Beyond Engagement: the Content Performance Quotient

A presentation at An Event Apart Boston in June 2018 in Boston, MA, USA by Jeffrey Zeldman

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Beyond Engagement THE CONTENT PERFORMANCE QUOTIENT

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Beyond Engagement THE CONTENT PERFORMANCE QUOTIENT Jeffrey Zeldman

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Engagement The #1 Stakeholder Request

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Engagement Should it be?

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If a customer spends 30 minutes on our site, was she engaged…or frustrated?

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Speed of usefulness.

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Content Performance Quotient

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Content Performance Quotient (Design CPQ)

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Content Performance Quotient (Design CPQ)

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Content Performance Quotient (Design CPQ)

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A measurement How quickly can you get the right content to your customer?

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A measurement How quickly can you solve the customer’s problem ?

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A measurement The shortest distance between problem & solution

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A measurement Your value to the customer.

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A measurement A new goal to iterate against. A new way to deliver value. A new way to evaluate succes s.

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CPQ The time it takes your customer to get the information she came for.

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CPQ T he time it takes to for a specific customer to find, receive, and absorb your most important content.

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Pre ! y Garbage Garbage in a delightfully responsive grid is still garbage.

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Come to where the flavor is. Come to Marlboro Country.

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Come to Marlboro Country.

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Slash your architecture.

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Slash your architecture. Shrink your content. ☛

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Ask: “why do we need this?”

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Ask: “why do we need this?” Compare to your goals. ☛

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Every design is intentional.

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If your design isn’t going somewher e, it’s going nowhere.

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How did we get here?

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Meetings over meaning.

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Behold our mighty CMS.

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It’s easy to give everybody what they want.

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It’s harder to do the right thing.

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Harder for us, but be ! er for the customer & bo ! om line.

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The web pages that time forgot.

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STOP designing 2001 sites for a 2018 web

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STOP designing 2001 sites for a 2018 web

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When you strip down the game to its core, everything you learn is a universal principle. –Erik Kennedy “The King vs. Pawn Game of UI Design”

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• Atomic design • Focus relentlessly on the individual interaction.

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• We do it for shopping carts. • We can do it for content.

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FAQ problems • Duplicate and contradictory information

• Lack of discernible content order • Repetitive grammatical structure • Increased cognitive load • Too much content

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“Users come to any type of content with a particular purpose in mind, ranging from highly specific (task completion) to general learning (increased knowledge). ” –Lisa Wright, “No More FAQs: Create Purposeful Information for a More Effective User Experience”

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“Users come to any type of content with a particular purpose in mind, ranging from highly specific (task completion) to general learning (increased knowledge). ” –Lisa Wright, “No More FAQs: Create Purposeful Information for a More Effective User Experience”

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“Users come to any type of content with a particular purpose in mind, ranging from highly specific (task completion) to general learning (increased knowledge). ” –Lisa Wright, “No More FAQs: Create Purposeful Information for a More Effective User Experience”

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Waterfall Massive content inventory. (Not recommended.)

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Agile/Scrum Constantly iterate on content. (Best bet: in-house.)

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Redesign Opportunity to start fresh. (Best bet: outside team.)

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Content Performance Quotient (Design CPQ)

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Speed of usefulness.

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How quickly can we solve our customer’s problem and advance our organization’s goals?

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Purpose-driven design & content

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Design that is   faster   for people

who are trying to get things done

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Design that is   slower   for people

who are trying to comprehend

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“Scannability.”

Good for transactions, bad for thoughtful content.

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Our news designs must SLOW DOWN the reader.

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Bigger type, be ! er typographic hierarchy, more whitespace.

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Doin’ it right! The Washington Post The New York Times ProPublica Slate Smashing Magazine Vo x

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Doin’ it right! Readability Medium A List Apart

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Which sites should be FAST? Which should be SLOW?

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If   the content is delivered for the good

of the general public, the presentation must facilitate slow, careful reading.

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If it’s designed to promote our business or

help a customer get an answer to her question,

it must be designed for speed of relevancy.

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@zeldman @designCPQ