Beyond Engagement: the Content Performance Quotient

A presentation at An Event Apart Chicago in August 2018 in Chicago, IL, USA by Jeffrey Zeldman

Slide 1

Slide 1

Beyond Engagement THE CONTENT PERFORMANCE QUOTIENT

Slide 2

Slide 2

Beyond Engagement THE CONTENT PERFORMANCE QUOTIENT Jeffrey Zeldman

Slide 3

Slide 3

Engagement The #1 Stakeholder Request

Slide 4

Slide 4

Engagement Should it be?

Slide 5

Slide 5

Slide 6

Slide 6

Slide 7

Slide 7

Slide 8

Slide 8

Slide 9

Slide 9

Slide 10

Slide 10

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

Slide 11

Slide 11

Speed of usefulness.

Slide 12

Slide 12

Content Performance Quotient

Slide 13

Slide 13

Content Performance Quotient (Design CPQ)

Slide 14

Slide 14

Content Performance Quotient (Design CPQ)

Slide 15

Slide 15

Content Performance Quotient (Design CPQ)

Slide 16

Slide 16

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

Slide 17

Slide 17

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

Slide 18

Slide 18

A measurement The shortest distance between problem & solution

Slide 19

Slide 19

A measurement Your value to the customer.

Slide 20

Slide 20

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

Slide 21

Slide 21

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

Slide 22

Slide 22

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

Slide 23

Slide 23

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

Slide 24

Slide 24

Slide 25

Slide 25

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

Slide 26

Slide 26

Come to Marlboro Country.

Slide 27

Slide 27

Slide 28

Slide 28

Slash your architecture.

Slide 29

Slide 29

Slash your architecture. Shrink your content. ☛

Slide 30

Slide 30

Ask: “why do we need this?”

Slide 31

Slide 31

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

Slide 32

Slide 32

Every design is intentional.

Slide 33

Slide 33

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

Slide 34

Slide 34

Slide 35

Slide 35

How did we get here?

Slide 36

Slide 36

Meetings over meaning.

Slide 37

Slide 37

Behold our mighty CMS.

Slide 38

Slide 38

It’s easy to give everybody what they want.

Slide 39

Slide 39

It’s harder to do the right thing.

Slide 40

Slide 40

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

Slide 41

Slide 41

Slide 42

Slide 42

The web pages that time forgot.

Slide 43

Slide 43

STOP designing 2001 sites for a 2018 web

Slide 44

Slide 44

STOP designing 2001 sites for a 2018 web

Slide 45

Slide 45

Slide 46

Slide 46

Slide 47

Slide 47

Slide 48

Slide 48

Slide 49

Slide 49

Slide 50

Slide 50

Slide 51

Slide 51

Slide 52

Slide 52

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”

Slide 53

Slide 53

• Atomic design • Focus relentlessly on the individual interaction.

Slide 54

Slide 54

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

Slide 55

Slide 55

Slide 56

Slide 56

FAQ problems • Duplicate and contradictory information

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

Slide 57

Slide 57

“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”

Slide 58

Slide 58

“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”

Slide 59

Slide 59

“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”

Slide 60

Slide 60

Waterfall Massive content inventory. (Not recommended.)

Slide 61

Slide 61

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

Slide 62

Slide 62

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

Slide 63

Slide 63

Slide 64

Slide 64

Slide 65

Slide 65

Slide 66

Slide 66

Content Performance Quotient (Design CPQ)

Slide 67

Slide 67

Speed of usefulness.

Slide 68

Slide 68

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

Slide 69

Slide 69

Purpose-driven design & content

Slide 70

Slide 70

Slide 71

Slide 71

Design that is   faster   for people

who are trying to get things done

Slide 72

Slide 72

Design that is   slower   for people

who are trying to comprehend

Slide 73

Slide 73

“Scannability.”

Good for transactions, bad for thoughtful content.

Slide 74

Slide 74

Our news designs must SLOW DOWN the reader.

Slide 75

Slide 75

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

Slide 76

Slide 76

Slide 77

Slide 77

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

Slide 78

Slide 78

Doin’ it right! Readability Medium A List Apart

Slide 79

Slide 79

Which sites should be FAST? Which should be SLOW?

Slide 80

Slide 80

If   the content is delivered for the good

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

Slide 81

Slide 81

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.

Slide 82

Slide 82

Slide 83

Slide 83

@zeldman @designCPQ