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Content Strategy:how to get it, how to test it

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Slides from my talk at ConveyUX. Presents two case studies to show what happens when content becomes the focus of usability testing.

Slides from my talk at ConveyUX. Presents two case studies to show what happens when content becomes the focus of usability testing.

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  • SUS has 500 studies, 5000 users, 600 references in publications. 68 is average score. 70 is 50% (but stay away from percentages.) Jeff Sauro. Measuring Usability blog

Content Strategy:how to get it, how to test it Content Strategy:how to get it, how to test it Presentation Transcript

  • Presented byCarol BarnumMarch 5, 2013
  • ConveyUX, March 5, 2013Me My book
  • the planning, development, and management ofinformational content—written or in othermedia. The term is particularly common in webdevelopment since the late 1990s. It is recognizedas a field in user experience design but also drawsinterest from adjacent communities such ascontent management, business analysis, andtechnical communication.Source: WikipediaWhat is content strategy?ConveyUX, March 5, 2013
  • • Web Content Strategist’s Bible, The Complete Guide to a New andLucrative Career for Writers of All Kinds, 2009, Sheffield• Content Strategy for the Web, 2009, Halvorsen, 2nd ed. 2012• Clout: The Art and Science of Influential Web Content, 2010, Jones• Content Strategy at Work: Real-world Stories to Strengthen EveryInteractive Projects 2012, Bloomstein• Content Strategy: Connecting the Dots between Business, Brand,and Benefits, 2012, Bailey and Urbina• Content Strategy 101:Transform Technical Content into a BusinessAsset, 2012, O’Keefe, Pringle, Rockley• Managing Enterprise Content: A Unified Content Strategy, 2012,Rockley (1st ed. 2002)• Content Everywhere: Strategy and Structure for Future-ReadyContent , 2012, Wachter-BoettcherRead all about it!ConveyUX, March 5, 2013
  • Who are these authors?Technical communicators!!!ConveyUX, March 5, 2013
  • • Audit content inventory• Plan for the– creation,– publication, and– governance of useful, usable content• Manage content creation and revision• Create contentWhat do content strategists do?ConveyUX, March 5, 2013
  • “Content strategy is tocopywriting asinformationarchitecture is todesign.”Rachel Lovinger, Content Strategy: The Philosophy of Data, 2007, Boxes and Arrows
  • Test it!
  • • “We know the content isn’t right. We’ll getto it later.”• “We’re testing the site, but we don’t have…“– the content yet– help or user assistanceOverheard in testing . . .ConveyUX, March 5, 2013
  • Lorem ipsum dolor sit amet, consectetuerlibero fringilla etiam sem, a suspendisse necparturient, fringilla lectus ac wisi sem facilisrutrum, lacus imperdiet sed dignissim enimlibero. Vel vitae donec, ante mi montes sed.Dolor nunc neque convallis sodalesdignissim ipsum. Tempus nisl placerat,accumsan nibh lectus tincidunt vitaerutrum non, quisque lorem nibh aeneanarcu ut, proin praesent phasellus eros varius
  • Findability Navigation TerminologyPage designMentalmodelTop findings in testingConveyUX, March 5, 2013
  • • Can users find and view the content?• Do users understand and want to take action?• Can users complete the action?– Clout, Colleen JonesWhat about the content?ConveyUX, March 5, 2013
  • • Is it what users want and need?• Is it presented with good information design?• Is it organized in a way that works for users?• Does the writing help users skim & read quickly?• Are the words the ones your users understand?• Do users interpret images accurately?– Letting Go of the Words, Ginny RedishWhat about the content?ConveyUX, March 5, 2013
  • IncreasessalesReducescallsIncreasessatisfactionWhy does content matter?ConveyUX, March 5, 2013
  • ConveyUX, March 5, 2013Two casestudiesfocus oncontent
  • IHG “Green Engage“ConveyUX, March 5, 2013
  • Some facts in the caseConveyUX, March 5, 2013
  • Goals• Navigation and workflow• Defects and system feedback issues• Perceptions regarding content, terminology,labels, visuals• Identify training requirementsRound 1: Feb. 2010, 14 usersConveyUX, March 5, 2013
  • Users liked the concept, hated the execution“I believe this will be useful once everyoneunderstands it.”11 calls to for assistance from 4 usersConclusion:Round 1 ResultsConveyUX, March 5, 2013
  • • All new design prototype• No change in content!!• Same goals as round 1:– obtain feedback on users’ perceptions regardingcontent, terminology, labeling, and visuals• New goal:– Measure SUS score improvementsRound 2: Oct. 2010, 12 usersConveyUX, March 5, 2013
  • Round 154Round 273SUS scoresConveyUX, March 5, 2013
  • • Pre-launch, 2-day study, current users of V1– Day 1, set up your hotel– Day 2, read reports, create action plans• Results– Users loved the changes• Concepts and functions more fully integrated• Homepage helpful• Application supported user goalsRound 3: Mar. 2011, 4 usersConveyUX, March 5, 2013
  • Round 154Round 273Round 394!!!!!!SUS scoreConveyUX, March 5, 2013
  • • Test with new users• Refine current content• Test with new content• Incorporate context-sensitive helpOur recommendationsConveyUX, March 5, 2013
  • • New team of SMEs!• Focus on the content!!• New users included in participant pool• Goal—learn how well users understand andcan act on content– especially “Green Solutions“Round 4: April 2012, 16 usersConveyUX, March 5, 2013
  • • Find ways to make your hotel moresustainable• Use the content to select a solution to matchyour goal• Show us how you would implement thissolution• Add this item to your planParticipants directed to …ConveyUX, March 5, 2013
  • What am Isupposedto click on?
  • “I imagine I’d have to read all thesethings . . . It looks nice, good ideas .. . But I want actions that can profitfor our hotel.”“I’m looking for a solution rather thanan idea.”Users said . . .ConveyUX, March 5, 2013
  • • Findability—users couldn’t find simple, low costsolutions• Organization/Terminology– what’s the difference between Green Solutions andAction Plan?– What’s the difference between Action Plan and Actionlist?– What are levels?• Content—lots of content, but the wrong contentin the wrong orderTop negative findingsConveyUX, March 5, 2013
  • SUS score50ConveyUX, March 5, 2013
  • Content creators on board!ConveyUX, March 5, 2013
  • Footsmart websiteConveyUX, March 5, 2013
  • Some facts in the caseConveyUX, March 5, 2013
  • • Verify new content direction by comparingtwo versions (A and B)• Understand how users respond to– Voice and tone– Quality and credibility– Content and completeness• Compare merchandise layout, desire topurchaseStudy goalsConveyUX, March 5, 2013
  • • 4 women – 50+, foot pain, wide feet, troublefinding shoes that fit• 2 men – 30-55, very active, potential footinjuries from sportsParticipants in 2 groupsConveyUX, March 5, 2013
  • • View article—first reactions to page design• Read article—comprehension questions• Shop for heel cushion• Do same tasks on “other“ siteScenarios/tasksConveyUX, March 5, 2013
  • Current version - A
  • Prototype version - B
  • Results• 6 of 6 liked the prototype (B) better• 6 of 6 found the heel cushion easily on B• 6 of 6 did not find the heel cushion easily on A• 5 of 6 would consult doctor first before purchase(content informs conversation)• 3 of 6 liked the “lack of sell“ on B• 3 of 6 complained about redundant content (A)• 3 of 6 had additional questions (A)• 2 of 6 wanted the option to access more content (B)ConveyUX, March 5, 2013
  • Today’s takeaway . . .ContentstrategyUsabilitytestingGoodbusiness!ConveyUX, March 5, 2013
  • ConveyUX, March 5, 2013