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

Content ux processes_idw_2014_final

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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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Page 1: Content ux processes_idw_2014_final

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

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A b o u t U s

Content strategy

CX Research

Tech Comm

Content strategy

Marketing

Intnl. Business

Co-Founders of Content Strategy Inc

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What is Content Strategy?

A b o u t U s

We change the way people think about content.

Recent clients include:

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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

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Discovery Design Validation Development Improvement

W h a t ’ s t h e C X P r o c e s s ?

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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 ?

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Why?

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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T o k i c k b u t t !

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To c r e a t e g r e a t e x p e r i e n c e s

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Content is often the reason users come to your site.

~ Jesse James Garrett

http://www.adaptivepath.com/about/team/jesse-james-garrett/

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Content is at the

center of many

experience

successes and

failures.

~ Jared Spool

http://www.webstock.org.nz/talks/anatomy-design-decision/

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T o b u i l d l o y a l t y

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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

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How do you do it?

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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What about

the content?

A s k y o u r s e l f …

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Discovery

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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How can content…

D i s c o v e r y

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What’s the

good, the bad,

and the ugly?

A n d a l s o …

http://www.imdb.com/media/rm221220608/ch0038741

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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

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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

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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?

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Identifies user

needs.

Resolves

stakeholder

disputes.

U s e r S u r v e y s

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C a r d S o r t i n g

Yes, traditional

card sorting.

But also

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C a r d S o r t i n g

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Design

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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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

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W h a t a b o u t t h e c o n t e n t ?

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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

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P e r s o n a s

© Brain Traffic

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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/

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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…

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C u s t o m e r J o u r n e y s

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C u s t o m e r J o u r n e y s

© Brain Traffic

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M i n d M a p s

What content will help …

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M i n d M a p s

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What are the content

requirements and

guidelines for each area?

W i r e f r a m e s

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W i r e f r a m e s

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Validation

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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Yes, they can use it.

BUT…

U s a b i l i t y T e s t i n g

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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/

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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

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U s a b i l i t y T e s t i n g

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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/

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H e u r i s t i c E v a l u a t i o n

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Development

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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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

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Hay! What About the Content?

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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

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Improvement

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

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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

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O n g o i n g R e s e a r c h & Te s t i n g

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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/

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U s a b i l i t y & S a t i s f a c t i o n

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T o s u m i t u p …

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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

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contentThanks.

Q u e s t i o n s ?