Content Strategy STC - STC Atlanta - Society for Technical ...

Presented by

Carol Barnum Director of User Research

What is content strategy? the planning, development, and management of informational content—written or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication. Source: Wikipedia

STC Atlanta Jan 21, 2014

Put simply . . . “Content Strategy plans for the creation, delivery, and governance of useful, usable content.” - Kristina Halvorson

STC Atlanta Jan. 21, 2014

Read all about it! • Content Strategy for the Web, 2009, Halvorsen, 2nd ed. 2012 • Web Content Strategist’s Bible, The Complete Guide to a New and Lucrative Career for Writers of All Kinds, 2009, Sheffield • Clout: The Art and Science of Influential Web Content, 2010, Jones • The Elements of Content Strategy, 2011, Kissane • Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project 2012, Bloomstein • Content Strategy: Connecting the Dots between Business, Brand, and Benefits, 2012, Bailey and Urbina • Content Strategy 101:Transform Technical Content into a Business Asset, 2012, O’Keefe, Pringle, Rockley • Managing Enterprise Content: A Unified Content Strategy, 2012, Rockley (1st ed. 2002) • Content Everywhere: Strategy and Structure for Future-Ready Content , 2012, Wachter-Boettcher


Rachel Lovinger ©Razorfish

What do content strategists do? • Audit content inventory • Plan for the – creation, – publication, and – governance of useful, usable content

• Manage content creation and revision • Create content STC Atlanta Jan 21, 2014

Test it!

Overheard in testing . . . • “We know the content isn’t right. We’ll get to it later.” • “We’re testing the site, but we don’t have – the content yet” – help or user assistance yet”


Lorem ipsum dolor sit amet, consectetuer libero fringilla etiam sem, a suspendisse nec parturient, fringilla lectus ac wisi sem facilis rutrum, lacus imperdiet sed dignissim enim libero. Vel vitae donec, ante mi montes sed. Dolor nunc neque convallis sodales dignissim ipsum. Tempus nisl placerat, accumsan nibh lectus tincidunt vitae rutrum non, quisque lorem nibh aenean arcu ut, proin praesent phasellus eros varius

Top findings in testing Findability

Navigation

Page design


Terminology

Mental model

What about the content? • Can users find and view the content? • Do users understand and want to take action? • Can users complete the action? – Clout, Colleen Jones


What about the content? • • • • • •

Is it what users want and need? Is it presented with good information design? Is it organized in a way that works for users? Does the writing help users skim & read quickly? Are the words the ones your users understand? Do users interpret images accurately? – Letting Go of the Words, Ginny Redish


Why does content matter? Increases sales

Increases satisfaction


Reduces calls

Content Strategy and UX: A Modern Love Story Kristina Halvorson

Two case studies focus on content STC Atlanta Jan 21, 2014

IHG “Green Engage“


Some facts in the case


Round 1: 14 users Goals • Navigation and workflow • Defects and system feedback issues • Perceptions regarding content, terminology, labels, visuals • Identify training requirements


Round 1 Results Users liked the concept, hated the execution “I believe this will be useful once everyone understands it.” 11 calls to for assistance from 4 users Conclusion:


Round 2: 8 months later, 12 users • All new prototype design • No change in content!! • Same goals as round 1: – obtain feedback on users’ perceptions regarding content, terminology, labeling, and visuals

• New goal: – Measure SUS score improvements


SUS scores

Round 1 54

STC Atlanta, Jan. 21, 2014

Round 2 73

Round 3: 5 months later, 4 users • Pre-launch, 2-day study, current users of V1 – Day 1, set up your hotel – Day 2, read reports, create action plans

• Results – Users loved the changes • Concepts and functions more fully integrated • Homepage helpful • Application supported user goals


SUS score

Round 1 54


Round 2 73

Round 3 94!!!!!!

Our recommendations • • • •

Test with new users Refine current content Test with new content Incorporate context-sensitive help


Round 4: 1 year later, 16 users • • • •

New team of SMEs! Focus on the content!! New users included in participant pool Goal—learn how well users understand and can act on content


Participants directed to … • Find ways to make your hotel more sustainable • Use the content to select a solution to match your goal • Show us how you would implement this solution • Add this item to your plan


What am supposed to on?

Users said . . . “I imagine I’d have to read all these things . . . It looks nice, good ideas . . . But I want actions that can profit for our hotel.” “I’m looking for a solution rather than an idea.” STC Atlanta, Jan. 21, 2014

Top negative findings • Findability—users couldn’t find simple, low cost solutions • Organization/Terminology – what’s the difference between Green Solutions and Action Plan? – What’s the difference between Action Plan and Action list? – What are levels?

• Content—lots of content, but the wrong content in the wrong order STC Atlanta, Jan. 21, 2014

SUS score 50


Content creators on board!


Footsmart website


Some facts in the case

Study goals • Verify new content direction by comparing two versions (A and B) • Understand how users respond to – Voice and tone – Quality and credibility – Content and completeness

• Compare merchandise layout, desire to purchase STC Atlanta, Jan. 21, 2014

Participants in 2 groups • 4 women – 50+, foot pain, wide feet, trouble finding shoes that fit • 2 men – 30-55, very active, potential foot injuries from sports


Scenarios/tasks • • • •

View article—first reactions to page design Read article—comprehension questions Shop for heel cushion Do same tasks on “other“ site


Current version - A

Prototype version - B

Results • • • • • • • •

6 of 6 liked the prototype (B) better 6 of 6 found the heel cushion easily on B 6 of 6 did not find the heel cushion easily on A 5 of 6 would consult doctor first before purchase (content informs conversation) 3 of 6 liked the “lack of sell“ on B 3 of 6 complained about redundant content (A) 3 of 6 had additional questions (A) 2 of 6 wanted the option to access more content (B)


Today’s takeaway . . .

Content strategy


Usability testing

Good business!

For more . . . • Contact me [email protected] • Visit our website www.uxfirm.com • Read all about it