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The Shortcut to Oz Lessons Learned on 3 Content Journeys
“If we don’t laugh, Toto gets it?”
What will you get on the way to Oz?
“If we don’t laugh, Toto gets it?”
The Problem We had a big findability problem and wanted to do a redesign. But we didn’t know what customers were looking to find.
“I could while away the hours, conferrin’ with the flowers, consultin’ with the rain, And my head I’d be scratchin’, while my thoughts were busy hatchin’, if I only had a brain.” Scarecrow The Wizard of Oz, 1939
Mental Models by Indi Young The Solution Mental models. A way to map your content to customer’s needs and questions.
CONTENT Our Mental Model USER NEEDS Red = Gaps
Our Mental Model SENIOR DESIGN Why should I use NI tools for my senior design project? How can I use NI tools for my senior design project? Lab/VIEW Student Community-Project Library (https://decibel.ni.com/content/groups/loop?view=documents#/?tagSet=1043)
Tasks came from: Employees Product Marketing Sales User Experience Customer Support User Research Usability Surveys Focus Groups Market Research Analytics, particularly search Then define user tasks
Our Mental Model
What we learned • We had gaps • We de-prioritized key tasks in favor of Marketing offers. • We weren’t reusing content. • We had some good content
2Results are from a single product line. Contacts numbers are from web only. 70% Increase in contacts 51% Increase in online revenue 2 Results from first project
Before Time: 4 months Method: Analog Included: Everything Categories: Yes/No Summary: Whole mental model After Time: 2 weeks Method: Mural.ly Included: Research Categories: Colors, Detail Summary: Bullet points in a deck Making Mental Models lean
“...Once I had brains, and a heart also; so, having tried them both, I should much rather have a heart.” -The WoodmanThe Wizard of Oz, Frank L Baum
All you need is love
The Problem Credit applications are a dime-a-dozen. They’re robotic and full of legalese. So how can we humanize them?
Customer-driven innovation DEFINE DESIGN DELIVER DISCOVER Engage with customers Focus & refine problem area Be generative in solution concepts Select, prototype, and test with customers Iterative refining DIVERGENT CONVERGENT
CUSTOMER Jim M. Age: 33 IT professional CUSTOMER GOALS CUSTOMER PROBLEM STATEMENT HOW PAYPAL CAN HELP Jim knows he could get a better credit deal, but he is time-poor and finds new applications arduous… so he sticks with what he’s got. PAIN POINTS
KPI Reduce drop-offs in theapplication process Hypothesis Address concerns at key points in theuser journey and we can mitigatethese potential drop-offs.
Connecting on an emotional level
What we learned The first rule of Content Strategy club Involve your partners at the earliest possible stage Prove that you can deliver Build from the customer up, not the business down
“Hearts will never be practical until they can be made unbreakable….” -The Wizard of Oz to the Tin Man
Create (and help others create) consistent, trustworthy content to tell an engaging story everywhere PayPal Credit goes.
Content producers 34
The Problem End-to-end content for my product is owned by many teams – we come from different disciplines and different countries. We all need to speak the same language.
Content Strategy at Work by Margot Bloomstein The Solution The message framework. A way to start the conversation and find a common language
The Method Get the stakeholders in a room Give them 100 cards to sort Keep the conversation going Take copious notes (or record it)
PRODUCT AREA KEY ATTRIBUTES KEY MESSAGE REASONS TO BELIEVE ACQUISITION ONBOARDING SERVICING • Easy to use • Trusted and safe • There when you need us • The application process issimple –get an answer in seconds. • PayPal = Secure financial information • Available at most places PayPal is accepted With PayPal Credit, you get a secure & flexible line of credit that makes it easier to buy the things you love.
“We’ve never had anything like this before.”
What we learned Never be afraid to say “hello” Circulate and share Just because you built a message framework doesn’t mean you’re done
“Put ‘em up. Put ‘em up.” -- The Cowardly Lion
So you made it to Oz.
Alex Hunter @angryyoungalex Lauren Moler @merrymoler Jessica Pease @moregrist Let’s keep in touch, shall we?
“Going so soon? I wouldn’t hear of it. Why my little party’s just beginning.” -The Wicked Witch of the West