In the world of digital content, less is more. Here's why. Presentation given to the 2013 Internet User Experience conference in Phoenix, AZ, USA, 02 April 2013.

1. 02
April
2013
@dgcooley
#IUE2013
Less Content. More Strategy.

2. 02
April
2013
@dgcooley
#IUE2013
About
me
• 14
years
as
user
researcher/usability
specialist
• BE,
Biomedical
&
Electrical
Engineering
• MS,
Human
Factors
in
InformaHon
Design
• Selected
Employers
&
Clients
danielle@dgcooley.com
@dgcooley
2

3. 02
April
2013
@dgcooley
#IUE2013
3

4. 02
April
2013
@dgcooley
#IUE2013
(Less)
Content.
(More)
Strategy.
Value
to
End
User
Revenue
Expense
Content
Stress
Expenses
and
stress
increase
with
content.
While
end
user
value
and
revenue
ulHmately
suffer.
4

5. SO
WHAT
IS
CONTENT
STRATEGY?
5

6. 02
April
2013
@dgcooley
#IUE2013
Uh-­‐oh!
6

7. 02
April
2013
@dgcooley
#IUE2013
You
probably
already
do
it!
7

8. 02
April
2013
@dgcooley
#IUE2013
Aaaah.
Clients.
I
need
a
Uhhhhh…
OK?
wireframe.
8

9. 02
April
2013
@dgcooley
#IUE2013
Which
one?
?
9

10. 02
April
2013
@dgcooley
#IUE2013
KrisHna
Halvorson’s
definiHon
“
“Content
Strategy
is
the
pracHce
of
planning
for
content
creaHon,
delivery,
and
governance.”
-­‐
KrisHna
Halvorson
10

11. 02
April
2013
@dgcooley
#IUE2013
Rahel
Bailie’s
definiHon
“
“Content
Strategy
is
the
development
of
a
repeatable
process
that
manages
content
throughout
the
enHre
content
lifecycle.”
And
that
means,
from
planning
to
creaHon
to
management
within
the
CMS,
to
publishing,
to
post-­‐publishing
acHviHes,
and
back
through
the
next
iteraHon
of
planning,
and
so
on
11

12. 02
April
2013
@dgcooley
#IUE2013
What
content
are
we
talking
about?
Video
Audio
Photos
hjp://www.site.com
Graphics
Blog
Entries
Links
spacer.gif
Tweets
PDFs
Copy
12

13. 02
April
2013
@dgcooley
#IUE2013
Content
creaHon
• Who’s
going
to
create
it?
• How
olen?
• What
kind
of
content
will
it
be?
• Tone?
Don’t
forget
about
maintenance!
13

14. 02
April
2013
@dgcooley
#IUE2013
Content
delivery
• Is
this
going
on
the
website?
• Twijer?
• Facebook?
• Email?
• Annual
Report?
Technical
consideraHons
can
be
huge!
14

15. 02
April
2013
@dgcooley
#IUE2013
Content
governance
• Who
reviews
&
approves
new
and
updated
content?
• Who
determines
and
enforces
removal
and
archival
rules?
Who
gets
to
(has
to?)
say
“No!”
to
the
boss?
15

16. 02
April
2013
@dgcooley
#IUE2013
(LESS)
CONTENT
16

17. 02
April
2013
@dgcooley
#IUE2013
The
long
neck
hjp://www.gerrymcgovern.com/
17

18. 02
April
2013
@dgcooley
#IUE2013
Content’s
long
neck
´
Benefit
´
Cost
18

19. 02
April
2013
@dgcooley
#IUE2013
Required
quadrant
map
Contact
Logo
&
Branding
Benefit
FAQ
It
Depends
J
Lejer
from
the
CEO
Culture
Video
Cost
19

20. 02
April
2013
@dgcooley
#IUE2013
Content
is
expensive
Intermediate
Copywriter
$51,358
Webmaster
$66,169
Java
Developer
$80,858
Art
Director
(Web)
$102,526
Salary.com
(2011)
20

21. 02
April
2013
@dgcooley
#IUE2013
Signal
to
noise
raHo
www.jolyon.co.uk
21

22. 02
April
2013
@dgcooley
#IUE2013
The
psychology
of
clujer
22

23. 02
April
2013
@dgcooley
#IUE2013
The
psychology
of
clujer
At
Your
House
On
Your
Website
Insecurity
“I
might
need
that
“A
customer
might
need
someday!”
that
someday!”
Keeping
up
with
the
“The
neighbor
has
new
“My
compeHtor
uses
Joneses
landscaping.
I
need
new
video.
I
need
to
use
video,
landscaping,
too!”
too!”
HecHc
pace
of
life
“I’ll
just
put
this
mail
here
“I
don’t
have
Hme
to
meet
for
now
and
deal
with
it
about
that.
Just
check
later.”
with
legal
before
you
put
it
up
there.”
23

24. 02
April
2013
@dgcooley
#IUE2013
DusHn
CurHs
gets
it
hjp://www.dusHncurHs.com/dear_american_airlines.html
24

25. 02
April
2013
@dgcooley
#IUE2013
AA
is
even
starHng
to
get
it
2011
25

26. 02
April
2013
@dgcooley
#IUE2013
2013
26

27. 02
April
2013
@dgcooley
#IUE2013
This
person
got
it.
Enter
your
tracking
number
Track
My
Package
Everything
Else
Reference
unknown.
27

28. 02
April
2013
@dgcooley
#IUE2013
GoDaddy
Didn’t
Get
it.
And
it
cost
them
a
(high
profile)
customer.
hjp://www.heathbrothers.com/posts/2011/04/gone-­‐godaddy-­‐gone/
28

29. 02
April
2013
@dgcooley
#IUE2013
Ahem.
vs.
29

30. 02
April
2013
@dgcooley
#IUE2013
Lane
Furniture.com
doesn’t
get
it.
hjp://www.lanefurniture.com/Contact-­‐Us/FAQ.aspx
30

31. 02
April
2013
@dgcooley
#IUE2013
(MORE)
STRATEGY
31

32. 02
April
2013
@dgcooley
#IUE2013
The
most
important
thing
Your
content
is
the
most
important
thing
about
your
website.
32

33. 02
April
2013
@dgcooley
#IUE2013
Let
me
repeat
that…
Your
content
is
the
most
important
thing
about
your
website.
33

34. 02
April
2013
@dgcooley
#IUE2013
Take
care
of
important
things

Treat
your
content
with
love.
Yell
at
anyone
who
doesn’t.
34

35. 02
April
2013
@dgcooley
#IUE2013
Lorem
Ipsum
must
die!
Lorem
ipsum
dolor
sit
amet,
consectetur
adipiscing
elit.
Donec
nunc
enim,
volutpat
ut
malesuada
sit
amet,
aliquam
eu
orci.
In
quis
mauris
at
enim
fermentum
vulputate
et
sed
enim.
Suspendisse
tempor
ligula
et
libero
iaculis
quis
tempor
erat
imperdiet.
Vivamus
adipiscing
nunc
vel
odio
dictum
tempor.
Nulla
mauris
nibh,
laoreet
nec
lacinia
id,
feugiat
eu
eros.
Curabitur
faucibus
gravida
lectus,
sed
faucibus
felis
mats
nec.
Duis
interdum
placerat
urna
sit
amet
posuere.
Aenean
in
ligula
at
enim
convallis
sagits.
Nam
ac
fermentum
augue.
Curabitur
sollicitudin,
lorem
vel
tempus
malesuada,
tellus
quam
loborHs
risus,
id
dapibus
odio
leo
eget
orci.
Morbi
eu
augue
mi,
eu
porta
arcu.
Donec
massa
leo,
blandit
quis
viverra
vitae,
fringilla
in
augue.
Cras
condimentum,
nibh
ut
varius
lacinia,
metus
quam
faucibus
tortor,
sed
posuere
lacus
risus
in
diam.
Donec
leo
orci,
fermentum
vel
suscipit
eget,
tempus
in
leo.
Vivamus
ante
justo,
posuere
at
sagits
at,
consequat
vel
leo.
VesHbulum
rutrum
commodo
lorem,
non
varius
nisi
venenaHs
nec.
35

36. 02
April
2013
@dgcooley
#IUE2013
“Hello. This is Lia
Alvarez. I’d like to “It’s on our
Medical Group Practice
Women’s Health Screener
User Experience Flow Diagram
Women’s Health Screener
This short survey was designed by medical
make an appointment website, under
professionals to help your doctor better
understand your health issues and concerns.
Information collected will only be seen by
with Dr. Hansen.” ‘Resources’. I’ll our medical staff.
The survey should take between 5 and 10
send you a link.”
minutes to complete.
Start Now >>
Patient calls for appointment Scheduler refers patient to
There are many The web offers
online screening tool Patient fills out screener on
individual styles of multiple touchpoints
iPad in waiting room
interaction. to health information.
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Jane Hood rez
Scheduling Coordinator
Patient makes appt. online Confirmation email sent with Patient email reminder with Women’s Health Screener Patient initiates screener by Link to tracker or assessment Patient interacts with mobile
link to screening tool link to screening tool welcome page answering survey questions Daily Stress and Anxiety
application or tool tracking tool to collect data
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ultricies, leo vel tempus molestie,
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Depression
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purus, eu lobortis augue. Duis
imperdiet pulvinar molestie.
Link to additional information
“Yes doctor…” has related to survey question
become “Yes doctor,
but…”
12. How would you rate your daily
levels of stress or anxiety?
“Lia, it looks like “Fibromyalgia? Is
[ ] High
[ x ] Medium
Patient History
WHS: Fibromyalgia
Discussion Guidelines
you have some that serious? What
concerns about
[ ] Low Appointments Messages
Women’s Health Screener Results: Treatment Protocols
do I do next?”
Johnson, Jayne Fibromyalgia
Alvarez, Lia Guidelines Patient Education Educational Material
pain and fatigue.”
McPhee, Emma Overactive Bladder Patient Data
Xiang, Wu Guidelines Patient Education
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Gohlsen, Gina arcu vel ornare. Donec eget
Bossert, Mary diam purus, eu lobortis augue.
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Appointment Notes
Alerts Notes
Information is
Data is aggregated and fed Doctor checks EMR system EMR system indicates that Dashboard includes patient Physician examines patient Physician detects frequently
experienced factually
into EMR system at outset of patient visit targeted conditions may data, treatment protocols, informed by screener output undiagnosed condition
and emotionally.
Rapid prototyping warrant discussion discussion guidelines, and Ethnography
educational material From: Medical Group Practice
To: Lia Alvarez
Nam lobortis lacus ac quam iaculis
porta facilisis quam adipiscing. Subject:Information from Dr. Hansen
Phasellus diam augue, rhoncus
quis placerat sed, laoreet nec
urna.
Attached are electronic copies of the information discussed during your
recent appointment.
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Your doctor has also created a secure website with links to tools and resources
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that may be helpful to you. To access this secure website, click on the link
The Women’s Health Screener can only
purus, eu lobortis augue. Duis
imperdiet pulvinar molestie. below. Your password is your date of birth in MMDDYYYY format (no spaces or
dashes).
Your Personal Health Resource Center >>
succeed if it demonstrates tangible positive Physician selects patient Patient education material EMR triggers send of patient
education material from EMR added to patient history and education material via email
impact on patient outcomes and satisfaction. Usability testing discharge packet
Brandulon (generibrand sulfate) Personal Health Resource Center logout
Patient Education Material Fibromyalgia
By fostering effective dialogue about
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing.
Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna.
In ultricies, leo vel tempus molestie, erat sem posuere neque, non In ultricies, leo vel tempus molestie, erat sem posuere neque, non
lobortis tellus nulla sed magna. lobortis tellus nulla sed magna.
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam
purus, eu lobortis augue. Duis imperdiet pulvinar molestie. Overactive Bladder
targeted, under-diagnosed conditions, the
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam
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system will enable accurate and early
detection, a key component of treatment. Detailed dashboard for Practice medical librarian Education material added to
specific condition curates patient education personal patient microsite
material by condition
36

37. 02
April
2013
@dgcooley
#IUE2013
Bacon
Ipsum,
however,
is
awesome.
(No!
Not
really!)
hjp://www.baconipsum.com
37