Serafina Frongia: Change the Conversation

Change the Conversation

Serafina Frongia AVP-Content Strategy and Editorial, Wholesale User Experience

October 28, 2016

© 2016 Wells Fargo Bank, N.A. All rights reserved. For public use.

Imagine, if you will…

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Draw a vase.

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Now, draw a way for people to enjoy fresh flowers in their home.

“If you don’t like what is being said, then change the conversation.”

Don Draper, “Mad Men”

Case in point…

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Before

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User research lowlights “In terms of the information/functionality presented on the page, it was the least engaging.”

“Nearly all users did not read the instructional text on this screen—most scrolled down immediately and were still left with questions.”

“Those who did read the instructional content..were equally confused.”

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After

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Internal users are people too!

65% of population are visual learners

“Skimming is the new reading”

Content strategy is just as much about selling as it is executing

Essentials of storytelling

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Exposition

Opening

Conflict Arises

Crisis

Resolution

Closing

Dénouement

Cast the characters

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Set the stage

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• All info from sales – what was sold • Understanding of customer training needs • Day 1 info gathering tools • Access to what end user sees for help and training

Implementation

Easy handoff to Implementation

Sales

Provide all product documentation

Product Management

• Package with contacts, setup checklist

• Easy instructions for user management and product usage

• Awareness of training tools and ability to monitor training progress

Customer Security Admin

Setup and implementation

Business Objectives

• Smooth, correct implementation with decreased support calls

• Begin generating revenue quickly

• Satisfied customers

Pre-Sales Initial Sale Deep Sale S/I Service

Show the journey

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Reads sign-on tips for good credentials

Creating wires on tablet

Reads contextual help for multicurrency field

Watches online training for Wires application

New wire approver role, first time smartphone app user

Looks at way-finding tour

Missed Opportunity: Receives event message about wire to approve but has no context for message (why was it sent, did anyone else receive it, etc.)

Onward to continued mastery!

First time CEO Portal user from work desktop

Involve the audience

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Content modeling

In closing…

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Thank you!