Carol Barnum Director of User Research

Transcription

1 Presented by Carol Barnum Director of User Research

2 What is content strategy? the planning, development, and management of informational content written or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication. Source: Wikipedia STC Atlanta Jan 21, 2014

3 Put simply... Content Strategy plans for the creation, delivery, and governance of useful, usable content. - Kristina Halvorson STC Atlanta Jan. 21, 2014

4 Read all about it! Content Strategy for the Web, 2009, Halvorsen, 2 nd ed Web Content Strategist s Bible, The Complete Guide to a New and Lucrative Career for Writers of All Kinds, 2009, Sheffield Clout: The Art and Science of Influential Web Content, 2010, Jones The Elements of Content Strategy, 2011, Kissane Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project 2012, Bloomstein Content Strategy: Connecting the Dots between Business, Brand, and Benefits, 2012, Bailey and Urbina Content Strategy 101:Transform Technical Content into a Business Asset, 2012, O Keefe, Pringle, Rockley Managing Enterprise Content: A Unified Content Strategy, 2012, Rockley (1 st ed. 2002) Content Everywhere: Strategy and Structure for Future-Ready Content, 2012, Wachter-Boettcher STC Atlanta Jan 21, 2014

5 Rachel Lovinger Razorfish

6 What do content strategists do? Audit content inventory Plan for the creation, publication, and governance of useful, usable content Manage content creation and revision Create content STC Atlanta Jan 21, 2014

7 Test it!

8 Overheard in testing... We know the content isn t right. We ll get to it later. We re testing the site, but we don t have the content yet help or user assistance yet STC Atlanta Jan 21, 2014

9 Lorem ipsum dolor sit amet, consectetuer libero fringilla etiam sem, a suspendisse nec parturient, fringilla lectus ac wisi sem facilis rutrum, lacus imperdiet sed dignissim enim libero. Vel vitae donec, ante mi montes sed. Dolor nunc neque convallis sodales dignissim ipsum. Tempus nisl placerat, accumsan nibh lectus tincidunt vitae rutrum non, quisque lorem nibh aenean arcu ut, proin praesent phasellus eros varius

10 Top findings in testing Findability Navigation Terminology Page design Mental model STC Atlanta Jan 21, 2014

11 What about the content? Can users find and view the content? Do users understand and want to take action? Can users complete the action? Clout, Colleen Jones STC Atlanta Jan 21, 2014

12 What about the content? Is it what users want and need? Is it presented with good information design? Is it organized in a way that works for users? Does the writing help users skim & read quickly? Are the words the ones your users understand? Do users interpret images accurately? Letting Go of the Words, Ginny Redish STC Atlanta Jan 21, 2014

13 Why does content matter? Increases sales Increases satisfaction Reduces calls STC Atlanta Jan 21, 2014

14 Content Strategy and UX: A Modern Love Story Kristina Halvorson

15 Two case studies focus on content STC Atlanta Jan 21, 2014

16 IHG Green Engage STC Atlanta Jan 21, 2014

17 Some facts in the case STC Atlanta Jan 21, 2014

18 Round 1: 14 users Goals Navigation and workflow Defects and system feedback issues Perceptions regarding content, terminology, labels, visuals Identify training requirements STC Atlanta Jan 21, 2014

19 Round 1 Results Users liked the concept, hated the execution I believe this will be useful once everyone understands it. 11 calls to for assistance from 4 users Conclusion: STC Atlanta Jan 21, 2014

20 Round 2: 8 months later, 12 users All new prototype design No change in content!! Same goals as round 1: obtain feedback on users perceptions regarding content, terminology, labeling, and visuals New goal: Measure SUS score improvements STC Atlanta Jan 21, 2014

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22 SUS scores Round 1 54 Round 2 73 STC Atlanta, Jan. 21, 2014

23 Round 3: 5 months later, 4 users Pre-launch, 2-day study, current users of V1 Day 1, set up your hotel Day 2, read reports, create action plans Results Users loved the changes Concepts and functions more fully integrated Homepage helpful Application supported user goals STC Atlanta, Jan. 21, 2014

24 SUS score Round 1 54 Round 2 73 Round 3 94!!!!!! STC Atlanta, Jan. 21, 2014

25 Our recommendations Test with new users Refine current content Test with new content Incorporate context-sensitive help STC Atlanta, Jan. 21, 2014

26 Round 4: 1 year later, 16 users New team of SMEs! Focus on the content!! New users included in participant pool Goal learn how well users understand and can act on content STC Atlanta, Jan. 21, 2014

27 Participants directed to Find ways to make your hotel more sustainable Use the content to select a solution to match your goal Show us how you would implement this solution Add this item to your plan STC Atlanta, Jan. 21, 2014

28 What am supposed to on?

29 Users said... I imagine I d have to read all these things... It looks nice, good ideas... But I want actions that can profit for our hotel. I m looking for a solution rather than an idea. STC Atlanta, Jan. 21, 2014

30 Top negative findings Findability users couldn t find simple, low cost solutions Organization/Terminology what s the difference between Green Solutions and Action Plan? What s the difference between Action Plan and Action list? What are levels? Content lots of content, but the wrong content in the wrong order STC Atlanta, Jan. 21, 2014

31 STC Atlanta, Jan. 21, 2014 SUS score 50

32 Content creators on board! STC Atlanta, Jan. 21, 2014

33 Footsmart website STC Atlanta, Jan. 21, 2014

34 Some facts in the case

35 Study goals Verify new content direction by comparing two versions (A and B) Understand how users respond to Voice and tone Quality and credibility Content and completeness Compare merchandise layout, desire to purchase STC Atlanta, Jan. 21, 2014

36 Participants in 2 groups 4 women 50+, foot pain, wide feet, trouble finding shoes that fit 2 men 30-55, very active, potential foot injuries from sports STC Atlanta, Jan. 21, 2014

37 Scenarios/tasks View article first reactions to page design Read article comprehension questions Shop for heel cushion Do same tasks on other site STC Atlanta, Jan. 21, 2014

38 Current version - A

39 Prototype version - B

40 Results 6 of 6 liked the prototype (B) better 6 of 6 found the heel cushion easily on B 6 of 6 did not find the heel cushion easily on A 5 of 6 would consult doctor first before purchase (content informs conversation) 3 of 6 liked the lack of sell on B 3 of 6 complained about redundant content (A) 3 of 6 had additional questions (A) 2 of 6 wanted the option to access more content (B) STC Atlanta, Jan. 21, 2014

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42 Today s takeaway... Content strategy Usability testing Good business! STC Atlanta, Jan. 21, 2014

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44 For more... Contact me Visit our website Read all about it