@mbloomstein | #ConfabUK          Margot Bloomstein          @mbloomstein #ConfabUK          Confab London 2013WHOA NELLIE...
© Scott A. Miller for Chevrolet                                  @mbloomstein | #ConfabUK © 2013
These people are waitingin a line.
© Scott A. Miller for Chevrolet                                  @mbloomstein | #ConfabUK © 2013
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUKThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.Th...
@mbloomstein | #ConfabUKThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriestha...
@mbloomstein | #ConfabUKContent changes an experienceand the user’s perception of it.
@mbloomstein | #ConfabUKYou wait longer, but you’re engagedbefore you get there. You’re invested inthe experience.        ...
@mbloomstein | #ConfabUKWhen people have a frustratingexperience, they rate the checkout asslow.When we ask people what’s ...
That was horribleand it took forever.
@mbloomstein | #ConfabUKIs the nature of the transaction sosmall and insignificant that itshouldn’t require a second thoug...
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUKEfficient isn’t always effective—or good.                                          © 2013
@mbloomstein | #ConfabUKUsers say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrust...
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #ConfabUKUsers can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover,...
@mbloomstein | #ConfabUKHow?Editorial style and structures,content types, anddesign that creates space.
@mbloomstein | #ConfabUKUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories.              ...
@mbloomstein | #ConfabUKUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories.              ...
@mbloomstein | #ConfabUK               © 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...
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUKWhat does content do?                                  © 2013
@mbloomstein | #ConfabUKContent can slow down users,focus their attention, andhelp them act deliberately.
Attention must be paid© Viking
@mbloomstein | #ConfabUKLongform copy                               © 2013
Editorial style
“Springtime shaded belays at the creek,   predawn starts in the Canadian Rockies   and hut tours in the High Sierra:   Any...
@mbloomstein | #ConfabUK               © 2013
Validation
@mbloomstein | #ConfabUKOur content strategy is pretty simple:we stay as close to our core market aspossible.Patagonia’s a...
@mbloomstein | #ConfabUKOn a short-term basis, it doesn’t helpus move product. It doesn’t meet yourweekly sales goal. It’s...
@mbloomstein | #ConfabUKWhat’s the benefit?(Three big things)Slow experiences driveexploration and discovery,deliberate ch...
Exploration and discovery
Exploration and discovery
Exploration and discovery
Exploration and discovery
Deliberate choices
Deliberate choices
Focused attention
@mbloomstein | #ConfabUK               © 2013
@mbloomstein | #ConfabUKFocused attention                                   © 2013
@mbloomstein | #ConfabUK                                  BE HERE NOW© Scott A. Miller for Chevrolet                      ...
@mbloomstein | #ConfabUKThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/C...
@mbloomstein | #ConfabUKThank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, K...
@mbloomstein | #ConfabUKThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/C...
Whoa Nellie Content Strategy for Slow Experiences ConfabUK
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Whoa Nellie Content Strategy for Slow Experiences ConfabUK

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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. 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.

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Whoa Nellie Content Strategy for Slow Experiences ConfabUK

  1. @mbloomstein | #ConfabUK Margot Bloomstein @mbloomstein #ConfabUK Confab London 2013WHOA NELLIE:CONTENT STRATEGY FORSLOW EXPERIENCES © 2012 2013
  2. © Scott A. Miller for Chevrolet @mbloomstein | #ConfabUK © 2013
  3. These people are waitingin a line.
  4. © Scott A. Miller for Chevrolet @mbloomstein | #ConfabUK © 2013
  5. @mbloomstein | #ConfabUK © 2013
  6. @mbloomstein | #ConfabUKThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memories.They’re in the moment.
  7. @mbloomstein | #ConfabUKThese people are delightingin a line:they’re engaged,anticipating,discovering,creating memoriesthanks to content.
  8. @mbloomstein | #ConfabUKContent changes an experienceand the user’s perception of it.
  9. @mbloomstein | #ConfabUKYou wait longer, but you’re engagedbefore you get there. You’re invested inthe experience. Keri Maijala (@clamhead) © 2013
  10. @mbloomstein | #ConfabUKWhen 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) © 2013
  11. That was horribleand it took forever.
  12. @mbloomstein | #ConfabUKIs 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) © 2013
  13. @mbloomstein | #ConfabUK © 2013
  14. @mbloomstein | #ConfabUKEfficient isn’t always effective—or good. © 2013
  15. @mbloomstein | #ConfabUKUsers say frustrating activitiestake forever.But are time-consumingactivities also inherentlyfrustrating?
  16. © Charlotte & Kristian Septimius Krogh
  17. @mbloomstein | #ConfabUKUsers can appreciate slowexperiences:they’re engaged,anticipating,creating memories.They discover, learn, and payattention to act deliberately.
  18. @mbloomstein | #ConfabUKHow?Editorial style and structures,content types, anddesign that creates space.
  19. @mbloomstein | #ConfabUKUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
  20. @mbloomstein | #ConfabUKUsers can appreciate slowexperiences.they’re engaged,anticipating,creating memories. © 2013
  21. @mbloomstein | #ConfabUK © 2013
  22. “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.”
  23. @mbloomstein | #ConfabUK © 2013
  24. @mbloomstein | #ConfabUK © 2013
  25. @mbloomstein | #ConfabUK © 2013
  26. @mbloomstein | #ConfabUKWhat does content do? © 2013
  27. @mbloomstein | #ConfabUKContent can slow down users,focus their attention, andhelp them act deliberately.
  28. Attention must be paid© Viking
  29. @mbloomstein | #ConfabUKLongform copy © 2013
  30. Editorial style
  31. “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.”Editorial style
  32. @mbloomstein | #ConfabUK © 2013
  33. Validation
  34. @mbloomstein | #ConfabUKOur 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 © 2013
  35. @mbloomstein | #ConfabUKOn 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 © 2013
  36. @mbloomstein | #ConfabUKWhat’s the benefit?(Three big things)Slow experiences driveexploration and discovery,deliberate choices, andattention.
  37. Exploration and discovery
  38. Exploration and discovery
  39. Exploration and discovery
  40. Exploration and discovery
  41. Deliberate choices
  42. Deliberate choices
  43. Focused attention
  44. @mbloomstein | #ConfabUK © 2013
  45. @mbloomstein | #ConfabUKFocused attention © 2013
  46. @mbloomstein | #ConfabUK BE HERE NOW© Scott A. Miller for Chevrolet © 2013
  47. @mbloomstein | #ConfabUKThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll images property of their respective owners or © Margot Bloomstein as noted. © 2013
  48. @mbloomstein | #ConfabUKThank you, Giselle Abramovich,Joe Baz, Bill Boland, LauraCreekmore, Matt Grocki, SarahKrznarich, Kristina Halvorson,Michael Lohmiller, Jared Spool,and Anne Weiskopf. © 2013
  49. @mbloomstein | #ConfabUKThank youMargot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll images property of their respective owners or © Margot Bloomstein as noted. © 2013

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