content strategy for better user...
TRANSCRIPT
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Content Strategy
for better User Experience
Why design is not enough.
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About me
2 2013-10-08 Symetria.pl - Wojtek Chojnacki
Wojtek Chojnacki
Strategy & Development Leader
7 years of experience
UX design, UX research
Examples of UX projects:
Lexis Nexis
Orange
Credit Agricole
Philip Morris
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About Symetria
User research, usability testing
UX design
E-business support (design thinking
workshops, e-marketing, content
strategy, consultancy)
We make users buy.
Team of 35 specialists
2 own commercial websites
Cooperation with the most important brands in Poland…: Orange, T-Mobile, BZ WBK, Credit Agricole, WP.pl …
… and abroad: Deutsche Telecom, Snitker Group, Pandora, GoodYear, Boston Scientific
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UX activity: user research/user testing
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UX activity: user flows and IA
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UX activity: wireframing
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UX activity: graphic design
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UX in organizations
User Experience is highly regarded in more
and more organizations.
Interface design is a strategic effort
coordinated on a management level.
What about content?
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Web content? What does it have
to do with User Experience?
Well…
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Myths about content
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On an average Web page,
users read at most 20% of the words [..] Jakob Nielsen (2008)
Only 1 in 15 users is able to find information
in a text which is not optimized for scanning. Gerry McGovern (2008)
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Facts
Users don’t read the unimportant words.
They scan first.
When they focus, they pay more attention than
offline readers.
Content creates much of the online experience.
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Content is customer satisfaction
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A/B testing at eBay.com
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Content is persuasion
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+ 35% conversion rate
Source: http://37signals.com/svn
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Content is a strategy
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2006: start up
2009: market leader
worth $170 000 000
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Content is future
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MIT + Harvard: $30 mln investment each
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“from creative excellence to content excellence.” Jonathan Mildenhall,
vice president of global advertising strategy and excellence
Coca Cola – new marketing strategy
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How content shapes experience
User satisfaction
Persuasion
Strategy
Future
But content is also… neglected.
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2011 - The topic of content strategy arises
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Typical website development process
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Research UX Design
Content
Development
Launch
Content follows design.
Function follows form?
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Who creates content?
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Product Management PR & Marketing External
agency
Product A Product B
Product C etc
No global rules, silo effect.
Local optimisation.
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Content strategy
Do we need another kind of strategy?
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What is content strategy
The practice of planning for content creation, delivery, and governance.
Kristina Halvorson
Content Strategy for the Web
http://www.slideshare.net/chiatlanta/what-is-content-strategy-acs-july-
meetup-1731575
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Content first
Content is not the last stage of the
process.
But is „content first” really possible?
„Content strategy first”
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Content strategy project
Case study: Credit Agricole
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Relatively new brand in Poland
Tagline: „Simple and reasonable”
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Redesign of the bank’s website for group deals
http://klubrabatowy.credit-agricole.pl
AI/interface redesign showed great results
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Credit-agricole.pl
User testing showed some
usability problems
The perfomance of the site
showed areas for
improvement.
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Credit-agricole.pl
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Home page Product category Product details
Click through rates:
- Call center +225%
- Branches +326%
Decrease in search done for
contact details: -70,05%
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Credit-agricole.pl – product cathegory page
• Many similar products
• Descriptions contain only „pros”
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Credit-agricole.pl – product details page
• Cluttered layout
• Patience and focus needed to extract the most crucial attributes
• „Average banking site”
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Approach to the project
Problems encountered were not
entirely „interface-driven”
It was not enough to redesign the
website.
We needed to re-think the content.
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Project stages
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Content strategy
workshops
User Experience
design
New website (middle of 2013)
Content requirements
Copywriting Implementation
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Project stakeholders
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Content strategy workshops
Product
managers
Public
Relations Marketing
Internet
Marketing
(leader)
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Content strategy workshops
Workshop 1: Users and their content needs
Workshop 2: Content requirements
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Content strategy workshops
Personas (4 target groups)
Banking product selection
criteria
Conducted on the basis of
marketing studies results
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Content requirements
Content mapping
Content templates
(related to mockups)
Style guide for the
templates
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Content templates
Templates are created as we break down the micro structure of each content type,
defining goals and rules of every chunk of content.
For more details see: http://alistapart.com/article/future-ready-content
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Content Structured content CMS
representation
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Content templates / stylebook
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Requirements Example
Content
structure
element
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Benefits of content structuring: National Public Radio
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COPE – Create Once, Publish Everywhere
+ 80% pageviews
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Client’s perspective
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„We realize that a good information architecture, UX and web design are not enough anymore. What can make us stand out from the competition is very well-written site content.” Piotr Jeske, senior ecommerce specialist
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Client’s perspective
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Thanks to the excellent cooperation between many different bank departments and Symetria, we managed to develop rules of content creation (stylebook) as well as „easy to absorb for customers” content…” Damian Ludke, director of internet marketing
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Final thoughts
Good user experience is not only about
good UI
In the future of multiple devices, it is the
content which drives the multichannel
experience
„Content first” might be impossible.
„Content strategy first” is a must.
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Thank you for your attention
Wojtek Chojnacki Strategy & Development Leader
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