Write Responsively: Content as a Touchpoint
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Heidi Steiner Burkhardt discusses the importance of content in user experience for libraries, focusing on empathy for users and developing voice and tone guidelines. She emphasizes creating a cohesive strategy for web content that aligns with user needs at various touchpoints, such as searching for books and accessing resources. The talk highlights the role of language and communication style in enhancing user interactions and emotional experiences with library services.
Write Responsively: Content as a Touchpoint
- 1. Write Responsively: Content as a Touchpoint Heidi Steiner Burkhardt User Experience Specialist University of Michigan Library @heidi_sb Designing for Digital April 7, 2016
- 2. About Me
- 3. Content in User Experience
- 4. What this talk is not
- 5. Mission Identify the types of web content your library sends out into the world Practice empathy for users emotional states Initiate the development of voice and tone guidelines
- 6. Mission Identify the types of web content your library sends out into the world Practice empathy for users emotional states Initiate the development of voice and tone guidelines Employ a cohesive strategy Write appropriate web content Establish a unified personality for your library on the web Big Picture
- 7. Touchpoints “Any point of contact between a buyer and a seller.” -Oxford Dictionary Chart via Google results for: touchpoint
- 8. Touchpoints “Any point of contact between a buyer and a seller.” -Oxford Dictionary Chart via Google results for: touchpoint “A touchpoint is a point of interaction involving a specific human need in a specific time and place.” -Chris Risdon on Un-Sucking the Touchpoint http://adaptivepath.org/ideas/un-sucking-the-touchpoint/
- 10. Find out if the library has a book you want, go get it, and check it out Book Available Search Results Hours, location, directions Go to library Book checked out Book not owned Place hold Get notification Request through ILL, etc. Check out at desk Find in the stacks
- 11. Place an interlibrary loan request for an article that is not available in full-text Article is abstract only Search Results Link resolver page Access ILL system Fill out form Get notification Access ILL system Open, download article
- 12. Arrive at event Learn about and attend an event Social media Blog Email newsletter Flyer Details, location, directions Go to library Website
- 13. Copy and content
- 14. Policies and general information About us page ⦿ Hours ⦿ Borrowing ⦿ Events Policies (but not too many) Support Help pages ⦿ FAQs Self-help knowledge base entries ⦿ How-to guides Instructional content
- 15. Personal support from humans (!) Interface language and microcopy System alerts ⦿ Status messages ⦿ Button text Form labels ⦿ Email and text notifications Email ⦿ Chat ⦿ Text
- 16. Editorial Marketing and outreach Email newsletters ⦿ Twitter ⦿ Facebook Other social media Blog posts Physical Wayfinding ⦿ Stacks labeling Signage and flyers of all flavors
- 17. Homework
- 18. All the feels and writing responsively
- 20. What time does the library close?1 Potential emotions: Interest, anticipation, trust When you write, be: Clear, concise Why: Need information or answers Policies and general information
- 21. What time does the library close?1 Make the current day’s hours obvious. Present complex hours clearly. Indiana University and UNC Chapel Hill are great examples. Why: Need information or answers Policies and general information
- 22. What time does the library close?1 Similar tasks: ● Find the events calendar ● Learn how to make donations ● Figure out how to access resources Why: Need information or answers Policies and general information
- 23. Place a hold on a book (successfully)1 Potential emotions: Joy, anticipation, optimism When you write, be: Affirmative, friendly Why: Trying to accomplish something Interface language and microcopy
- 24. Place a hold on a book (successfully)1 Success! We got your request and will let you know when it’s ready. Why: Trying to accomplish something Interface language and microcopy
- 25. Place a hold on a book (unsuccessfully)1 Potential emotions: Annoyance, anger, confusion When you write, be: Gentle, calm, kind, clear, helpful Why: Trying to accomplish something Interface language and microcopy
- 26. Place a hold on a book (unsuccessfully)1 Why: Trying to accomplish something Interface language and microcopy Uh oh. Something went wrong. Use the Ask Us link for help.
- 27. Place a hold on a book1 Similar tasks: ● Check your account and renew items ● Download an ebook ● Place an interlibrary loan request Why: Trying to accomplish something Interface language and microcopy
- 28. Requesting an article not available in full- text2 Potential emotions: Apprehension, interest, confusion When you write, be: Straightforward, useful, encouraging Why: Trying to accomplish something Support
- 29. Requesting an article not available in full- text2 Why: Trying to accomplish something Support Explain without overwhelming or insulting the user’s intelligence. Walk through steps and don’t assume knowledge. Be specific.
- 30. Requesting an article not available in full- text2 Why: Trying to accomplish something Support Similar tasks: ● Download an ebook ● Use databases remotely ● Find peer-reviewed articles ● Use citation export tools
- 31. Interlibrary loan request is ready.2 Why: Expecting communication Interface language and microcopy Potential emotions: Joy, anticipation, optimism When you write, be: Positive, friendly, clear
- 32. Interlibrary loan request is ready.2 Why: Expecting communication Interface language and microcopy Good news! Your interlibrary loan request is ready. Sign in to access and download it.
- 33. Interlibrary loan request is ready.2 Why: Expecting communication Interface language and microcopy Similar content: ● Hold is ready Similar, but opposite: ● Couldn’t fill request
- 34. Learned about an event in the email newsletter3 Potential emotions: Interest, distraction, curiosity When you write, be: Enthusiastic, engaging, personal Why: Sphere of life Outreach and marketing
- 35. Learned about an event in the newsletter3 Be casual and talk to your readers like friends. Keep it useful and interesting. Prioritize your content. Use specific subject lines. Why: Sphere of life Outreach and marketing
- 36. Learned about an event in the newsletter3 Similar scenarios: ● Follower on social media ● Friend shared or retweeted ● Word of mouth Why: Sphere of life Outreach and marketing
- 37. Learned about an event from the library’s blog3 Potential emotions: Interest, anticipation, trust When you write, be: Casual, friendly, genuine Why: Active library user Editorial
- 38. Learned about an event from the library’s blog3 Write clear titles. Use writing for the web best practices for readability. Develop topics and keep a calendar, don’t write just to write. Why: Active library user Editorial
- 39. Voice and Tone
- 40. Voice
- 41. Tone
- 42. If your library were a person, how would you describe them?
- 43. How do you want people to feel when they visit your library on the web?
- 44. Consider times a shift in tone may be needed.
- 45. Reality (and encouragement, too)
- 46. Jump on opportunities. Chip away. Piece by piece. Project by project. Keep the big picture in sight.
- 47. Be a content advocate. Make others aware of these touchpoints.
- 48. Favorite reads.. How to Make Sense of Any Mess by Abby Covert Nicely Said by Nicole Fenton and Kate Kiefer Lee Everybody Writes by Ann Handley Useful, Usable, Desirable by Aaron Schmidt and Amanda Etches Gather Content blog https://gathercontent.com/blog/ Voice & Tone http://voiceandtone.com All images either owned by me or in the public domain. Thanks Pixabay!
- 50. Thanks so much. Heidi Steiner Burkhardt heidisb@umich.edu @heidi_sb