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@mbloomstein | #slowCS             Margot Bloomstein             @mbloomstein #slowCS             SXSW 2013WHOA NELLIE:CON...
© Scott A. Miller for Chevrolet © 2013                                  @mbloomstein | #slowCS
These people are waitingin a line.
© Scott A. Miller for Chevrolet © 2013                                  @mbloomstein | #slowCS
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.
@mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthank...
@mbloomstein | #slowCSContent changes an experienceand the user’s perception of it.
@mbloomstein | #slowCSYou wait longer, but you’re engagedbefore you get there. You’re invested inthe experience.          ...
@mbloomstein | #slowCSWhen people have a frustratingexperience, they rate the checkout asslow.When we ask people what’s ‘s...
That was horribleand it took forever.
@mbloomstein | #slowCSIs the nature of the transaction sosmall and insignificant that itshouldn’t require a second thought...
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCSEfficient isn’t always effective—or good.                                          © 2013
@mbloomstein | #slowCSUsers say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustra...
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCSUsers can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, l...
@mbloomstein | #slowCSHow?Editorial style and structures,content types, anddesign that creates space.
@mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories.                ...
@mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories.                ...
@mbloomstein | #slowCS             © 2013
“Choosing a lens can be a daunting task for all of the reasons mentioned above, so I pulled together some info from my own...
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCSWhat does content do?                                 © 2013
@mbloomstein | #slowCSContent can slow down users,focus their attention, andhelp them act deliberately.
Attention must be paid© Viking
@mbloomstein | #slowCSLongform copy                             © 2013
Editorial style
“Springtime shaded belays at the creek,   predawn starts in the Canadian Rockies   and hut tours in the High Sierra:   Any...
@mbloomstein | #slowCS             © 2013
Validation
@mbloomstein | #slowCSOur content strategy is pretty simple:we stay as close to our core market aspossible.Patagonia’s alw...
@mbloomstein | #slowCSOn a short-term basis, it doesn’t helpus move product. It doesn’t meet yourweekly sales goal. It’s n...
@mbloomstein | #slowCSWhat’s the benefit?Slow experiences driveexploration and discovery,deliberate choices, andfocused at...
Exploration and discovery
Exploration and discovery
Exploration and discovery
Exploration and discovery
Deliberate choices
Deliberate choices
Focused attention
@mbloomstein | #slowCS             © 2013
@mbloomstein | #slowCSFocused attention                                 © 2013
@mbloomstein | #slowCS                                  BE HERE NOW© Scott A. Miller for Chevrolet                        ...
@mbloomstein | #slowCSThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comFeedback! http://bit.ly/slowcsfbslide...
@mbloomstein | #slowCSThank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, Kri...
@mbloomstein | #slowCSThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comFeedback! http://bit.ly/slowcsfbslide...
Whoa Nellie! Content Strategy for Slow Experiences
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Whoa Nellie! Content Strategy for Slow Experiences

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right.

Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We'll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace.

Presented at SXSW 2013, Austin; #SXSW #slowCS March 11, 2013.

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  • Test Track Attraction at Epcot.
  • Jared and UIE researched checkouts with Best Buy, Amazon, Walmart, Target, JCPenney, and the Gap. Frustration drives the perception of slowness—NOT the other way around. I will always find the RMV slow. Annoying, but revealing.
  • Sometimes fast is good.
  • Image: buying something, put in shopping cart—AHH! Wrong thing! Amazon one-click shopping—efficient, not always pleasurable.Hitting confirm too soon, no reason to linger or learn—just get in, buy the thing (hopefully the right one), and go. Not all experiences need to be like this though
  • YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  • YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  • Nobody does this better than Patagonia. Their content marketing is in line with their mission to slow down the user, force them to act deliberately, and focus their attention.
  • Nobody does this better than Patagonia. They slow down the user, force them to act deliberately, and focus their attention
  • If our content matters, IF THE EXPERIENCE MATTERS, this is our Willie Loman moment. When Linda says “Attention must be paid,” she says everyone deserves respect and dignity.
  • Longform copy slows down the interaction experience
  • Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  • Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  • Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  • Focusing attention – merchandising in shopping cart
  • Nobody does this better than Patagonia. SYNC WITH TWEET.
  • Nobody does this better than Patagonia.
  • How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  • How?Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  • How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  • How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  • How? Content types as speed bumps, merchandising in the shopping cart
  • Target too
  • Musical Instrument Museum MIM.org audio eases you into spaces for pacing and crowd control
  • When I’m on the blog, I’m on the blog. Limited sensory inputs, no crazy social calls to action
  • Test Track Attraction at Epcot.
  • Transcript of "Whoa Nellie! Content Strategy for Slow Experiences"

    1. 1. @mbloomstein | #slowCS Margot Bloomstein @mbloomstein #slowCS SXSW 2013WHOA NELLIE:CONTENT STRATEGY FORSLOW EXPERIENCES © 2012 2013
    2. 2. © Scott A. Miller for Chevrolet © 2013 @mbloomstein | #slowCS
    3. 3. These people are waitingin a line.
    4. 4. © Scott A. Miller for Chevrolet © 2013 @mbloomstein | #slowCS
    5. 5. @mbloomstein | #slowCS © 2013
    6. 6. @mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.
    7. 7. @mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthanks to content.
    8. 8. @mbloomstein | #slowCSContent changes an experienceand the user’s perception of it.
    9. 9. @mbloomstein | #slowCSYou wait longer, but you’re engagedbefore you get there. You’re invested inthe experience. Keri Maijala (@clamhead) © 2013
    10. 10. @mbloomstein | #slowCSWhen people have a frustratingexperience, they rate the checkout asslow.When we ask people what’s ‘slow,’ it’sthe frustrating experiences. What’sfast? They say delightful experiences. Jared Spool (@jmspool) © 2013
    11. 11. That was horribleand it took forever.
    12. 12. @mbloomstein | #slowCSIs the nature of the transaction sosmall and insignificant that itshouldn’t require a second thought?Don’t get in the way. Or will theconsumer get to the final transactionafter plenty of preliminary research?Again, don’t make them rethink it. Jared Spool (@jmspool) © 2013
    13. 13. @mbloomstein | #slowCS © 2013
    14. 14. @mbloomstein | #slowCSEfficient isn’t always effective—or good. © 2013
    15. 15. @mbloomstein | #slowCSUsers say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustrating?
    16. 16. © Charlotte & Kristian Septimius Krogh
    17. 17. @mbloomstein | #slowCS © 2013
    18. 18. @mbloomstein | #slowCSUsers can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention to act deliberately.
    19. 19. @mbloomstein | #slowCSHow?Editorial style and structures,content types, anddesign that creates space.
    20. 20. @mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
    21. 21. @mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
    22. 22. @mbloomstein | #slowCS © 2013
    23. 23. “Choosing a lens can be a daunting task for all of the reasons mentioned above, so I pulled together some info from my own experiences, as well as those of other Crutchfield shutterbugs.”
    24. 24. @mbloomstein | #slowCS © 2013
    25. 25. @mbloomstein | #slowCS © 2013
    26. 26. @mbloomstein | #slowCS © 2013
    27. 27. @mbloomstein | #slowCSWhat does content do? © 2013
    28. 28. @mbloomstein | #slowCSContent can slow down users,focus their attention, andhelp them act deliberately.
    29. 29. Attention must be paid© Viking
    30. 30. @mbloomstein | #slowCSLongform copy © 2013
    31. 31. Editorial style
    32. 32. “Springtime shaded belays at the creek, predawn starts in the Canadian Rockies and hut tours in the High Sierra: Anywhere brisk, the Down Sweater delivers featherweight, superbly compressible warmth. The polyester ripstop shell on this down jacket does more than look sharp; it’s tear-resistant, windproof, and made from 100% polyester.”Editorial style
    33. 33. @mbloomstein | #slowCS © 2013
    34. 34. Validation
    35. 35. @mbloomstein | #slowCSOur content strategy is pretty simple:we stay as close to our core market aspossible.Patagonia’s always had a literary,storytelling component to the brand.It’s in line with what we say: buy lessstuff and make sure what you buy lasts. Bill Boland, Patagonia © 2013
    36. 36. @mbloomstein | #slowCSOn a short-term basis, it doesn’t helpus move product. It doesn’t meet yourweekly sales goal. It’s not about short-term ROI. It’s something we enjoy andthe people we build clothes for enjoy. Bill Boland, Patagonia © 2013
    37. 37. @mbloomstein | #slowCSWhat’s the benefit?Slow experiences driveexploration and discovery,deliberate choices, andfocused attention.
    38. 38. Exploration and discovery
    39. 39. Exploration and discovery
    40. 40. Exploration and discovery
    41. 41. Exploration and discovery
    42. 42. Deliberate choices
    43. 43. Deliberate choices
    44. 44. Focused attention
    45. 45. @mbloomstein | #slowCS © 2013
    46. 46. @mbloomstein | #slowCSFocused attention © 2013
    47. 47. @mbloomstein | #slowCS BE HERE NOW© Scott A. Miller for Chevrolet © 2013
    48. 48. @mbloomstein | #slowCSThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comFeedback! http://bit.ly/slowcsfbslideshare.net/mbloomsteinAll images property of their respective owners or © Margot Bloomstein as noted. © 2013
    49. 49. @mbloomstein | #slowCSThank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, Kristina Halvorson,Michael Lohmiller, Jared Spool,and Anne Weiskopf. © 2013
    50. 50. @mbloomstein | #slowCSThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comFeedback! http://bit.ly/slowcsfbslideshare.net/mbloomsteinAll images property of their respective owners or © Margot Bloomstein as noted. © 2013
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