Post on 02-Dec-2014
description
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