SlideShare a Scribd company logo

Content Strategy for Slow Experiences

•
•
Margot Bloomstein
Margot Bloomstein

The document discusses how content strategy can be used to create slow experiences that engage and focus users. It argues that slow experiences driven by exploration, discovery, deliberate choices and focused attention can be appreciated by users. Examples are given of how editorial style, longform copy, validation and storytelling can slow users down in a positive way. The benefits of slow experiences are described as exploration and discovery, deliberate choices, and focused attention.

Design
1 of 51
Download to read offline
@mbloomstein | #slowCS © 2013© 2012 Margot Bloomstein @mbloomstein #slowCS SXSW 2013 WHOA NELLIE: CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
These people are waiting in a line.
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
@mbloomstein | #slowCS © 2013
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. @mbloomstein | #slowCS
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #slowCS
Content changes an experience and the user’s perception of it. @mbloomstein | #slowCS
@mbloomstein | #slowCS © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@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)
That was horrible and it took forever.
@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)
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 Efficient isn’t always effective— or good.
Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #slowCS
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #slowCS © 2013
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #slowCS
How? Editorial style and structures, content types, and design that creates space. @mbloomstein | #slowCS
@mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowCS © 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 | #slowCS © 2013
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 What does content do?
Content can slow down users, focus their attention, and help them act deliberately. @mbloomstein | #slowCS
Attention must be paid ©Viking
@mbloomstein | #slowCS © 2013 Longform copy
Editorial style
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.”
@mbloomstein | #slowCS © 2013
Validation
@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
@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
What’s the benefit? Slow experiences drive exploration and discovery, deliberate choices, and focused attention. @mbloomstein | #slowCS
Exploration and discovery
Exploration and discovery
Exploration and discovery
Exploration and discovery
Deliberate choices
Deliberate choices
Focused attention
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 Focused attention
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet BE HERE NOW
@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.
@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.
@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.

Recommended

Whoa Nellie! Content Strategy for Slow Experiences at Confab MN
Whoa Nellie! Content Strategy for Slow Experiences at Confab MNWhoa Nellie! Content Strategy for Slow Experiences at Confab MN
Whoa Nellie! Content Strategy for Slow Experiences at Confab MNMargot Bloomstein
 
Guide to Cheap Cruises
Guide to Cheap CruisesGuide to Cheap Cruises
Guide to Cheap Cruisesguidetocheapcruises
 
Manali honeymoon package
Manali honeymoon packageManali honeymoon package
Manali honeymoon packagekings holidays
 
The best vacations in Cinque terre (Italy)
The best vacations in Cinque terre (Italy)The best vacations in Cinque terre (Italy)
The best vacations in Cinque terre (Italy)Alejandra Jiménez
 
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013Margot Bloomstein
 
Content Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CSContent Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CSMargot Bloomstein
 
Secrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopSecrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopMargot Bloomstein
 
Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkBath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkMargot Bloomstein
 

Recommended

Whoa Nellie! Content Strategy for Slow Experiences at Confab MN
Whoa Nellie! Content Strategy for Slow Experiences at Confab MNWhoa Nellie! Content Strategy for Slow Experiences at Confab MN
Whoa Nellie! Content Strategy for Slow Experiences at Confab MNMargot Bloomstein
 
Guide to Cheap Cruises
Guide to Cheap CruisesGuide to Cheap Cruises
Guide to Cheap Cruisesguidetocheapcruises
 
Manali honeymoon package
Manali honeymoon packageManali honeymoon package
Manali honeymoon packagekings holidays
 
The best vacations in Cinque terre (Italy)
The best vacations in Cinque terre (Italy)The best vacations in Cinque terre (Italy)
The best vacations in Cinque terre (Italy)Alejandra Jiménez
 
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013Margot Bloomstein
 
Content Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CSContent Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CSMargot Bloomstein
 
Secrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopSecrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopMargot Bloomstein
 
Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkBath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkMargot Bloomstein
 
Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMMargot Bloomstein
 
Know thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyKnow thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyMargot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
Assertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy AppliedAssertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy AppliedMargot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 
Context Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them AllContext Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them AllMargot Bloomstein
 
Kicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopKicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopMargot Bloomstein
 
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Margot Bloomstein
 
Content strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLoveContent strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLoveMargot Bloomstein
 
Slow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove BostonSlow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove BostonDistilled
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Margot Bloomstein
 
Content Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLXContent Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLXMargot Bloomstein
 
A Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference KeynoteA Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference KeynoteMargot Bloomstein
 
Content Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpConContent Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpConMargot Bloomstein
 
Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without CreepinessContent Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without CreepinessMargot Bloomstein
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageMargot Bloomstein
 
From Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected companyFrom Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected companyLetsConnect
 
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 

More Related Content

Similar to Content Strategy for Slow Experiences

Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMMargot Bloomstein
 
Know thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyKnow thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyMargot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
Assertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy AppliedAssertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy AppliedMargot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 
Context Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them AllContext Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them AllMargot Bloomstein
 
Kicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopKicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopMargot Bloomstein
 
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Margot Bloomstein
 
Content strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLoveContent strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLoveMargot Bloomstein
 
Slow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove BostonSlow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove BostonDistilled
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Margot Bloomstein
 
Content Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLXContent Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLXMargot Bloomstein
 
A Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference KeynoteA Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference KeynoteMargot Bloomstein
 
Content Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpConContent Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpConMargot Bloomstein
 
Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without CreepinessContent Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without CreepinessMargot Bloomstein
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageMargot Bloomstein
 
From Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected companyFrom Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected companyLetsConnect
 

Similar to Content Strategy for Slow Experiences (20)

Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCM
 
Know thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyKnow thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategy
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)
 
Assertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy AppliedAssertive Strategy: Content Amid Constraints at Content Strategy Applied
Assertive Strategy: Content Amid Constraints at Content Strategy Applied
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
 
Context Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them AllContext Trumps Location But Brand Backs Them All
Context Trumps Location But Brand Backs Them All
 
Kicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopKicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshop
 
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15
 
Content strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLoveContent strategy for Slow Experiences at SearchLove
Content strategy for Slow Experiences at SearchLove
 
Slow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove BostonSlow Your Roll - Margot Bloomstein - SearchLove Boston
Slow Your Roll - Margot Bloomstein - SearchLove Boston
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
 
Content Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLXContent Strategy for Slow Experiences at UXLX
Content Strategy for Slow Experiences at UXLX
 
A Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference KeynoteA Village of P's and C's, Digital Content Strategies Conference Keynote
A Village of P's and C's, Digital Content Strategies Conference Keynote
 
Content Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpConContent Strategy for Slow Experiences at LevelUpCon
Content Strategy for Slow Experiences at LevelUpCon
 
Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?Content Strategy: What, Why, Why Should You Care?
Content Strategy: What, Why, Why Should You Care?
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow Experiences
 
Content Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without CreepinessContent Strategy: Your Key to Connection Without Creepiness
Content Strategy: Your Key to Connection Without Creepiness
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single Message
 
From Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected companyFrom Zero to Hero in 3 years – the long march to become a connected company
From Zero to Hero in 3 years – the long march to become a connected company
 

More from Margot Bloomstein

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 

More from Margot Bloomstein (20)

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San Francisco
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DC
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat graz
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart Seattle
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day Boston
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSW
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummit
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYC
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015
 

Recently uploaded

How to Empower the future of UX Design with Gen AI
How to Empower the future of UX Design with Gen AIHow to Empower the future of UX Design with Gen AI
How to Empower the future of UX Design with Gen AIyuj
 
Design Portfolio - 2024 - William Vickery
Design Portfolio - 2024 - William VickeryDesign Portfolio - 2024 - William Vickery
Design Portfolio - 2024 - William VickeryWilliamVickery6
 
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...Rishabh Aryan
 
ARt app | UX Case Study
ARt app | UX Case StudyARt app | UX Case Study
ARt app | UX Case StudySophia Viganò
 
Design principles on typography in design
Design principles on typography in designDesign principles on typography in design
Design principles on typography in designnooreen17
 
cda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptcda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptMaryamAfzal41
 
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书zdzoqco
 
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degreeyuu sss
 
FiveHypotheses_UIDMasterclass_18April2024.pdf
FiveHypotheses_UIDMasterclass_18April2024.pdfFiveHypotheses_UIDMasterclass_18April2024.pdf
FiveHypotheses_UIDMasterclass_18April2024.pdfShivakumar Viswanathan
 
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一diploma 1
 
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degreeyuu sss
 
Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Rndexperts
 
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一Fi L
 
Passbook project document_april_21__.pdf
Passbook project document_april_21__.pdfPassbook project document_april_21__.pdf
Passbook project document_april_21__.pdfvaibhavkanaujia
 
Architecture case study India Habitat Centre, Delhi.pdf
Architecture case study India Habitat Centre, Delhi.pdfArchitecture case study India Habitat Centre, Delhi.pdf
Architecture case study India Habitat Centre, Delhi.pdfSumit Lathwal
 
group_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfgroup_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfneelspinoy
 
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,Aginakm1
 
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)jennyeacort
 
Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Rndexperts
 
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10uasjlagroup
 

Recently uploaded (20)

How to Empower the future of UX Design with Gen AI
How to Empower the future of UX Design with Gen AIHow to Empower the future of UX Design with Gen AI
How to Empower the future of UX Design with Gen AI
 
Design Portfolio - 2024 - William Vickery
Design Portfolio - 2024 - William VickeryDesign Portfolio - 2024 - William Vickery
Design Portfolio - 2024 - William Vickery
 
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
 
ARt app | UX Case Study
ARt app | UX Case StudyARt app | UX Case Study
ARt app | UX Case Study
 
Design principles on typography in design
Design principles on typography in designDesign principles on typography in design
Design principles on typography in design
 
cda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptcda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis ppt
 
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书
办理卡尔顿大学毕业证成绩单|购买加拿大文凭证书
 
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree
专业一比一美国亚利桑那大学毕业证成绩单pdf电子版制作修改#真实工艺展示#真实防伪#diploma#degree
 
FiveHypotheses_UIDMasterclass_18April2024.pdf
FiveHypotheses_UIDMasterclass_18April2024.pdfFiveHypotheses_UIDMasterclass_18April2024.pdf
FiveHypotheses_UIDMasterclass_18April2024.pdf
 
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一
办理(USYD毕业证书)澳洲悉尼大学毕业证成绩单原版一比一
 
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree
原版美国亚利桑那州立大学毕业证成绩单pdf电子版制作修改#毕业文凭制作#回国入职#diploma#degree
 
Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025
 
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
 
Passbook project document_april_21__.pdf
Passbook project document_april_21__.pdfPassbook project document_april_21__.pdf
Passbook project document_april_21__.pdf
 
Architecture case study India Habitat Centre, Delhi.pdf
Architecture case study India Habitat Centre, Delhi.pdfArchitecture case study India Habitat Centre, Delhi.pdf
Architecture case study India Habitat Centre, Delhi.pdf
 
group_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfgroup_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdf
 
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,
'CASE STUDY OF INDIRA PARYAVARAN BHAVAN DELHI ,
 
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)
Call Us ✡️97111⇛47426⇛Call In girls Vasant Vihar༒(Delhi)
 
Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025Top 10 Modern Web Design Trends for 2025
Top 10 Modern Web Design Trends for 2025
 
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10
CREATING A POSITIVE SCHOOL CULTURE CHAPTER 10
 

Content Strategy for Slow Experiences

Editor's Notes

  1. Test Track Attraction at Epcot.
  2. Jared and UIE researched checkouts with Best Buy, Amazon, Walmart, Target, JCPenney, and the Gap. Frustration drives the perception of slowness—NOT the other way around. I will always find the RMV slow. Annoying, but revealing.
  3. Sometimes fast is good.
  4. Image: buying something, put in shopping cart—AHH! Wrong thing! Amazon one-click shopping—efficient, not always pleasurable.Hitting confirm too soon, no reason to linger or learn—just get in, buy the thing (hopefully the right one), and go. Not all experiences need to be like this though
  5. YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  6. YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  7. Nobody does this better than Patagonia. Their content marketing is in line with their mission to slow down the user, force them to act deliberately, and focus their attention.
  8. Nobody does this better than Patagonia. They slow down the user, force them to act deliberately, and focus their attention
  9. If our content matters, IF THE EXPERIENCE MATTERS, this is our Willie Loman moment. When Linda says “Attention must be paid,” she says everyone deserves respect and dignity.
  10. Longform copy slows down the interaction experience
  11. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  12. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  13. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  14. Focusing attention – merchandising in shopping cart
  15. Nobody does this better than Patagonia. SYNC WITH TWEET.
  16. Nobody does this better than Patagonia.
  17. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  18. How?Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  19. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  20. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  21. How? Content types as speed bumps, merchandising in the shopping cart
  22. Target too
  23. Musical Instrument Museum MIM.org audio eases you into spaces for pacing and crowd control
  24. When I’m on the blog, I’m on the blog. Limited sensory inputs, no crazy social calls to action
  25. Test Track Attraction at Epcot.