Content is a touchpoint. Let's write responsively.
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Heidi Burkhardt User Experience Specialist University of Michigan Library [email protected] | @heidi_sb Content is a touchpoint. Let’s write responsively.
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Transcript of Content is a touchpoint. Let's write responsively.
Heidi BurkhardtUser Experience Specialist
University of Michigan [email protected] | @heidi_sb
Content is a touchpoint.Let’s write responsively.
People
The words we choose matter.
Use of the word ‘touchpoint’
“A touchpoint is a point of interaction involving a specific human need in a specific time and place.”
-Chris Risdon http://adaptivepath.org/ideas/un-sucking-the-touchpoint/
1970
1990
2000
Google NGram Data
A few seconds (15 to be exact) on libraries
Website. Catalog. Institutional repository. Data repository. Digital Collections. Research Guides. Online exhibits. WordPress microsites. Blogs. Twitter. Facebook. Newsletters. Discovery search interfaces. 100s of licensed databases. 10,000s subscription based online journals. Instruction request system. MiVideo. Course reserves. Document delivery services. Book request services. Study spaces. Event spaces. Exhibit spaces. Service points. Stacks.
Touchpoints in User Journey Mapping
Find out if the library has a book you want.
Go get it. Check it out.
Book AvailableSearch Results
Hours, location, directions
Go to library
Book checked
out
Book not owned
Place hold Get notified
Request through ILL, etc.
Check out at desk
Find in the stacks
Policies and general information. About us. Hours. Events. Support. Help pages. FAQs. Self-help knowledge base entries. Instructional content. How-to guides. Interface language and microcopy. System alerts. Status messages. Button text. Form labels. Email and text notifications. Personal support. Email. Chat. Text. Marketing and outreach. Email newsletters. Social media. Press releases. Case studies. Editorial. Articles. Blog posts. Physical. Wayfinding. Signage.
Content + Copy
All TheFeels
Empathy
Plutchik’sWheel of Emotions
Plutchik’sWheel of Emotions
Back to our user journey
What time does the library close...
Potential emotions:
Interest, anticipation, trust
When you write, be:
Clear, concise
Strategies:
Make the current day’s hours obvious.
Present complex hours clearly.
?
In another path on the journey...have to place a requestPotential emotions:
Joy, anticipation, optimism
When you write, be:
Affirmative, friendly
Success! We got your request and will let you know when it’s ready.
...and when the opposite happensPotential emotions:
Annoyance, anger, surprise, confusion
When you write, be:
Gentle, calm, kind, clear, helpful
We’re sorry.Something went wrong. Use the Ask Us link for
help.
When approaching new content…
Learning about an event via social
media
Interest, distraction, curiosity
Enthusiastic, engaging, personal
What are the potential user goals?
What might their
emotions be?
What does your writing
need to convey?
Learn up. Read stuff.
Thank you so much.@heidi_sb | [email protected]
All images CCO Public Domain from Pixabay
