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@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 waiting
in a line.
@mbloomstein | #UXPABos13
© 2013
©ScottA.MillerforChevrolet
@mbloomstein | #UXPABos13
© 2013
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)
That was horrible
and it took forever.
@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
@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
© Charlotte & Kristian Septimius Krogh
@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.
@mbloomstein | #UXPABos13
© 2013
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.
@mbloomstein | #UXPABos13
© 2013
“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
© 2013
@mbloomstein | #UXPABos13
How do you set the pace?
2. Discovery- and comparison-
oriented content types
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
Courage in our
convictions
Empirical
proof
@mbloomstein | #UXPABos13
How do you set the pace?
3. Longform content
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
© 2013
@mbloomstein | #UXPABos13
© 2013
Attention must be paid
©Viking
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
Our content strategy is pretty simple:
we stay as close to our core market as
possible.
Patagonia’s always had a literary,
storytelling component to the brand.
It’s in line with what we say: buy less
stuff and make sure what you buy lasts.
Bill Boland, Patagonia
@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
@mbloomstein | #UXPABos13
© 2013
BE HERE NOW
@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.
@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.

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Whoa Nellie! Content Strategy for Pacing UX