a mere theme on a landing page, but an integrated approach to the customer experience.
Without the Content UX/UI will always be wrong.