@mbloomstein | #UXPABos13© 2013© 2012Margot Bloomstein@mbloomstein #UXPABos13UXPA Boston 052913WHOA NELLIE:CONTENT STRATEG...
@mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevrolet
These people are waitingin a line.
@mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevrolet
@mbloomstein | #UXPABos13© 2013
These people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.They’re in the moment.@mbl...
These people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthanks to content.@mbloomst...
Content will change an experienceand a user’s perception of it.@mbloomstein | #UXPABos13
@mbloomstein | #UXPABos13© 2013You wait longer, but you’re engagedbefore you get there. You’re invested inthe experience.K...
@mbloomstein | #UXPABos13© 2013When people have a frustratingexperience, they rate the checkout asslow.When we ask people ...
That was horribleand it took forever.
@mbloomstein | #UXPABos13© 2013Is the nature of the transaction sosmall and insignificant that itshouldn’t require a secon...
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013Efficient isn’t always effective—or good.
Users say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustrating?@mbloomstein | #U...
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They di...
Users can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention...
@mbloomstein | #UXPABos13What will a slow pace do?• Drive exploration & discovery• Encourage deliberate choices• Focus use...
@mbloomstein | #UXPABos13How do you set the pace?• Editorial style and structures• Discovery-oriented content• Design that...
@mbloomstein | #UXPABos13How do you set the pace?1. Editorial style and structures
@mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences.they’re engaged,anticipating,creating memories.
@mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences.they’re engaged,anticipating,creating memories.
@mbloomstein | #UXPABos13© 2013
“Choosing a lens can be a daunting taskfor all of the reasons mentioned above,so I pulled together some info from myown ex...
@mbloomstein | #UXPABos13© 2013“Springtime shaded belays at the creek,predawn starts in the Canadian Rockiesand hut tours ...
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13How do you set the pace?2. Discovery- and comparison-oriented content types
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13Courage in ourconvictionsEmpiricalproof
@mbloomstein | #UXPABos13How do you set the pace?3. Longform content
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013
Attention must be paid©Viking
The right contentslows down users,focuses their attention, andhelps them act deliberately.It respects them andthe topic eq...
@mbloomstein | #UXPABos13© 2013Our content strategy is pretty simple:we stay as close to our core market aspossible.Patago...
@mbloomstein | #UXPABos13© 2013On a short-term basis, it doesn’t helpus move product. It doesn’t meet yourweekly sales goa...
@mbloomstein | #UXPABos13© 2013
@mbloomstein | #UXPABos13© 2013BE HERE NOW
@mbloomstein | #UXPABos13© 2013BE HERE NOW
@mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevroletBE HERE NOW
@mbloomstein | #UXPABos13© 2013Thank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinam...
@mbloomstein | #UXPABos13© 2013Thank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrzna...
@mbloomstein | #UXPABos13© 2013Thank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinam...
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Whoa Nellie! Content Strategy for Pacing UX
Upcoming SlideShare
Loading in …5
×

Whoa Nellie! Content Strategy for Pacing UX

4,401 views

Published on

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.

1 Comment
8 Likes
Statistics
Notes
  • nice presentation. DIsney reference is well thought. They manage the chaos. :-)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,401
On SlideShare
0
From Embeds
0
Number of Embeds
111
Actions
Shares
0
Downloads
0
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Whoa Nellie! Content Strategy for Pacing UX

  1. @mbloomstein | #UXPABos13© 2013© 2012Margot Bloomstein@mbloomstein #UXPABos13UXPA Boston 052913WHOA NELLIE:CONTENT STRATEGY FORPACING USER EXPERIENCE
  2. @mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevrolet
  3. These people are waitingin a line.
  4. @mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevrolet
  5. @mbloomstein | #UXPABos13© 2013
  6. These people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.They’re in the moment.@mbloomstein | #UXPABos13
  7. These people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthanks to content.@mbloomstein | #UXPABos13
  8. Content will change an experienceand a user’s perception of it.@mbloomstein | #UXPABos13
  9. @mbloomstein | #UXPABos13© 2013You wait longer, but you’re engagedbefore you get there. You’re invested inthe experience.Keri Maijala (@clamhead)
  10. @mbloomstein | #UXPABos13© 2013When people have a frustratingexperience, they rate the checkout asslow.When we ask people what’s ‘slow,’ it’sthe frustrating experiences. What’sfast? They say delightful experiences.Jared Spool (@jmspool)
  11. That was horribleand it took forever.
  12. @mbloomstein | #UXPABos13© 2013Is the nature of the transaction sosmall and insignificant that itshouldn’t require a second thought?Don’t get in the way. Or will theconsumer get to the final transactionafter plenty of preliminary research?Again, don’t make them rethink it.Jared Spool (@jmspool)
  13. @mbloomstein | #UXPABos13© 2013
  14. @mbloomstein | #UXPABos13© 2013Efficient isn’t always effective—or good.
  15. Users say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustrating?@mbloomstein | #UXPABos13
  16. © Charlotte & Kristian Septimius Krogh
  17. @mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention to act deliberately.@mbloomstein | #UXPABos13“bad” slow vs. “good” slow?
  18. Users can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention to act deliberately.@mbloomstein | #UXPABos13
  19. @mbloomstein | #UXPABos13What will a slow pace do?• Drive exploration & discovery• Encourage deliberate choices• Focus users’ attention
  20. @mbloomstein | #UXPABos13How do you set the pace?• Editorial style and structures• Discovery-oriented content• Design that creates space
  21. @mbloomstein | #UXPABos13How do you set the pace?1. Editorial style and structures
  22. @mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences.they’re engaged,anticipating,creating memories.
  23. @mbloomstein | #UXPABos13© 2013Users can appreciate slowexperiences.they’re engaged,anticipating,creating memories.
  24. @mbloomstein | #UXPABos13© 2013
  25. “Choosing a lens can be a daunting taskfor all of the reasons mentioned above,so I pulled together some info from myown experiences, as well as those ofother Crutchfield shutterbugs.”
  26. @mbloomstein | #UXPABos13© 2013“Springtime shaded belays at the creek,predawn starts in the Canadian Rockiesand hut tours in the High Sierra:Anywhere brisk, the Down Sweaterdelivers featherweight, superblycompressible warmth.The polyesterripstop shell on this down jacket doesmore than look sharp; it’s tear-resistant,windproof, and made from 100%polyester.”
  27. @mbloomstein | #UXPABos13© 2013
  28. @mbloomstein | #UXPABos13How do you set the pace?2. Discovery- and comparison-oriented content types
  29. @mbloomstein | #UXPABos13© 2013
  30. @mbloomstein | #UXPABos13Courage in ourconvictionsEmpiricalproof
  31. @mbloomstein | #UXPABos13How do you set the pace?3. Longform content
  32. @mbloomstein | #UXPABos13© 2013
  33. @mbloomstein | #UXPABos13© 2013
  34. @mbloomstein | #UXPABos13© 2013
  35. @mbloomstein | #UXPABos13© 2013
  36. @mbloomstein | #UXPABos13© 2013
  37. @mbloomstein | #UXPABos13© 2013
  38. Attention must be paid©Viking
  39. The right contentslows down users,focuses their attention, andhelps them act deliberately.It respects them andthe topic equally.@mbloomstein | #UXPABos13
  40. @mbloomstein | #UXPABos13© 2013Our content strategy is pretty simple:we stay as close to our core market aspossible.Patagonia’s always had a literary,storytelling component to the brand.It’s in line with what we say: buy lessstuff and make sure what you buy lasts.Bill Boland, Patagonia
  41. @mbloomstein | #UXPABos13© 2013On a short-term basis, it doesn’t helpus move product. It doesn’t meet yourweekly sales goal. It’s not about short-term ROI. It’s something we enjoy andthe people we build clothes for enjoy.Bill Boland, Patagonia
  42. @mbloomstein | #UXPABos13© 2013
  43. @mbloomstein | #UXPABos13© 2013BE HERE NOW
  44. @mbloomstein | #UXPABos13© 2013BE HERE NOW
  45. @mbloomstein | #UXPABos13© 2013©ScottA.MillerforChevroletBE HERE NOW
  46. @mbloomstein | #UXPABos13© 2013Thank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll images property of their respective owners or © Margot Bloomstein as noted.
  47. @mbloomstein | #UXPABos13© 2013Thank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, Kristina Halvorson,Michael Lohmiller, Jared Spool,Russ Unger, and Anne Weiskopf.
  48. @mbloomstein | #UXPABos13© 2013Thank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll images property of their respective owners or © Margot Bloomstein as noted.

×