The Shortcut to Oz: Lessons Learned on 3 Content Journeys — Lauren Moler, Alex Hunter and Jessica...
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Transcript of The Shortcut to Oz: Lessons Learned on 3 Content Journeys — Lauren Moler, Alex Hunter and Jessica...
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The Shortcut to OzLessons Learned on 3 Content Journeys
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“If we don’t laugh,
Toto gets it?”
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What will you get on the way to Oz?
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“If we don’t laugh,
Toto gets it?” Let the journey begin.
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The Brain
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The Problem
We had a big findability problem and
wanted to do a redesign. But we didn’t
know what customers were looking to find.
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“I could while away the hours,
conferrin’ with the flowers,
consultin’ with the rain,
And my head I’d be scratchin’,
while my thoughts were busy hatchin’,
if I only had a brain.”Scarecrow
The Wizard of Oz, 1939
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Mental Models by Indi Young
The Solution
Mental models. A way to
map your content to customer’s
needs and questions.
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CONTENT
Our Mental Model
USER
NEEDS
Red = Gaps
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Our Mental ModelSENIOR DESIGN
Why should I
use NI tools for
my senior
design project?
How can I use
NI tools for my
senior design
project?
Lab/VIEW Student
Community-Project
Library
(https://decibel.ni.com/co
ntent/groups/loop?view=
documents#/?tagSet=10
43)
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Tasks came from:
• Employees
• Product Marketing
• Sales
• User Experience
• Customer Support
• User Research
• Usability
• Surveys
• Focus Groups
• Market Research
• Analytics, particularly search
Then define user tasks
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Our Mental Model
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What we learned
• We had gaps
• We de-prioritized key tasks in favor of
Marketing offers.
• We weren’t reusing content.
• We had some good content
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2Results are from a single product line. Contacts numbers are from web only.
70%Increase in contacts
51%Increase in online revenue
2Results from first project
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Before
• Time: 4 months
• Method: Analog
• Included: Everything
• Categories: Yes/No
• Summary: Whole
mental model
After
• Time: 2 weeks
• Method: Mural.ly
• Included: Research
• Categories: Colors,
Detail
• Summary: Bullet points
in a deck
Making Mental Models lean
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“...Once I had brains, and a heart also;
so, having tried them both, I should much
rather have a heart.” -The Woodman
The Wizard of Oz,
Frank L Baum
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The Heart
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The Problem
Credit applications are a dime-a-dozen.
They’re robotic and full of legalese.
So how can we humanize them?
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Customer-driven innovation
DEFINE
DESIGN
DELIVER
DISCOVER
Engage with customers
Focus & refine
problem area Be generative in solution concepts
Select, prototype, and test with customers
Iterative
refining
DIVERGENT CONVERGENT
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CUSTOMER
Jim M.Age: 33
IT professional
CUSTOMER
GOALS
CUSTOMER
PROBLEM
STATEMENT
HOW PAYPAL
CAN HELP
Jim knows he could
get a better credit deal,
but he is time-poor and
finds new applications
arduous… so he sticks
with what he’s got.
PAIN POINTS
• Existing PayPal
Customer
• Regular internet user
• Makes occasional
big-ticket purchases
NEEDS
• How does it work?
• Where can I use my
credit?
• What offers are
available?
• How quick is the
application?
PRIMARY
• Get the best credit
deal available
• Make his purchase
• Comprehension of
product
• Finds application
forms confusing
• Personal & financial
questions
• Understanding of
offers
• Application time
• Making that final
commitment to open
• Explanation of key
value props (Video
and microsite)
• Support on hand if
customer needs it
(FAQs, Help Center,
CS)
• Clean and simple
design of app flow
• Clear content and
supportive tone
• Next steps (offers
and places to buy)
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Customer Journey
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KPIReduce drop-offs in the
application process
HypothesisAddress concerns at key points in the
user journey and we can mitigate
these potential drop-offs.
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Connecting on an emotional level
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What we learned
• The first rule of Content Strategy club
• Involve your partners at the earliest
possible stage
• Prove that you can deliver
• Build from the customer up, not the
business down
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“Hearts will never be practical until they
can be made unbreakable….”
-The Wizard of Oz to the Tin Man
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KANSASME
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© 2014 PayPal Inc. All rights reserved. Confidential and proprietary.
Create (and help others create)
consistent, trustworthy content to
tell an engaging story everywhere
PayPal Credit goes.
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© 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 34
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The Problem
End-to-end content for my product is
owned by many teams – we come from
different disciplines and different countries.
We all need to speak the same language.
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Content Strategy at Work by Margot Bloomstein
The SolutionThe message framework.
A way to start
the conversation and
find a common language
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The Method
• Get the stakeholders in a room
• Give them 100 cards to sort
• Keep the conversation going
• Take copious notes (or record it)
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PRODUCT
AREA
KEY
ATTRIBUTES
KEY
MESSAGE
REASONS TO
BELIEVE
ACQUISITION
ONBOARDING
SERVICING
• Easy to use
• Trusted and safe
• There when you
need us
• The application process is
simple –get an answer in seconds.
• PayPal = Secure financial information
• Available at most places PayPal is
accepted
With PayPal Credit, you
get a secure & flexible
line of credit that makes
it easier to buy the
things you love.
• We help you get started with educational
email & easy-to-use servicing experience.
• When you see PayPal Credit on a
merchant site, you know eligible BML
purchases are covered by PayPal
Purchase Protection & zero fraud liability.
• We give you lots of ways to pay –
online, by mail, one-time & repeat
payment options.
PayPal is there every
step of the way to help
you get the most out of
your PayPal Credit
account.
• Welcoming
• Trusted and safe
• Customer-oriented
• Welcoming
• Trusted and safe
• Customer-oriented
PayPal Credit is built into
your PayPal account so
you can track your
purchases & pay your bill
all in one place.
• The interface is clean and simple.
• We send you friendly reminders to help
you avoid fees or late charges.
• You can set up repeat payments so you
don’t have to worry about the bill at all.
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“We’ve never had
anything like this
before.”
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What we learned
• Never be afraid to say “hello”
• Circulate and share
• Just because you built a message
framework doesn’t mean you’re done
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“Put ‘em up. Put ‘em up.”
-- The Cowardly Lion
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So you made it to Oz.
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Alex Hunter
@angryyoungalex
Lauren Moler
@merrymoler
Jessica Pease
@moregrist
Let’s keep in touch, shall we?
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“Going so soon? I wouldn’t hear of it.
Why my little party’s just beginning.”
-The Wicked Witch of the West