How to Create Great Mobile Cues: Writing Microcontent that Converts

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Ahava Leibtag presented at MoDev East on December 12, 2013 about writing content for mobile applications and websites. Ahava shows good and bad examples of cues and microinteractions and defines both.

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How to Create Great Mobile Cues: Writing Microcontent that Converts

  1. 1. Create Great Mobile Cues: Writing Microcontent that Converts Ahava Leibtag MoDev East Thursday, December 12, 2013 @ahavaL #modeveast 1
  2. 2. What is content? @ahavaL #modeveast 2
  3. 3. @ahavaL
  4. 4. @ahavaL
  5. 5. @ahavaL
  6. 6. Content is a conversation. @ahavaL #modeveast 6
  7. 7. To whom are we talking? @ahavaL #modeveast 7
  8. 8. Who are we? (As a brand.) @ahavaL #modeveast 8
  9. 9. Content (conversation) is core to the digital experience. @ahavaL #7 Rules 9
  10. 10. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #7 Rules 10
  11. 11. @ahavaL #modeveast 11
  12. 12. @ahavaL #modeveast 12
  13. 13. @ahavaL #modeveast 13
  14. 14. @ahavaL #modeveast 14
  15. 15. @ahavaL #modeveast 15
  16. 16. @ahavaL #modeveast 16
  17. 17. @ahavaL #modeveast 17
  18. 18. @ahavaL #modeveast 18
  19. 19. @ahavaL #modeveast 19
  20. 20. @ahavaL #modeveast 20
  21. 21. 21
  22. 22. @ahavaL #modeveast 22
  23. 23. What are cues? • Verbal directions • Design directions • Prompts @ahavaL #modeveast 23
  24. 24. Cues @ahavaL #modeveast 24
  25. 25. What are microinteractions? • Interactivity directions • Error messages • Missing field messages @ahavaL #modeveast 25
  26. 26. Microinteractions @ahavaL #modeveast 26
  27. 27. @ahavaL #modeveast 27
  28. 28. @ahavaL #modeveast 28
  29. 29. How to Write Better Cues & Microinteractions @ahavaL #modeveast 29
  30. 30. Rule #1: Establish a human voice @ahavaL #modeveast 30
  31. 31. @ahavaL #modeveast 31
  32. 32. @ahavaL #modeveast 32
  33. 33. @ahavaL #modeveast 33
  34. 34. Rule #2: Establish voice and tone for your brand @ahavaL #modeveast 34
  35. 35. @ahavaL #modeveast 35
  36. 36. Define Voice @ahavaL #modeveast 36
  37. 37. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 37
  38. 38. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 38
  39. 39. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 39
  40. 40. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 40
  41. 41. @ahavaL #modeveast 41
  42. 42. @ahavaL #modeveast 42
  43. 43. Define Tone Yes: Sound like <example> No!: Sounds like <example> @ahavaL #modeveast 43
  44. 44. @ahavaL #modeveast 44
  45. 45. @ahavaL #modeveast 45
  46. 46. @ahavaL #modeveast 46
  47. 47. Thank you! Ahava Leibtag Aha Media Group ahava@ahamediagroup.com @ahavaL @ahavaL #modeveast 47

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