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 …

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

  • 1. @mbloomstein | #slowCS Margot Bloomstein @mbloomstein #slowCS SXSW 2013WHOA NELLIE:CONTENT STRATEGY FORSLOW EXPERIENCES © 2012 2013
  • 2. © Scott A. Miller for Chevrolet © 2013 @mbloomstein | #slowCS
  • 3. These people are waitingin a line.
  • 4. © Scott A. Miller for Chevrolet © 2013 @mbloomstein | #slowCS
  • 5. @mbloomstein | #slowCS © 2013
  • 6. @mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.
  • 7. @mbloomstein | #slowCSThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthanks to content.
  • 8. @mbloomstein | #slowCSContent changes an experienceand the user’s perception of it.
  • 9. @mbloomstein | #slowCSYou wait longer, but you’re engagedbefore you get there. You’re invested inthe experience. Keri Maijala (@clamhead) © 2013
  • 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. That was horribleand it took forever.
  • 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. @mbloomstein | #slowCS © 2013
  • 14. @mbloomstein | #slowCSEfficient isn’t always effective—or good. © 2013
  • 15. @mbloomstein | #slowCSUsers say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustrating?
  • 16. © Charlotte & Kristian Septimius Krogh
  • 17. @mbloomstein | #slowCS © 2013
  • 18. @mbloomstein | #slowCSUsers can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention to act deliberately.
  • 19. @mbloomstein | #slowCSHow?Editorial style and structures,content types, anddesign that creates space.
  • 20. @mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
  • 21. @mbloomstein | #slowCSUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
  • 22. @mbloomstein | #slowCS © 2013
  • 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. @mbloomstein | #slowCS © 2013
  • 25. @mbloomstein | #slowCS © 2013
  • 26. @mbloomstein | #slowCS © 2013
  • 27. @mbloomstein | #slowCSWhat does content do? © 2013
  • 28. @mbloomstein | #slowCSContent can slow down users,focus their attention, andhelp them act deliberately.
  • 29. Attention must be paid© Viking
  • 30. @mbloomstein | #slowCSLongform copy © 2013
  • 31. Editorial style
  • 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. @mbloomstein | #slowCS © 2013
  • 34. Validation
  • 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. @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. @mbloomstein | #slowCSWhat’s the benefit?Slow experiences driveexploration and discovery,deliberate choices, andfocused attention.
  • 38. Exploration and discovery
  • 39. Exploration and discovery
  • 40. Exploration and discovery
  • 41. Exploration and discovery
  • 42. Deliberate choices
  • 43. Deliberate choices
  • 44. Focused attention
  • 45. @mbloomstein | #slowCS © 2013
  • 46. @mbloomstein | #slowCSFocused attention © 2013
  • 47. @mbloomstein | #slowCS BE HERE NOW© Scott A. Miller for Chevrolet © 2013
  • 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. @mbloomstein | #slowCSThank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, Kristina Halvorson,Michael Lohmiller, Jared Spool,and Anne Weiskopf. © 2013
  • 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