What About The Content? - Melissa Breker

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The document discusses how to integrate content into customer experience processes. It outlines the typical customer experience (CX) process of discovery, design, validation, development and improvement. It argues that content should be considered throughout each stage of the CX process, from developing an understanding of user needs and content requirements during discovery, to usability testing and ongoing improvement. A variety of methods are presented for analyzing content needs during CX work, such as stakeholder interviews, card sorting, personas and customer journeys. The importance of content strategy and establishing guidelines and processes is also emphasized.

Marketing

WhatAbouttheContent?
Integrating Content into your Customer Experience Processes
Melissa Breker
Kathy Wagner
October 23, 2014
Information Development World
Content Strategy Inc

What is Content Strategy?
AboutUs
We change the way people think about content.
Recent clients include:

What is Content Strategy?
Agenda
CX process
Why integrate content?
How do you do it?
Resources
Questions
Joinusforajourney

Discovery
Design
Validation
Development
Improvement
What’stheCXProcess?

Discovery
Design
Validation
Development
Improvement
•Stakeholder interviews
•User surveys
•Focus groups
•Card sorting
•Observation
•Contextual inquiry
•Task analysis
•Personas
•User journeys
•Mind maps
•Wireframes
•Prototypes
•Storyboarding
•Usability testing
•Heuristic evaluations
•Design patterns
•Style guides
•Usability testing
•Heuristic evaluations
•Satisfaction testing
What’stheCXProcess?

Why?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

Content is often the reason users come to your site.
~ Jesse James Garrett
http://www.adaptivepath.com/about/team/jesse-james-garrett/

Content is at the center of many experience successes and failures.
~ Jared Spool
http://www.webstock.org.nz/talks/anatomy-design-decision/

45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.
~ Forrester
https://www.linkedin.com/pulse/article/20140515123533-64515439-17-important-customer-experience-statistics-for-the-call-center
Becauseit’sgoodbusiness

How do you do it?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

Discovery
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

What’s the good, the bad, and the ugly?
Andalso…
http://www.imdb.com/media/rm221220608/ch0038741

How do you create content?
What’s great, and what sucks?
What does content HAVE to deliver?
Stakeholderinterviews

Tip: Categorize & prioritize content questions.
Stakeholderinterviews

UserSurveys
What topics interest you?
What channels and devices do you use?
What are your priorities?
What terminology resonates?

Identifies user needs.
Resolves stakeholder disputes.
UserSurveys

CardSorting
Yes, traditional card sorting.
But also

Design
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

OK, but…
Personas
http://blog.mailchimp.com/new- mailchimp-user-persona-research/
https://www.behance.net/gallery/18514629/DOW-JONES-COMANY-Design

What topics interest them?
What channels do they use?
What format do they prefer?
What messages motivate them?
Personas

CustomerJourneys
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

CustomerJourneys
How can content support them along the way?
What content…

What are the content requirements and guidelines for each area?
Wireframes

Validation
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

Yes, they can useit. BUT…
UsabilityTesting

WhatAbouttheContent?
http://www.stripersonline.com/g/i/1396043/banksy-thinking-monkey-jpg-jpeg/

Will you read it?
Can you understand it?
Can you act on it?
UsabilityTesting

HeuristicEvaluation
How can you apply these to content?
http://adityabhandari.com/user-research/usability-evaluation-of-olark-com/

Development
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

http://eightshapesunify.s3.amazonaws.com/CreatingAUXDesignLibrary.Final.pdf
Patterns&SupportTools

Content style guides
Content models
Content processes
Patterns&SupportTools

Improvement
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

OngoingResearch&Testing
https://uxpa.org/jus/article/adapting-web-10-evaluation-techniques-e-government-second-life

Usability&Satisfaction
http://iqcontent.com/blog/2013/05/putting-a-number-on-usability/

Content Strategy Inc Blogs:
Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr.
ContentStrategyResources
Content Strategy Books

@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com
Stayintouch

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