Content Strategy for Slow Experiences at Web Design Day
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The presentation emphasizes the importance of content strategy in creating engaging and meaningful experiences for users, arguing that effective content is timely and contextually relevant. It highlights that users value slow experiences when they lead to engagement and memory-making, contrasting this with the frustration associated with perceived speediness. The talk also suggests various methods, such as editorial styles and longform content, to encourage users to slow down and make more deliberate choices.
Content Strategy for Slow Experiences at Web Design Day
- 1. @mbloomstein | #WDD2015 1 © 2015 Margot Bloomstein @mbloomstein Web Design Day #WDD2015 June 12, 2015 CONTENT STRATEGY FOR SLOW EXPERIENCES
- 2. @mbloomstein | #WDD2015 2 © 2015(cc) Miles Gehm
- 3. @mbloomstein | #WDD2015 3 © 2015
- 4. @mbloomstein | #WDD2015 4 © 2015
- 5. @mbloomstein | #WDD2015 5 © 2015
- 7. We never stopped. The puns weren’t effective.
- 8. We never stopped. The puns weren’t effective. They weren’t the right content at the right time.
- 9. The right content isn’t necessarily more content.
- 10. The right content is right for right now: the context, audience, and their mindset.
- 11. @mbloomstein | #WDD2015 11 © 2015© Scott A. Miller for Chevrolet
- 12. These people are waiting in a line.
- 13. @mbloomstein | #WDD2015 13 © 2015
- 14. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
- 15. Content affects experience… and a user’s perception of an experience. @mbloomstein | #WDD2015 15
- 16. @mbloomstein | #WDD2015 16 © 2015 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
- 17. @mbloomstein | #WDD2015 17 © 2015 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)
- 18. Frustration, not speed, drives the perception of slowness.
- 19. Is it enough just to speed it up?
- 20. Do people make better decisions if they’re immediate snap decisions?
- 21. @mbloomstein | #WDD2015 21 © 2015
- 22. @mbloomstein | #WDD2015 22 © 2015 Efficient isn’t always effective.
- 23. @mbloomstein | #WDD2015 23 © 2015 Efficient isn’t always effective.
- 24. Users say frustrating activities take forever. But are slow activities inherently frustrating?
- 25. © Charlotte & Kristian Septimius Krogh
- 26. @mbloomstein | #WDD2015 26 © 2015 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)
- 27. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #WDD2015 27
- 28. @mbloomstein | #WDD2015 28 © 2015
- 29. Why do this? • Encourage exploration & discovery • Drive more deliberate choices • Focus users’ attention
- 30. How do you slow down users? 1. Editorial style and structures
- 31. @mbloomstein | #WDD2015 31 © 2015 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 32. Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 34. “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.”
- 35. @mbloomstein | #WDD2015 35 © 2015
- 38. @mbloomstein | #WDD2015 38 © 2015 “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.”
- 39. @mbloomstein | #WDD2015 39 © 2015
- 40. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types
- 41. @mbloomstein | #WDD2015 41 © 2015
- 44. Time & space to interact with it Engaging, informative content
- 48. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content
- 52. @mbloomstein | #WDD2015 52 © 2015
- 53. @mbloomstein | #WDD2015 53 © 2015
- 54. @mbloomstein | #WDD2015 54 © 2015 • Slow down • Act deliberately • Focus
- 55. @mbloomstein | #WDD2015 55 © 2015
- 56. @mbloomstein | #WDD2015 56 © 2015
- 57. But does it work?
- 58. @mbloomstein | #WDD2015 58 © 2015 The outdoor recreation economy grew 5% annually 2005 through 2011— during an economic recession when many sectors contracted. Outdoor Industry Association Source: Outdoor Recreation Economy Report 2012; http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
- 59. @mbloomstein | #WDD2015 59 © 2015 2005 2006 2007 2008 2009 2010 2011 REI industry average Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html The outdoor recreation economy grew 5% annually… while REI averaged 11% year-over-year growth
- 60. @mbloomstein | #WDD2015 60 © 2015 Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases 0 20 40 60 80 100 120 140 2007 2008 2009 2010 2011 2012 REI EMS Store growth fuels content availability
- 61. @mbloomstein | #WDD2015 61 © 2015 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
- 62. @mbloomstein | #WDD2015 62 © 2015 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
- 63. Attention must be paid © Viking
- 64. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
- 65. @mbloomstein | #WDD2015 65 © 2015 Be here now
- 66. @mbloomstein | #WDD2015 66 © 2015 Be here now
- 67. @mbloomstein | #WDD2015 67 © 2015 Be here now? Are we willing to
- 68. THANK YOU! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted. © 2015 Appropriate, Inc.