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Whoa Nellie! Content Strategy for Slow Experiences at Confab MN

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Margot Bloomstein
Margot Bloomstein

Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature 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 can identify and support opportunities to control the pace of user experience, but there’s a lot to keep in mind: Learn how to identify experiences in which efficiency and speed would hinder the user’s interaction, satisfaction, and retention. Understand how to introduce “speed bumps” in copy, content types, interaction design, and visual design that help users without annoying them. Discover new tactics for sentence structure, diction, imagery positioning, and form design that all help slow down interaction and improve experiences Presented at Confab 2013, June 5, 2013, #confabmn, in Minneapolis.

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@mbloomstein | #ConfabMN © 2013© 2012 Margot Bloomstein @mbloomstein #ConfabMN Confab June 5, 2013 WHOA NELLIE! CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013 ©ScottA.MillerforChevrolet
These people are waiting in a line.
@mbloomstein | #ConfabMN © 2013 ©ScottA.MillerforChevrolet
@mbloomstein | #ConfabMN © 2013
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #ConfabMN
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #ConfabMN
Content will change an experience and a user’s perception of it. @mbloomstein | #ConfabMN
@mbloomstein | #ConfabMN © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@mbloomstein | #ConfabMN © 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.
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013 Efficient isn’t always effective— or good.
Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #ConfabMN
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #ConfabMN © 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
@mbloomstein | #ConfabMN © 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)
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #ConfabMN
@mbloomstein | #ConfabMN What are your goals? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention
@mbloomstein | #ConfabMN How do you set the pace? • Editorial style and structures • Discovery-oriented content • Design that creates space
@mbloomstein | #ConfabMN How do you set the pace? 1. Editorial style and structures
@mbloomstein | #ConfabMN © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #ConfabMN © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #ConfabMN © 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 | #ConfabMN © 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 | #ConfabMN © 2013
@mbloomstein | #ConfabMN How do you set the pace? 2. Discovery- and comparison- oriented content types
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN Courage in our convictions Empirical proof
@mbloomstein | #ConfabMN How do you set the pace? 3. Longform content
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 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 | #ConfabMN
But does it work?
@mbloomstein | #ConfabMN © 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
@mbloomstein | #ConfabMN © 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
@mbloomstein | #ConfabMN © 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
@mbloomstein | #ConfabMN © 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 | #ConfabMN © 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 | #ConfabMN © 2013
@mbloomstein | #ConfabMN © 2013 BE HERE NOW
@mbloomstein | #ConfabMN © 2013 BE HERE NOW
@mbloomstein | #ConfabMN © 2013 ©ScottA.MillerforChevrolet BE HERE NOW
@mbloomstein | #ConfabMN © 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 | #ConfabMN © 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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