content and-customer-journeys lavacon2014-final
DESCRIPTION
Content is an important part of the customer experience. This presentation shows how you can improve customer experience design by mapping content to customer journeys. It outlines the content elements you should consider and the steps to take to create and get sign-off on useful, usable content maps. Finally, we share some approaches to get quick wins and an exercise to start you on the way to successful content mapping.TRANSCRIPT
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Integrating Content into Customer Journeys
Melissa BrekerKathy Wagner
October 15, 2014
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
About the Speakers: Content Strategists
Background in tech comm & UX
Background in business & marketing
Co-Founders of Content Strategy Inc
What is Content Strategy?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
J o i n u s f o r a j o u r n e y
Agenda
What?
Why?
How?
Quick wins
Let’s try it!
Resources
What is Content Strategy?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Yo u m a y b e w o n d e r i n g…
So what? How
can I use this
for my work?
A customer journey looks at
what a person experiences at
every stage of their
relationship with a company.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
What’s a customer journey?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
• Getting the IKEA magazine
• Browsing for ideas on ikea.com
• Shopping at IKEA
• Talking to IKEA staff
• Building IKEA furniture
• Picking up spare parts
• Using IKEA furniture
What if you’re
unhappy?
What if you’re
hungry?
I n t h e r e a l w o r l d…
I n o u r w o r l d …
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
A content journey shows
how content strengthens
the customer experience
at each touch point, in
each stage.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Wha t ’s a c o n t e n t j o u r n e y ?
Why?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
T o b u i l d b r i d g e s
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
To c r e a t e g r e a t e x p e r i e n c e s
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
B e c a u s e i t ’ s g o o d b u s i n e s s
“Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013.
http://www.oracle.com/us/corporate/features/cx-survey/index.html.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
How do you get it done?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
G e t t i n g s t a r t e d
What is Content Strategy?
Break down silosAdapt ive
Content
Behavioural
EmotionalMental
Image used with permission: Jason Travis: http://www.jasontravisphoto.com/persona/
P e r s o n a s
What is Content Strategy?
Break down silosAdapt ive
Content
Behavioural
EmotionalMental
http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
C u s t o m e r j o u r n e y
What content will
support them on
their journey?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
C o n t e n t m a p p i n g
• Content experiences
• Content topics
• Content types & formats
• Content messages
• Content triggers
• Content distribution channels
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
T h i n k a b o u t …
C o n t e n t e x p e r i e n c e s
Research stage
• Quick info
• In my language
• On my device
Advocacy stage
• Delivered to me
• Sharable
• Targeted
C o n t e n t e x p e r i e n c e s
Content topics
Decision-making
stage
• Local service
providers
• Specific features
Support stage
• Maintenance
reminders
• Recall warnings
Content topics
What is Content Strategy?
Break down silosAdapt ive
Content
Behavioural
EmotionalMental
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Content types & formats
What is Content Strategy?
Break down silosAdapt ive
Content
Behavioural
EmotionalMental
Content types (eg)
• Product detail
• Success story
• Case study
• News article
• Educational article
Content formats (eg)
• Html
• Video
• Audio
• Infographic
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Content types & formats
Based on journey
stages
Based on brand
+ personas
Brand (emotional) Product (intellectual)
C o n t e n t m e s s a g e s
The new global
phenomenon.For ages 8 and up.
Brand (emotional) Product (intellectual)
C o n t e n t m e s s a g e s
Motivational
+ Enabling
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C o n t e n t t r i g g e r s
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
C o n t e n t t r i g g e r s
Motivational
+ Enabling
Help someone
in need.
Here’s how.
It’s easy.
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Content distribution channels
Research stage
• Website
• Social media
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Content distribution channels
Support stage
• Apps
• Brainstorming
• Early designs
• Conceptual designs
• Detailed requirements
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Putt ing it al l together
For every persona
For every journey stage
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
B r a i n s t o r m i n g
High-level
topics &
messages
only.
Break it down
later.
Audience: Project working team
E a r l y d e s i g n s
Audience: Project stakeholders
C o n c e p t u a l d e s i g n s
© Brain Traffic 2013
Audience: Implementers
D e t a i l e d r e q u i r e m e n t s
© Brain Traffic 2013
Quick wins for content mapping
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Common truths
Shared experiences
Stay high level
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www.facebook.com/humansofnewyork
One persona
One journey stage
One content element
G e t
u l t r a - s p e c i f i c
Above all, do what you can implement
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Let’s try it!
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Content experiences
Content topics
Content types & formats
Content messages
Content triggers
Distribution channels
Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Content experiences
Content topics
Content types & formats
Content messages
Content triggers
Distribution channels
Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Content experiences
Content topics
Content types & formats
Content messages
Content triggers
Distribution channels
Scenario:
New mom + online costume retailer
Research Advocacy
Experiences • Filter and sort
costumes
• Zoom in to
see details
• Order easily
• Share photos
• Refer a friend,
get a bonus
• Share articles of
interest
Topics • Costumes 6-9
months
• Safety
• Cost
• Storing
costumes
• Next year’s
ideas
• Costume swap
Personas
• “How To and Tools – Personas” by
Usability.gov.
• “Connected UX” by Aarron
Walter August 2013.
• Communicating Design: Developing
Web Site Documentation for Design
and Planning by Dan Brown. 2010
Customer Journeys
• “Mapping the Journey Experience
Beyond the Screen” by Jamin
Hegeman/ Adaptive Path. May 2012.
• “Improving UX with Customer Journey
Maps” by Jacek Samsel. May 2013.
• “Customer Journey Maps – A ‘Quick
And Dirty’ Technique To Create
Them” by Tomasz
Czajkowski/ UsabilityGeek.com.
October 2013
R e s o u r c e s
Unless otherwise specified on page, all photos in this presentation have
creative commons license and were sourced through Flickr.
Mapping content to customer journeys, by Kathy Wagner, 2014
On Slideshare: Integrating content and customer journeys, CS Inc, 2014
content
Questions?
Thanks.
@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com