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Contextual Personas for Content Design (WCTO16)

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What do companies such as Slack and Porter Airlines have in common? Not only do they have well-designed interfaces that get your users’ job done, but also content that is clear, intentional, and serves a unique purpose. In an age where great design is won or lost at the user experience (UX) level, how can we ensure that we deliver websites or apps that are not just pretty but also purposeful in both design and content?

In this session, we will be using a UX research technique called “Contextual Personas” to kickstart your content design process. We will be mashing up the time-honoured techniques of persona creation – such as user interviews, contextual inquiry, etc. – with strategic foresight methods to identify some user types and content strategies for your target audience. By identifying users across their most critical and uncertain needs, we will be able to pinpoint what exactly do they want out of our product or service and how we can achieve their goals through our copy, through our design, and throughout their user journey.

Don’t let “lorem ipsum” hold you back! Let contextual personas deliver the insight you need to build digital products that users love.

(Presented at WordCamp Toronto, August 7, 2016)

Veröffentlicht in: Design
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Contextual Personas for Content Design (WCTO16)

  1. 1. Jesse Emmanuel Rosario Contextual Personas for Content Design
  2. 2. WordCamp Toronto 2016 | August 6-7, 2016 •  User Experience Specialist, Analy4cal Engine Interac4ve, Inc. (Toronto, ON, Canada) About Me @jemrosario #WCTO2016 SLIDES HERE: http://bit.ly/1VtUQHJ
  3. 3. WordCamp Toronto 2016 | August 6-7, 2016 I want a website! I want another website! I’ve got tons of websites! YEAH! Acme, Inc.’s Web “Roadmap” Me too! Me! Me! Me!
  4. 4. WordCamp Toronto 2016 | August 6-7, 2016 Me! Me! Me! Me! Me! Me! Me! Me! Me! Me! Me! Me! Me! Me! $@)#(^ *%&!!! RESULT: Too. Much. Websites. Me! Me!
  5. 5. WordCamp Toronto 2016 | August 6-7, 2016 Meanwhile, in Good Guy Joe’s crib… One million hits?!? What am I supposed to do with that? Good luck getting through ALL of them, dude…
  6. 6. WordCamp Toronto 2016 | August 6-7, 2016 Our World Today… IMAGE FROM: http://cdn.theatlantic.com/static/infocus/animals081911/a09_RTR2P4Y2.jpg We don’t need more of the same content, keywords, ads or whatever per se. We need a be4er understanding of our users’ deepest needs and build our products and services surrounding them – including content.
  7. 7. WordCamp Toronto 2016 | August 6-7, 2016 CONTEXTUAL PERSONAS Teases out user types and usage scenarios to better inform your product and content strategy decisions.
  8. 8. WordCamp Toronto 2016 | August 6-7, 2016 “What you post is not as important as why you post…” - Kathi Kruse (Kruse Control, Inc.) FACT: quality content (SWEET!) moar content!!!
  9. 9. WordCamp Toronto 2016 | August 6-7, 2016 “Content Design” “When we talk about content design we mean taking a user need and presen.ng it in GOV.UK in the best way possible.” UK Government Digital Service, “What is Content Design?” Deliver the most useful content in the most appropriate format.
  10. 10. WordCamp Toronto 2016 | August 6-7, 2016 User Needs = “Job-to-be-Done” •  People don’t just buy products. They “hire” them to do a job. –  Pain Point: Situa4ons where customers want some problem solved –  The Thing They’ll Hire: …and they’re looking to hire something that fixes that problem
  11. 11. WordCamp Toronto 2016 | August 6-7, 2016 CONTEXTUAL PERSONAS UX research method that was born out of a need to combine behavioural insight and product context.
  12. 12. WordCamp Toronto 2016 | August 6-7, 2016 CONTEXTUAL PERSONAS Surfaces your users’ potential relationship with the product/service being built by calling out the most critical and uncertain factors surrounding them.
  13. 13. WordCamp Toronto 2016 | August 6-7, 2016 Try It! Porter Airlines is opening a new Porter Escapes seasonal route to Puerto Rico this summer!* As the airline’s newest Senior Director, Digital Strategy, how would you get the Internet buzzing about Porter’s newest route? What content strategy would you deploy and why? *NOT REALLY. But suppose it’s the case… for now.
  14. 14. WordCamp Toronto 2016 | August 6-7, 2016 •  Big-@cket + Uncertain factors surrounding your users. Find your Critical Uncertainties What is the most hard-hitting/ crucial factor about your users that could affect the product/service’s creation? What is the most uncertain/ volatile factor surrounding your users?
  15. 15. WordCamp Toronto 2016 | August 6-7, 2016 •  How do we find that? – User research (user interviews, primary and secondary research, analy4cs research, surveys, ethnography, contextual inquiry, etc.) – Synthesize the raw data •  Affinity mapping •  Iden4fy recurring themes (put a heading on them). •  The Five Whys (a.k.a. root cause analysis) Find your Critical Uncertainties
  16. 16. WordCamp Toronto 2016 | August 6-7, 2016 Don’t be that guy or girl!
  17. 17. WordCamp Toronto 2016 | August 6-7, 2016 •  Iden4fy the cri@cal and the uncertain. Find your Critical Uncertainties CRITICAL: Travel Budget (a.k.a. “How much money do I have to go on this trip?”) UNCERTAIN: Time of Booking
  18. 18. WordCamp Toronto 2016 | August 6-7, 2016 RICH TRAVELER MONEY-CONSCIOUS TRAVELER PRE-PLANNED CRITICAL: Travel Budget (a.k.a. “How much money do I have to go on this trip?”) UNCERTAIN: Time of Booking Rich Escapist Travel Architect Thrillseeker on a Budget ThoughEul Wanderer LAST-MINUTE, SPONTANEOUS
  19. 19. WordCamp Toronto 2016 | August 6-7, 2016 RICH TRAVELER MONEY-CONSCIOUS TRAVELER PRE-PLANNED Rich Escapist Travel Architect Thrillseeker on a Budget ThoughEul Wanderer LAST-MINUTE, SPONTANEOUS RESULT: User types •  More UX research (e.g. Personas, Customer Journey Maps, etc.) •  More Content Design and Strategy planning
  20. 20. WordCamp Toronto 2016 | August 6-7, 2016 Great! So what can you do with Contextual Personas? (a.k.a. Hmmm…)
  21. 21. WordCamp Toronto 2016 | August 6-7, 2016 BIG PICTURE: Content Design Workflow SOURCE: Bailie and Urbina, “Setting A Context for a Content Strategy Vocabulary” (2012) Content Architecture Content Development Content Types Content Flows Content Models Content Genres Editorial Structures Editorial Standards Content Design U S E R R E S E A R C H by Rahel Ann Bailie and Noz Urbina (2012) Jem added this, by the way…
  22. 22. WordCamp Toronto 2016 | August 6-7, 2016 SOURCE: Donna Lichaw and Lis Hubert, “Storymapping: A MacGyver Approach to Content Strategy” (2014, Slide 10). Additions in yellow mine. JOBS-TO-BE-DONE FRAMEWORK (Christensen, 2013) STORYMAPPING (Lichaw, 2016)
  23. 23. WordCamp Toronto 2016 | August 6-7, 2016 SOURCE: Donna Lichaw, The User’s Journey (Rosenfeld Media, 2016) Our goal as product designers and content strategists is to support the user in their overall journey through the design and content decisions we make with our products. Turn your user from zero to HERO!
  24. 24. WordCamp Toronto 2016 | August 6-7, 2016 HIGH AWARENESS OF CANADA AS A BUSINESS DESTINATION Status Quo Keeper The Deter- mined Investor The Curious Investor “Why Canada ?” LOW UNDERSTANDING OF DEVELOPED MARKETS LOW AWARENESS OF CANADA AS A BUSINESS DESTINATION HIGH UNDERSTANDING OF DEVELOPED MARKETS So we once worked with a consultant who wanted a website that helps foreign investors establish their business in Canada…
  25. 25. WordCamp Toronto 2016 | August 6-7, 2016 Content Funnel/Plan User Type/ Scenarios Content Ideas Ques@ons of Concern Content Types we can offer Status Quo Keeper Ar4cle: Biz in Canada vs US Has anyone else done this before? Infographics Determined Investor Home Page: How [client] can help Who should I work with? Case studies, tes4monials Curious Investor Online quiz, who to follow on social media How do I take my business global and where? Ar4cles, infographics, white papers “Why Canada?” Ar4cle: How is Canada a good biz environment? Why pilot in Canada? Ar4cles, infographics, ebook User Research informed Content Strategy
  26. 26. WordCamp Toronto 2016 | August 6-7, 2016 “Future-Friendly Content” SCREENSHOT FROM: Mike Atherton and Carrie Hane, “Designing Future-Friendly Content” (GatherContent Webinar) Structured, presentation-independent, and in “chunks” than “blobs” Title Author Date Published Body Social Buhons ARTICLE Event Name Time Venue Descrip4on Contact Info EVENT Name Job Title Company Session Name Contact Info SPEAKER … Content elements e.g. Page, Quiz, Survey, etc.
  27. 27. WordCamp Toronto 2016 | August 6-7, 2016 •  Contextual Personas = Behavioral Insights + Product Context. •  Surfaces your users’ poten4al rela4onship with your product/ service by calling out the cri4cal and uncertain factors surrounding them. •  Content-wise, it covers much more ground cri4cal to achieving relevance and user goals. •  The start of a user-driven and research-informed content strategy. In Conclusion
  28. 28. WordCamp Toronto 2016 | August 6-7, 2016 If you only have to remember one thing… IMAGE BY: Ed Lea
  29. 29. Jesse Emmanuel Rosario Contextual Personas for Content Design

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