Online experiences can be fast, efficient, easy, orderly—and sometimes, that spells disaster. We click confirm too soon, confuse important details, or miss key features in a product description. Efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy—and that’s just right. Content strategy offers tools we can use to identify and control the pace of user experience, adding value for both our users and the businesses that engage them.
Presented at CS Forum 2013, September 13, 2013, #csforum13, in Helsinki.