Whoa Nellie! Content Strategy for Slow Experiences at Confab MN

@mbloomstein | #ConfabMN
© 2013© 2012
Margot Bloomstein
@mbloomstein #ConfabMN
Confab June 5, 2013
WHOA NELLIE!
CONTENT STRATEGY FOR
SLOW EXPERIENCES

These people are waiting
in a line.

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

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

Content will change an experience
and a user’s perception of it.

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

© 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)

Frustration drives the
perception of slowness.
That was horrible
and it took forever,
no matter how fast it is.

© 2013
Efficient isn’t always effective—
or good.

Users say frustrating activities
take forever.
But are time-consuming
activities also inherently
frustrating?

© 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?
© AT&T

© 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)

experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.

What are your goals?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention

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

1. Editorial style and structures

© 2013
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.”

© 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.”

2. Discovery- and comparison-
oriented content types

Courage in our
convictions
Empirical
proof

3. Longform content

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

© 2013
The outdoor recreation economy grew
5% annually between 2005 and 2011—
during an economic recession when
many sectors contracted.
Outdoor Industry Association
Source: Outdoor Recreation Economy Report 2012;
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf

© 2013
2005 2006 2007 2008 2009 2010 2011
REI
industry average
The outdoor recreation economy grew
5% annually… while REI averaged 11%
YOY growth
Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html

© 2013
Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases
0
20
40
60
80
100
120
140
2007 2008 2009 2010 2011 2012
REI
EMS
Store growth supporting content
availability

© 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

© 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

© 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.

© 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.

Whoa Nellie! Content Strategy for Slow Experiences at Confab MN

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