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2014 Margot Bloomstein @mbloomstein #UXLX User Experience Lisbon 6 June, 2014 CONTENT STRATEGY FOR SLOW EXPERIENCES

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2014 anticipation

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2014 discovery

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2014

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2014© Scott A. Miller for Chevrolet

These people are waiting in
a line.

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These people are delighting in
a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #uxlx 15

Content affects experience… and a
user’s perception of an experience. @mbloomstein | #uxlx 16

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2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)

Content supports experiences for different
media, devices, and users.

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2014 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)

Frustration, not speed, drives the
perception of slowness. That was horrible and it took forever, no matter how fast it was.

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2014© jonandallie.blogspot.com

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2014 Little content supports the experience and one size fits all.

Is it enough just to
speed it up?

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2014 Efficient isn’t always effective.

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2014 Efficient isn’t always effective.

Users say frustrating activities take
forever. But are time-consuming activities also inherently frustrating?

© Charlotte & Kristian Septimius
Krogh

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2014 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)

Users can appreciate slow experiences:
they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #uxlx 30

Why do this? • Drive
exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #uxlx 31

How do you slow down
users? 1. Editorial style and structures

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2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.

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2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.

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2014

“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.”

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2014 “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.”

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How do you slow down
users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types

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Courage in our convictions Empirical
proof

ValidationDeliberation

Time & space to interact
with it Engaging, informative content

How do you slow down
users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content

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2014

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2014

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2014 • Slow down • Act deliberately • Focus

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But does it work?

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2014 The outdoor recreation economy grew 5% annually 2005 through 2011— during an economic recession when many sectors contracted. Outdoor Industry Association Source: Outdoor Recreation Economy Report 2012; http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf

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2014 2005 2006 2007 2008 2009 2010 2011 REI industry average Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html The outdoor recreation economy grew 5% annually… while REI averaged 11% year-over-year growth

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2014 Store growth fuels content availability

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2014 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

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2014 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

Attention must be paid ©
Viking

Attention must be paid but
only if we can respect our users, brands, and content equally. © Viking

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2014 Be here now

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2014 Be here now

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2014 Be here now

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2014 Be here now? Are we willing to

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2014 Obrigada! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All Portugal photography © Margot Bloomstein; all other images property of their owners as noted.