content strategy for slow experiences at web design day
TRANSCRIPT
@mbloomstein | #WDD2015 1
© 2015
Margot Bloomstein
@mbloomstein
Web Design Day #WDD2015
June 12, 2015
CONTENT STRATEGY
FOR SLOW EXPERIENCES
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
@mbloomstein | #WDD2015 16
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You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)
@mbloomstein | #WDD2015 17
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When people have a frustrating
experience, they rate the checkout as
slow.
When we ask people what’s ‘slow,’
it’s the frustrating experiences.
What’s fast? They say delightful
experiences.
Jared Spool (@jmspool)
@mbloomstein | #WDD2015 26
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Is the nature of the transaction so
small and insignificant that it shouldn’t
require a second thought?
Don’t get in the way. Or will the
consumer get to the final transaction
after plenty of preliminary research?
Again, don’t make them rethink it.
Jared Spool (@jmspool)
Users can appreciate slow experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay attention to
act deliberately.
@mbloomstein | #WDD2015 27
Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Focus users’ attention
@mbloomstein | #WDD2015 31
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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.
“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.”
@mbloomstein | #WDD2015 38
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“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.”
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
@mbloomstein | #WDD2015 58
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The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic recession when
many sectors contracted.
Outdoor Industry Association
Source: Outdoor Recreation Economy Report 2012;
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
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2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html
The outdoor recreation economy
grew 5% annually… while REI averaged
11% year-over-year growth
@mbloomstein | #WDD2015 60
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Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases
0
20
40
60
80
100
120
140
2007 2008 2009 2010 2011 2012
REI
EMS
Store growth fuels content availability
@mbloomstein | #WDD2015 61
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Our content strategy is pretty simple:
we stay as close to our core market as
possible.
Patagonia’s always had a literary,
storytelling component to the brand. It’s
in line with what we say: buy less stuff
and make sure what you buy lasts.
Bill Boland, Patagonia
@mbloomstein | #WDD2015 62
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On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sales goal. It’s not about short-
term ROI. It’s something we enjoy and
the people we build clothes for enjoy.
Bill Boland, Patagonia
THANK YOU! Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
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Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted.
© 2015 Appropriate, Inc.