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	
  

•    It	
  sends	
  a	
  message	
  to	
  taste	
  buds	
  
•    It’s...
An	
  Online	
  Search	
  is	
  Like	
  a	
  Wine	
  Tas9ng	
  

                 • 	
  	
  You	
  barely	
  see	
  the	
 ...
New	
  Site	
  Content	
  is	
  Like	
  a	
  Vintage	
  

•  Would	
  you	
  use	
  sediment	
  from	
  last	
  year’s	
  ...
Through	
  Online	
  Content	
  People	
  Decide:	
  

	
  	
  	
  	
  If	
  they	
  can	
  trust	
  you.	
  
 If	
  the...
Content	
  is	
  not...	
  

•    TEXT	
  	
  
•    VERBIAGE	
  
•    COPY	
  
•    FILLER	
  
•    FLUFF	
  
Content	
  is...	
  

•    Ar9cles	
  that	
  connect	
  to	
  users	
  
•    Links	
  that	
  keep	
  users	
  engaged	
 ...
Content	
  is...	
  

•    Clickable	
  
•    Scrollable	
  
•    Scanable	
  
•    Sharable	
  
•    Ownable	
  
Post
                                                   Post
                                                       Post
 ...
Content	
  is…	
  

Valuable	
  to	
  

    –    Users	
  
    –    Designers	
  
    –    Informa9on	
  Architects	
  
  ...
Guiding Principles 
             of Content Creation
1.  Enable human interaction with a healthy dialog
2.  Stay true to t...
 	
  	
  “The	
  single	
  most	
  important	
  thing	
  most	
  websites	
  
      can	
  offer	
  to	
  their	
  users	
 ...
Wine is Not Just Grape Juice: How Content is Essential to UX
Wine is Not Just Grape Juice: How Content is Essential to UX
Upcoming SlideShare
Loading in...5
×

Wine is Not Just Grape Juice: How Content is Essential to UX

1,102

Published on

Sept 21, 2010 presentation by Dechay Watts, Sprout Content

Published in: Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,102
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wine is Not Just Grape Juice: How 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   •  It  sends  a  message  to  taste  buds   •  It’s  consistent   •  It’s  memorable   •  It  causes  a  reac9on   •  You  can  feel  it   •  It  creates  a  connec9on   •  It  creates  an  experience   •  It’s  the  finished  product  that  goes  into  a  package  
  4. 4. An  Online  Search  is  Like  a  Wine  Tas9ng   •     You  barely  see  the  labels   •     The  user  is  distracted  by  choices   •     The  results  have  to  match  the  user’s  taste   It’s  what’s  inside  that  keeps  people   coming  back  for  more.
  5. 5. New  Site  Content  is  Like  a  Vintage   •  Would  you  use  sediment  from  last  year’s  vineyard   to  fill  a  brand  new  wine  boIle?   •  Why  try  to  shovel  old  content  into  a  shiny,  new   site?  
  6. 6. Through  Online  Content  People  Decide:           If  they  can  trust  you.    If  they  like  you.    If  you  understand  their  needs.   "  If  you  offer  what  they  want.    If  you’re  a  company  they  want  to  do  business       with.  
  7. 7. Content  is  not...   •  TEXT     •  VERBIAGE   •  COPY   •  FILLER   •  FLUFF  
  8. 8. Content  is...   •  Ar9cles  that  connect  to  users   •  Links  that  keep  users  engaged   •  A  voice  that  users  remember   •  Trends,  techniques  and  technologies  (informa9on)   that  users  experience  and  share  
  9. 9. Content  is...   •  Clickable   •  Scrollable   •  Scanable   •  Sharable   •  Ownable  
  10. 10. Post Post Post Post Post Post Post Post Input: Monthly Content / Conversation Calendar Content Affects UX: V Quantitative Qualitative a Facebook Impacts: Impacts: l Blog Twitter Links Word of Mouth u YouTube Subscribers Engagement e Rankings Comments Website
  11. 11. Content  is…   Valuable  to   –  Users   –  Designers   –  Informa9on  Architects   –  Search  Engine  Marketers   –  Project  Managers   –  Brands  
  12. 12. Guiding Principles of Content Creation 1.  Enable human interaction with a healthy dialog 2.  Stay true to the brand personality 3.  Contribute valuable information and offers 4.  Allow for co-creation 5.  Stick to common themes 6.  Ask questions 7.  Be service-oriented 8.  Maintain consistent engagement 9.  Use multimedia 10.  Encourage consumers to share personal stories
  13. 13.      “The  single  most  important  thing  most  websites   can  offer  to  their  users  is  content  that  those   users  will  find  valuable.”     –  The  Elements  of  User  Experience,  Jesse  James  Garrre?  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×