content is a touchpoint. let's write responsively

Heidi BurkhardtUser Experience Specialist

University of Michigan Libraryheidisb@umich.edu | @heidi_sb

Content is a touchpoint.Let’s write responsively.

People

The words we choose matter.

Use of the word ‘touchpoint’

“A touchpoint is a point of interaction involving a specific human need in a specific time and place.”

-Chris Risdon http://adaptivepath.org/ideas/un-sucking-the-touchpoint/

1970

1990

2000

Google NGram Data

A few seconds (15 to be exact) on libraries

Website. Catalog. Institutional repository. Data repository. Digital Collections. Research Guides. Online exhibits. WordPress microsites. Blogs. Twitter. Facebook. Newsletters. Discovery search interfaces. 100s of licensed databases. 10,000s subscription based online journals. Instruction request system. MiVideo. Course reserves. Document delivery services. Book request services. Study spaces. Event spaces. Exhibit spaces. Service points. Stacks.

Touchpoints in User Journey Mapping

Find out if the library has a book you want.

Go get it. Check it out.

Book AvailableSearch Results

Hours, location, directions

Go to library

Book checked

out

Book not owned

Place hold Get notified

Request through ILL, etc.

Check out at desk

Find in the stacks

Policies and general information. About us. Hours. Events. Support. Help pages. FAQs. Self-help knowledge base entries. Instructional content. How-to guides. Interface language and microcopy. System alerts. Status messages. Button text. Form labels. Email and text notifications. Personal support. Email. Chat. Text. Marketing and outreach. Email newsletters. Social media. Press releases. Case studies. Editorial. Articles. Blog posts. Physical. Wayfinding. Signage.

Content + Copy

All TheFeels

Empathy

Plutchik’sWheel of Emotions

Plutchik’sWheel of Emotions

Back to our user journey

What time does the library close...

Potential emotions:

Interest, anticipation, trust

When you write, be:

Clear, concise

Strategies:

Make the current day’s hours obvious.

Present complex hours clearly.

?

In another path on the journey...have to place a requestPotential emotions:

Joy, anticipation, optimism

When you write, be:

Affirmative, friendly

Success! We got your request and will let you know when it’s ready.

...and when the opposite happensPotential emotions:

Annoyance, anger, surprise, confusion

When you write, be:

Gentle, calm, kind, clear, helpful

We’re sorry.Something went wrong. Use the Ask Us link for

help.

When approaching new content…

Learning about an event via social

media

Interest, distraction, curiosity

Enthusiastic, engaging, personal

What are the potential user goals?

What might their

emotions be?

What does your writing

need to convey?

Learn up. Read stuff.

Thank you so much.@heidi_sb | heidisb@umich.edu

All images CCO Public Domain from Pixabay