Online experiences can be fast, efficient, easy and orderly, which sounds like a good thing, right? Surprisingly, sometimes, that’s a recipe for disaster. We 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.
Content strategy can identify and support opportunities to control the pace of user experience. We’ll discuss three key features that differentiate slow experiences and uncover the fundamental ways they help users.
Presented at MIMA Summit 2013, October 15, 2013, #MIMASummit, in Minneapolis.
10. These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
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11. These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
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29. “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.”
39. Time & space
to interact
with it
Engaging,
informative
content
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40.
41.
42.
43.
44. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
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45. 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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56. By design, content can
slow down users,
focus their attention, and
help them act deliberately.
It respects them and
the topic equally.
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