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Content is a big part of customer experience design. How can you integrate content considerations into your existing customer and user experience design processes? This presentation shows you how you content can be considered in all experience activities, at all design stages.
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W h a t A b o u t t h e C o n t e n t ?
Integrating Content into your
Customer Experience
Processes
Melissa Breker
Kathy Wagner
October 23, 2014
Information Development World
Content Strategy Inc
A b o u t U s
Content strategy
CX Research
Tech Comm
Content strategy
Marketing
Intnl. Business
Co-Founders of Content Strategy Inc
What is Content Strategy?
A b o u t U s
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
J o i n u s f o r a j o u r n e y
Discovery Design Validation Development Improvement
W h a t ’ s t h e C X P r o c e s s ?
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
W h a t ’ s t h e C X P r o c e s s ?
Why?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
T o k i c k b u t t !
To c r e a t e g r e a t e x p e r i e n c e s
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/
T o b u i l d l o y a l t y
45% of US consumers will
abandon an online transaction if
their questions or concerns
are not addressed quickly.
~ Forresterhttps://www.linkedin.com/pulse/article/20140515123533-64515439-17-important-customer-experience-statistics-for-the-call-center
B e c a u s e i t ’s g o o d b u s i n e s s
How do you do it?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
What about
the content?
A s k y o u r s e l f …
Discovery
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
How can content…
D i s c o v e r y
What’s the
good, the bad,
and the ugly?
A n d a l s o …
http://www.imdb.com/media/rm221220608/ch0038741
How do you create
content?
What’s great, and what
sucks?
What does content
HAVE to deliver?
S t a k e h o l d e r i n t e r v i e w s
Tip: Categorize & prioritize content questions.
S t a k e h o l d e r i n t e r v i e w s
U s e r S u r v e y s
What topics interest you?
What channels and devices do you use?
What are your priorities?
What terminology resonates?
Identifies user
needs.
Resolves
stakeholder
disputes.
U s e r S u r v e y s
C a r d S o r t i n g
Yes, traditional
card sorting.
But also
C a r d S o r t i n g
Design
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
OK, but…
P e r s o n a s
http://blog.mailchimp.com/new-
mailchimp-user-persona-research/
https://www.behance.net/gallery/18514629/DOW-JONES-COMANY-Design
W h a t a b o u t t h e c o n t e n t ?
What topics interest them?
What channels do they use?
What format do they prefer?
What messages motivate them?
P e r s o n a s
P e r s o n a s
© Brain Traffic
C u s t o m e r J o u r n e y s
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
C u s t o m e r J o u r n e y s
How can content
support them
along the way?
What content…
C u s t o m e r J o u r n e y s
C u s t o m e r J o u r n e y s
© Brain Traffic
M i n d M a p s
What content will help …
M i n d M a p s
What are the content
requirements and
guidelines for each area?
W i r e f r a m e s
W i r e f r a m e s
Validation
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
Yes, they can use it.
BUT…
U s a b i l i t y T e s t i n g
W h a t A b o u t t h e C o n t e n t ?
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?
U s a b i l i t y T e s t i n g
U s a b i l i t y T e s t i n g
H e u r i s t i c E v a l u a t i o n
How can you apply
these to content?
http://adityabhandari.com/user-research/usability-evaluation-of-olark-com/
H e u r i s t i c E v a l u a t i o n
Development
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
http://eightshapesunify.s3.amazonaws.com/CreatingAUXDesignLibrary.Final.pdf
P a t t e r n s & S u p p o r t T o o l s
Hay! What About the Content?
Content style guides
Content models
Content processes
P a t t e r n s & S u p p o r t T o o l s
Improvement
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
O n g o i n g R e s e a r c h & Te s t i n g
https://uxpa.org/jus/article/adapting-web-10-evaluation-techniques-e-government-second-life
O n g o i n g R e s e a r c h & Te s t i n g
U s a b i l i t y & S a t i s f a c t i o n
http://iqcontent.com/blog/2013/05/putting-a-number-on-usability/
U s a b i l i t y & S a t i s f a c t i o n
T o s u m i t u p …
Content Strategy Inc Blogs:
Unless otherwise specified on page, all photos in this presentation have creative
commons license and were sourced through Flickr.
C o n t e n t S t r a t e g y R e s o u r c e s
Content Strategy Books
contentThanks.
Q u e s t i o n s ?
@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com
S t a y i n t o u c h