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Content and-customer-journeys lavacon2014-final

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Content is an important part of the customer experience. This presentation shows how you can improve customer experience design by mapping content to customer journeys. It outlines the content elements you should consider and the steps to take to create and get sign-off on useful, usable content maps. Finally, we share some approaches to get quick wins and an exercise to start you on the way to successful content mapping.

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Content and-customer-journeys lavacon2014-final

  1. 1. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Integrating Content into Customer Journeys Melissa Breker Kathy Wagner October 15, 2014 www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  2. 2. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon About the Speakers: Content Strategists Background in tech comm& UX Background in business & marketing Co-Founders of Content Strategy Inc
  3. 3. What is Content Strategy? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Joinusforajourney Agenda What? Why? How? Quick wins Let’s try it! Resources
  4. 4. What is Content Strategy? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Youmaybewondering… So what? How can I use this for my work?
  5. 5. A customer journey looks at what a person experiences at every stage of their relationship with a company. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’sacustomerjourney?
  6. 6. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon •Getting the IKEAmagazine •Browsing for ideas on ikea.com •Shopping at IKEA •Talking to IKEAstaff •Building IKEAfurniture •Picking up spare parts •Using IKEAfurniture What if you’re unhappy? What if you’re hungry? Intherealworld…
  7. 7. Inourworld… http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
  8. 8. A content journey shows how content strengthens the customer experience at each touch point, in each stage. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’sacontentjourney?
  9. 9. Why? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  10. 10. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Tobuildbridges
  11. 11. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Tocreategreatexperiences
  12. 12. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Becauseit’sgoodbusiness “Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013. http://www.oracle.com/us/corporate/features/cx-survey/index.html.
  13. 13. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon How do you get it done?
  14. 14. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Gettingstarted
  15. 15. What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental Personas
  16. 16. What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ Customerjourney
  17. 17. What content will support them on their journey? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentmapping
  18. 18. •Content experiences •Content topics •Content types & formats •Content messages •Content triggers •Content distribution channels www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Thinkabout…
  19. 19. Contentexperiences
  20. 20. Research stage •Quick info •In my language •On my device Advocacy stage •Delivered to me •Sharable •Targeted Contentexperiences
  21. 21. Contenttopics
  22. 22. Decision-making stage •Local service providers •Specific features Support stage •Maintenance reminders •Recall warnings Contenttopics
  23. 23. What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttypes&formats
  24. 24. What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental Content types (eg) •Product detail •Success story •Case study •News article •Educational article Content formats (eg) •Html •Video •Audio •Infographic •PDF www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttypes&formats Based on journey stages Based on brand + personas
  25. 25. Brand (emotional)Product (intellectual) Contentmessages
  26. 26. The new global phenomenon. For ages 8 and up. Brand (emotional)Product (intellectual) Contentmessages
  27. 27. Motivational + Enabling www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttriggers
  28. 28. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttriggers Motivational + Enabling Help someone in need. Here’s how. It’s easy.
  29. 29. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentdistributionchannels
  30. 30. Research stage •Website •Social media www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentdistributionchannels Support stage •Email •Apps
  31. 31. •Brainstorming •Early designs •Conceptual designs •Detailed requirements www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Puttingitalltogether
  32. 32. For every persona For every journey stage www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Brainstorming
  33. 33. High-level topics & messages only. Break it down later. Audience: Project working team Earlydesigns
  34. 34. Audience: Project stakeholders Conceptualdesigns © Brain Traffic 2013
  35. 35. Audience: Implementers Detailedrequirements © Brain Traffic 2013
  36. 36. Quick wins for content mapping www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  37. 37. Common truths Shared experiences Stayhighlevel www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  38. 38. www.facebook.com/humansofnewyork One persona One journey stage One content element Get ultra-specific
  39. 39. Aboveall,dowhatyoucanimplement www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  40. 40. Let’s try it! www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  41. 41. Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario
  42. 42. Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
  43. 43. Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
  44. 44. Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
  45. 45. Scenario: New mom + online costumeretailer Research Advocacy Experiences •Filter andsort costumes •Zoom in to see details •Order easily •Share photos •Refer a friend, get a bonus •Share articles of interest Topics •Costumes 6-9 months •Safety •Cost •Storing costumes •Next year’s ideas •Costume swap
  46. 46. Personas •“How To and Tools –Personas”by Usability.gov. •“Connected UX”by AarronWalterAugust 2013. •Communicating Design: Developing Web Site Documentation for Design and Planningby Dan Brown. 2010 Customer Journeys •“Mapping the Journey Experience Beyond the Screen”by JaminHegeman/ Adaptive Path. May 2012. •“Improving UX with Customer Journey Maps”by Jacek Samsel. May 2013. •“Customer Journey Maps –A ‘Quick And Dirty’ Technique To Create Them”byTomasz Czajkowski/UsabilityGeek.com. October 2013 Resources Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr. Mapping content to customer journeys, by Kathy Wagner, 2014 On Slideshare: Integrating content and customer journeys, CS Inc, 2014
  47. 47. content Questions? Thanks.
  48. 48. @MelissaBreker @Kathy_CS_Inc ContentStrategyInc.com

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