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Content Strategy for Slow Experiences at Web Design Day

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right.

By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. We’ll look at REI, Target, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all with more deliberate content strategy.

Presented at Web Design Day in Pittsburgh, #WDD2015, June 12, 2015.

Published in: Design

Content Strategy for Slow Experiences at Web Design Day

  1. @mbloomstein | #WDD2015 1 © 2015 Margot Bloomstein @mbloomstein Web Design Day #WDD2015 June 12, 2015 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. @mbloomstein | #WDD2015 2 © 2015(cc) Miles Gehm
  3. @mbloomstein | #WDD2015 3 © 2015
  4. @mbloomstein | #WDD2015 4 © 2015
  5. @mbloomstein | #WDD2015 5 © 2015
  6. We never stopped.
  7. We never stopped. The puns weren’t effective.
  8. We never stopped. The puns weren’t effective. They weren’t the right content at the right time.
  9. The right content isn’t necessarily more content.
  10. The right content is right for right now: the context, audience, and their mindset.
  11. @mbloomstein | #WDD2015 11 © 2015© Scott A. Miller for Chevrolet
  12. These people are waiting in a line.
  13. @mbloomstein | #WDD2015 13 © 2015
  14. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
  15. Content affects experience… and a user’s perception of an experience. @mbloomstein | #WDD2015 15
  16. @mbloomstein | #WDD2015 16 © 2015 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  17. @mbloomstein | #WDD2015 17 © 2015 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)
  18. Frustration, not speed, drives the perception of slowness.
  19. Is it enough just to speed it up?
  20. Do people make better decisions if they’re immediate snap decisions?
  21. @mbloomstein | #WDD2015 21 © 2015
  22. @mbloomstein | #WDD2015 22 © 2015 Efficient isn’t always effective.
  23. @mbloomstein | #WDD2015 23 © 2015 Efficient isn’t always effective.
  24. Users say frustrating activities take forever. But are slow activities inherently frustrating?
  25. © Charlotte & Kristian Septimius Krogh
  26. @mbloomstein | #WDD2015 26 © 2015 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)
  27. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #WDD2015 27
  28. @mbloomstein | #WDD2015 28 © 2015
  29. Why do this? • Encourage exploration & discovery • Drive more deliberate choices • Focus users’ attention
  30. How do you slow down users? 1. Editorial style and structures
  31. @mbloomstein | #WDD2015 31 © 2015 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  32. Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  33. “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.”
  34. @mbloomstein | #WDD2015 35 © 2015
  35. @mbloomstein | #WDD2015 38 © 2015 “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.”
  36. @mbloomstein | #WDD2015 39 © 2015
  37. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types
  38. @mbloomstein | #WDD2015 41 © 2015
  39. Courage in our convictions Empirical proof
  40. ValidationDeliberation
  41. Time & space to interact with it Engaging, informative content
  42. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content
  43. @mbloomstein | #WDD2015 52 © 2015
  44. @mbloomstein | #WDD2015 53 © 2015
  45. @mbloomstein | #WDD2015 54 © 2015 • Slow down • Act deliberately • Focus
  46. @mbloomstein | #WDD2015 55 © 2015
  47. @mbloomstein | #WDD2015 56 © 2015
  48. But does it work?
  49. @mbloomstein | #WDD2015 58 © 2015 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
  50. @mbloomstein | #WDD2015 59 © 2015 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
  51. @mbloomstein | #WDD2015 60 © 2015 Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases 0 20 40 60 80 100 120 140 2007 2008 2009 2010 2011 2012 REI EMS Store growth fuels content availability
  52. @mbloomstein | #WDD2015 61 © 2015 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
  53. @mbloomstein | #WDD2015 62 © 2015 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
  54. Attention must be paid © Viking
  55. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
  56. @mbloomstein | #WDD2015 65 © 2015 Be here now
  57. @mbloomstein | #WDD2015 66 © 2015 Be here now
  58. @mbloomstein | #WDD2015 67 © 2015 Be here now? Are we willing to
  59. THANK YOU! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted. © 2015 Appropriate, Inc.

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