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Whoa Nellie! Content Strategy for Pacing UX

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Margot Bloomstein
Margot Bloomstein

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.

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@mbloomstein | #UXPABos13 © 2013© 2012 Margot Bloomstein @mbloomstein #UXPABos13 UXPA Boston 052913 WHOA NELLIE: CONTENT STRATEGY FOR PACING USER EXPERIENCE
@mbloomstein | #UXPABos13 © 2013 ©ScottA.MillerforChevrolet
These people are waiting in a line.
@mbloomstein | #UXPABos13 © 2013 ©ScottA.MillerforChevrolet
@mbloomstein | #UXPABos13 © 2013
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #UXPABos13
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #UXPABos13
Content will change an experience and a user’s perception of it. @mbloomstein | #UXPABos13
@mbloomstein | #UXPABos13 © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@mbloomstein | #UXPABos13 © 2013 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)
That was horrible and it took forever.
@mbloomstein | #UXPABos13 © 2013 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)
@mbloomstein | #UXPABos13 © 2013
@mbloomstein | #UXPABos13 © 2013 Efficient isn’t always effective— or good.
Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #UXPABos13
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #UXPABos13 © 2013 Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #UXPABos13 “bad” slow vs. “good” slow?
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #UXPABos13
@mbloomstein | #UXPABos13 What will a slow pace do? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention
@mbloomstein | #UXPABos13 How do you set the pace? • Editorial style and structures • Discovery-oriented content • Design that creates space
@mbloomstein | #UXPABos13 How do you set the pace? 1. Editorial style and structures
@mbloomstein | #UXPABos13 © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #UXPABos13 © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #UXPABos13 © 2013
“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 | #UXPABos13 © 2013 “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 | #UXPABos13 © 2013
@mbloomstein | #UXPABos13 How do you set the pace? 2. Discovery- and comparison- oriented content types
@mbloomstein | #UXPABos13 © 2013
@mbloomstein | #UXPABos13 Courage in our convictions Empirical proof
@mbloomstein | #UXPABos13 How 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 content slows down users, focuses their attention, and helps them act deliberately. It respects them and the topic equally. @mbloomstein | #UXPABos13
@mbloomstein | #UXPABos13 © 2013 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 | #UXPABos13 © 2013 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
@mbloomstein | #UXPABos13 © 2013
@mbloomstein | #UXPABos13 © 2013 BE HERE NOW
@mbloomstein | #UXPABos13 © 2013 BE HERE NOW
@mbloomstein | #UXPABos13 © 2013 ©ScottA.MillerforChevrolet BE HERE NOW
@mbloomstein | #UXPABos13 © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.
@mbloomstein | #UXPABos13 © 2013 Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, Russ Unger, and Anne Weiskopf.
@mbloomstein | #UXPABos13 © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

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