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:

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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