Whoa Nellie! Content Strategy for Slow Experiences

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The document discusses how content strategy can be used to create slow experiences that engage and focus users. It argues that slow experiences driven by exploration, discovery, deliberate choices and focused attention can be appreciated by users. Examples are given of how editorial style, longform copy, validation and storytelling can slow users down in a positive way. The benefits of slow experiences are described as exploration and discovery, deliberate choices, and focused attention.

Design

@mbloomstein | #slowCS
© 2013© 2012
Margot Bloomstein
@mbloomstein #slowCS
SXSW 2013
WHOA NELLIE:
CONTENT STRATEGY FOR
SLOW EXPERIENCES

@mbloomstein | #slowCS
© 2013
©ScottA.MillerforChevrolet

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
@mbloomstein | #slowCS

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
@mbloomstein | #slowCS

Content changes an experience
and the user’s perception of it.
@mbloomstein | #slowCS

@mbloomstein | #slowCS
© 2013
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)

@mbloomstein | #slowCS
© 2013
When people have a frustrating
experience, they rate the checkout as
slow.
When we ask people what’s ‘slow,’ it’s
the frustrating experiences. What’s
fast? They say delightful experiences.
Jared Spool (@jmspool)

@mbloomstein | #slowCS
© 2013
Is the nature of the transaction so
small and insignificant that it
shouldn’t require a second thought?
Don’t get in the way. Or will the
consumer get to the final transaction
after plenty of preliminary research?
Again, don’t make them rethink it.
Jared Spool (@jmspool)

@mbloomstein | #slowCS
© 2013
Efficient isn’t always effective—
or good.

Users say frustrating activities
take forever.
But are time-consuming
activities also inherently
frustrating?
@mbloomstein | #slowCS

Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #slowCS

How?
Editorial style and structures,
content types, and
design that creates space.
@mbloomstein | #slowCS

@mbloomstein | #slowCS
© 2013
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.

“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.”

@mbloomstein | #slowCS
© 2013
What does content do?

Content can slow down users,
focus their attention, and
help them act deliberately.
@mbloomstein | #slowCS

@mbloomstein | #slowCS
© 2013
Longform copy

Editorial style
“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.”

@mbloomstein | #slowCS
© 2013
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sales goal. It’s not about short-
term ROI. It’s something we enjoy and
the people we build clothes for enjoy.
Bill Boland, Patagonia

What’s the benefit?
Slow experiences drive
exploration and discovery,
deliberate choices, and
focused attention.
@mbloomstein | #slowCS

@mbloomstein | #slowCS
© 2013
Focused attention

@mbloomstein | #slowCS
© 2013
©ScottA.MillerforChevrolet
BE HERE NOW

@mbloomstein | #slowCS
© 2013
Thank you
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
Feedback! http://bit.ly/slowcsfb
slideshare.net/mbloomstein
All images property of their respective owners or © Margot Bloomstein as noted.

@mbloomstein | #slowCS
© 2013
Thank you, Giselle Abramovich,
Joe Baz, Bill Boland, Laura
Creekmore, Matt Grocki, Sarah
Krznarich, Kristina Halvorson,
Michael Lohmiller, Jared Spool,
and Anne Weiskopf.

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Content Strategy for Slow Experiences at Generate NYC 2018

Margot Bloomstein

As we wrangle with the focus of World IA Day, "IA for good," we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter--and does good matter? It does--not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust--in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good. Keynote at World IA Day Boston, #WIADBOS, #WIAD18, February 24, 2018, in Cambridge MA.

Empowerment in an era of self-validating facts at World IA Day Boston

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on why and how to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. From there, you’ll learn how to use a message architecture as the metric against which to measure content in a qualitative content audit. Then carry it into governance: We’ll explore the impact of a message architecture on editorial style guidelines and an editorial calendar—and see how that foundation can improve efficiency and client satisfaction throughout your projects. Discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment through entire engagements. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Learn how to establish a hierarchy of communication goals with a hands-on exercise and the right questions to ask along the way to minimize distracting, off-brand features, like the blog no one has time to update. Discover how to bring brand-driven thinking through subsequent activities, like the content audit and content model. Explore the impact of the message architecture on “rubber meets the road” details in style, tone, and diction. Gain additional tools to keep your projects on track, on time, and on budget. Presented as a workshop at Confab Central, #ConfabCentral, in Minneapolis, June 7, 2017.

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...

Margot Bloomstein

Brand-driven content strategy complements user-centred design to use prioritised communication goals to focus new features, content types, and the workflow to create and maintain them. In this workshop, you’ll get up to speed on the philosophy, questions, tools, and exercises to implement brand-driven content strategy. We’ll use BrandSort™ to conduct a hands-on exercise to prioritise communication goals and develop a message architecture—ideal whether you maintain content for the web, mobile apps, social media, offline experiences, or any imagined output of your CMS. Eager for more efficient engagements? You’ll discover how a brand attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organisational alignment. Then we’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality in a content audit. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with the hands-on BrandSort exercise. Discuss the right questions to ask—and how to ask them—to minimise distracting, off-brand features, like the blog no one has time to update. Gain additional tools to keep your projects on track, on time, and on budget Presented at UX London in London, #UXLondon, on May 24, 2017.

Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

Margot Bloomstein

The 2016 US presidential election revealed a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less… not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions? Can mass media validate fact if “truthiness” trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we’ll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at SXSW in Austin, #sxsw and #factstalk, on March 14, 2017.

Communicating in an Era of Self-Validating Facts at SXSW

Margot Bloomstein

Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Gain additional tools to keep your projects on track, on time, and on budget

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Margot Bloomstein

The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Content Strategy for an Era of Self-Validating Facts at CSsummit

Margot Bloomstein

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

Margot Bloomstein

Trying to manage scope, stakeholders, and shifting priorities? Need to determine a consistent voice among multiple authors? Content strategy can help. Amid constrained resources, competing priorities, and a contributory culture, content strategy can help us focus and do less—but do what really matters. Margot will discuss how to empower communicators and rally everyone around a common vocabulary for use in print, traditional web communication, and social media. Presented at Converge 2015, #Converge2015, October 22, 2015 in New Orleans.

Jumpstarting content strategy with a message architecture at Converge2015

Margot Bloomstein

More from Margot Bloomstein (20)

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX

Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience

Designing for Trust in an Uncertain World at An Event Apart San Francisco

Designing for Trust in an Uncertain World An Event Apart DC

Designing for Trust at design monat graz

Rebuilding Trust: Validate users by starting where they are at Confab 2019

Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019

Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...

Designing for Trust in an Uncertain World at An Event Apart Seattle

Designing trust in an era of self-validating facts at Fluxible 2018

Content Strategy for Slow Experiences at Generate NYC 2018

Empowerment in an era of self-validating facts at World IA Day Boston

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...

Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

Communicating in an Era of Self-Validating Facts at SXSW

Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Content Strategy for an Era of Self-Validating Facts at CSsummit

Establishing a Brand-driven Message Architecture WebVisions NYC

Jumpstarting content strategy with a message architecture at Converge2015

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Whoa Nellie! Content Strategy for Slow Experiences

3. These people are waiting in a line.

6. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. @mbloomstein | #slowCS

7. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #slowCS

8. Content changes an experience and the user’s perception of it. @mbloomstein | #slowCS

10. @mbloomstein | #slowCS © 2013 When people have a frustrating experience, they rate the checkout as slow. When we ask people what’s ‘slow,’ it’s the frustrating experiences. What’s fast? They say delightful experiences. Jared Spool (@jmspool)

11. That was horrible and it took forever.

12. @mbloomstein | #slowCS © 2013 Is the nature of the transaction so small and insignificant that it shouldn’t require a second thought? Don’t get in the way. Or will the consumer get to the final transaction after plenty of preliminary research? Again, don’t make them rethink it. Jared Spool (@jmspool)

15. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #slowCS

18. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #slowCS

19. How? Editorial style and structures, content types, and design that creates space. @mbloomstein | #slowCS

23.

24. “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.”

29. Content can slow down users, focus their attention, and help them act deliberately. @mbloomstein | #slowCS

32. Editorial style

33. Editorial style “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.”

35. Validation

36. @mbloomstein | #slowCS © 2013 Our content strategy is pretty simple: we stay as close to our core market as possible. Patagonia’s always had a literary, storytelling component to the brand. It’s in line with what we say: buy less stuff and make sure what you buy lasts. Bill Boland, Patagonia

37. @mbloomstein | #slowCS © 2013 On a short-term basis, it doesn’t help us move product. It doesn’t meet your weekly sales goal. It’s not about short- term ROI. It’s something we enjoy and the people we build clothes for enjoy. Bill Boland, Patagonia

38. What’s the benefit? Slow experiences drive exploration and discovery, deliberate choices, and focused attention. @mbloomstein | #slowCS

39. Exploration and discovery

40. Exploration and discovery

41. Exploration and discovery

42. Exploration and discovery

43. Deliberate choices

44. Deliberate choices

45. Focused attention

49. @mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.

50. @mbloomstein | #slowCS © 2013 Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, and Anne Weiskopf.

51. @mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.

Editor's Notes

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.

Whoa Nellie! Content Strategy for Slow Experiences

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Editor's Notes