Design withrealcontent ux_campcph2015

GET REAL FAST
USING REAL CONTENT AS DESIGN ELEMENT
UX CAMP COPENHAGEN | APRIL 2015

Think! Digital 2
NANNA ENGBERG
SENIORKONSULENT, THINK! DIGITAL

Think! Digital
ABOUT THINK! DIGITAL
3
Think! Digital is a Copenhagen
based digital design agency
that creates connected
experiences, products and
services.
Digital IS business.

CONTENT…
THE EASY STUFF
Content is not cheap. But sometimes people treat it like it is something you get from a vending machine.
Try to count HOW many hours are actually spent creating content (how fast can you plan, ideate and create real valuable content?). And the think about
how much content is crappy and not really working for you. Many hours have been spent making that too (but not as many as the good content. Trust me).
All that time could have been spent making the RIGHT, GREAT content, converting users and creating peace on earth.

Think! Digital
CONTENT CAME LATE
5
Why is that? Maybe because content came late into peoples attention. AND because eye candy, great design and transitions will seduce you so much more
when you plan and decide the project compared to two lines of text.
Don’t forget the transitions, the candy or the great design. But give them something real to work with - make those 2 lines of text ﬁrst.

Think! Digital
FOCUS ON DIGITAL CONTENT
6
Beginning of digital times Today
Focus hav been on getting content out there. Making it available.
Now we focus upon making it stand out in the mass of content out there, and to try to get the message out.
And design moves towards simple designs which focus on messages. Great.

Think! Digital
USERS COME FOR CONTENT
7
djsahasjhfajhfcwefuehfffshdfdhsfbahfcheafbwjhafbwjhafbwjafb
jwqabdfjwbdjwabdfjwbfjkqefjdjsgheirghaæcmoækhlskjhlhktsr
hhkshnkshjnksjhtkhjktg
Buy
“ “
And it makes so much sense. users come for content, not design. Design aids the messaging and the brand, so we need to think those to as a pair.

Think! Digital
LOREM IPSUM MUST DIE
8
Lorem ipsum
• dolor sit amet
• consectetur
• adipiscing elit
Phasellus ut vestibulum nibh,
a porta tellus. In sit amet
ipsum eleifend, consectetur
elit blandit, vehicula ipsum.
Etiam mattis vulputate ipsum,
eu aliquam tortor interdum
ac. Aliquam erat volutpat.
Product title goes here
Product details
Product image
More product stuﬀ
Make sure you have an actual message at hand, when you are designing :)
Classic wireframe for product page and classic example of why lorem ipsum must die skal dø og at vi måske hellere skulle bruge krudtet på at ﬁnde ud af
hvad det er vi gerne vil sælge (og hvad brugerne efterspørger) og så sikre os at vores art directors kan arbejde med det.

Think! Digital
IT DESTROYS THE MESSAGE
9
Diana-Maria
brilliantring
65-77 mm
• EAN 566778899
Hvidguld.
How do titles actually look in product
database?
Do data base contain any (relevant) details?
What level of description do we have?

language, search criteria and needs of the end user is only supported by the picture (and pictures are probably most important content online when it
comes to creating needs, awareness etc - so that’s good. Text however, aids the user when decisions and conversions are made.

Not really relevant og good content for user nor Google. Title is taken directly from database, and text refers to 2 different product numbers. Description is
directed at kids, but are they REALLY the target user of an ecommerce site?

Content and design has not been coupled. Which sucks, because this could have been great. Content performs badly in this coloured wireframe, the
colours are intriguing, but this whole design would have been different had they had actual content (news articles, notiﬁcations, job posts, artist lookups).

User journeys are a great tool to deﬁne a lot of things in the design process, including whoch content and messages are relevant in which touch points,
when and why.

Think! Digital
THE SIMPLEST GET REAL PROCESS
• Always start with
• Who are the users and what do we want them to do?
• Where in the user journey do they meet our service?
• What are their needs, expectations and characteristics
• What type of content and message will make them get on in their journey?
• Then ask yourself:
• What level and type of content do we have at hand?
• e.g. product titles and descriptions for ecommerce
• Text guidelines and articles for member sites
• Video and infographics for media sites
• Does it match user needs or do we need something else - what?
• (If so: Who will get it - and how?)
14

DESIGN WITH REAL
CONTENT - FAST
Case: B2B newsletters - Q8 & Q8 Oils

Think! Digital
INSIGHTS AND PROFILING FIRST
16

Think! Digital
CONVERTED TO MESSAGES AND STRUCTURE
17

Think! Digital
EXAMPLE CONTENT
18
Kampagnebudskab
Kom igennem høsten uden maskinproblemer
Hej Svend
Snart bliver der travlhed ude i markerne. Få styr på din beholdning af
smøreolie allerede nu, så maskinerne er klar.
Ring døgnet rundt og bestil hos Kundeservice på 70128888.
Du er også velkommen til at ringe til mig, hvis du har brug for nye
smøreolier eller har andre spørgsmål.
God høst!
[billede + 22334455/svend.otto.langemark@q8.dk)
Vigtigste produkt (Salg)
Bestil diesel og smøreolie
Vi har nye motorolier til Stage/Tier 3 og 4 motorer med op til 500 timers
skifteinterval:
Q8 T 760 10W-40 - Syntetisk motorolie (SHPD)
Q8 T 760 15W-40 – mineralsk baseret motorolie (SHPD)
Ring og bestil på 70128888
Branchenyhedsmodul
Lavere afgift på smøreolier
Regeringens finanslov for 2015 medfører omlægning af en række
afgifter.
Det betyder bl.a. at afgiften på smøreolier falder med 0,61 kr., dvs.
fra 3,02 kr til 2, 406 kr. Pr. liter
Service
Brug færre olier til dine maskiner
Husk at vi gerne hjælper dig med at finde frem til præcis det sæt af
olier, der passer til din maskinpark. Vi holder også øje med, om der
kommer nye olier der passer bedre til dine maskiner.
Andre tilbud
Pressol Fedtpresser
I praktisk kuffert med 2 batterier og oplader kun 1050,-
Få 60 fedtpatroner Ruysdal WR + 1 accufedtpresser, kun 2.800,-
Footer
Ring og lad os få en snak om de olier, du skal bruge.

Think! Digital
DESIGN WITH ACTUAL CONTENT
SEVERAL MODULES IN A FLEXIBLE TEMPLATE
TC | KC kunder Potentielle kunderDC kunder Oils kunder

Think! Digital 20
Q8 <nyhedsbrev@q8.dk>
Titel på nyhedsbrev
20. Marts, 2015 kl.11:10
DC KUNDER FOKUS PÅ SERVICE OG SAMARBEJDE
DC#Distriktchefskunder
Større&kunder.
I&kampanger&re1et&mod&disse&oplyses&ingen&
priser&da&de&al7d&har&forhandlet&sig&7l&egne&
priser.
Rela3on#3l#Q8
Mange&af&de&store&kunder&er&på&fornavn&med&
distrikschefen.&Han&er&deres&ansigt&på&Q8&og&
giver&kunderne&en&tæ1ere&rela7on&7l&Q8.&Q8&ses&
oBe&mere&som&en&samarbejdspartner&end&blot&
leverandør.&
Selvom&de&fortræksvis&handler&store&mængder&
diesel&bør&den&service&de&modtager&i&forbindelse&
med&eks.&at&ﬁnde&den&rig7ge&smøreolie&ikke&
undervurderes.
Fokusområder:
Reten7on
• Hvordan&kan&Q8&gøre&mit&arbejde&le1ere
• Informa7on&om&nye&services&og&produkter
• Branche&relevante&informa7oner&der&
afspejler&Q8s&eksper7se&på&området
• Q8&som&partner&mere&end&leverandør
Salg
• Special&7lbud&/&Kampagne&7lbud&
• Informa7on&om&online&salg
• Klar#CTA#med#telefon#nr.#3l#distrikschef#
kundeservice
Svend&Mogensen
Landmand,&Vojens
“Jeg%sæ(er%stor%pris%på%Q8’s%service.%Fak8sk%
plejede%jeg%at%handle%hos%Shell%fordi%det%
virkede%besværligt%at%bes8lle%hos%Q8.%Så%hjalp%
Q8%mig%med%at%ﬁnde%få%olier%der%passer%8l%alle%
mine%maskiner,%nu%handler%jeg%alt%hos%Q8..”
Dis7later&
Q8&købekort
Smøreolier
Fyringsolie
Andet
350.000&l/år
T
2T400&l/år
meget&lidt
Produkter Forbrug
Eksempel#på#en#distriktchefskunde

Think! Digital 21
20. Marts, 2015 kl.11:10
Større&kunder.
priser.
Rela3on#3l#Q8
leverandør.&
undervurderes.
Fokusområder:
Reten7on
Salg
kundeservice
Svend&Mogensen
Landmand,&Vojens
Dis7later&
Q8&købekort
Smøreolier
Fyringsolie
Andet
350.000&l/år
T
2T400&l/år
meget&lidt
Produkter Forbrug

Think! Digital 22
20. Marts, 2015 kl.11:10
Større&kunder.
priser.
Rela3on#3l#Q8
leverandør.&
undervurderes.
Fokusområder:
Reten7on
Salg
kundeservice
Svend&Mogensen
Landmand,&Vojens
Dis7later&
Q8&købekort
Smøreolier
Fyringsolie
Andet
350.000&l/år
T
2T400&l/år
meget&lidt
Produkter Forbrug

Think! Digital 23
20. Marts, 2015 kl.11:10
Større&kunder.
priser.
Rela3on#3l#Q8
leverandør.&
undervurderes.
Fokusområder:
Reten7on
Salg
kundeservice
Svend&Mogensen
Landmand,&Vojens
Dis7later&
Q8&købekort
Smøreolier
Fyringsolie
Andet
350.000&l/år
T
2T400&l/år
meget&lidt
Produkter Forbrug

Think! Digital
UX CAMP APP
Design an app that lets you see all
presentations (and updates) from
UX Camp CPH
1. Form group 3-4 people
2. Grab foil piece, post-its & a marker
3. Describe user needs (yours) (5 mins)
4. Define main content & structure on foil (10 mins)
5. Detail content and design on foil (10 min)
6. Present group suggestion in plenum

Design withrealcontent ux_campcph2015

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