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. Let’s look at REI, Target, Patagonia, Disney, and others for 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 Confab UK 2013, London; #ConfabUK March 25, 2013.