Content Strategy for Slow Experiences
Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right.
By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. We’ll look at REI, Target, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all with more deliberate content strategy.
About Margot Bloomstein
Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy, and the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement.
Corporations and agencies alike turn to Margot to develop their content strategy practices. Over 15+ years, she’s shaped content for social responsibility at Timberland, alumni relations at Tufts University, and tourism in the state of Nevada. The rogues' gallery also includes Fidelity, Lovehoney, Puma, Philips, Lindt and Sprüngli, Harvard University, and others.
A participant in the inaugural Content Strategy Consortium, Margot routinely headlines and speaks at events around the world, including SXSW, CS Forum, Confab, IA Konferenz, and UX London.
She blogs at appropriateinc.com and tweets at @mbloomstein. In her second appearance at Web Design Day, she’s thrilled to return to Pittsburgh, to see what’s wacky at CMU and tasty at Dave and Andy’s!