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Content ux processes_idw_2014_final
The document discusses the importance of integrating content into customer experience (CX) processes to enhance user engagement and satisfaction. It outlines a methodology for CX process development, including discovery, design, validation, and improvement, and emphasizes the role of content as a vital element in creating positive experiences. It also provides insights into user needs, content requirements, and the significance of ongoing research in refining content strategy.
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Similar to Content ux processes_idw_2014_final
Content ux processes_idw_2014_final
- 1. WhatAbouttheContent? Integrating Contentinto your Customer Experience Processes Melissa Breker Kathy Wagner October 23, 2014 Information Development World Content Strategy Inc
- 2. AboutUs Content strategy CX Research Tech Comm Content strategy Marketing Intnl. Business Co-Founders of Content Strategy Inc
- 3. What is ContentStrategy? AboutUs We change the way people think about content. Recent clients include:
- 4. What is ContentStrategy? Agenda CX process Why integrate content? How do you do it? Resources Questions Joinusforajourney
- 5. Discovery Design Validation Development Improvement What’stheCXProcess?
- 6. 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?
- 7. Why? www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
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- 10. Content is oftenthe reason users come to your site. ~ Jesse James Garrett http://www.adaptivepath.com/about/team/jesse-james-garrett/
- 11. Content is atthe center of many experience successes and failures. ~ Jared Spool http://www.webstock.org.nz/talks/anatomy-design-decision/
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- 13. 45% of USconsumers 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
- 14. How do youdo it? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
- 15. What about thecontent? Askyourself…
- 16. Discovery www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
- 17. How can content… Discovery
- 18. What’s the good,the bad, and the ugly? Andalso… http://www.imdb.com/media/rm221220608/ch0038741
- 19. How do youcreate content? What’s great, and what sucks? What does content HAVE to deliver? Stakeholderinterviews
- 20. Tip: Categorize &prioritize content questions. Stakeholderinterviews
- 21. UserSurveys What topicsinterest you? What channels and devices do you use? What are your priorities? What terminology resonates?
- 22. Identifies user needs. Resolves stakeholder disputes. UserSurveys
- 23. CardSorting Yes, traditionalcard sorting. But also
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- 25. Design www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
- 26. OK, but… Personas http://blog.mailchimp.com/new- mailchimp-user-persona-research/ https://www.behance.net/gallery/18514629/DOW-JONES-COMANY-Design
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- 28. What topics interestthem? What channels do they use? What format do they prefer? What messages motivate them? Personas
- 29. Personas © BrainTraffic
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- 31. CustomerJourneys How cancontent support them along the way? What content…
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- 33. CustomerJourneys © BrainTraffic
- 34. MindMaps What contentwill help …
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- 36. What are thecontent requirements and guidelines for each area? Wireframes
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- 38. Validation www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
- 39. Yes, they canuseit. BUT… UsabilityTesting
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- 41. Will you readit? Can you understand it? Can you act on it? UsabilityTesting
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- 43. HeuristicEvaluation How canyou apply these to content? http://adityabhandari.com/user-research/usability-evaluation-of-olark-com/
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- 45. Development www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
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- 48. Content style guides Content models Content processes Patterns&SupportTools
- 49. Improvement www.ContentStrategyInc.com @MelissaBreker@Kathy_CS_Inc #InfoDevWorld
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- 55. Content Strategy IncBlogs: Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr. ContentStrategyResources Content Strategy Books
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