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The Shortcut to Oz: Lessons Learned on 3 Content Journeys — Lauren Moler, Alex Hunter and Jessica Pease

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Has a new project or role ever made you feel like you’ve been carried off by a twister? Are you searching for the Great and Powerful Content Strategy Oz to get you back to better content? These three intrepid travelers fought off witches and flying monkeys on their content strategy journeys. They brought back tools and techniques to help you get to Emerald City with a little less drama. Message architectures, customer journey maps, mental models, oh my!

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Published in: Marketing, Technology
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The Shortcut to Oz: Lessons Learned on 3 Content Journeys — Lauren Moler, Alex Hunter and Jessica Pease

  1. The Shortcut to Oz Lessons Learned on 3 Content Journeys
  2. “If we don’t laugh, Toto gets it?”
  3. What will you get on the way to Oz?
  4. “If we don’t laugh, Toto gets it?” Let the journey begin.
  5. The Brain
  6. The Problem We had a big findability problem and wanted to do a redesign. But we didn’t know what customers were looking to find.
  7. “I could while away the hours, conferrin’ with the flowers, consultin’ with the rain, And my head I’d be scratchin’, while my thoughts were busy hatchin’, if I only had a brain.” Scarecrow The Wizard of Oz, 1939
  8. Mental Models by Indi Young The Solution Mental models. A way to map your content to customer’s needs and questions.
  9. CONTENT Our Mental Model USER NEEDS Red = Gaps
  10. Our Mental ModelSENIOR DESIGN Why should I use NI tools for my senior design project? How can I use NI tools for my senior design project? Lab/VIEW Student Community-Project Library (https://decibel.ni.com/co ntent/groups/loop?view= documents#/?tagSet=10 43)
  11. Tasks came from: • Employees • Product Marketing • Sales • User Experience • Customer Support • User Research • Usability • Surveys • Focus Groups • Market Research • Analytics, particularly search Then define user tasks
  12. Our Mental Model
  13. What we learned • We had gaps • We de-prioritized key tasks in favor of Marketing offers. • We weren’t reusing content. • We had some good content
  14. 2Results are from a single product line. Contacts numbers are from web only. 70%Increase in contacts 51%Increase in online revenue 2 Results from first project
  15. Before • Time: 4 months • Method: Analog • Included: Everything • Categories: Yes/No • Summary: Whole mental model After • Time: 2 weeks • Method: Mural.ly • Included: Research • Categories: Colors, Detail • Summary: Bullet points in a deck Making Mental Models lean
  16. “...Once I had brains, and a heart also; so, having tried them both, I should much rather have a heart.” -The Woodman The Wizard of Oz, Frank L Baum
  17. The Heart
  18. The Problem Credit applications are a dime-a-dozen. They’re robotic and full of legalese. So how can we humanize them?
  19. Customer-driven innovation DEFINE DESIGN DELIVER DISCOVER Engage with customers Focus & refine problem area Be generative in solution concepts Select, prototype, and test with customers Iterative refining DIVERGENT CONVERGENT
  20. CUSTOMER Jim M. Age: 33 IT professional CUSTOMER GOALS CUSTOMER PROBLEM STATEMENT HOW PAYPAL CAN HELP Jim knows he could get a better credit deal, but he is time-poor and finds new applications arduous… so he sticks with what he’s got. PAIN POINTS • Existing PayPal Customer • Regular internet user • Makes occasional big-ticket purchases NEEDS • How does it work? • Where can I use my credit? • What offers are available? • How quick is the application? PRIMARY • Get the best credit deal available • Make his purchase • Comprehension of product • Finds application forms confusing • Personal & financial questions • Understanding of offers • Application time • Making that final commitment to open • Explanation of key value props (Video and microsite) • Support on hand if customer needs it (FAQs, Help Center, CS) • Clean and simple design of app flow • Clear content and supportive tone • Next steps (offers and places to buy)
  21. Customer Journey
  22. KPI Reduce drop-offs in the application process Hypothesis Address concerns at key points in the user journey and we can mitigate these potential drop-offs.
  23. Connecting on an emotional level
  24. What we learned • The first rule of Content Strategy club • Involve your partners at the earliest possible stage • Prove that you can deliver • Build from the customer up, not the business down
  25. “Hearts will never be practical until they can be made unbreakable….” -The Wizard of Oz to the Tin Man
  26. KANSASME
  27. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. Create (and help others create) consistent, trustworthy content to tell an engaging story everywhere PayPal Credit goes.
  28. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 34
  29. The Problem End-to-end content for my product is owned by many teams – we come from different disciplines and different countries. We all need to speak the same language.
  30. Content Strategy at Work by Margot Bloomstein The Solution The message framework. A way to start the conversation and find a common language
  31. The Method • Get the stakeholders in a room • Give them 100 cards to sort • Keep the conversation going • Take copious notes (or record it)
  32. PRODUCT AREA KEY ATTRIBUTES KEY MESSAGE REASONS TO BELIEVE ACQUISITION ONBOARDING SERVICING • Easy to use • Trusted and safe • There when you need us • The application process is simple –get an answer in seconds. • PayPal = Secure financial information • Available at most places PayPal is accepted With PayPal Credit, you get a secure & flexible line of credit that makes it easier to buy the things you love. • We help you get started with educational email & easy-to-use servicing experience. • When you see PayPal Credit on a merchant site, you know eligible BML purchases are covered by PayPal Purchase Protection & zero fraud liability. • We give you lots of ways to pay – online, by mail, one-time & repeat payment options. PayPal is there every step of the way to help you get the most out of your PayPal Credit account. • Welcoming • Trusted and safe • Customer-oriented • Welcoming • Trusted and safe • Customer-oriented PayPal Credit is built into your PayPal account so you can track your purchases & pay your bill all in one place. • The interface is clean and simple. • We send you friendly reminders to help you avoid fees or late charges. • You can set up repeat payments so you don’t have to worry about the bill at all.
  33. “We’ve never had anything like this before.”
  34. What we learned • Never be afraid to say “hello” • Circulate and share • Just because you built a message framework doesn’t mean you’re done
  35. “Put ‘em up. Put ‘em up.” -- The Cowardly Lion
  36. So you made it to Oz.
  37. Alex Hunter @angryyoungalex Lauren Moler @merrymoler Jessica Pease @moregrist Let’s keep in touch, shall we?
  38. “Going so soon? I wouldn’t hear of it. Why my little party’s just beginning.” -The Wicked Witch of the West

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