The document discusses how content strategy can be used to create slow experiences that engage and focus users. It argues that slow experiences driven by exploration, discovery, deliberate choices and focused attention can be appreciated by users. Examples are given of how editorial style, longform copy, validation and storytelling can slow users down in a positive way. The benefits of slow experiences are described as exploration and discovery, deliberate choices, and focused attention.
24. “Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own experiences, as well as those of
other Crutchfield shutterbugs.”
33. Editorial style
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hut tours in the High Sierra:
Anywhere brisk, the Down Sweater
delivers featherweight, superbly
compressible warmth.The polyester
ripstop shell on this down jacket does
more than look sharp; it’s tear-resistant,
windproof, and made from 100%
polyester.”
Jared and UIE researched checkouts with Best Buy, Amazon, Walmart, Target, JCPenney, and the Gap. Frustration drives the perception of slowness—NOT the other way around. I will always find the RMV slow. Annoying, but revealing.
Sometimes fast is good.
Image: buying something, put in shopping cart—AHH! Wrong thing! Amazon one-click shopping—efficient, not always pleasurable.Hitting confirm too soon, no reason to linger or learn—just get in, buy the thing (hopefully the right one), and go. Not all experiences need to be like this though
YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
Nobody does this better than Patagonia. Their content marketing is in line with their mission to slow down the user, force them to act deliberately, and focus their attention.
Nobody does this better than Patagonia. They slow down the user, force them to act deliberately, and focus their attention
If our content matters, IF THE EXPERIENCE MATTERS, this is our Willie Loman moment. When Linda says “Attention must be paid,” she says everyone deserves respect and dignity.
Longform copy slows down the interaction experience
Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
Focusing attention – merchandising in shopping cart
Nobody does this better than Patagonia. SYNC WITH TWEET.
Nobody does this better than Patagonia.
How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
How?Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
How? Content types as speed bumps, merchandising in the shopping cart
Target too
Musical Instrument Museum MIM.org audio eases you into spaces for pacing and crowd control
When I’m on the blog, I’m on the blog. Limited sensory inputs, no crazy social calls to action