contextual personas for content design (wcto16)
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WordCamp Toronto 2016 | August 6-7, 2016
• User Experience Specialist,
Analy4cal Engine Interac4ve, Inc.
(Toronto, ON, Canada)
About Me
@jemrosario #WCTO2016
SLIDES HERE:
http://bit.ly/1VtUQHJ
WordCamp Toronto 2016 | August 6-7, 2016
Iwantawebsite!
Iwantanotherwebsite!
I’vegottonsof
websites!YEAH!
Acme, Inc.’s Web “Roadmap”
Metoo!
Me!Me!Me!
WordCamp Toronto 2016 | August 6-7, 2016
Me!Me!
Me!
Me!
Me!
Me!
Me!
Me!
Me!Me!
Me! Me!
Me!
Me!
$@)#(^*%&!!!
RESULT: Too. Much. Websites.
Me!
Me!
WordCamp Toronto 2016 | August 6-7, 2016
Meanwhile, in Good Guy Joe’s crib…
Onemillionhits?!?
WhatamIsupposedtodowiththat?
Good luck getting through ALL of them, dude…
WordCamp Toronto 2016 | August 6-7, 2016
Our World Today…
IMAGE FROM: http://cdn.theatlantic.com/static/infocus/animals081911/a09_RTR2P4Y2.jpg
We don’t need more of
the same content, keywords,
ads or whatever per se.
We need a
be4er understanding of our users’ deepest needs and build our products and
services surrounding them –
including content.
WordCamp Toronto 2016 | August 6-7, 2016
CONTEXTUAL PERSONAS
Teases out user types and usage scenarios to better inform your product and
content strategy decisions.
WordCamp Toronto 2016 | August 6-7, 2016
“What you post is not as important as why you post…” - Kathi Kruse (Kruse Control, Inc.)
FACT:
quality content
(SWEET!)
moar content!!!
WordCamp Toronto 2016 | August 6-7, 2016
“Content Design”
“When we talk about content design we mean taking a user need and presen.ng it in GOV.UK in the best way possible.”
UK Government Digital Service, “What is Content Design?”
Deliver the most useful content in the most appropriate format.
WordCamp Toronto 2016 | August 6-7, 2016
User Needs = “Job-to-be-Done”
• People don’t just buy
products. They “hire”
them to do a job. – Pain Point: Situa4ons where
customers want some problem
solved
– The Thing They’ll Hire: …and they’re
looking to hire something that fixes
that problem
WordCamp Toronto 2016 | August 6-7, 2016
CONTEXTUAL PERSONAS
UX research method that was born out of a need to combine behavioural insight and product
context.
WordCamp Toronto 2016 | August 6-7, 2016
CONTEXTUAL PERSONAS
Surfaces your users’ potential relationship with the product/service being
built by calling out the most critical and uncertain
factors surrounding them.
WordCamp Toronto 2016 | August 6-7, 2016
Try It!
Porter Airlines is opening a new Porter Escapes seasonal route to Puerto Rico this summer!*
As the airline’s newest Senior Director, Digital Strategy,
how would you get the Internet buzzing about Porter’s
newest route?
What content strategy would you deploy and why?
*NOT REALLY. But suppose it’s the case… for now.
WordCamp Toronto 2016 | August 6-7, 2016
• Big-@cket + Uncertain factors surrounding your users.
Find your Critical Uncertainties
What is the most hard-hitting/crucial factor about
your users that could affect the
product/service’s creation?
What is the most uncertain/
volatile factor surrounding your
users?
WordCamp Toronto 2016 | August 6-7, 2016
• How do we find that?
– User research (user interviews, primary and
secondary research, analy4cs research,
surveys, ethnography, contextual inquiry, etc.)
– Synthesize the raw data
• Affinity mapping
• Iden4fy recurring themes (put a heading on them).
• The Five Whys (a.k.a. root cause analysis)
Find your Critical Uncertainties
WordCamp Toronto 2016 | August 6-7, 2016
• Iden4fy the cri@cal and the uncertain.
Find your Critical Uncertainties
CRITICAL: Travel Budget (a.k.a. “How much
money do I have to go on this trip?”)
UNCERTAIN: Time of Booking
WordCamp Toronto 2016 | August 6-7, 2016
RICH TRAVELER
MONEY-CONSCIOUS TRAVELER
PRE-PLANNED
CRITICAL: Travel Budget
(a.k.a. “How much money do I have to
go on this trip?”)
UNCERTAIN: Time of Booking
RichEscapist
TravelArchitect
ThrillseekeronaBudget
ThoughEulWanderer
LAST-MINUTE, SPONTANEOUS
WordCamp Toronto 2016 | August 6-7, 2016
RICH TRAVELER
MONEY-CONSCIOUS TRAVELER
PRE-PLANNED
RichEscapist
TravelArchitect
ThrillseekeronaBudget
ThoughEulWanderer
LAST-MINUTE, SPONTANEOUS
RESULT:
User types
• MoreUXresearch(e.g.Personas,CustomerJourneyMaps,etc.)
• MoreContentDesignandStrategyplanning
WordCamp Toronto 2016 | August 6-7, 2016
BIG PICTURE: Content Design Workflow
SOURCE: Bailie and Urbina, “Setting A Context for a Content Strategy Vocabulary” (2012)
Content Architecture Content Development
Content
Types
Content
Flows
Content
Models
Content
Genres
Editorial Structures
Editorial Standards
Content Design
U S E R R E S E A R C H
by Rahel Ann Bailie and Noz Urbina (2012)
Jem added this, by the way…
WordCamp Toronto 2016 | August 6-7, 2016
SOURCE: Donna Lichaw and Lis Hubert, “Storymapping: A MacGyver Approach to Content Strategy” (2014, Slide 10). Additions in yellow mine.
JOBS-TO-BE-DONE FRAMEWORK (Christensen, 2013)
STORYMAPPING (Lichaw, 2016)
WordCamp Toronto 2016 | August 6-7, 2016
SOURCE: Donna Lichaw, The User’s Journey (Rosenfeld Media, 2016)
Our goal as product
designers and content
strategists is to
support the user in their overall journey through the design and
content decisions we make
with our products.
Turn your user from zero to HERO!
WordCamp Toronto 2016 | August 6-7, 2016
HIGH AWARENESS OF CANADA AS A BUSINESS DESTINATION
StatusQuo
Keeper
TheDeter-minedInvestor
TheCuriousInvestor
“WhyCanada
?”
LOW UNDERSTANDING
OF DEVELOPED MARKETS
LOW AWARENESS OF CANADA AS A BUSINESS DESTINATION
HIGH UNDERSTANDING
OF DEVELOPED MARKETS
So we once worked with a consultant who wanted a website that helps foreign investors establish their business in Canada…
WordCamp Toronto 2016 | August 6-7, 2016
Content Funnel/Plan User Type/Scenarios
Content Ideas
Ques@ons of Concern
Content Types we can offer
Status Quo Keeper Ar4cle: Biz in
Canada vs US
Has anyone else
done this before?
Infographics
Determined Investor Home Page: How
[client] can help
Who should I work
with?
Case studies,
tes4monials
Curious Investor Online quiz, who to
follow on social
media
How do I take my
business global and
where?
Ar4cles,
infographics,
white papers
“Why Canada?” Ar4cle: How is
Canada a good biz
environment?
Why pilot in
Canada?
Ar4cles,
infographics, ebook
User Research informed Content Strategy
WordCamp Toronto 2016 | August 6-7, 2016
“Future-Friendly Content”
SCREENSHOT FROM: Mike Atherton and Carrie Hane, “Designing Future-Friendly Content” (GatherContent Webinar)
Structured, presentation-independent, and in “chunks” than “blobs”
Title
Author
Date Published
Body
Social Buhons
ARTICLE Event Name
Time
Venue
Descrip4on
Contact Info
EVENT Name
Job Title
Company
Session Name
Contact Info
SPEAKER
…
Content elements
e.g. Page, Quiz, Survey, etc.
WordCamp Toronto 2016 | August 6-7, 2016
• Contextual Personas = Behavioral Insights + Product Context.
• Surfaces your users’ poten4al rela4onship with your product/
service by calling out the cri4cal and uncertain factors
surrounding them.
• Content-wise, it covers much more ground cri4cal to achieving
relevance and user goals.
• The start of a user-driven and research-informed content strategy.
In Conclusion
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