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DESIGNING CONTENT
FOR CUSTOMERS
MIKE ATHERTON
@MIKEATHERTON
A LITTLE HISTORY
PART ONE
@MIKEATHERTON
ONCE UPON A TIME THERE WAS ADVERTISING.
WE DRIVE INTO THE FUTURE
USING OUR REAR-VIEW MIRROR.
— MARSHALL MCLUHAN
@MIKEATHERTON
"THIS WAS BACK WHEN THE INTERNET WAS STILL SOME EXOTIC PET KEPT IN THE
CORNER OF THE PUBLISHING WORLD - THROW SOME KIBBLE ...
WE TRIED TO MAKE THE NEW TECHNOLOGY WORK LIKE THE OLD TECHNOLOGY.
CONTENT IS KING.
THE PLACE WHERE NEW ROOMS ARE ADDED TO SILENCE THE GHOSTS.
THE PROBLEM
PART TWO
@MIKEATHERTON
SOME BUSINESSES STILL THINK OF THE WEB AS THEIR PERSONAL FANZINE.
THE OATMEAL
BUSINESS STRUCTURE AS WEBSITE STRUCTURE IS NEVER A GOOD IDEA.
WITHOUT A SENSE OF DIRECTION, WEBSITE CONTENT GOES SILLY.
SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT-IA-...
CUSTOMERS WANT WHAT THEY WANT, NOT WHAT YOU WANT.
XKCD.COM/773/
THE RISE OF CONTENT
STRATEGY
PART THREE
@MIKEATHERTON
YOUR BRAND ISN’T WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
— MARTY NEUMEIER
@MIKEATHERTON
CONTENT IS A TRANSACTION OF INFORMATION AND ATTENTION.
CONTENT STRATEGY SOLIDIFIES HOW USER-CENTERED PRINCIPLES APPLY TO CONTENT.
BLOG.BRAINTRAFFIC.COM/2012/07/FROM-THE-ARCHIVE-...
WHAT ARE THE TOP THINGS I WANT TO KNOW WHEN CHOOSING AN AIRBNB?
Is it the whole place?
Where is it?
How much is it?
What d...
Where is it?
What does
it look like?
How much is it?
Is it available?
Is it the
whole place?
What does
it have in it?
Is it any good?
Is the host
an asshole?
DRASTICALLY REVISED CONTENT BASED ON MOST COMMON INFORMATION-SEEKING TASK.
SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-P...
GDS RADICALLY SIMPLIFIED CONTENT BASED ON WHAT USERS MOST WANTED TO KNOW.
SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PA...
SEARCH LOGS TELL YOU WANT PEOPLE WANT, IN THE TERMINOLOGY THEY USE.
HTTP://ROSENFELDMEDIA.COM/BOOKS/SEARCH-ANALYTICS-FOR-Y...
‘TOP TASK’ RANKING DETERMINES WHERE THE CONTENT PRIORITIES SHOULD BE.
SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASK...
OECD TOP AND BOTTOM TASKS
SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015
BOTTOM-RANKING TASKS TELL YOU WHAT’S NOT SO IMPORTANT TO PRIORITISE.
SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS...
WEBSITES SHOULD NOT BE ASSESSED ON TASTE, BUT ON MEETING BUSINESS GOALS.
Drive sales
Reduce
helpdesk calls
Improve media
r...
VALUE INCREASES AS EXPERIENCE DRIVES BEHAVIOUR
COMMODITIES
GOODS
SERVICES
EXPERIENCES
TRANSFORMATIONS
CUSTOMERRELEVANCY
DI...
THE LAUNCH OF GDS KICKSTARTED DEMAND FOR USER EXPERIENCE DESIGN IN UK BUSINESS.
IN 2011, 1 IN 5 PHONE CALLS
TO GOVERNMENT HELPLINES
WERE AS A RESULT OF FAILED
ONLINE TRANSACTIONS.
— DIGITAL EFFICIENCY R...
GOV.UK/DESIGN-PRINCIPLES
GOV.UK/DESIGN-PRINCIPLES
CONTENT ‘ROT’ - REMOVE THE REDUNDANT, OUTDATED, OR TRIVIAL
CONTENT IS THE FIRST THING TO BE DESIGNED.
SLIDESHARE.NET/AUDUNRUNDBERG/THE-CORE-MODEL-GETTING-TO-BUSINESS-WHILE-MAKING-FR...
CONTENT SPEC SHEETS DEFINE TASK-BASED MISSIONS TO BE COMPLETED.
CONTENT CREATION AND WORKFLOW STARTS BEFORE INTERFACE DESIGN AND DEVELOPMENT.
DESIGN IS THE METHOD OF PUTTING
FORM AND CONTENT TOGETHER.
— PAUL RAND
@MIKEATHERTON
CONTENT PRINCIPLES WORK LIKE OTHER DESIGN PRINCIPLES IN MAINTAINING COHERENCE.
GOING FURTHER
PART FOUR
@MIKEATHERTON
AIRBNB CITY GUIDES SUPPORT CUSTOMERS’ TOP TASKS.
MAILCHIMP RESOURCES DEVELOP THE WIDER SKILLS THEIR CUSTOMERS NEED.
CONTENT IS DECOUPLED FROM THE INTERFACE TO BE EXPERIENCED ANYWHERE.
CONTENT MUST HAVE STRUCTURE TO BE STITCHED INTO THE FABRIC OF THE WEB.
IT’S CALLED A ‘WEB’ FOR A REASON.
@MIKEATHERTON
SUMMING UP
People don’t come to browse, they come to get shit done.
Useful content supports top tasks for ke...
“SPACE IS NOT THE PROBLEM.
ATTENTION IS.”
— GERRY MCGOVERN
@MIKEATHERTON
THANKS!
THIS REMIX STANDS PROUDLY ON THE SHOULDERS OF
GERRY MCGOVERN
LOU ROSENFELD
PAUL ANNETT
HILARY MARSH
RACHEL LOVINGE...
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Designing Content for Customers

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An introduction to how and why your website content should be designed to meet customer needs. Includes wisdom from Gerry McGovern, Paul Annett, Lou Rosenfeld and more.

Published in: Marketing, Design
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Designing Content for Customers

  1. DESIGNING CONTENT FOR CUSTOMERS MIKE ATHERTON @MIKEATHERTON
  2. A LITTLE HISTORY PART ONE @MIKEATHERTON
  3. ONCE UPON A TIME THERE WAS ADVERTISING.
  4. WE DRIVE INTO THE FUTURE USING OUR REAR-VIEW MIRROR. — MARSHALL MCLUHAN @MIKEATHERTON
  5. "THIS WAS BACK WHEN THE INTERNET WAS STILL SOME EXOTIC PET KEPT IN THE CORNER OF THE PUBLISHING WORLD - THROW SOME KIBBLE AT IT, WATCH IT DANCE ON ITS LITTLE LEASH, OH QUITE CUTE, IT DEFINITELY WON'T KILL US IN THE NIGHT.” GILLIAN FLYNN — GONE GIRL
  6. WE TRIED TO MAKE THE NEW TECHNOLOGY WORK LIKE THE OLD TECHNOLOGY.
  7. CONTENT IS KING.
  8. THE PLACE WHERE NEW ROOMS ARE ADDED TO SILENCE THE GHOSTS.
  9. THE PROBLEM PART TWO @MIKEATHERTON
  10. SOME BUSINESSES STILL THINK OF THE WEB AS THEIR PERSONAL FANZINE. THE OATMEAL
  11. BUSINESS STRUCTURE AS WEBSITE STRUCTURE IS NEVER A GOOD IDEA.
  12. WITHOUT A SENSE OF DIRECTION, WEBSITE CONTENT GOES SILLY. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT-IA-SUMMIT-2013
  13. CUSTOMERS WANT WHAT THEY WANT, NOT WHAT YOU WANT. XKCD.COM/773/
  14. THE RISE OF CONTENT STRATEGY PART THREE @MIKEATHERTON
  15. YOUR BRAND ISN’T WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS. — MARTY NEUMEIER @MIKEATHERTON
  16. CONTENT IS A TRANSACTION OF INFORMATION AND ATTENTION.
  17. CONTENT STRATEGY SOLIDIFIES HOW USER-CENTERED PRINCIPLES APPLY TO CONTENT. BLOG.BRAINTRAFFIC.COM/2012/07/FROM-THE-ARCHIVE-BRAIN-TRAFFIC-LANDS-THE-QUAD/
  18. WHAT ARE THE TOP THINGS I WANT TO KNOW WHEN CHOOSING AN AIRBNB? Is it the whole place? Where is it? How much is it? What does it look like? Is it available? What does it have in it? Is it any good? Is the host an asshole?
  19. Where is it? What does it look like? How much is it? Is it available? Is it the whole place?
  20. What does it have in it?
  21. Is it any good?
  22. Is the host an asshole?
  23. DRASTICALLY REVISED CONTENT BASED ON MOST COMMON INFORMATION-SEEKING TASK. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT-IA-SUMMIT-2013
  24. GDS RADICALLY SIMPLIFIED CONTENT BASED ON WHAT USERS MOST WANTED TO KNOW. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT-IA-SUMMIT-2013 TOP TASK: FIND OUT WHEN THE NEXT BANK HOLIDAY IS TOP TASK: FIND OUT HOW MUCH PASSPORT RENEWAL COSTS
  25. SEARCH LOGS TELL YOU WANT PEOPLE WANT, IN THE TERMINOLOGY THEY USE. HTTP://ROSENFELDMEDIA.COM/BOOKS/SEARCH-ANALYTICS-FOR-YOUR-SITE/
  26. ‘TOP TASK’ RANKING DETERMINES WHERE THE CONTENT PRIORITIES SHOULD BE. SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015 NHS WEBSITE
  27. OECD TOP AND BOTTOM TASKS SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015
  28. BOTTOM-RANKING TASKS TELL YOU WHAT’S NOT SO IMPORTANT TO PRIORITISE. SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015 SCOTTISH ENTERPRISE ENTERPRISE IRELAND INNOVATION NORWAY
  29. WEBSITES SHOULD NOT BE ASSESSED ON TASTE, BUT ON MEETING BUSINESS GOALS. Drive sales Reduce helpdesk calls Improve media relations Improve candidate quality Improve employee satisfaction Improve brand recall BUSINESSES SHOULD CARE LESS ABOUT THIS. BUSINESSES SHOULD CARE MORE ABOUT THIS. NOVOLUME.CO.UK
  30. VALUE INCREASES AS EXPERIENCE DRIVES BEHAVIOUR COMMODITIES GOODS SERVICES EXPERIENCES TRANSFORMATIONS CUSTOMERRELEVANCY DIFFERENTIATION PRICE PREMIUM JOSEPH PINE II AND JAMES H. GILMORE - THE EXPERIENCE ECONOMY, 1999
  31. THE LAUNCH OF GDS KICKSTARTED DEMAND FOR USER EXPERIENCE DESIGN IN UK BUSINESS.
  32. IN 2011, 1 IN 5 PHONE CALLS TO GOVERNMENT HELPLINES WERE AS A RESULT OF FAILED ONLINE TRANSACTIONS. — DIGITAL EFFICIENCY REPORT, 2012 @MIKEATHERTON
  33. GOV.UK/DESIGN-PRINCIPLES
  34. GOV.UK/DESIGN-PRINCIPLES
  35. CONTENT ‘ROT’ - REMOVE THE REDUNDANT, OUTDATED, OR TRIVIAL
  36. CONTENT IS THE FIRST THING TO BE DESIGNED. SLIDESHARE.NET/AUDUNRUNDBERG/THE-CORE-MODEL-GETTING-TO-BUSINESS-WHILE-MAKING-FRIENDS2015-IA-SUMMITMASTER NETLIFERESEARCH
  37. CONTENT SPEC SHEETS DEFINE TASK-BASED MISSIONS TO BE COMPLETED.
  38. CONTENT CREATION AND WORKFLOW STARTS BEFORE INTERFACE DESIGN AND DEVELOPMENT.
  39. DESIGN IS THE METHOD OF PUTTING FORM AND CONTENT TOGETHER. — PAUL RAND @MIKEATHERTON
  40. CONTENT PRINCIPLES WORK LIKE OTHER DESIGN PRINCIPLES IN MAINTAINING COHERENCE.
  41. GOING FURTHER PART FOUR @MIKEATHERTON
  42. AIRBNB CITY GUIDES SUPPORT CUSTOMERS’ TOP TASKS.
  43. MAILCHIMP RESOURCES DEVELOP THE WIDER SKILLS THEIR CUSTOMERS NEED.
  44. CONTENT IS DECOUPLED FROM THE INTERFACE TO BE EXPERIENCED ANYWHERE.
  45. CONTENT MUST HAVE STRUCTURE TO BE STITCHED INTO THE FABRIC OF THE WEB.
  46. IT’S CALLED A ‘WEB’ FOR A REASON.
  47. @MIKEATHERTON SUMMING UP People don’t come to browse, they come to get shit done. Useful content supports top tasks for key users, so we have to get close to customers to understand them. Task-centred content transforms the website from mere brand marketing to being a true business supporter with measurable ROI. Compelling content is focused, memorable, distinctive, brief, and never without a call to action. Future-friendly content is pushed to the edges of the network.
  48. “SPACE IS NOT THE PROBLEM. ATTENTION IS.” — GERRY MCGOVERN @MIKEATHERTON
  49. THANKS! THIS REMIX STANDS PROUDLY ON THE SHOULDERS OF GERRY MCGOVERN LOU ROSENFELD PAUL ANNETT HILARY MARSH RACHEL LOVINGER NETLIFE RESEARCH BRAIN TRAFFIC AND OTHERS… @MIKEATHERTON

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