Task management, not content or technology management
This post from Gerry McGovern is not new, but it's relevant as we consider how to think of what we do our our Web site. In short, we need to focus on what our audiences wants to do on our site, not on the content we should provide.
When we put the task at the center of the web management process, we cut away the clutter and the waffle. And we also—in a very real sense—put the customer at the center of the process. What we may find is that our most common tasks are useful for a wide range of customers. If so, we don’t need customer segmentation on the website. We just need to focus on the task and on making it easier and faster to complete.