Whose Page Is It Anyway?: Creating a content workflow that serves the audience
- 1. CREATING A CONTENT WORKFLOW THAT SERVES THE AUDIENCE Whosepageisit anyway? Presented by Malaika Carpenter S A Y C R E D M E D I A G R O U P L L C
- 2. Malaika Carpenter CONTENT STRATEGIST Helps companies get clear on their why, solid on their story, and truly connected with their audience. @MALAIKAINK (Plus, she produces comedy shows!)
- 3. ALIGN YOUR TEAM’S GOALS WITH YOUR TARGET AUDIENCES’ GOALS PRACTICAL EXERCISE TO HELP YOU ACCOMPLISH BOTH BRING AUDIENCE RESEARCH INTO YOUR DAY-TO-DAY WORK WhatYou'llLearn
- 4. A FAMILIAR SOMEONE HAD A BRIGHT IDEA
- 5. Yourbossorclient hasabrightidea... A N D E V E R Y O N E W I L L L O V E I T .
- 6. Thatbrightidea istypically... C O N T E N T - I N T E N S T I V E D E S I G N H E A V Y C O M P L E X , I N T E R A C T I V E E X P E R E I N C E
- 7. “ C O O L , D O Y O U H A V E E V I D E N C E O R REASEARCH T O S U P P O R T T H A T ? You Ask:
- 8. Theysay: “WE DON’T HAVE BUDGET FOR THAT.” " W E ' L L T E S T I T L A T E R . " “ L E T ’ S S E E W H A T O T H E R C O M P A N I E S A R E D O I N G . ”
- 9. S O THERE'S BUDGET TO BUILD IT. . . B U T N O T I M E O R M O N E Y T O S T U D Y T H E P R O B L E M Y O U ’ R E S O L V I N G ? You Think:
- 10. “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.” A L B E R T E I N S T E I N
- 11. Y O U ’ L L B E A S K E D T O B E I N A 5 5 + M I N U T E M E E T I N G T O PITCH SOLUTIONS AND WIREFRAMES F O R T H E B R I G H T I D E A . You Know:
- 12. W H A T D O Y O U K N O W A B O U T T H E A U D I E N C E ? H O W D O Y O U K N O W T H E Y ’ L L W A N T T H I S ? So, You Say:
- 13. Theymaygiveyou: DEMOGRAPHIC DATA MARKETING PERSONAS CUSTOMER SURVEY DATA GOOGLE ANALYTICS (Or,you'llgatherthisyourself)
- 14. M A K E REALLY SMART GUESSES A B O U T W H A T T H I S A U D I E N C E W A N T S A N D H O W T H A T A L I G N S T O T H E B R I G H T I D E A . Now You Must:
- 16. NOT THE PROBLEM It's when we think our bright ideas are the right ideas for our audience without any evidence--that's the problem. BrightIdeasare...
- 17. OUR ASSUMPTIONS Like when I assumed health advice is universal. But later realized it's not universally applied. Whatwebuildis... (These two women are not same.)
- 19. HARD TO PROVIDE VALUE Meaningful content is created when you know what satisfies your audiences' wants and needs. Don'tKnow Audience,
- 20. BUTWEALREADY KNOWTHIS! (TRUE, BUT DO WE PRACTICE IT?)
- 21. FINDING CHALLENGING OUR ASSUMPTIONS ABOUT AUDIENCE
- 22. HOW DO I...? MAKE MY TEAM SEE THAT AUDIENCE TOUCHES EVERY PIECE OF THEIR WORK? SHOW THEM WAYS TO SOLICIT AUDIENCE FEEDBACK IN THEIR DAY-TO-DAY WORK? SHOW THEM WAYS TO CONNECT AUDIENCE NEEDS TO OUR TEAMS’ AND CLIENTS’ PRIORITIES?
- 23. MAKE THEM IN CONTENT & UX DESIGN, WE CALL THIS EMPATHY
- 24. We care about our audience in theory. We just don’t feel accountable to them. M A L A I K A C A R P E N T E R @MALAIKAINK
- 25. WE DON'T SEE THESE PEOPLE EVERYDAY BUT WE DO SEE OUR BOSS EVERYDAY
- 26. Exercise #1
- 27. ASK YOUR USER-FACING TEAMMATES LAST INTERACTION WITH CUSTOMER What was it like? What did they learn? How did they help? WHAT THEY KNOW ABOUT CUSTOMER What are the user goals, emotions, preferences? WHAT THEY WISH THEY KNEW What information have they not gathered or learned?
- 28. WHY THIS MATTERS...? PLACES TEAMMATES IN THE CONTEXT OF USERS IDENTIFY GAPS IN TEAM'S KNOWLEDGE PROVIDES QUALITATIVE DATA ABOUT AUDIENCE
- 29. GATHER WHAT CREATE A CLEARER PICTURE OF OUR USERS
- 30. CreateDocumentThat Summarizes: DATA FROM TEAM INTERVIEWS DEMOGRAPHIC DATA MARKETING PERSONAS CUSTOMER SURVEY DATA GOOGLE ANALYTICS
- 31. HighlightKeyUserInfo: USER GOALS USER EMOTION USER PAIN POINTS USER BEHAVIORS & PREFERENCES
- 33. WHY THIS MATTERS...? HELPS TEAM TO FOCUS ON USER CONTEXT VS. THEIR OWN TEAM CAN IDENTIFY WAYS IT IS OR CAN SERVE AUDIENCES' GOALS & PAIN POINTS QUICK, AT-GLANCE VISUAL OF AUDIENCE THAT IS EASY TO SHARE
- 34. TEAM UP & GET EVERYONE TO FOCUS ON AUDIENCE
- 35. Exercise #2
- 36. GATHER YOUR USER- FACING TEAMMATES REVIEW CUSTOMER PROFILES Share your fancy profile document & discuss. TALK ABOUT THE USER JOURNEY What are the specific stages for your product? What do users want and feel in each stage? IDENTIFY USER TOUCHPOINTS Discuss the various ways customers discover and confirm need for product throughout user journey?
- 37. GroupWorkshop WHO SHOULD BE THERE? Teammates that impact user- facing interactions Cross-functional OBJECTIVE: Knowledge-sharing Brainstorming ways to better serve customer Thinking about user context SET ASIDE TIME... P R E F E R A B L Y A H A L F D A Y .
- 38. GroupWorkshop MATERIALS: F L I P C H A R T P A P E R P O S T - I T N O T E S S H A R P I E S EXERCISE: Define user goals & emotion for each user journey stage. Identify ways users may satisfy goals on their own. Identify ways we currently help them. Identify ways we could help them. 1. 2. 3. 4.
- 39. WHAT WE LEARNED WE SHOULD TALK MORE TO EACH OTHER Some departments know more about customers than others. There's an opportunity to share knowledge across organization. WE SHOULD TALK MORE WITH USERS There's questions we could not answer like how customers might satisfy goals on their own. There's an opportunity to refine user survey questions and leverage sales reps.
- 40. WE ALSO LEARNED SOME PROJECTS ALIGNED WITH AUDIENCE NEEDS Confirmed that some features on the product roadmap could really serve customer needs. OTHERS REALLY DID NOT Realized that some features could be de- prioritized, re-considered, or replaced with others that were important to user needs.
- 41. DOCUMENT, CONNECT IT BACK TO DAY-TO-DAY WORK
- 42. WHAT WE RECORDED USED TRELLO BOARD Captured written post-it notes into Trello board to have a shared digital record. Helpful for our remote teams. VISUALIZED INTO ONE-PAGER Transformed our digital Trello board into a visual one-pager for entire team to reference and keep top of mind.
- 43. TRANSFORMED THIS... Whiteboard of post-its and online Trello board INTO A ONE-PAGER User goals and emotion were written as "I want" and "I feel" statements in tone of user.
- 44. Additional Strategies FOR CONNECTING AUDIENCE RESEARCH BACK TO DAILY WORK
- 45. STATUS UPDATES Reference one-pager in status meetings and team evaluations. How are we tracking? How are we performing? PROJECT TASKS Turn opportunities to improve customer experience into assignments the team can test. PRODUCT ROADMAP Compare workshop responses to features on existing product roadmap. What's same? What's different? How should it change?
- 46. LEVERAGE CUSTOMER SUPPORT TEAM Encourage customer support to ask better questions. REFINE USER SURVEYS Ask more targeted questions about user goals, emotions, and preferences. CONTENT & DESIGN PRINCIPLES Transform user research data into insights that can serve as working principles.
- 47. THINGS TO PUTTING IT ALL TOGETHER
- 48. We need to stop interrupting what people are interested in and be what people are interested in. C E O , S E N D L E CRAI G DAVI S
- 49. FINAL THOUGHTS REVOLVE AROUND YOUR AUDIENCE’S INTERESTS Be an advocate for your audience. Constantly ask, "Will our audience care?" Challenge your team's assumptions by talking to real-world users. BUILD RESEARCH INTO YOUR WORKFLOW Adapt existing user surveys. Leverage sales or customer service reps. Routinely check analytics. Do small usability tests before and after design and dev
- 50. THANKYOU! (SO, ANY THOUGHTS OR QUESTIONS?)
- 51. saycredmediagroup@gmail.com @malaikaink www.malaikacarpenter.com LET'S CONNECT YOU CAN REACH MALAIKA AT: