The Shortcut to Oz Lessons Learned on 3 Content Journeys

Понравилась презентация – покажи это...

Слайд 0

The Shortcut to Oz Lessons Learned on 3 Content Journeys

Слайд 1

“If we don’t laugh, Toto gets it?”

Слайд 2

Слайд 3

What will you get on the way to Oz?

Слайд 4

“If we don’t laugh, Toto gets it?”

Слайд 5

Слайд 6

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.

Слайд 7

Слайд 8

“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

Слайд 9

Mental Models by Indi Young The Solution Mental models. A way to map your content to customer’s needs and questions.

Слайд 10

Слайд 11

CONTENT Our Mental Model USER NEEDS Red = Gaps

Слайд 12

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)

Слайд 13

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

Слайд 14

Our Mental Model

Слайд 15

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

Слайд 16

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

Слайд 17

Слайд 18

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

Слайд 19

“...Once I had brains, and a heart also; so, having tried them both, I should much rather have a heart.” -The Woodman The Wizard of Oz, Frank L Baum

Слайд 20

All you need is love

Слайд 21

The Problem Credit applications are a dime-a-dozen. They’re robotic and full of legalese. So how can we humanize them?

Слайд 22

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

Слайд 23

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

Слайд 24

Customer Journey

Слайд 25

KPI Reduce drop-offs in the application process Hypothesis Address concerns at key points in the user journey and we can mitigate these potential drop-offs.

Слайд 26

Connecting on an emotional level

Слайд 27

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

Слайд 28

“Hearts will never be practical until they can be made unbreakable….” -The Wizard of Oz to the Tin Man

Слайд 29

Слайд 30


Слайд 31

Слайд 32

Create (and help others create) consistent, trustworthy content to tell an engaging story everywhere PayPal Credit goes.

Слайд 33

Content producers 34

Слайд 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.

Слайд 35

Content Strategy at Work by Margot Bloomstein The Solution The message framework. A way to start the conversation and find a common language

Слайд 36

The Method Get the stakeholders in a room Give them 100 cards to sort Keep the conversation going Take copious notes (or record it)

Слайд 37

Слайд 38

Слайд 39

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 is simple –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.

Слайд 40

“We’ve never had anything like this before.”

Слайд 41

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

Слайд 42

“Put ‘em up. Put ‘em up.” -- The Cowardly Lion

Слайд 43

So you made it to Oz.

Слайд 44

Alex Hunter @angryyoungalex Lauren Moler @merrymoler Jessica Pease @moregrist Let’s keep in touch, shall we?

Слайд 45

“Going so soon? I wouldn’t hear of it. Why my little party’s just beginning.” -The Wicked Witch of the West