Wine is Not Just Grape Juice: How Content is Essential to UX
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Transcript of Wine is Not Just Grape Juice: How Content is Essential to UX
WINE IS NOT JUST GRAPE JUICE
How Content is Essential to UX September 21, 2010
I Like to Drink Wine
Great Content is Like Great Wine
• It sends a message to taste buds
• It’s consistent • It’s memorable • It causes a reac9on • You can feel it • It creates a connec9on • It creates an experience • It’s the finished product that goes into a package
An Online Search is Like a Wine Tas9ng
• You barely see the labels • The user is distracted by choices • The results have to match the user’s taste
It’s what’s inside that keeps people coming back for more.
New Site Content is Like a Vintage
• Would you use sediment from last year’s vineyard to fill a brand new wine boIle?
• Why try to shovel old content into a shiny, new site?
Through Online Content People Decide:
If they can trust you. If they like you. " If you understand their needs. If you offer what they want. If you’re a company they want to do business with.
Content is not...
• TEXT • VERBIAGE • COPY • FILLER • FLUFF
Content is...
• Ar9cles that connect to users • Links that keep users engaged • A voice that users remember • Trends, techniques and technologies (informa9on) that users experience and share
Content is...
• Clickable • Scrollable • Scanable • Sharable • Ownable
Quantitative Impacts:
Links Subscribers
Rankings
Qualitative Impacts:
Word of Mouth Engagement Comments
Input:
Mo
nth
ly C
on
ten
t / C
on
vers
atio
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ale
nd
ar
Post
Post Post Post
Post
Post Post
Post
Content Affects UX:
Facebook Blog
Twitter YouTube Website
Value
Content is…
Valuable to
– Users – Designers – Informa9on Architects – Search Engine Marketers – Project Managers – Brands
Guiding Principles of Content Creation
1. Enable human interaction with a healthy dialog 2. Stay true to the brand personality 3. Contribute valuable information and offers 4. Allow for co-creation 5. Stick to common themes 6. Ask questions 7. Be service-oriented 8. Maintain consistent engagement 9. Use multimedia 10. Encourage consumers to share personal stories
“The single most important thing most websites can offer to their users is content that those
users will find valuable.” – The Elements of User Experience, Jesse James Garrre?