designing content with purpose
TRANSCRIPT
DESIGNING CONTENT WITH PURPOSE
DESIGNING CONTENT WITH PURPOSE
DAVID KENNEDYUX Design Manager
@davkenn https://au.linkedin.com/in/davkenn
PAUL FOSTEReCommerce Program Manager@pauljamesfoster https://au.linkedin.com/in/pauljamesfoster
www.responsiveawesomenesswithamazingcontent.com.au
In Australia, nearly 420,000 burglaries took place last year, or one every 1.25 minutes.
It is only a matter of time before a thief targets your home and valuables.
What is this content trying to achieve?
Do people know why they might need these?
Does this really describe the product?
What are the customer goals on this page?
What are the business goals of this page?
Source: Paul's holiday photos
LatinTutorial.com http://latintutorial.com/videos/insulae-ancient-slums
Source: Paul's holiday photos
Butch Cassidy and the Sundance Kid (1969)Campanile Productions, Newman-Foreman Company, 20th Century Foxhttp://www.trapword.com/172-butch-cassidy-and-the-sundance-kid-1969/
Path to success
Path to success(reality)
STRATEGY
What’s our mobile strategy?
What’s our online strategy?
What’s our content strategy?
What is a strategy?
“Our strategy is to increase online conversion by 5%”goal
THE KERNEL OF GOOD STRATEGY
DiagnosedProblems
TargetedActions
Guiding Policies
Purpose/Goal
To deliver a website, designed around the customer, that is efficiently optimisable and accessible across all devices.CONTENT STRATEGY
DIAGNOSISExcess of irrelevant contentDifficult to maintain and optimise. Not relevant to the customer.
No continuous, unified process for co-ordinating content.Cannot co-ordinate, control or optimise the content effectively.
Not effectively communicating our CVP onsite.We cannot take advantage of our brand appeal. Customers are left to compare on price.
Disconnect between the website (new customer) and self-service (existing customer)Lack of customer awareness. Not leveraging our advantage.
No responsive websiteBroken experience on mobile devices. Google penalising us on SEO. Losing sales.
ACTIONSValidate and challenge site goals through research, customer and business insight.
Build a working group of business stakeholders to govern on-site content.
Refocus the customer experience to articulate AAMI’s CVP on-site.
Integrate the self-service functionality into the AAMI product offering so that it becomes a clear customer benefit.
Increase sales and customer strike-rate through better conversion of traffic via a responsive website.
GUIDING POLICIESCustomerContinuous customer research. Validation of site goals via on-site analytics.
ContentAdherence to a structured content framework. On-site testing and analysis of sales results.
Self-serviceInclusion of SS customer benefit within product content. Validation of SS new functions against customer journey/goals.
DeliveryTechnology framework to facilitate delivery of content optimisation program of work.
CONTENT FRAMEWORK
CONTENT FRAMEWORK
GOALIMPLEMENTATION
“Articulate the extra benefits of being an AAMI customer.”
GOAL
IMPLEMENTATION
“Articulate the extra benefits of being an AAMI customer.”
GOAL
IMPLEMENTATION
“Articulate the extra benefits of being an AAMI customer.”
CUSTOMER RESEARCH
To uncover the key themes and content that AAMI insurance customers find relevant.
Key areas of focus for content that customers were seeking or needed
Content goals from a customers perspective
CONTENT PRODUCTION
Deliver!Insight…
Gather facts…
Message for the
customer… Sign-off
We’re leaking knowledge so
we always have to start over
Deliver!Insight…
Gather facts…
Message for the
customer… Sign-off
Store insights
and facts in
content assets
Store approved messages in the
repository
Engage stakeholders
and delivery team upfront…
- Ongoing relationships
- RACI modelSo sign-off and
delivery should be easier and faster!
Connect insights
with outputs!!!
Creating a knowledgebase
Source: peterjthomson.com
Repository (Confluence)
Idea generated
Raise Brief#1
Go/No Go decision
made
Unsuccessful Ideas closed
Customer validation
/Build Prototypes /User testing
Prepare full Brief#2
All ideas & outcomes captured in Repository
Brief #1 (Confluence) -Define Customer problem /opportunity -impact & risks
Approve scoping & feasibility
eCommerce & BT Review #1 for feasibility, benefit, & strategic alignment
Start Process
P1 -Ideation P2 –Brief, Proto-typing P3 -Scoping & Feasibility P4-Approval
Discovery session
Brief #2
Stakeholder review solution
(brief)
Brief needs reassessment
/ rework
Approved, send comms
to stakeholders
Legend: P1,2… =Process Steps
Review #2
P10-16 -Build & Delivery –Iteration based deployment
Copy Deck
Wireframes/ Prototype
Visual Desig
n
Production
Content
creation
Check Point
& Initiate Workshop
P6 -Design & Content
I0 Build Content Mgmt
Test/UAT Migration PVT Retro
P7-9 -Check point
#Design & Content (P6) will work with Build & Delivery (P10-16) in an iterative process #The Initiative size will determine the number of iterations.
I1 Delivery Design & Content
I1 Build Content Mgmt
Test/UAT Migration PVT Retro
In Delivery Design & Content
In Build Content Mgmt
Test/UAT Migration PVT Retro
Explain the product in one sentence
Explain the jargon in simple language
Show quick comparison of important core product features
Display added services for brand differentiation
Use of scenarios to understand product features
HOW DID IT GO?
Visitors pathing deeper into product pages directly from the homepage(Hypothesis: Visitors finding the right content (demonstrated by decreased exit % and less PDS downloads)
Increased buy participation rate for all product pages
Overall Product page performance improved, resulting in increased Quote start & decreased exits
NEXT BRAND…
To deliver a website, designed around the customer, that is efficiently optimisable and accessible across all devices.CONTENT STRATEGY
DIAGNOSISExcess of irrelevant contentDifficult to maintain and optimise. Not relevant to the customer.
No continuous, unified process for co-ordinating content.Cannot co-ordinate, control or optimise the content effectively.
Not effectively communicating our CVP onsite.We cannot take advantage of our brand appeal. Customers are left to compare on price.
Disconnect between the website (new customer) and self-service (existing customer)Lack of customer awareness. Not leveraging our advantage.
No responsive websiteBroken experience on mobile devices. Google penalising us on SEO. Losing sales.
ACTIONSValidate and challenge site goals through research, customer and business insight.
Build a working group of business stakeholders to govern on-site content.
Refocus the customer experience to articulate GIO’s CVP on-site.
Integrate the self-service functionality into the GIO product offering so that it becomes a clear customer benefit.
Increase sales and customer strike-rate through better conversion of traffic via a responsive website.
GUIDING POLICIESCustomerContinuous customer research. Validation of site goals via on-site analytics.
ContentAdherence to a structured content framework. On-site testing and analysis of sales results.
Self-serviceInclusion of SS customer benefit within product content. Validation of SS new functions against customer journey/goals.
DeliveryTechnology framework to facilitate delivery of content optimisation program of work.
LEARNINGS & INSIGHTS
DESIGNING CONTENT WITH PURPOSE
To deliver a website, designed around the customer, that is efficiently optimisable and accessible across all devices.
Path to success(reality)
PURPOSE HAS GUIDED US FROM MACRO TO MICRO
Brand Purpose Customer Purpose Content Purpose Page & Section Purpose Content Chunk Purpose
Stakeholder sign-offs CollaborationBriefsProcess
What’s our content strategy?
What’s our experience strategy?
Make sure it’s jam packed full of purpose, diagnoses, actions and guiding policies.
TAKEAWAYS
1 NO FLUFFY STRATEGY
TAKEAWAYS
Fall in love with the problem, not the solution.
2 FOCUS ON THE PURPOSEOF YOUR CONTENT
TAKEAWAYS
This will lead to better collaboration and ultimately content!
3 SEEK SHARED UNDERSTANDING OF OTHER DISCIPLINE’S PURPOSE
DAVID KENNEDYUX Design Manager
@davkenn https://au.linkedin.com/in/davkenn
PAUL FOSTEReCommerce Program Manager@pauljamesfoster https://au.linkedin.com/in/pauljamesfoster
Thank you!