TODAY:

UX-Led Content Strategy: Getting to the Core of Every Experience

Mike DonahueUser Experience Professionals Association International

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UXPA 2017 GOALS

1. Provide more UX resources to UX Professionals2. Improve brand consistency3. Improve our “International” UXPA

UX-Led Content StrategyAugust 2017

Mike Donahue

@mdonahue37 #uxpa #soflux #ux-content

Content is not just text.

Content is not a replacement for place holders

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Button label

Content is notking!

Content is core!

What’s an experience without the content?

content:

Noun

1 (usu. contents) the things that are held or included in something: he unscrewed the top of the flask and drank the contents | he picked up the correspondence and scanned the contents.

• [ usu. in sing. ] the amount of a particular constituent occurring in a substance: milk with a low-fat content.

• (contents or table of contents) a list of the titles of chapters or sections contained in a book or periodical: the contents page.

• information made available by a website or other electronic medium: online content providers.

2 the substance or material dealt with in a speech, literary work, etc., as distinct from its form or style: the outward form and precise content of the messages.

Adjective

in a state of peaceful happiness: he seemed more content, less bitter.

• satisfied with a certain level of achievement, good fortune, etc., and not wishing for more: he had to be content with third place | the duke was content to act as Regent.

Are users content with the content of your content?

substance stuff

satisfied

SatisfactionHow it makes people feel

StuffWhat it is

SubstanceWhat it’s made

of or means

UX

UX-led content strategy accounts for…

All content is UX content!

UX copy [content] gets shit done as directly and simply as possible.

Joel Marshhttp://thehipperelement.com/post/72080847673/daily-ux-crash-course-3-of-31

UX content informs design(this is why we need to work from the content out)

No one created the glass and then

figured out what to put in it.

Without UX

Or worse.

This is what we want.

Thoughtful ruthlessness leads to appropriately precise content.Which leads to much better designs and experiences.

Case study: Citrix intranet redesign (Backstage)• Employees felt they spent

too much time trying to

locate relevant content –

too much stuff to sift

through

• It was painful and confusing

to locate and open support

requests

• They came to get answers

so they could get back to

work, not be entertained or

socialize

Old version

Page table - Priority Index

http://www.slideshare.net/donahuephoto/page-table-template

Put 80% of your time into these two box

Emotion-driven goal (page table objective)

• We want employees to feel confident and efficient finding the right information and support

• So we will remove noise and downplay distractions

• So they can return to work as quickly as possible

There can be only one...Priority 1Get thoughtfully ruthless.

Design PersonaIf your site were a person

what would they be like?

Meet ClaireDesign persona used for

Citrix intranet redesign

Who is

Claire?

Net results

60-90% reductionin content across sections

383% increase in search use

224% increase in page views per session

34% decrease in average time per session

59% decrease in bounce

Massive improvement in employee satisfaction

Function: Findability – through clicking/typing

Function: Findability – through clicking/typing

Decision fatigue Pogo sticking

Emotion-driven goal (page table objective)

• We want employees to feel confident and efficient finding the right information and support

• So we will remove noise and downplay distractions

• So they can return to work as quickly as possible

Net results

46% reductionin support content

48% increase in online support tickets

21% decrease in misdirected tickets

$383Kannual cost savings

UX content is functional

Creating functional contentGreat content makes it easy for the user to find and understand the experience.

Expanding our definition of interaction

The hand isn’t the only way to interact with content.

Most interactions begin in the eyes.

Most interactions begin in the eyes.

Test your content like you test your UI.Content optimization yields bigger rewards.

Function: Readability – which feels easiest?

A B C

UX content satisfies real needs

Case study: Citrix.com redesign

• Tracked NPS score before

and after redesign

• Applied the same design

changes to all category and

product pages

• Only had resources to

rewrite the content within the

networking categry and

products

Function: is it easy to read?

https://readability-score.com/text/

Function: Readability - scoring

Grade level • Ideal grade score for average audience is 8±

• Lower grade indicates easier reading

• Is a good indicator of vocabulary required by reader

• Avoid unnecessary big words at all cost

Reading ease • Ideal reading score for average audience is 45 or higher

• Higher scores indicate easier reading

• Is a good indicator of sentence quality

• Avoid long run-on sentences

Function: Readability score comparison

War and Peace

Average grade: 8

Average readability: 70

Function: Readability score comparison

Citrix networking

Average grade: 20±

Average readability: 12

Worst scores: 27/-47

After rewrite

Average grade: 14±

Average readability: 35

and higher

Function: Readability – impact on satisfaction

416%improvement in NPS

-20%-10%

0%10%20%30%

-20%-10%

0%10%20%30%

before after

UX content doesn’t just fill space on a screen,

it fulfills human needs.

Content is not king.

Content is CORE!

@mdonahue37 #uxpa #soflux #ux-content