User experience, perfected.

User experience, perfected.

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The Future Perfect

 

 

 

 

 

 

 

 

 

 

 

What do we think we’re doing?

March 28, 2011

“When you’re forced to be simple, you’re forced to face the real problem. When you can’t deliver ornament, you have to deliver substance.” – Paul Graham

As you know, any craft depends on evolution and refinement. User experience is no different. As practitioners, we’re charged with nudging that process along one word at a time. This blog is an attempt at helping us do that.

I’ll be regularly updating this little corner of the internet with what I hope will be interesting, funny or thought-provoking missives from the world of UX : articles, websites, blogs, maybe even a cringe-inducing cartoon or two. With any luck, this will enable us to:

  • Tap into industry developments
  • Innovate approaches
  • Spark dialogue among the team
  • Create a forum for discussion
  • Think more critically about UX
  • Laugh a bit
  • Challenge our understanding of what we do
  • Explore new online resources
  • Connect us with issues that other UX professionals face

I’d appreciate any contributions you may come across.  Let’s cast the net wide and see what we bring in.

Cheers,

Marissa

March 28, 2011 1 Comment

Some people cry at movies and others laugh at funerals but when’s the last time you had an emotional response to a customer service page?  With all the zeroes and ones flying around, it’s easy to forget the visceral nature of navigating the online experience- particularly when you’re gnashing your teeth in frustration.

One company, Wufoo, has been experimenting with users’ feedback by adding an “emotional state” field on their support request form.  The results were immediate and surprising.  Below, founder Kevin Hale breaks down their rationale and why it’s never good to sound like a psychologist.

My idea was to simply add a dropdown field of possible feelings to the form and have them select the appropriate one. The tricky part we realized right away was in the copy. The obvious way to ask this is to write “How are you feeling?” But as soon as we wrote it, it felt all wrong.

Basically, no customer support person would actually ask that in person especially if that user was visibly angry.  [It sounds] condescending and I think it’s because it has connotations and allusions to being in a room with a psychiatrist, which is probably not the person you’re interested in having solve your technical support issues. Even I had a visceral reaction to the language and I made the field. And so after some fiddling, we ended up going live with “Emotional State.” Additionally, not only did people use the field, they were moved by it. One of the best things to come out of this is that the language used by our users to describe their issues now are more rational and dramatically less expressive (ie. nasty, filled with capital letters and exclamation marks).

Basically, no customer support person would actually ask that in person especially if that user was visibly angry.  [It sounds] condescending and I think it’s because it has connotations and allusions to being in a room with a psychiatrist, which is probably not the person you’re interested in having solve your technical support issues. Even I had a visceral reaction to the language and I made the field. And so after some fiddling, we ended up going live with “Emotional State.” Additionally, not only did people use the field, they were moved by it. One of the best things to come out of this is that the language used by our users to describe their issues now are more rational and dramatically less expressive (ie. nasty, filled with capital letters and exclamation marks).

When 70% of your support requests all of a sudden become nicer, when the calls for help are noticeably more polite, you tend to go the extra distance. It’s a self-serving cycle that couldn’t have been predicted if we didn’t actually try it and honestly shouldn’t be underestimated when it comes to providing quality customer support.

Another thing that’s surprising to me in hindsight is what appears to be the relative honesty of the feelings expressed. If you’ve ever been to an emergency room, one of the first questions they ask you is to rate your pain on a scale of 1 to 10. It’s obvious that they use this to triage patients and so veterans of the system will exaggerate their pain level to reduce the time they spend in the waiting room. Chris had first-hand experience of this when he injured his ankle and the boy scout in him wouldn’t let him utter a number higher than 3, which resulted in a 6 hour wait for an x-ray while level 8 ear infections and pink eyes plowed ahead of him.

Now, our users didn’t know that we were NOT going to use the emotional state as a way of setting priority to a request, but it turns out, for the most part, most people did not try to game the system. One theory for that is there wasn’t a feedback loop for this kind of behavior. Because we didn’t act differently, our users didn’t react to the dropdown as a variable to hack.

March 27, 2011

They say baking is a science and cooking is an art.  In her recipe for great interfaces, Kristina Halvorson reminds us that customer-focused writing, at its best, straddles those same lines between content strategy and UX. Delivering the goods requires “a  long-term commitment to better content, a practice that beautifully complements the art and science of UX strategy.”  Read on and stir the pot.

Content Strategy has been around for a long time. Large corporations such as Disney, Wells Fargo, and Mayo Clinic have had functional content strategy teams for years. The mega-agency Razorfish has had dedicated content strategists on staff since 1998. But it’s really only been in the last two years that the larger UX community has started paying closer attention to content strategy. In 2008, not a single UX conference had a session or workshop devoted to content strategy; In 2010, nearly all of them did, including the IA SummitUX Week, UX LondonUser Interface Conference, and even SXSW.

Why the gold rush? The answer is pretty simple: it’s inherently impossible to design a great user experience for bad 
content. If you’re passionate about creating better user experiences, you can’t help but care about delivering useful, usable, engaging content.

No matter how brilliant your designs, if the content is bad, the honeycomb crumbles. Today, the sudden surge of interest in content strategy has stirred hope in even the most jaded UX souls. Here’s an entire population of professionals who are ready and willing to tackle even the most complex content problems! But before UX and content strategy walk hand-in-hand off into the sunset, we should consider a little marriage counseling. Do these two really belong together?

Content is consistently a huge problem in most project work, but we often don’t have the time or tools to figure out exactly where our process is broken. A content strategist sounds like just the sort of person to save the day, even if no one’s clear about what exactly that person will do. (I regularly get calls from companies who have hired content strategists and are now wondering what to do with them.)

For me, the easiest way to describe content strategy is this: content strategy plans for the creation, delivery, and governance of useful, usable content. I’ve been using that definition for a while now, and it seems to help people understand the concept pretty quickly. It certainly isn’t the only way to look at it, though; for an expanded discussion on the topic, visit the content strategy Google Knol.  Melissa Rach, Vice President of Content Strategy at Brain Traffic, developed this framework for content strategy:

Core strategy defines how your content will help you meet business objectives.

Substance identifies what content is required to successfully execute implement your core strategy, including characteristics such as messaging architecture, intended audience(s), and voice and tone.

Structure focuses on how content is prioritized, organized, and acessed. Although structure can include information architecture (IA), it focuses more deeply on the content itself, including mapping messages to content, content bridging, and creating detailed page tables.

Workflow explains how people manage and maintain content on a daily basis, including the roles, tasks, and tools required throughout the content lifecycle.

Governance describes the policies, standards, and guidelines that apply to content and its lifecycle, as well as how an organization will sustain and evolve its content strategy.

There are aspects of substance and structure that have traditionally been the domain of information architects, and that still holds true. As Louis Rosenfeld has said, “If [information architecture] is the spatial side of information, I see content strategy as the temporal side of the same coin.” Both must consider things such as current state content, taxonomies, content models, cross-platform requirements, and so on. But an IA is rarely responsible for editorial, workflow, or governance components of content planning and development. For UX teams, these are the areas that, when overlooked, tend to blow up project timelines and compromise content quality.

So, Is Content Strategy a Part of UX Strategy?

Technically, no, not really. While workflow and governance have direct impact on the end content product, they don’t (and can’t) live exclusively within the domain of UX. But substance, structure, workflow, and governance typically inform one another, which is where the content strategist can really make a difference. They can act as a UX advocates to content creators, while keeping designers in “the real world” when it comes to things like content requirements and template designs.

Maybe it’s easier to answer the question like this: not every content strategy needs UX strategy, and not every UX strategy needs content strategy. Yes, they’re both required for the effective execution of just about any initiative that requires or specifies the need for content creation, delivery, or management. But that doesn’t mean we need to cram content strategy into every UX project plan, because sometimes, it’s clearly unnecessary.

For example, a lightweight application redesign likely doesn’t require a content strategist, although it probably could benefit from a smart copywriter familiar with usability principles. On the flip side, a content strategy project that focuses largely on content workflow and governance likely won’t need to pull in a UX strategist, but might need a good interaction designer to assist with workflow documentation.

It follows, then, that a content strategist doesn’t always report to a UX strategist, and vice versa. On a large-scale project that involves a lot of complex content initiatives, a lead content strategist may oversee a larger team that includes UX practitioners. On a full website redesign, a UX strategist may lead a team that includes a content strategist who’s (either partially or fully) responsible for anything related to the creation, delivery, and governance of the site content.

A side note: do I really care about who owns what and where things fall on either side of the wall? Emphatically, no, I don’t; debates that smack of territorialism make me insane. Roles, activities, and artifacts shouldn’t “belong” to one discipline or another. What’s important is that we are all able to talk about shared principles; this is where the foundation for our collaboration truly lies. Pragmatically speaking, there are multiple interdependencies between those roles, activities, and artifacts of UX pros and content strategists. These interdependencies and commonalities demand that we work together to deliver the high quality content our users want and deserve.

How Content Strategy Relates to UX Design

There are a few different ways to look at this. From a services perspective, a good description of the relationship is IBM’s “Customer Facing Solutions” infographic, published to demonstrate the consultancy’s UX strategy approach:

Erin Scime of HUGE created this sketch to demonstrate the content lifecycle. You’ll recognize several activities that are often included in UX projects, as well as several that aren’t:

Taking a closer look at project roles, Richard Ingram of Ingserv created this illustration to show ways in which a UX team might collaborate with a content strategist:

For a practical look at how content strategists contribute to a UX project, Erin Kissane’s article, What Do Content Strategists Do? offers a description of her typical project activities. Also, Karen McGrane’s stellar presentation,Why UX Needs Content Strategy, examines in detail the activities and deliverables a content strategist can contribute to a UX project.

Is Content Strategy Just the Latest Trend? Sometimes in posts on Twitter or in blogs, I come across comments about content strategy like these: “I do all this stuff already. No way will my clients pay for any of this. Content strategy is just a trend. ‘Content strategist’ is just a title writers assume to get paid more money.”

I’m not sure what to tell people who get defensive when I talk about content strategy. Beautiful designs are constantly obliterated by bad content.Content delay syndrome is an epidemic. We all deal with nonstop complaints (sometimes our own!) about poor quality content on our website, intranet, or application. Content strategy solves these problems before they even begin. It isn’t a trend, and it’s not a silver bullet. It’s a long-term commitment to better content, a practice that beautifully complements the art and science of UX strategy. [UX Magazine]

March 27, 2011

Unsuckit.com: Where terrible business jargon goes to die. Or at least to suffer.

There’s a time and place for jargon in our lives. There is also a point when jargon obscures meaning altogether, spreads across an entire industry like unchecked kudzu and eventually chokes out any true communication still left standing.

The last resort: Unsuckit.com. Unsure what that guy from marketing meant yesterday when he spewed the words “automagically baxtrapolate” at you? Looking to sound knowledgeable on the next conference call without actually saying anything of value?

Behold the solution.

 

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