content strategy for slow experiences at web design day
TRANSCRIPT
@mbloomstein | #WDD2015 1
© 2015
Margot Bloomstein
@mbloomstein
Web Design Day #WDD2015
June 12, 2015
CONTENT STRATEGY
FOR SLOW EXPERIENCES
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© 2015 (cc) Miles Gehm
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We never stopped.
We never stopped.
The puns weren’t effective.
We never stopped.
The puns weren’t effective.
They weren’t the right content
at the right time.
The right content isn’t
necessarily more content.
The right content is
right for right now:
the context,
audience, and
their mindset.
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© Scott A. Miller for Chevrolet
These people are waiting
in a line.
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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)
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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.
Is it enough just to speed it up?
Do people make better decisions if
they’re immediate snap decisions?
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Efficient isn’t always effective.
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Efficient isn’t always effective.
Users say frustrating activities take
forever.
But are slow activities inherently
frustrating?
© Charlotte & Kristian Septimius Krogh
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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.
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Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Focus users’ attention
How do you slow down users?
1. Editorial style and structures
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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
Users can appreciate slow 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.”
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How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
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Courage in our convictions
Empirical proof
Validation Deliberation
Time & space to interact
with it
Engaging, informative
content
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
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• Slow down
• Act deliberately
• Focus
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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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Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases
0
20
40
60
80
100
120
140
2007 2008 2009 2010 2011 2012
REI
EMS
Store growth fuels content availability
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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
Attention must be paid
© Viking
Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
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Be here now
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Be here now
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Be here now?
Are we willing to
THANK YOU! Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
amzn.to/CSatWork
Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted.
© 2015 Appropriate, Inc.