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@mbloomstein | #WDD2015 1
© 2015
Margot Bloomstein
@mbloomstein
Web Design Day #WDD2015
June 12, 2015
CONTENT STRATEGY
FOR SLOW EXPERIENCES
@mbloomstein | #WDD2015 2
© 2015(cc) Miles Gehm
@mbloomstein | #WDD2015 3
© 2015
@mbloomstein | #WDD2015 4
© 2015
@mbloomstein | #WDD2015 5
© 2015
We never stopped.
We never stopped.
The puns weren’t effective.
We never stopped.
The puns weren’t effective.
They weren’t the right content
at the right time.
The right content isn’t
necessarily more content.
The right content is
right for right now:
the context,
audience, and
their mindset.
@mbloomstein | #WDD2015 11
© 2015© Scott A. Miller for Chevrolet
These people are waiting
in a line.
@mbloomstein | #WDD2015 13
© 2015
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
Content affects experience…
and a user’s perception of an experience.
@mbloomstein | #WDD2015 15
@mbloomstein | #WDD2015 16
© 2015
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)
@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)
Frustration, not speed, drives
the perception of slowness.
Is it enough just to speed it up?
Do people make better decisions if
they’re immediate snap decisions?
@mbloomstein | #WDD2015 21
© 2015
@mbloomstein | #WDD2015 22
© 2015
Efficient isn’t always effective.
@mbloomstein | #WDD2015 23
© 2015
Efficient isn’t always effective.
Users say frustrating activities take
forever.
But are slow activities inherently
frustrating?
© Charlotte & Kristian Septimius Krogh
@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)
Users can appreciate slow experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay attention to
act deliberately.
@mbloomstein | #WDD2015 27
@mbloomstein | #WDD2015 28
© 2015
Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Focus users’ attention
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #WDD2015 31
© 2015
Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
Content Strategy for Slow Experiences at Web Design Day
“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.”
@mbloomstein | #WDD2015 35
© 2015
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
@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.”
@mbloomstein | #WDD2015 39
© 2015
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloomstein | #WDD2015 41
© 2015
Courage in our
convictions
Empirical
proof
ValidationDeliberation
Time & space
to interact
with it
Engaging,
informative
content
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
@mbloomstein | #WDD2015 52
© 2015
@mbloomstein | #WDD2015 53
© 2015
@mbloomstein | #WDD2015 54
© 2015
• Slow down
• Act deliberately
• Focus
@mbloomstein | #WDD2015 55
© 2015
@mbloomstein | #WDD2015 56
© 2015
But does it work?
@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
@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
@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
@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
@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
Attention must be paid
© Viking
Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
@mbloomstein | #WDD2015 65
© 2015
Be here now
@mbloomstein | #WDD2015 66
© 2015
Be here now
@mbloomstein | #WDD2015 67
© 2015
Be here now?
Are we willing to
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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