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Business needs and user needs

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My presentation on how to turn business needs to user needs including using user/job stories, journey mapping and crits.

People and things you might find useful:
GOV.UK research blog: https://userresearch.blog.gov.uk

Follow: Christopher Trudeau @proftrudeau
He is the plain-language advocate, & law professor I was talking about.

Academic research: http://contentdesign.london/data/academic-research-as-data/

Dumbing down inc: Christophe Trudeau studied legal text and found that ‘…41% of respondents got ‘annoyed’ when they read complicated terms’ … and ‘….”0.5% said they’re “impressed: http://contentdesign.london/reading/dumbing-down/

Value mapping:https://www.slideshare.net/SarahRichards2/

Publicada em: Design
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  • ..and your dog is ugly... :-) Love the flow and find the post-it illustration particularly smart and impactful. Thanks for sharing, very helpful and might inspire from some of your ideas
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Business needs and user needs

  1. 1. Type your point in here contentdesign.london
  2. 2. Business needs vs user needs
  3. 3. Business publishing vs user needs
  4. 4. Content Design Centre
  5. 5. Business publishing is often push User needs are *always* pull
  6. 6. You are rubbish. Your team is rubbish. Your job is pointless.
  7. 7. You are rubbish. Your team is rubbish. Your job is pointless. And your dog is ugly
  8. 8. “Useless content” is different to content that’s too long or badly written. Useless means not set to a need.
  9. 9. Set main goals together
  10. 10. You might want to say: what is the point of this?
  11. 11. Questions to ask: Who is this for (primarily)?
 What do you want them to do with this info? What is ‘success’?
  12. 12. “My audience is everybody.”
  13. 13. No, it’s not.
  14. 14. Question to ask: Where is this going to fit in the user journey?
  15. 15. pic of google micro moments
  16. 16. Content only works if it’s where your audience is when they want it
  17. 17. There’s nothing like ‘proper’ research
  18. 18. Answers: Who is this for (primarily): concerned citizens What do you want them to do with this info: Understand actions they can take which will help calm Success is: 3000RT, 3xBBC stories
  19. 19. Look into your envelopes
  20. 20. Run a user journey for your content • one audience • one yellow post-it per decision point (on- and offline)
  21. 21. user stories
  22. 22. Type your point in here As a… I want to… So that…
  23. 23. As a [person in a particular role] I want to [perform an action or find something out] So that [I can achieve my goal of…]
  24. 24. As a householder living near a proposed fracking site I want to know what effect fracking has on nearby households So that I can make a decision about moving home
  25. 25. Job stories
  26. 26. When… I want to… So I can…
  27. 27. When [there’s a particular situation] I want to [perform an action or find something out] So I can [achieve my goal of…]
  28. 28. When I find out there is going to be a fracking site near me I want to find out if it is true So I can decide what I am going to do.
  29. 29. When I hear a news story about the conflict in Syria I want to find out how it started and what is going on So I can feel informed
  30. 30. Spot the user need
  31. 31. purple.com
  32. 32. Content Design Centre
  33. 33. When I want to buy a smart watch to help me achieve my fitness goals I want to find out what will work with my phone So I can get one that works with my existing tech
  34. 34. When I want to buy a smart watch to help me achieve my fitness goals I want to find out what the battery life is So I can get one that I don’t have to keep charging
  35. 35. When I want to buy a smart watch to help me achieve my fitness goals I want to find out what the features are So I can get the right one x
  36. 36. GOV.UK
  37. 37. When I am about to go on holiday I want to know the safety features of standing on a balcony So I can stay safe
  38. 38. Said no-one ever When I am about to go on holiday I want to know the safety features of standing on a balcony So I can stay safe
  39. 39. When I am about to go on holiday I want to know the local laws So I can stay out of jail
  40. 40. When I am about to go on holiday I want to know what my insurance covers So I can buy additional cover if I need to
  41. 41. Write user/job stories for your content
  42. 42. As a… I want to… So I can… When… I want to… So I can…
  43. 43. Type your point in here Content Design Centre
  44. 44. endless.horse
  45. 45. Conversations with data
  46. 46. @escmum
  47. 47. “I think” is replaced with: “research shows…” “data shows our users want…”
  48. 48. Type your point in here Reading psychology
  49. 49. Type your point in hereIMG_4789
  50. 50. Type your point in here Your memory works on: • motivation • length of time in working memory • meaning
  51. 51. Type your point in here Context is important Coat vs cove Cat > dog Cat > soap
  52. 52. Type your point in here It was a really sunny Saturday. Sam was having a great time on the beach. It took ages to find the pump and her friends were already in the water. Sam couldn’t believe how long it was taking to inflate the large carrot. She needed an ice cream badly.
  53. 53. Type your point in here Function words Prepositions Conjunctions Articles Pronouns Content Nouns Verbs Adjectives
  54. 54. Type your point in here Words are easily skipped if they are easy to process. This happens when they are: • short • high frequency • and/or predictable
  55. 55. Type your point in here “Eye movements are affected by the need to make a grammatical and legitimate metrical structure.”
  56. 56. FIGHT TIME
  57. 57. You are distilling their expertise to 11 words and a phone number
  58. 58. Remember: • Be specific • Can't say “I think” • Use your journey
  59. 59. Rules of the crit
  60. 60. Rule 1: Everyone did the best job possible with the information they had at the time Rule 2: Talk about the product only, not the person who created the content Rule 3: Constructive criticism only: ‘That’s crap’ is unhelpful and unacceptable Rule 4: No one has to defend a decision
  61. 61. Measure that you have fulfilled the need
  62. 62. Successful pull from push 1. Find common goals 2. Show the whole story 3. Write to a user need 4. Evidence 5. Crit
  63. 63. Show, don’t tell
  64. 64. www.contentdesign. london/book Questions?
  65. 65. 1.contentdesign.london/content- design/user-stories-and-job- stories/ 2.contentdesign.london/content- strategy/example-content-strategy 3.gov.uk/info/child-benefit

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