How to Create Great Mobile Cues: Writing Microcontent that Converts

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Ahava Leibtag presented at MoDev East on December 12, 2013 about writing content for mobile applications and websites. Ahava shows good and bad examples of cues and microinteractions and defines both.

Marketing Diversão e humor Negócios

Create Great Mobile Cues:
Writing Microcontent that
Converts
Ahava Leibtag
MoDev East
Thursday, December 12, 2013
@ahavaL #modeveast

1

Content is a conversation.

@ahavaL #modeveast

6

To whom are we talking?

@ahavaL #modeveast

7

Content (conversation) is core to
the digital experience.

@ahavaL #7 Rules

9

CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL #7 Rules

10

What are cues?
• Verbal directions
• Design directions
• Prompts

@ahavaL #modeveast

23

What are microinteractions?
• Interactivity directions
• Error messages
• Missing field messages

@ahavaL #modeveast

25

Microinteractions

@ahavaL #modeveast

26

How to Write Better Cues
&
Microinteractions

@ahavaL #modeveast

29

Rule #1:
Establish a human voice

@ahavaL #modeveast

30

Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahavaL #modeveast

37

Define Tone
Yes: Sound like <example>
No!: Sounds like <example>

@ahavaL #modeveast

43

Thank you!
Ahava Leibtag
Aha Media Group
ahava@ahamediagroup.com
@ahavaL
@ahavaL #modeveast

47

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How to Create Great Mobile Cues: Writing Microcontent that Converts

1. Create Great Mobile Cues: Writing Microcontent that Converts Ahava Leibtag MoDev East Thursday, December 12, 2013 @ahavaL #modeveast 1

2. What is content? @ahavaL #modeveast 2

3. @ahavaL

4. @ahavaL

5. @ahavaL

6. Content is a conversation. @ahavaL #modeveast 6

7. To whom are we talking? @ahavaL #modeveast 7

8. Who are we? (As a brand.) @ahavaL #modeveast 8

9. Content (conversation) is core to the digital experience. @ahavaL #7 Rules 9

10. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #7 Rules 10

11. @ahavaL #modeveast 11

12. @ahavaL #modeveast 12

13. @ahavaL #modeveast 13

14. @ahavaL #modeveast 14

15. @ahavaL #modeveast 15

16. @ahavaL #modeveast 16

17. @ahavaL #modeveast 17

18. @ahavaL #modeveast 18

19. @ahavaL #modeveast 19

20. @ahavaL #modeveast 20

21. 21

22. @ahavaL #modeveast 22

23. What are cues? • Verbal directions • Design directions • Prompts @ahavaL #modeveast 23

24. Cues @ahavaL #modeveast 24

25. What are microinteractions? • Interactivity directions • Error messages • Missing field messages @ahavaL #modeveast 25

26. Microinteractions @ahavaL #modeveast 26

27. @ahavaL #modeveast 27

28. @ahavaL #modeveast 28

29. How to Write Better Cues & Microinteractions @ahavaL #modeveast 29

30. Rule #1: Establish a human voice @ahavaL #modeveast 30

31. @ahavaL #modeveast 31

32. @ahavaL #modeveast 32

33. @ahavaL #modeveast 33

34. Rule #2: Establish voice and tone for your brand @ahavaL #modeveast 34

35. @ahavaL #modeveast 35

36. Define Voice @ahavaL #modeveast 36

37. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 37

38. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 38

39. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 39

40. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahavaL #modeveast 40

41. @ahavaL #modeveast 41

42. @ahavaL #modeveast 42

43. Define Tone Yes: Sound like <example> No!: Sounds like <example> @ahavaL #modeveast 43

44. @ahavaL #modeveast 44

45. @ahavaL #modeveast 45

46. @ahavaL #modeveast 46

47. Thank you! Ahava Leibtag Aha Media Group ahava@ahamediagroup.com @ahavaL @ahavaL #modeveast 47

How to Create Great Mobile Cues: Writing Microcontent that Converts

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