20+ min read · From 2016 · Content is the core commodity of the digital economy. It is the gold we fashion into luxury experience, the diamond we encase in loyalty programs and upsells. Yet, as designers, we often plug it in after the fact. We prototype our interaction and visual design to exhaustion, but accept that the “real words” can just be dropped in later. There is a better way. More and more, the digital goods we create operate within a dynamic system of content, functionality, code and intent. Our products and services drift and spill into partner websites, social media feeds and myriad electronic aggregators, all seeking to shape visitor behavior and understanding. Systems build on systems, and, in short order, we’ve cobbled together a colossus the breadth of which sends minds a-boggling.