Journey mapping for content strategy
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Marli Mesibov's talk from Confab Higher Ed 2017.
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Journey mapping for content strategy
- 1. Confab Higher Ed 1 @marsinthestars JOURNEY MAPPING FOR CONTENT STRATEGY November 8, 2017 DATE Marli Mesibov – VP, Content Strategy PREPARED BY #ConfabEDU
- 2. Confab Higher Ed 2 @marsinthestars Kitten Mapping for Content Strategy @marsinthestars
- 3. Confab Higher Ed 3 @marsinthestars WHO AM I? Specializing in improving communication in education, healthcare, and finance to create better user and business outcomes. Marli Mesibov, VP of Content Strategy @marsinthestars
- 4. Confab Higher Ed 4 @marsinthestars HOW DID WE GET HERE?
- 5. Confab Higher Ed 5 @marsinthestars I took a journey Application I applied to Confab EDU using the online form. Computer Acceptance I received an email accepting my talk, responded, and began looking up flights to book. Tablet Travel I checked in the day before, then took an Uber to the airport, flew to Indianapolis, and took a cab to the hotel. Phone Arrive I checked into the hotel, went to my room and unpacked. Phone/Kiosk HOW DID WE GET HERE?
- 6. Confab Higher Ed 6 @marsinthestars Why Journeys Matter Journey-First Thinking OUR JOURNEY TODAY How to Create a Journey Map How to Use Your Journey Map 1 2 3 4
- 7. Confab Higher Ed 7 @marsinthestars CONFAB HIGHERED: WHY JOURNEYS MATTER
- 8. Confab Higher Ed 8 @marsinthestars Simple Tasks How can a prospective student access a list of all 2018 courses? WHY JOURNEYS MATTER Visit site Click “Academics” Browse Courses Success!
- 9. Confab Higher Ed 9 @marsinthestars Complex Tasks How can the university attract the right students, and ensure they apply? WHY JOURNEYS MATTER Visit site Click “Academics” Browse Courses Leave site
- 10. Confab Higher Ed 10 @marsinthestars Higher education is a complicated industry. We need to define information architectures and communicate with multiple audiences completing a plethora of tasks. Many projects fail because we don’t account for complexity early on. Identify Top Goals Find Opportunities to Connect Account for Each Audience Create Better Site Maps and Design Responsively WHY JOURNEYS MATTER
- 11. Confab Higher Ed 11 @marsinthestars Mad*Pow’s Process Our UX Design agency follows a research-centric process, and journey mapping is a big part of identifying the strategy for our designs. RESEARCH FINDINGS STRATEGY Process DESIGN TESTING/OPTIMIZATION Repeat WHEN DO WE MAP? JOURNEY MAPPING
- 12. Confab Higher Ed 12 @marsinthestars CONFAB HIGHERED: JOURNEY-FIRST THINKING
- 13. Confab Higher Ed 13 @marsinthestars Mobile JOURNEY-FIRST THINKING Desktop
- 14. Confab Higher Ed 14 @marsinthestars JOURNEY-FIRST THINKING Desktop
- 15. Confab Higher Ed 15 @marsinthestars Mobile JOURNEY-FIRST THINKING Desktop
- 16. Confab Higher Ed 16 @marsinthestars JOURNEY-FIRST THINKING Desktop
- 17. Confab Higher Ed 17 @marsinthestars JOURNEY-FIRST THINKING
- 18. Confab Higher Ed 18 @marsinthestars “If I’m browsing and adding to a cart on my smartphone, I expect that same history and half- filled shopping basket to be carried across to the desktop site, and vice versa. It’s the only way to guarantee customer satisfaction, aid conversion, and encourage return visits.” - Christopher Ratcliff, More than 40% of Online Adults are Multi-device Users (2014) JOURNEY-FIRST THINKING
- 19. Confab Higher Ed 19 @marsinthestars JOURNEY-FIRST THINKING
- 20. Confab Higher Ed 20 @marsinthestars JOURNEY-FIRST THINKING
- 21. Confab Higher Ed 21 @marsinthestars Types of Journey Maps IT TAKES ALL KINDS UX flowProduct/service experiences Channels and touch points Persona’s narrative Emotional journey maps Blueprints *Taken from Sharhzad Samadzeh’s talk, Don’t Make a Journey Map
- 22. Confab Higher Ed 22 @marsinthestars The journey is the path a person takes from the start of the experience, through to the end of the experience. Along the way they encounter… Touch points with the brand Interactions with the application Journey-First Thinking
- 23. Confab Higher Ed 23 @marsinthestars CONFAB HIGHERED: FIND THE PATH
- 24. Confab Higher Ed 24 @marsinthestars Journey mapping for content strategy in 4 steps FIND THE PATH Connect the touch points to channels 1 Interview end-users Create personas Map the user flows 2 3 4
- 25. Confab Higher Ed 25 @marsinthestars • Interview 8-10 from each sub audience • Learn about the goals, and the tasks they associate with those goals • Ask for details • Try to find out where someone is when they take actions • Are they prompted to take action, or do they initiate? FIND THE PATH: INTERVIEWS No need to conduct… Even if you don’t personally conduct user interviews, you can (and should!) still weigh in on what is asked in the interviews.
- 26. Confab Higher Ed 26 @marsinthestars FIND THE PATH: PERSONAS
- 27. Confab Higher Ed 27 @marsinthestars FIND THE PATH: USER FLOWS Include… • Step-by-step actions to accomplish a task • What devices the persona might use • Where the persona might be emotionally and physically Don’t include… • Broad, overarching steps (think “build the foundation” not “build the house) • Minutiae • Rationale or caveats
- 28. Confab Higher Ed 28 @marsinthestars • Conduct a workshop or casual work session to connect each touch point to the appropriate channel • Discuss the design implications • Invite more people, not less • Document everything This is when we begin designing the interactions FIND THE PATH: CHANNELS
- 29. Confab Higher Ed 29 @marsinthestars CONFAB HIGHERED: HOW TO USE IT
- 30. Confab Higher Ed 30 @marsinthestars • Reference the map when you’re considering which device the team should design for first • Create content that primarily meets the needs of the most-used device • Consider the context for every interaction with the end-user: • Where will they be? • What else will they be doing? HOW TO USE YOUR JOURNEY MAP
- 31. Confab Higher Ed 31 @marsinthestars • If the end-user begins, how do we respond? • And then what do they do/say? • And then what do we do/say? Design a conversation HOW TO USE YOUR JOURNEY MAP
- 32. Confab Higher Ed 32 @marsinthestars RESOURCES • Designing Multi-Device Experiences by Michal Levin (book) • Adapting Ourselves to Adaptive Content by Karen McGrane (presentation) • Designing Digital Strategies by Sofia Hussain (article) • Don’t Make a Journey Map by Shahrzad Samadzadeh (article) • Journey Mapping for Content Strategy by Marli Mesibov (article)
- 33. Confab Higher Ed 33 @marsinthestars THANK YOU Confab HigherEd 2017 Marli Mesibov marli@madpow.com marsinthestars Mad*Pow
Notas do Editor
- How many of you consider yourself a designer? You are! You are a content designer. Strategists define the content touch points for a user’s experience with an application or site (the journey)
- How many of you consider yourself a designer? You are! You are a content designer. Strategists define the content touch points for a user’s experience with an application or site (the journey)
- Starts when the audience member first hears about your school Or when they first get to your site Or when they first see your social media item For some people, the journey to your school begins the minute their child is born, and they start to worry about paying for college someday My journey from theater to film to software to UX – that’s how I used to see user journeys. Big and overwhelming. But we can start more recently, my journey from Boston to Indianapolis.
- Each email needs a sub-goal and related action that inform the overall campaign goal.
- Example: ask someone in your org how students choose your university No journey map necessary! Nice and straight forward
- Now ask a student how they choose a university
- Aaron Rester told you how to find the top tasks! (not too many, not too few) Opportunities to connect – that’s what we talked about yesterday in Matt McFadden’s Personalization session. Guiding people to help them think about the choices they need to make Journey maps are how you find those goals, those opportunities, and those audience differentiators
- Luke Wroblewski popularized (2009), Karen McGrane (2012) Designing with the constraints of small screens helps us to prioritize content, which leads to a better experience for the end user. Capabilities of mobile devices left more opportunities for engaging experiences. Look at the content breakdown: highest priority? User needs to see the headline, and an intro. 34% of people use the internet predominantly from their mobile phones – this is table stakes!!!! Kano model: Table stakes, Incremental, Delighter Responsive design! - which is still good, but it’s no longer a delighter. It’s a table stakes.
- Sometimes you have chosen a specific device because it takes great photos or charges very well
- Sometimes you need to use your phone because there’s no lap space for your laptop
- Sometimes you use a book
- Good design doesn’t force users to pick up the device that we designers want them to pick up TV in bedroom Phone in bathroom Tablet in kitchen…
- This goes beyond responsive design. Responsive experience? Connected experience.
- Adaptive Path’s journey map What are the touch points – how do we communicate with them/how does ANYONE communicate with them? There may be options here – that’s cool too. Client in Texas, “how granular do we get?” I spoke on journey maps, and met the speaker before me… Shahrzad Samadzadeh talk at Big Design 2016 (Don’t Make a Journey Map) said the workshop process is more important than the end product. So get as granular as you like, talk it out.
- Who’s responsible for each step? Now we start getting down into what we can/should do for each step. American Intercontinental University Mad*Pow’s journey map – explain the process of a workshop (USAA started with waking up in the morning)
- All different sorts of journey maps – but this is focusing on output
- The best journey map is the one that will help you identify these things
- Demographics, but more importantly, the goal, needs, and variables. Behavioral demographics
- Sticky notes are your friend
- Future strategy relies on current journey map Phase 2 doesn’t have to mean “phase never”
- Create a Conversation