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Whoa Nellie! Content Strategy for Slow Experiences

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Online experiences can be fast, efficient, easy, orderly—and 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.

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 SXSW 2013, Austin; #SXSW #slowCS March 11, 2013.

Published in: Design
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Whoa Nellie! Content Strategy for Slow Experiences

  1. @mbloomstein | #slowCS © 2013© 2012 Margot Bloomstein @mbloomstein #slowCS SXSW 2013 WHOA NELLIE: CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. @mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
  3. These people are waiting in a line.
  4. @mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
  5. @mbloomstein | #slowCS © 2013
  6. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. @mbloomstein | #slowCS
  7. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #slowCS
  8. Content changes an experience and the user’s perception of it. @mbloomstein | #slowCS
  9. @mbloomstein | #slowCS © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  10. @mbloomstein | #slowCS © 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)
  11. That was horrible and it took forever.
  12. @mbloomstein | #slowCS © 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)
  13. @mbloomstein | #slowCS © 2013
  14. @mbloomstein | #slowCS © 2013 Efficient isn’t always effective— or good.
  15. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #slowCS
  16. © Charlotte & Kristian Septimius Krogh
  17. @mbloomstein | #slowCS © 2013
  18. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #slowCS
  19. How? Editorial style and structures, content types, and design that creates space. @mbloomstein | #slowCS
  20. @mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  21. @mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  22. @mbloomstein | #slowCS © 2013
  23. “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.”
  24. @mbloomstein | #slowCS © 2013
  25. @mbloomstein | #slowCS © 2013
  26. @mbloomstein | #slowCS © 2013
  27. @mbloomstein | #slowCS © 2013 What does content do?
  28. Content can slow down users, focus their attention, and help them act deliberately. @mbloomstein | #slowCS
  29. Attention must be paid ©Viking
  30. @mbloomstein | #slowCS © 2013 Longform copy
  31. Editorial style
  32. Editorial style “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.”
  33. @mbloomstein | #slowCS © 2013
  34. Validation
  35. @mbloomstein | #slowCS © 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
  36. @mbloomstein | #slowCS © 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
  37. What’s the benefit? Slow experiences drive exploration and discovery, deliberate choices, and focused attention. @mbloomstein | #slowCS
  38. Exploration and discovery
  39. Exploration and discovery
  40. Exploration and discovery
  41. Exploration and discovery
  42. Deliberate choices
  43. Deliberate choices
  44. Focused attention
  45. @mbloomstein | #slowCS © 2013
  46. @mbloomstein | #slowCS © 2013 Focused attention
  47. @mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet BE HERE NOW
  48. @mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.
  49. @mbloomstein | #slowCS © 2013 Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, and Anne Weiskopf.
  50. @mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.

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