WINE IS NOT JUST GRAPE JUICE How Content is Essential to UX September 21, 2010
I Like to Drink Wine  
Great Content is Like Great Wine <ul><li>It sends a message to taste buds </li></ul><ul><li>It’s consistent </li></ul><ul>...
An Online Search is Like a Wine Tasting <ul><li>You barely see the labels </li></ul><ul><li>The user is distracted by choi...
New Site Content is Like a Vintage <ul><li>Would you use sediment from last year’s vineyard to fill a brand new wine bottl...
Through Online Content People Decide: <ul><li>   If they can trust you. </li></ul><ul><li>  If they like you. </li></ul...
 
 
Content is not... <ul><li>TEXT  </li></ul><ul><li>VERBIAGE </li></ul><ul><li>COPY </li></ul><ul><li>FILLER </li></ul><ul><...
Content is... <ul><li>Articles that  connect to users </li></ul><ul><li>Links that  keep users engaged </li></ul><ul><li>A...
Content is... <ul><li>Clickable </li></ul><ul><li>Scrollable </li></ul><ul><li>Scanable </li></ul><ul><li>Sharable </li></...
Quantitative Impacts: Links Subscribers Rankings Qualitative Impacts: Word of Mouth Engagement Comments  Content Affects U...
Content is… <ul><li>Valuable to </li></ul><ul><ul><li>Users </li></ul></ul><ul><ul><li>Designers </li></ul></ul><ul><ul><l...
<ul><li>Guiding Principles  </li></ul><ul><li>of Content Creation </li></ul><ul><li>Enable  human interaction  with a heal...
<ul><li>“ The single most important thing  most websites can  offer to their users is content that those users will find v...
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Why Content is Essential to UX

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Just like great wine, great content enhances the user experience (UX) and keeps website visitors coming back for more.

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  • Many Brands doing it well but offers such different experience depending on their audience: for example
  • Transcript of "Why Content is Essential to UX "

    1. 1. WINE IS NOT JUST GRAPE JUICE How Content is Essential to UX September 21, 2010
    2. 2. I Like to Drink Wine  
    3. 3. Great Content is Like Great Wine <ul><li>It sends a message to taste buds </li></ul><ul><li>It’s consistent </li></ul><ul><li>It’s memorable </li></ul><ul><li>It causes a reaction </li></ul><ul><li>You can feel it </li></ul><ul><li>It creates a connection </li></ul><ul><li>It creates an experience </li></ul><ul><li>It’s the finished product that goes into a package </li></ul>
    4. 4. An Online Search is Like a Wine Tasting <ul><li>You barely see the labels </li></ul><ul><li>The user is distracted by choices </li></ul><ul><li>The results have to match the user’s taste </li></ul><ul><li>It’s what’s inside that keeps people coming back for more. </li></ul>
    5. 5. New Site Content is Like a Vintage <ul><li>Would you use sediment from last year’s vineyard to fill a brand new wine bottle? </li></ul><ul><li>Why try to shovel old content into a shiny, new site? </li></ul>
    6. 6. Through Online Content People Decide: <ul><li> If they can trust you. </li></ul><ul><li>  If they like you. </li></ul><ul><li>  If you understand their needs. </li></ul><ul><li>  If you offer what they want. </li></ul><ul><li>  If you’re a company they want to do business with. </li></ul>
    7. 9. Content is not... <ul><li>TEXT </li></ul><ul><li>VERBIAGE </li></ul><ul><li>COPY </li></ul><ul><li>FILLER </li></ul><ul><li>FLUFF </li></ul>
    8. 10. Content is... <ul><li>Articles that connect to users </li></ul><ul><li>Links that keep users engaged </li></ul><ul><li>A voice that users remember </li></ul><ul><li>Trends, techniques and technologies (information) that users experience and share </li></ul>
    9. 11. Content is... <ul><li>Clickable </li></ul><ul><li>Scrollable </li></ul><ul><li>Scanable </li></ul><ul><li>Sharable </li></ul><ul><li>Ownable </li></ul>
    10. 12. Quantitative Impacts: Links Subscribers Rankings Qualitative Impacts: Word of Mouth Engagement Comments Content Affects UX : Facebook Blog Twitter YouTube Website Value Input: Monthly Content / Conversation Calendar Post Post Post Post Post Post Post Post
    11. 13. Content is… <ul><li>Valuable to </li></ul><ul><ul><li>Users </li></ul></ul><ul><ul><li>Designers </li></ul></ul><ul><ul><li>Information Architects </li></ul></ul><ul><ul><li>Search Engine Marketers </li></ul></ul><ul><ul><li>Project Managers </li></ul></ul><ul><ul><li>Brands </li></ul></ul>
    12. 14. <ul><li>Guiding Principles </li></ul><ul><li>of Content Creation </li></ul><ul><li>Enable human interaction with a healthy dialog </li></ul><ul><li>Stay true to the brand personality </li></ul><ul><li>Contribute valuable information and offers </li></ul><ul><li>Allow for co-creation </li></ul><ul><li>Stick to common themes </li></ul><ul><li>Ask questions </li></ul><ul><li>Be service-oriented </li></ul><ul><li>Maintain consistent engagement </li></ul><ul><li>Use multimedia </li></ul><ul><li>Encourage consumers to share personal stories </li></ul>
    13. 15. <ul><li>“ The single most important thing most websites can offer to their users is content that those users will find valuable.” </li></ul><ul><li>– The Elements of User Experience, Jesse James Garrrett </li></ul>

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