Whoa Nellie! Content Strategy for Pacing UX

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. They blame their frustration on system speed, and we can learn a valuable lesson: 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. Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We’ll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace. Presented at UXPA Boston 2013, #uxpabos13 May 29, 2013, in Boston.

Design Technology News & Politics

@mbloomstein | #UXPABos13
© 2013© 2012
Margot Bloomstein
@mbloomstein #UXPABos13
UXPA Boston 052913
WHOA NELLIE:
CONTENT STRATEGY FOR
PACING USER EXPERIENCE

@mbloomstein | #UXPABos13
© 2013
©ScottA.MillerforChevrolet

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
@mbloomstein | #UXPABos13

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
@mbloomstein | #UXPABos13

Content will change an experience
and a user’s perception of it.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 2013
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)

@mbloomstein | #UXPABos13
© 2013
When people have a frustrating
experience, they rate the checkout as
slow.
When we ask people what’s ‘slow,’ it’s
the frustrating experiences. What’s
fast? They say delightful experiences.
Jared Spool (@jmspool)

@mbloomstein | #UXPABos13
© 2013
Is the nature of the transaction so
small and insignificant that it
shouldn’t require a second thought?
Don’t get in the way. Or will the
consumer get to the final transaction
after plenty of preliminary research?
Again, don’t make them rethink it.
Jared Spool (@jmspool)

@mbloomstein | #UXPABos13
© 2013
Efficient isn’t always effective—
or good.

Users say frustrating activities
take forever.
But are time-consuming
activities also inherently
frustrating?
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 2013
Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #UXPABos13
“bad” slow vs. “good” slow?

Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
What will a slow pace do?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention

@mbloomstein | #UXPABos13
How do you set the pace?
• Editorial style and structures
• Discovery-oriented content
• Design that creates space

@mbloomstein | #UXPABos13
How do you set the pace?
1. Editorial style and structures

@mbloomstein | #UXPABos13
© 2013
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.

“Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own experiences, as well as those of
other Crutchfield shutterbugs.”

@mbloomstein | #UXPABos13
© 2013
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hut tours in the High Sierra:
Anywhere brisk, the Down Sweater
delivers featherweight, superbly
compressible warmth.The polyester
ripstop shell on this down jacket does
more than look sharp; it’s tear-resistant,
windproof, and made from 100%
polyester.”

@mbloomstein | #UXPABos13
How do you set the pace?
2. Discovery- and comparison-
oriented content types

@mbloomstein | #UXPABos13
Courage in our
convictions
Empirical
proof

@mbloomstein | #UXPABos13
How do you set the pace?
3. Longform content

The right content
slows down users,
focuses their attention, and
helps them act deliberately.
It respects them and
the topic equally.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 2013
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sales goal. It’s not about short-
term ROI. It’s something we enjoy and
the people we build clothes for enjoy.
Bill Boland, Patagonia

@mbloomstein | #UXPABos13
© 2013
BE HERE NOW

@mbloomstein | #UXPABos13
© 2013
©ScottA.MillerforChevrolet
BE HERE NOW

@mbloomstein | #UXPABos13
© 2013
Thank you
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.

@mbloomstein | #UXPABos13
© 2013
Thank you, Giselle Abramovich,
Joe Baz, Bill Boland, Laura
Creekmore, Matt Grocki, Sarah
Krznarich, Kristina Halvorson,
Michael Lohmiller, Jared Spool,
Russ Unger, and Anne Weiskopf.

More from Margot Bloomstein

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Designing for Trust in an Uncertain World at An Event Apart Seattle

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Designing trust in an era of self-validating facts at Fluxible 2018

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How to Embrace Pace with Content Strategy for Slow Experiences

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Content Strategy for Slow Experiences at Generate NYC 2018

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As we wrangle with the focus of World IA Day, "IA for good," we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter--and does good matter? It does--not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust--in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good. Keynote at World IA Day Boston, #WIADBOS, #WIAD18, February 24, 2018, in Cambridge MA.

Empowerment in an era of self-validating facts at World IA Day Boston

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Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

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Margot Bloomstein

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Margot Bloomstein

Online experiences can be fast, efficient and easy—but sometimes, that’s all wrong! Users click Buy too soon, miss important details or don’t find content that aids conversion. Efficient isn’t always effective and fast isn’t always functional. In fact, some of the most memorable web engagements employ “slow content strategy” with design considerations and content types that aid stickiness and retention. Margot Bloomstein will lead you through examples from a range of industries to see how you can manage—and slow—the pace at which users move through your website designs to create experiences that aid learning, fuel anticipation and create memories.

Content strategy for Slow Experiences at HowLive15

Margot Bloomstein

Arm yourself with personas, research, and KPIs. Look out at data you’re chasing. Then look in. What do you see? We spawn sites, create content, and chase new platforms without always knowing why. To keep up with competitors? To keep up with users? We know them better than we know ourselves, then burn resources racing toward questionable destinations and burn out in the process. That’s where content strategy can help. We’ll discuss forging a path from where you are and who you are. Learn how to allot constrained resources and engage your audience. Eager to reach them? To know them, first know yourself. Presented as keynote at Now What 2015, #NowWhat15, April 30, 2015, in Sioux Falls SD.

Knowing Yourself Amid Constraints NowWhat15

Margot Bloomstein

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

Content strategy for deliberate discovery at CongresCM

Margot Bloomstein

More from Margot Bloomstein (20)

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Content Strategy for Slow Experiences at Generate NYC 2018

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