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LISA M. MOORE
REALITY CHECK:
Using high-fidelity
content to deliver
better customer
experiences
Lisa M. Moore
@writebyteUK
7 June 2016
• Child of an American engineer father
and creative British mother
• Degrees in journalism, mass comms
and HCI
• Journalis...
What’s driving high fidelity content?
What stakeholders want…
…vs content reality
• Financial services company
• Sizable UX team aligned to the marketing
team
• Content team focused on marketing &
social ...
Using Lorem Ipsum is like
"… dressing your king
before you know his size".
– Kyle Fiedler
Just use your imagination…
Photo by Neil Allison; http://website-programme-blog.is.ed.ac.uk/usability-testing-edweb-cms/
Finding:
•People did not pay attention to ‘related’
content when they were focused on a
task, e.g. using a calculator.
Rec...
• Inflight entertainment & Wi-Fi provider
• UX & design working on screens for 6
months
• Never worked with a copywriter, ...
Content they
wanted
Their designs
An HFP with brand new content – or content
you've acquired from a competitor –
can sharpen stakeholders' minds around key
...
4) HFC shines a spotlight on the current state
Stakeholders see:
• Typos
• Old tone of voice guidelines
• Missing legal ca...
4) HFC shines a spotlight on the current
state, cont.
Content strategist asks:
Do you think there's other content on
your ...
3) HFC helps you move from fantasy to
reality
Content strategist asks:
Having social content is a great idea.
But who:
• M...
2) HFC delivers better user testing feedback
Stakeholders see:
People struggling with navigation labels
during user testin...
1) HFC helps you create your content
strategy framework
• Gather requirements
• Buy time to do a content audit
• Define a ...
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
Reality check: Using high-fidelity content to deliver better customer experiences
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Reality check: Using high-fidelity content to deliver better customer experiences

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The widespread use of high-fidelity prototypes in the design process brings numerous benefits: for project teams, stakeholders, and ultimately, for customers.

This presentation showcased two instances (at a major credit reference agency and a leading provider of inflight entertainment) when the use of high-fidelity content in high-fidelity prototypes enhanced collaboration and ensured we were designing appropriate customer journeys.

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Reality check: Using high-fidelity content to deliver better customer experiences

  1. 1. LISA M. MOORE REALITY CHECK: Using high-fidelity content to deliver better customer experiences
  2. 2. Lisa M. Moore @writebyteUK 7 June 2016
  3. 3. • Child of an American engineer father and creative British mother • Degrees in journalism, mass comms and HCI • Journalist, rock critic, photographer • Working in digital content pre-web • Content strategist since 1999 • Own a CS consultancy based in London – work both client-side and with agencies • Lecturer in CS – grad students and digital apprentices
  4. 4. What’s driving high fidelity content?
  5. 5. What stakeholders want…
  6. 6. …vs content reality
  7. 7. • Financial services company • Sizable UX team aligned to the marketing team • Content team focused on marketing & social content, not UI content • No stakeholder engagement • No clear vision of what they wanted to communicate Case study: Capturing attention
  8. 8. Using Lorem Ipsum is like "… dressing your king before you know his size". – Kyle Fiedler
  9. 9. Just use your imagination…
  10. 10. Photo by Neil Allison; http://website-programme-blog.is.ed.ac.uk/usability-testing-edweb-cms/
  11. 11. Finding: •People did not pay attention to ‘related’ content when they were focused on a task, e.g. using a calculator. Recommendation: •Keep such panels/modules to a minimum on these types of pages. Ensure access to this supporting content via navigation and clear labelling. Finding: •People were focused on using the tool. They did not immediately see the need or even the placement of the log in button. Recommendation: •Business to decide at what points in the user journey to prompt for log in. We would suggest that we do not interrupt people mid-task. Either prompt before or after, but not during.
  12. 12. • Inflight entertainment & Wi-Fi provider • UX & design working on screens for 6 months • Never worked with a copywriter, let alone a content strategist • Late arrival onto project meant I didn’t have time to build a shared understanding of the constraints or the context Case study 2: Showing by doing
  13. 13. Content they wanted Their designs
  14. 14. An HFP with brand new content – or content you've acquired from a competitor – can sharpen stakeholders' minds around key content decisions. It also helps you work more closely with design and UX – because you’re there with the team, informing design decisions and ensuring interactions and flows work to support seamless customer journeys. 5) HFC fosters collaboration and drives consensus
  15. 15. 4) HFC shines a spotlight on the current state Stakeholders see: • Typos • Old tone of voice guidelines • Missing legal caveats • Dated blog posts on the proposed homepage • Spam tweets in the 'social' module
  16. 16. 4) HFC shines a spotlight on the current state, cont. Content strategist asks: Do you think there's other content on your current pages that might also be out of sync with your: • New guidelines; • Personas; • Target customer segments; or • Acquisition strategy?
  17. 17. 3) HFC helps you move from fantasy to reality Content strategist asks: Having social content is a great idea. But who: • Maintains that content for you now? • Will do it in the future? • At what frequency? • Decides? • Signs off…?
  18. 18. 2) HFC delivers better user testing feedback Stakeholders see: People struggling with navigation labels during user testing with the HFP Content strategist asks: Do we need to do a cardsorting exercise? Who maintains your taxonomy?
  19. 19. 1) HFC helps you create your content strategy framework • Gather requirements • Buy time to do a content audit • Define a messaging hierarchy • Refine your content model(s) • Clarify content (and business!) objectives • Address workflow and resource issues • Initiate conversations about maintenance and governance

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