Whoa Nellie! Content Strategy for Pacing UX

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. They blame their frustration on system speed, and we can learn a valuable lesson: 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. Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We’ll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace. Presented at UXPA Boston 2013, #uxpabos13 May 29, 2013, in Boston.

Design Technology News & Politics

@mbloomstein | #UXPABos13
© 2013© 2012
Margot Bloomstein
@mbloomstein #UXPABos13
UXPA Boston 052913
WHOA NELLIE:
CONTENT STRATEGY FOR
PACING USER EXPERIENCE

@mbloomstein | #UXPABos13
© 2013
©ScottA.MillerforChevrolet

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
@mbloomstein | #UXPABos13

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
@mbloomstein | #UXPABos13

Content will change an experience
and a user’s perception of it.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 2013
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)

@mbloomstein | #UXPABos13
© 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)

@mbloomstein | #UXPABos13
© 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)

@mbloomstein | #UXPABos13
© 2013
Efficient isn’t always effective—
or good.

Users say frustrating activities
take forever.
But are time-consuming
activities also inherently
frustrating?
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 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?

Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
What will a slow pace do?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention

@mbloomstein | #UXPABos13
How do you set the pace?
• Editorial style and structures
• Discovery-oriented content
• Design that creates space

@mbloomstein | #UXPABos13
How do you set the pace?
1. Editorial style and structures

@mbloomstein | #UXPABos13
© 2013
Users can appreciate slow
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.”

@mbloomstein | #UXPABos13
© 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 | #UXPABos13
How do you set the pace?
2. Discovery- and comparison-
oriented content types

@mbloomstein | #UXPABos13
Courage in our
convictions
Empirical
proof

@mbloomstein | #UXPABos13
How do you set the pace?
3. Longform content

The right content
slows down users,
focuses their attention, and
helps them act deliberately.
It respects them and
the topic equally.
@mbloomstein | #UXPABos13

@mbloomstein | #UXPABos13
© 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 | #UXPABos13
© 2013
BE HERE NOW

@mbloomstein | #UXPABos13
© 2013
©ScottA.MillerforChevrolet
BE HERE NOW

@mbloomstein | #UXPABos13
© 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.

@mbloomstein | #UXPABos13
© 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.

More from Margot Bloomstein

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Designing for Trust in an Uncertain World at An Event Apart Seattle

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Designing trust in an era of self-validating facts at Fluxible 2018

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Fast and efficient may rule the web, but efficient experiences aren’t always effective, for many reasons. Instead, try slowing down your customers to improve learning and advance their journey. Fast-to-publish and quick-to-sell can lead to low lifetime value, shopping cart abandonment, returned merchandise—and understandably unhappy reviews. Attend this session, and learn how to craft appropriately-paced customer experiences that allow the time and space for discovery, customer confidence, and insights that last long after the conversion. The secrets live in how you craft copy and prioritize content types to move customers forward wisely, to enjoy the journey mile after mile. Presented at Content Marketing Conference 2018, #CMC18, in Boston, May 3, 2018

How to Embrace Pace with Content Strategy for Slow Experiences

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's all wrong! Users click to confirm too soon, confuse important details, or miss key features in product descriptions. 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. By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. Look to REI, Target, Fidelity, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all by design. Presented by Margot Bloomstein at Generate 2018, #generateconf, on April 27, 2018, in New York City.

Content Strategy for Slow Experiences at Generate NYC 2018

Margot Bloomstein

As we wrangle with the focus of World IA Day, "IA for good," we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter--and does good matter? It does--not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust--in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good. Keynote at World IA Day Boston, #WIADBOS, #WIAD18, February 24, 2018, in Cambridge MA.

Empowerment in an era of self-validating facts at World IA Day Boston

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Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

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Margot Bloomstein

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Margot Bloomstein

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Content strategy for Slow Experiences at HowLive15

Margot Bloomstein

Arm yourself with personas, research, and KPIs. Look out at data you’re chasing. Then look in. What do you see? We spawn sites, create content, and chase new platforms without always knowing why. To keep up with competitors? To keep up with users? We know them better than we know ourselves, then burn resources racing toward questionable destinations and burn out in the process. That’s where content strategy can help. We’ll discuss forging a path from where you are and who you are. Learn how to allot constrained resources and engage your audience. Eager to reach them? To know them, first know yourself. Presented as keynote at Now What 2015, #NowWhat15, April 30, 2015, in Sioux Falls SD.

Knowing Yourself Amid Constraints NowWhat15

Margot Bloomstein

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

Content strategy for deliberate discovery at CongresCM

Margot Bloomstein

More from Margot Bloomstein (20)

Designing for Trust in an Uncertain World at An Event Apart Seattle

Designing trust in an era of self-validating facts at Fluxible 2018

How to Embrace Pace with Content Strategy for Slow Experiences

Content Strategy for Slow Experiences at Generate NYC 2018

Empowerment in an era of self-validating facts at World IA Day Boston

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Content Strategy for an Era of Self-Validating Facts at CSsummit

Establishing a Brand-driven Message Architecture WebVisions NYC

Jumpstarting content strategy with a message architecture at Converge2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

Brand-driven Content Strategy: Developing a Message Architecture at Confab In...

Content Strategy for Slow Experiences at Web Design Day

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3. These people are waiting in a line.

6. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #UXPABos13

7. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #UXPABos13

8. Content will change an experience and a user’s perception of it. @mbloomstein | #UXPABos13

10. @mbloomstein | #UXPABos13 © 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)

11. That was horrible and it took forever.

12. @mbloomstein | #UXPABos13 © 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)

15. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #UXPABos13

17. @mbloomstein | #UXPABos13 © 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?

18. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #UXPABos13

19. @mbloomstein | #UXPABos13 What will a slow pace do? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention

20. @mbloomstein | #UXPABos13 How do you set the pace? • Editorial style and structures • Discovery-oriented content • Design that creates space

21. @mbloomstein | #UXPABos13 How do you set the pace? 1. Editorial style and structures

25. “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.”

26.

27. @mbloomstein | #UXPABos13 © 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.”

29. @mbloomstein | #UXPABos13 How do you set the pace? 2. Discovery- and comparison- oriented content types

31. @mbloomstein | #UXPABos13 Courage in our convictions Empirical proof

32.

33.

34.

35.

36. @mbloomstein | #UXPABos13 How do you set the pace? 3. Longform content

38.

45. The right content slows down users, focuses their attention, and helps them act deliberately. It respects them and the topic equally. @mbloomstein | #UXPABos13

46. @mbloomstein | #UXPABos13 © 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

47. @mbloomstein | #UXPABos13 © 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

49.

53. @mbloomstein | #UXPABos13 © 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.

54. @mbloomstein | #UXPABos13 © 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.

55. @mbloomstein | #UXPABos13 © 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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