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Presented by
Carol Barnum
March 5, 2013
ConveyUX, March 5, 2013
Me My book
the planning, development, and management of
informational content—written or in other
media. The term is particularly common in web
development since the late 1990s. It is recognized
as a field in user experience design but also draws
interest from adjacent communities such as
content management, business analysis, and
technical communication.
Source: Wikipedia
What is content strategy?
ConveyUX, March 5, 2013
• Web Content Strategist’s Bible, The Complete Guide to a New and
Lucrative Career for Writers of All Kinds, 2009, Sheffield
• Content Strategy for the Web, 2009, Halvorsen, 2nd ed. 2012
• Clout: The Art and Science of Influential Web Content, 2010, Jones
• Content Strategy at Work: Real-world Stories to Strengthen Every
Interactive Projects 2012, Bloomstein
• Content Strategy: Connecting the Dots between Business, Brand,
and Benefits, 2012, Bailey and Urbina
• Content Strategy 101:Transform Technical Content into a Business
Asset, 2012, O’Keefe, Pringle, Rockley
• Managing Enterprise Content: A Unified Content Strategy, 2012,
Rockley (1st ed. 2002)
• Content Everywhere: Strategy and Structure for Future-Ready
Content , 2012, Wachter-Boettcher
Read all about it!
ConveyUX, March 5, 2013
Who are these authors?
Technical communicators!!!
ConveyUX, March 5, 2013
• Audit content inventory
• Plan for the
– creation,
– publication, and
– governance of useful, usable content
• Manage content creation and revision
• Create content
What do content strategists do?
ConveyUX, March 5, 2013
“Content strategy is to
copywriting as
information architecture
is to design.”
Rachel Lovinger, Content Strategy: The Philosophy of Data, 2007, Boxes and Arrows
Test it!
• “We know the content isn’t right. We’ll get to
it later.”
• “We’re testing the site, but we don’t have …“
– the content yet
– help or user assistance
Overheard in testing . . .
ConveyUX, March 5, 2013
Lorem ipsum dolor sit amet, consectetuer
libero fringilla etiam sem, a suspendisse nec
parturient, fringilla lectus ac wisi sem facilis
rutrum, lacus imperdiet sed dignissim enim
libero. Vel vitae donec, ante mi montes sed.
Dolor nunc neque convallis sodales
dignissim ipsum. Tempus nisl placerat,
accumsan nibh lectus tincidunt vitae
rutrum non, quisque lorem nibh aenean
arcu ut, proin praesent phasellus eros varius
Findability Navigation Terminology
Page design
Mental
model
Top findings in testing
ConveyUX, March 5, 2013
• Can users find and view the content?
• Do users understand and want to take action?
• Can users complete the action?
– Clout, Colleen Jones
What about the content?
ConveyUX, March 5, 2013
• Is it what users want and need?
• Is it presented with good information design?
• Is it organized in a way that works for users?
• Does the writing help users skim & read quickly?
• Are the words the ones your users understand?
• Do users interpret images accurately?
– Letting Go of the Words, Ginny Redish
What about the content?
ConveyUX, March 5, 2013
Increases
sales
Reduces
calls
Increases
satisfaction
Why does content matter?
ConveyUX, March 5, 2013
ConveyUX, March 5, 2013
Two case
studies
focus on
content
IHG “Green Engage“
ConveyUX, March 5, 2013
Some facts in the case
ConveyUX, March 5, 2013
Goals
• Navigation and workflow
• Defects and system feedback issues
• Perceptions regarding content, terminology,
labels, visuals
• Identify training requirements
Round 1: Feb. 2010, 14 users
ConveyUX, March 5, 2013
Users liked the concept, hated the execution
“I believe this will be useful once everyone
understands it.”
11 calls to for assistance from 4 users
Conclusion:
Round 1 Results
ConveyUX, March 5, 2013
• All new design prototype
• No change in content!!
• Same goals as round 1:
– obtain feedback on users’ perceptions regarding
content, terminology, labeling, and visuals
• New goal:
– Measure SUS score improvements
Round 2: Oct. 2010, 12 users
ConveyUX, March 5, 2013
Round 1
54
Round 2
73
SUS scores
ConveyUX, March 5, 2013
• Pre-launch, 2-day study, current users of V1
– Day 1, set up your hotel
– Day 2, read reports, create action plans
• Results
– Users loved the changes
• Concepts and functions more fully integrated
• Homepage helpful
• Application supported user goals
Round 3: Mar. 2011, 4 users
ConveyUX, March 5, 2013
Round 1
54
Round 2
73
Round 3
94!!!!!!
SUS score
ConveyUX, March 5, 2013
• Test with new users
• Refine current content
• Test with new content
• Incorporate context-sensitive help
Our recommendations
ConveyUX, March 5, 2013
• New team of SMEs!
• Focus on the content!!
• New users included in participant pool
• Goal—learn how well users understand and
can act on content
– especially “Green Solutions“
Round 4: April 2012, 16 users
ConveyUX, March 5, 2013
• Find ways to make your hotel more
sustainable
• Use the content to select a solution to match
your goal
• Show us how you would implement this
solution
• Add this item to your plan
Participants directed to …
ConveyUX, March 5, 2013
What am I
supposed
to click on?
“I imagine I’d have to read all these things
. . . It looks nice, good ideas . . . But I
want actions that can profit for our
hotel.”
“I’m looking for a solution rather than an
idea.”
Users said . . .
ConveyUX, March 5, 2013
• Findability—users couldn’t find simple, low cost
solutions
• Organization/Terminology
– what’s the difference between Green Solutions and
Action Plan?
– What’s the difference between Action Plan and Action
list?
– What are levels?
• Content—lots of content, but the wrong content
in the wrong order
Top negative findings
ConveyUX, March 5, 2013
SUS score
50
ConveyUX, March 5, 2013
Content creators on board!
ConveyUX, March 5, 2013
Footsmart website
ConveyUX, March 5, 2013
Some facts in the case
ConveyUX, March 5, 2013
• Verify new content direction by comparing
two versions (A and B)
• Understand how users respond to
– Voice and tone
– Quality and credibility
– Content and completeness
• Compare merchandise layout, desire to
purchase
Study goals
ConveyUX, March 5, 2013
• 4 women – 50+, foot pain, wide feet, trouble
finding shoes that fit
• 2 men – 30-55, very active, potential foot
injuries from sports
Participants in 2 groups
ConveyUX, March 5, 2013
• View article—first reactions to page design
• Read article—comprehension questions
• Shop for heel cushion
• Do same tasks on “other“ site
Scenarios/tasks
ConveyUX, March 5, 2013
Current version - A
Prototype version - B
Results
• 6 of 6 liked the prototype (B) better
• 6 of 6 found the heel cushion easily on B
• 6 of 6 did not find the heel cushion easily on A
• 5 of 6 would consult doctor first before purchase
(content informs conversation)
• 3 of 6 liked the “lack of sell“ on B
• 3 of 6 complained about redundant content (A)
• 3 of 6 had additional questions (A)
• 2 of 6 wanted the option to access more content (B)
ConveyUX, March 5, 2013
Today’s takeaway . . .
Content
strategy
Usability
testing
Good
business!
ConveyUX, March 5, 2013
ConveyUX, March 5, 2013

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Content strategy - How to get it, how to test

  • 2. ConveyUX, March 5, 2013 Me My book
  • 3. the planning, development, and management of informational content—written or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication. Source: Wikipedia What is content strategy? ConveyUX, March 5, 2013
  • 4. • Web Content Strategist’s Bible, The Complete Guide to a New and Lucrative Career for Writers of All Kinds, 2009, Sheffield • Content Strategy for the Web, 2009, Halvorsen, 2nd ed. 2012 • Clout: The Art and Science of Influential Web Content, 2010, Jones • Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Projects 2012, Bloomstein • Content Strategy: Connecting the Dots between Business, Brand, and Benefits, 2012, Bailey and Urbina • Content Strategy 101:Transform Technical Content into a Business Asset, 2012, O’Keefe, Pringle, Rockley • Managing Enterprise Content: A Unified Content Strategy, 2012, Rockley (1st ed. 2002) • Content Everywhere: Strategy and Structure for Future-Ready Content , 2012, Wachter-Boettcher Read all about it! ConveyUX, March 5, 2013
  • 5. Who are these authors? Technical communicators!!! ConveyUX, March 5, 2013
  • 6. • Audit content inventory • Plan for the – creation, – publication, and – governance of useful, usable content • Manage content creation and revision • Create content What do content strategists do? ConveyUX, March 5, 2013
  • 7. “Content strategy is to copywriting as information architecture is to design.” Rachel Lovinger, Content Strategy: The Philosophy of Data, 2007, Boxes and Arrows
  • 9. • “We know the content isn’t right. We’ll get to it later.” • “We’re testing the site, but we don’t have …“ – the content yet – help or user assistance Overheard in testing . . . ConveyUX, March 5, 2013
  • 10. Lorem ipsum dolor sit amet, consectetuer libero fringilla etiam sem, a suspendisse nec parturient, fringilla lectus ac wisi sem facilis rutrum, lacus imperdiet sed dignissim enim libero. Vel vitae donec, ante mi montes sed. Dolor nunc neque convallis sodales dignissim ipsum. Tempus nisl placerat, accumsan nibh lectus tincidunt vitae rutrum non, quisque lorem nibh aenean arcu ut, proin praesent phasellus eros varius
  • 11. Findability Navigation Terminology Page design Mental model Top findings in testing ConveyUX, March 5, 2013
  • 12. • Can users find and view the content? • Do users understand and want to take action? • Can users complete the action? – Clout, Colleen Jones What about the content? ConveyUX, March 5, 2013
  • 13. • Is it what users want and need? • Is it presented with good information design? • Is it organized in a way that works for users? • Does the writing help users skim & read quickly? • Are the words the ones your users understand? • Do users interpret images accurately? – Letting Go of the Words, Ginny Redish What about the content? ConveyUX, March 5, 2013
  • 15. ConveyUX, March 5, 2013 Two case studies focus on content
  • 17. Some facts in the case ConveyUX, March 5, 2013
  • 18. Goals • Navigation and workflow • Defects and system feedback issues • Perceptions regarding content, terminology, labels, visuals • Identify training requirements Round 1: Feb. 2010, 14 users ConveyUX, March 5, 2013
  • 19. Users liked the concept, hated the execution “I believe this will be useful once everyone understands it.” 11 calls to for assistance from 4 users Conclusion: Round 1 Results ConveyUX, March 5, 2013
  • 20. • All new design prototype • No change in content!! • Same goals as round 1: – obtain feedback on users’ perceptions regarding content, terminology, labeling, and visuals • New goal: – Measure SUS score improvements Round 2: Oct. 2010, 12 users ConveyUX, March 5, 2013
  • 21.
  • 22. Round 1 54 Round 2 73 SUS scores ConveyUX, March 5, 2013
  • 23. • Pre-launch, 2-day study, current users of V1 – Day 1, set up your hotel – Day 2, read reports, create action plans • Results – Users loved the changes • Concepts and functions more fully integrated • Homepage helpful • Application supported user goals Round 3: Mar. 2011, 4 users ConveyUX, March 5, 2013
  • 24. Round 1 54 Round 2 73 Round 3 94!!!!!! SUS score ConveyUX, March 5, 2013
  • 25. • Test with new users • Refine current content • Test with new content • Incorporate context-sensitive help Our recommendations ConveyUX, March 5, 2013
  • 26. • New team of SMEs! • Focus on the content!! • New users included in participant pool • Goal—learn how well users understand and can act on content – especially “Green Solutions“ Round 4: April 2012, 16 users ConveyUX, March 5, 2013
  • 27. • Find ways to make your hotel more sustainable • Use the content to select a solution to match your goal • Show us how you would implement this solution • Add this item to your plan Participants directed to … ConveyUX, March 5, 2013
  • 29. “I imagine I’d have to read all these things . . . It looks nice, good ideas . . . But I want actions that can profit for our hotel.” “I’m looking for a solution rather than an idea.” Users said . . . ConveyUX, March 5, 2013
  • 30. • Findability—users couldn’t find simple, low cost solutions • Organization/Terminology – what’s the difference between Green Solutions and Action Plan? – What’s the difference between Action Plan and Action list? – What are levels? • Content—lots of content, but the wrong content in the wrong order Top negative findings ConveyUX, March 5, 2013
  • 32. Content creators on board! ConveyUX, March 5, 2013
  • 34. Some facts in the case ConveyUX, March 5, 2013
  • 35. • Verify new content direction by comparing two versions (A and B) • Understand how users respond to – Voice and tone – Quality and credibility – Content and completeness • Compare merchandise layout, desire to purchase Study goals ConveyUX, March 5, 2013
  • 36. • 4 women – 50+, foot pain, wide feet, trouble finding shoes that fit • 2 men – 30-55, very active, potential foot injuries from sports Participants in 2 groups ConveyUX, March 5, 2013
  • 37. • View article—first reactions to page design • Read article—comprehension questions • Shop for heel cushion • Do same tasks on “other“ site Scenarios/tasks ConveyUX, March 5, 2013
  • 40. Results • 6 of 6 liked the prototype (B) better • 6 of 6 found the heel cushion easily on B • 6 of 6 did not find the heel cushion easily on A • 5 of 6 would consult doctor first before purchase (content informs conversation) • 3 of 6 liked the “lack of sell“ on B • 3 of 6 complained about redundant content (A) • 3 of 6 had additional questions (A) • 2 of 6 wanted the option to access more content (B) ConveyUX, March 5, 2013
  • 41.
  • 42. Today’s takeaway . . . Content strategy Usability testing Good business! ConveyUX, March 5, 2013