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. They blame their frustration on system speed, and we can learn a valuable lesson: 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.
Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We’ll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace.
Presented at UXPA Boston 2013, #uxpabos13 May 29, 2013, in Boston.