Slides from my talk at ConveyUX. Presents two case studies to show what happens when content becomes the focus of usability testing.

1. Presented by
Carol Barnum
March 5, 2013

2. ConveyUX, March 5, 2013
Me My book

3. the planning, development, and management of
informational content—written or in other
media. The term is particularly common in web
development since the late 1990s. It is recognized
as a field in user experience design but also draws
interest from adjacent communities such as
content management, business analysis, and
technical communication.
Source: Wikipedia
What is content strategy?
ConveyUX, March 5, 2013

4. • Web Content Strategist’s Bible, The Complete Guide to a New and
Lucrative Career for Writers of All Kinds, 2009, Sheffield
• Content Strategy for the Web, 2009, Halvorsen, 2nd ed. 2012
• Clout: The Art and Science of Influential Web Content, 2010, Jones
• Content Strategy at Work: Real-world Stories to Strengthen Every
Interactive Projects 2012, Bloomstein
• Content Strategy: Connecting the Dots between Business, Brand,
and Benefits, 2012, Bailey and Urbina
• Content Strategy 101:Transform Technical Content into a Business
Asset, 2012, O’Keefe, Pringle, Rockley
• Managing Enterprise Content: A Unified Content Strategy, 2012,
Rockley (1st ed. 2002)
• Content Everywhere: Strategy and Structure for Future-Ready
Content , 2012, Wachter-Boettcher
Read all about it!
ConveyUX, March 5, 2013

5. Who are these authors?
Technical communicators!!!
ConveyUX, March 5, 2013

6. • Audit content inventory
• Plan for the
– creation,
– publication, and
– governance of useful, usable content
• Manage content creation and revision
• Create content
What do content strategists do?
ConveyUX, March 5, 2013

7. “Content strategy is to
copywriting as
information
architecture is to
design.”
Rachel Lovinger, Content Strategy: The Philosophy of Data, 2007, Boxes and Arrows

8. Test it!

9. • “We know the content isn’t right. We’ll get
to it later.”
• “We’re testing the site, but we don’t have
…“
– the content yet
– help or user assistance
Overheard in testing . . .
ConveyUX, March 5, 2013

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11. Findability Navigation Terminology
Page design
Mental
model
Top findings in testing
ConveyUX, March 5, 2013

12. • Can users find and view the content?
• Do users understand and want to take action?
• Can users complete the action?
– Clout, Colleen Jones
What about the content?
ConveyUX, March 5, 2013

13. • Is it what users want and need?
• Is it presented with good information design?
• Is it organized in a way that works for users?
• Does the writing help users skim & read quickly?
• Are the words the ones your users understand?
• Do users interpret images accurately?
– Letting Go of the Words, Ginny Redish
What about the content?
ConveyUX, March 5, 2013

14. Increases
sales
Reduces
calls
Increases
satisfaction
Why does content matter?
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15. ConveyUX, March 5, 2013
Two case
studies
focus on
content

16. IHG “Green Engage“
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17. Some facts in the case
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18. Goals
• Navigation and workflow
• Defects and system feedback issues
• Perceptions regarding content, terminology,
labels, visuals
• Identify training requirements
Round 1: Feb. 2010, 14 users
ConveyUX, March 5, 2013

19. Users liked the concept, hated the execution
“I believe this will be useful once everyone
understands it.”
11 calls to for assistance from 4 users
Conclusion:
Round 1 Results
ConveyUX, March 5, 2013

20. • All new design prototype
• No change in content!!
• Same goals as round 1:
– obtain feedback on users’ perceptions regarding
content, terminology, labeling, and visuals
• New goal:
– Measure SUS score improvements
Round 2: Oct. 2010, 12 users
ConveyUX, March 5, 2013

22. Round 1
54
Round 2
73
SUS scores
ConveyUX, March 5, 2013

23. • Pre-launch, 2-day study, current users of V1
– Day 1, set up your hotel
– Day 2, read reports, create action plans
• Results
– Users loved the changes
• Concepts and functions more fully integrated
• Homepage helpful
• Application supported user goals
Round 3: Mar. 2011, 4 users
ConveyUX, March 5, 2013

24. Round 1
54
Round 2
73
Round 3
94!!!!!!
SUS score
ConveyUX, March 5, 2013

25. • Test with new users
• Refine current content
• Test with new content
• Incorporate context-sensitive help
Our recommendations
ConveyUX, March 5, 2013

26. • New team of SMEs!
• Focus on the content!!
• New users included in participant pool
• Goal—learn how well users understand and
can act on content
– especially “Green Solutions“
Round 4: April 2012, 16 users
ConveyUX, March 5, 2013

27. • Find ways to make your hotel more
sustainable
• Use the content to select a solution to match
your goal
• Show us how you would implement this
solution
• Add this item to your plan
Participants directed to …
ConveyUX, March 5, 2013

28. What am I
supposed
to click on?

29. “I imagine I’d have to read all these
things . . . It looks nice, good ideas .
. . But I want actions that can profit
for our hotel.”
“I’m looking for a solution rather than
an idea.”
Users said . . .
ConveyUX, March 5, 2013

30. • Findability—users couldn’t find simple, low cost
solutions
• Organization/Terminology
– what’s the difference between Green Solutions and
Action Plan?
– What’s the difference between Action Plan and Action
list?
– What are levels?
• Content—lots of content, but the wrong content
in the wrong order
Top negative findings
ConveyUX, March 5, 2013

31. SUS score
50
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32. Content creators on board!
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33. Footsmart website
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34. Some facts in the case
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35. • Verify new content direction by comparing
two versions (A and B)
• Understand how users respond to
– Voice and tone
– Quality and credibility
– Content and completeness
• Compare merchandise layout, desire to
purchase
Study goals
ConveyUX, March 5, 2013

36. • 4 women – 50+, foot pain, wide feet, trouble
finding shoes that fit
• 2 men – 30-55, very active, potential foot
injuries from sports
Participants in 2 groups
ConveyUX, March 5, 2013

37. • View article—first reactions to page design
• Read article—comprehension questions
• Shop for heel cushion
• Do same tasks on “other“ site
Scenarios/tasks
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38. Current version - A

39. Prototype version - B

40. Results
• 6 of 6 liked the prototype (B) better
• 6 of 6 found the heel cushion easily on B
• 6 of 6 did not find the heel cushion easily on A
• 5 of 6 would consult doctor first before purchase
(content informs conversation)
• 3 of 6 liked the “lack of sell“ on B
• 3 of 6 complained about redundant content (A)
• 3 of 6 had additional questions (A)
• 2 of 6 wanted the option to access more content (B)
ConveyUX, March 5, 2013

42. Today’s takeaway . . .
Content
strategy
Usability
testing
Good
business!
ConveyUX, March 5, 2013

43. ConveyUX, March 5, 2013