Download - Content Strategy for Slow Experiences at UXLX

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© 2014

Margot Bloomstein

@mbloomstein #UXLX

User Experience Lisbon

6 June, 2014

CONTENT STRATEGY

FOR SLOW EXPERIENCES


© 2014

anticipation


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discovery

These people are waiting

in a line.

These people are delighting

in a line:

they’re engaged,

anticipating,

discovering,

creating memories.

They’re in the moment.


Content affects experience…

and a user’s perception of an

experience.



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You wait longer, but you’re engaged

before you get there. You’re invested in

the experience.

Keri Maijala (@clamhead)

Content supports

experiences for

different media,

devices, and

users.


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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)

Frustration, not speed, drives

the perception of slowness.

That was horrible

and it took forever,

no matter how fast it was.


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Little content

supports the

experience and

one size fits all.

Is it enough just to speed it up?


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Efficient isn’t always effective.

Users say frustrating activities

take forever.

But are time-consuming

activities also inherently

frustrating?


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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)

Users can appreciate slow

experiences:

they’re engaged,

anticipating,

creating memories.

They discover, learn, and pay

attention to act deliberately.


Why do this?

•Drive exploration & discovery

•Encourage deliberate choices

• Focus users’ attention


How do you slow down users?

1. Editorial style and structures


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experiences.

they’re engaged,

anticipating,

creating memories.

“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.”


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“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.”



2. Discovery- and comparison-

oriented content types

Courage in our convictions

Empirical proof

Validation Deliberation

Time & space to interact

with it

Engaging, informative

content



2. Discovery- and comparison-

oriented content types

3. Longform content


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• Slow down

• Act deliberately

• Focus

But does it work?


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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


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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


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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


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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


© 2014

Obrigada!

Margot Bloomstein

@mbloomstein

[email protected]

slideshare.net/mbloomstein

amzn.to/CSatWork

All Portugal photography © Margot Bloomstein; all other images property of their owners as noted.