DESIGNING CONTENT FOR CUSTOMERS MIKE ATHERTON @MIKEATHERTON
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DESIGNING CONTENT FOR CUSTOMERS
MIKE ATHERTON
@MIKEATHERTON
A LITTLE HISTORYPART ONE
@MIKEATHERTON
ONCE UPON A TIME THERE WAS ADVERTISING.
WE DRIVE INTO THE FUTURE USING OUR REAR-VIEW MIRROR.
— MARSHALL MCLUHAN
@MIKEATHERTON
"THIS WAS BACK WHEN THE INTERNET WAS STILL SOME EXOTIC PET KEPT IN THE CORNER OF THE PUBLISHING WORLD - THROW SOME KIBBLE AT IT, WATCH IT DANCE ON
ITS L ITTLE LEASH, OH QUITE CUTE, IT DEFINITELY WON'T KILL US IN THE NIGHT.”
GILL IAN FLYNN — GONE GIRL
WE TRIED TO MAKE THE NEW TECHNOLOGY WORK L IKE THE OLD TECHNOLOGY.
CONTENT IS KING.
THE PLACE WHERE NEW ROOMS ARE ADDED TO SILENCE THE GHOSTS.
THE PROBLEMPART TWO
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SOME BUSINESSES STILL THINK OF THE WEB AS THEIR PERSONAL FANZINE.
THE OATMEAL
BUSINESS STRUCTURE AS WEBSITE STRUCTURE IS NEVER A GOOD IDEA.
WITHOUT A SENSE OF DIRECTION, WEBSITE CONTENT GOES SILLY. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT- IA-SUMMIT-2013
THE RISE OF CONTENT STRATEGY
PART THREE
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YOUR BRAND ISN’T WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.
— MARTY NEUMEIER
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CONTENT IS A TRANSACTION OF INFORMATION AND ATTENTION.
CONTENT STRATEGY SOLIDIF IES HOW USER-CENTERED PRINCIPLES APPLY TO CONTENT. BLOG.BRAINTRAFFIC.COM/2012/07/FROM-THE-ARCHIVE-BRAIN-TRAFFIC-LANDS-THE-QUAD/
WHAT ARE THE TOP THINGS I WANT TO KNOW WHEN CHOOSING AN AIRBNB?
Is it the whole place?
Where is it?
How much is it?
What does it look like?
Is it available?
What does it have in it?
Is it any good?
Is the host an asshole?
Where is it?
What does it look like?
How much is it?
Is it available?
Is it the whole place?
What does it have in it?
Is it any good?
Is the host an asshole?
DRASTICALLY REVISED CONTENT BASED ON MOST COMMON INFORMATION-SEEKING TASK. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT- IA-SUMMIT-2013
GDS RADICALLY SIMPLIF IED CONTENT BASED ON WHAT USERS MOST WANTED TO KNOW. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT- IA-SUMMIT-2013
TOP TASK: FIND OUT WHEN THE NEXT BANK HOLIDAY IS TOP TASK: FIND OUT HOW MUCH PASSPORT RENEWAL COSTS
SEARCH LOGS TELL YOU WANT PEOPLE WANT, IN THE TERMINOLOGY THEY USE. HTTP://ROSENFELDMEDIA.COM/BOOKS/SEARCH-ANALYTICS-FOR-YOUR-SITE/
‘TOP TASK’ RANKING DETERMINES WHERE THE CONTENT PRIORIT IES SHOULD BE. SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015
NHS WEBSITE
OECD TOP AND BOTTOM TASKS SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015
BOTTOM-RANKING TASKS TELL YOU WHAT’S NOT SO IMPORTANT TO PRIORIT ISE. SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015
SCOTTISH ENTERPRISE
ENTERPRISE IRELAND
INNOVATION NORWAY
WEBSITES SHOULD NOT BE ASSESSED ON TASTE, BUT ON MEETING BUSINESS GOALS.
Drive sales Reduce helpdesk calls
Improve media relations
Improve candidate
quality
Improve employee
satisfactionImprove brand
recall
BUSINESSES SHOULD CARE LESS ABOUT THIS. BUSINESSES SHOULD CARE MORE ABOUT THIS.
NO
VO
LUM
E.C
O.U
K
VALUE INCREASES AS EXPERIENCE DRIVES BEHAVIOUR
COMMODITIES
GOODS
SERVICES
EXPERIENCES
TRANSFORMATIONS
CU
STOM
ER RELEVAN
CY
DIF
FERE
NTI
ATI
ON
PR ICE PREMIUM
JOSEPH PINE II AND JAMES H. GILMORE - THE EXPERIENCE ECONOMY, 1999
THE LAUNCH OF GDS KICKSTARTED DEMAND FOR USER EXPERIENCE DESIGN IN UK BUSINESS.
IN 2011, 1 IN 5 PHONE CALLS TO GOVERNMENT HELPLINES WERE AS A RESULT OF FAILED
ONLINE TRANSACTIONS. — DIGITAL EFFICIENCY REPORT, 2012
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GOV.UK/DESIGN-PRINCIPLES
GOV.UK/DESIGN-PRINCIPLES
CONTENT ‘ROT’ - REMOVE THE REDUNDANT, OUTDATED, OR TRIVIAL
CONTENT IS THE FIRST THING TO BE DESIGNED. SLIDESHARE.NET/AUDUNRUNDBERG/THE-CORE-MODEL-GETTING-TO-BUSINESS-WHILE-MAKING-FRIENDS2015-IA-SUMMITMASTER
NET
LIFE
RES
EARC
H
CONTENT SPEC SHEETS DEFINE TASK-BASED MISSIONS TO BE COMPLETED.
CONTENT CREATION AND WORKFLOW STARTS BEFORE INTERFACE DESIGN AND DEVELOPMENT.
DESIGN IS THE METHOD OF PUTTING FORM AND CONTENT TOGETHER.
— PAUL RAND
@MIKEATHERTON
CONTENT PRINCIPLES WORK L IKE OTHER DESIGN PRINCIPLES IN MAINTAINING COHERENCE.
GOING FURTHERPART FOUR
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AIRBNB CITY GUIDES SUPPORT CUSTOMERS’ TOP TASKS.
MAILCHIMP RESOURCES DEVELOP THE WIDER SKILLS THEIR CUSTOMERS NEED.
CONTENT IS DECOUPLED FROM THE INTERFACE TO BE EXPERIENCED ANYWHERE.
CONTENT MUST HAVE STRUCTURE TO BE STITCHED INTO THE FABRIC OF THE WEB.
IT ’S CALLED A ‘WEB’ FOR A REASON.
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SUMMING UPPeople don’t come to browse, they come to get shit done.
Useful content supports top tasks for key users, so we have to get close to customers to understand them.
Task-centred content transforms the website from mere brand marketing to being a true business supporter with measurable ROI.
Compelling content is focused, memorable, distinctive, brief, and never without a call to action.
Future-friendly content is pushed to the edges of the network.
“SPACE IS NOT THE PROBLEM. ATTENTION IS.”
— GERRY MCGOVERN
@MIKEATHERTON
THANKS! THIS REMIX STANDS PROUDLY ON THE SHOULDERS OF
GERRY MCGOVERN LOU ROSENFELD
PAUL ANNETT HILARY MARSH
RACHEL LOVINGER NETLIFE RESEARCH
BRAIN TRAFFIC AND OTHERS…
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