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

www.desktoponly.com.au m.mobileonly.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

GOALIMPLEMENTATION

“Articulate the extra benefits of being an AAMI customer.”

IMPLEMENTATION

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

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

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

In Delivery Design & Content

In Build Content Mgmt

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…