Content Strategy Forum 2016. Melbourne, Australia. Do you know what every piece of content on your site is trying to achieve? Why it’s there? What it’s trying to do? Do you know if there’s a better way to do it? These are the questions the eCommerce team at Suncorp Group asked themselves when redesigning the website of one of Australia’s largest insurance brands, AAMI. Join David Kennedy (UX Design Manager) and Paul Foster (Program Manager) as they take you through the details of content strategy, research, UX design, content production and delivery, on the way to not only launching a new website, but carving out a new process for collaborating on content.

1. DESIGNING CONTENT
WITH PURPOSE

2. DESIGNING CONTENT
WITH PURPOSE

3. DAVID KENNEDY
UX Design Manager
@davkenn
https://au.linkedin.com/in/davkenn
PAUL FOSTER
eCommerce Program Manager
@pauljamesfoster
https://au.linkedin.com/in/pauljamesfoster

7. www.responsiveawesomenesswithamazingcontent.com.au

8. www.desktoponly.com.au m.mobileonly.com.au

15. In Australia, nearly 420,000 burglaries took place last year,
or one every 1.25 minutes.
It is only a matter of time before a thief targets your home and valuables.

17. What is this
content trying
to achieve?
Do people know
why they might
need these?
Does this really
describe the
product?

19. What are the
customer goals
on this page?
What are the
business goals
of this page?

20. Source: Paul's holiday photos

21. LatinTutorial.com
http://latintutorial.com/videos/insulae-ancient-slums

22. Source: Paul's holiday photos

23. Butch Cassidy and the Sundance Kid (1969)
Campanile Productions, Newman-Foreman Company, 20th Century Fox
http://www.trapword.com/172-butch-cassidy-and-the-sundance-kid-1969/

24. Path to success

25. Path to success
(reality)

26. STRATEGY

27. What’s our mobile strategy?

28. What’s our online strategy?

29. What’s our content strategy?

30. What is a strategy?

31. “Our strategy is to increase online conversion by 5%”
goal

33. THE KERNEL OF GOOD STRATEGY
Diagnosed
Problems
Targeted
Actions
Guiding
Policies
Purpose/Goal

34. To deliver a website, designed around the customer, that is efficiently optimisable and accessible across all devices.
CONTENT STRATEGY
DIAGNOSIS
Excess of irrelevant content
Difficult to maintain and optimise. Not
relevant to the customer.
No continuous, unified process for
co-ordinating content.
Cannot co-ordinate, control or optimise
the content effectively.
Not effectively communicating our
CVP onsite.
We cannot take advantage of our brand
appeal. Customers are left to compare
on price.
Disconnect between the website
(new customer) and self-service
(existing customer)
Lack of customer awareness. Not
leveraging our advantage.
No responsive website
Broken experience on mobile devices.
Google penalising us on SEO. Losing
sales.
ACTIONS
Validate and challenge site goals
through research, customer and
business insight.
Build a working group of business
stakeholders to govern on-site
content.
Refocus the customer experience to
articulate AAMI’s CVP on-site.
Integrate the self-service
functionality into the AAMI product
offering so that it becomes a clear
customer benefit.
Increase sales and customer strike-
rate through better conversion of
traffic via a responsive website.
GUIDING POLICIES
Customer
Continuous customer research.
Validation of site goals via on-site
analytics.
Content
Adherence to a structured content
framework. On-site testing and analysis
of sales results.
Self-service
Inclusion of SS customer benefit within
product content. Validation of SS new
functions against customer journey/
goals.
Delivery
Technology framework to facilitate
delivery of content optimisation
program of work.

37. CONTENT FRAMEWORK

40. CONTENT FRAMEWORK

42. GOAL
IMPLEMENTATION
“Articulate the extra benefits of
being an AAMI customer.”

43. GOAL
IMPLEMENTATION
“Articulate the extra benefits of
being an AAMI customer.”

44. GOAL
IMPLEMENTATION
“Articulate the extra benefits of
being an AAMI customer.”

45. CUSTOMER RESEARCH

48. To uncover the key themes and content that AAMI insurance
customers find relevant.

51. Key areas of focus for content that customers were seeking or needed

52. Content goals from a customers perspective

55. CONTENT PRODUCTION

58. Deliver!
Insight…
Gather
facts…
Message
for the
customer…
Sign-off
We’re leaking knowledge so
we always have to start over

59. Deliver!
Insight…
Gather
facts…
Message
for the
customer…
Sign-off
Store insights
and facts in
content assets
Store approved
messages in the
repository
Engage stakeholders
and delivery team upfront…
- Ongoing relationships
- RACI model
So sign-off and
delivery should be
easier and faster!
Connect insights
with outputs!!!
Creating a knowledgebase

60. Source: peterjthomson.com

61. Repository
(Confluence)
Idea
generated
Raise
Brief#1
Go/No Go
decision
made
Unsuccessf
ul Ideas
closed
Customer
validation
/Build Prototypes
/User testing
Prepare full
Brief#2
All ideas & outcomes
captured in
Repository
Brief #1 (Confluence)
-Define Customer problem /
opportunity
-impact & risks
Approve scoping
& feasibility
eCommerce & BT
Review #1 for
feasibility, benefit,
& strategic
alignment
Start
Process
P1 -Ideation P2 –Brief, Proto-typing P3 -Scoping & Feasibility P4-Approval
Discovery
session
Brief #2
Stakeholder
review solution
(brief)
Brief needs
reassessment
/ rework
Approved,
send comms
to
stakeholders
Legend:
P1,2… =Process Steps
Review
#2
P10-16 -Build & Delivery –Iteration based
deployment
Copy
Deck
Wirefr
ames/
Protot
ype
Visual
Desig
n
Produ
ction
Conte
nt
creati
on
Check
Point
& Initiate
Workshop
P6 -Design & Content
I0 Build
Content
Mgmt
Test/
UAT
Migration PVT Retro
P7-9 -Check
point
#Design & Content (P6) will work with Build & Delivery (P10-16) in an iterative
process
#The Initiative size will determine the number of iterations.
I1 Delivery Design & Content
I1 Build
Content
Mgmt
Test/
UAT
Migration PVT Retro
In Delivery Design & Content
In Build
Content
Mgmt
Test/
UAT
Migration PVT Retro

73. Explain the
product in one
sentence
Explain the
jargon in simple
language
Show quick
comparison of
important core
product
features
Display added
services for
brand
differentiation

74. Use of
scenarios to
understand
product
features

76. HOW DID IT GO?

77. Visitors pathing deeper into product pages directly from the homepage
(Hypothesis: Visitors finding the right content (demonstrated by
decreased exit % and less PDS downloads)
Increased buy participation rate for all product pages
Overall Product page performance improved, resulting in increased
Quote start & decreased exits

78. NEXT BRAND…

82. To deliver a website, designed around the customer, that is efficiently optimisable and accessible across all devices.
CONTENT STRATEGY
DIAGNOSIS
Excess of irrelevant content
Difficult to maintain and optimise. Not
relevant to the customer.
No continuous, unified process for
co-ordinating content.
Cannot co-ordinate, control or optimise
the content effectively.
Not effectively communicating our
CVP onsite.
We cannot take advantage of our brand
appeal. Customers are left to compare
on price.
Disconnect between the website
(new customer) and self-service
(existing customer)
Lack of customer awareness. Not
leveraging our advantage.
No responsive website
Broken experience on mobile devices.
Google penalising us on SEO. Losing
sales.
ACTIONS
Validate and challenge site goals
through research, customer and
business insight.
Build a working group of business
stakeholders to govern on-site
content.
Refocus the customer experience to
articulate GIO’s CVP on-site.
Integrate the self-service
functionality into the GIO product
offering so that it becomes a clear
customer benefit.
Increase sales and customer strike-
rate through better conversion of
traffic via a responsive website.
GUIDING POLICIES
Customer
Continuous customer research.
Validation of site goals via on-site
analytics.
Content
Adherence to a structured content
framework. On-site testing and analysis
of sales results.
Self-service
Inclusion of SS customer benefit within
product content. Validation of SS new
functions against customer journey/
goals.
Delivery
Technology framework to facilitate
delivery of content optimisation
program of work.

91. LEARNINGS & INSIGHTS

92. DESIGNING CONTENT
WITH PURPOSE

93. To deliver a website, designed around the
customer, that is efficiently optimisable
and accessible across all devices.

94. Path to success
(reality)

95. PURPOSE HAS GUIDED US FROM MACRO TO MICRO
Brand Purpose Customer Purpose Content Purpose Page & Section Purpose
Content Chunk
Purpose
Stakeholder sign-offs CollaborationBriefsProcess

96. What’s our content strategy?

97. What’s our experience strategy?

98. Make sure it’s jam packed full of purpose, diagnoses,
actions and guiding policies.
TAKEAWAYS
1 NO FLUFFY STRATEGY

99. TAKEAWAYS
Fall in love with the problem, not the solution.
2 FOCUS ON THE PURPOSE
OF YOUR CONTENT

100. TAKEAWAYS
This will lead to better collaboration and ultimately
content!
3 SEEK SHARED
UNDERSTANDING OF
OTHER DISCIPLINE’S
PURPOSE

101. DAVID KENNEDY
UX Design Manager
@davkenn
https://au.linkedin.com/in/davkenn
PAUL FOSTER
eCommerce Program Manager
@pauljamesfoster
https://au.linkedin.com/in/pauljamesfoster
Thank you!