Assumptions are good for your content strategy

We’re always told that making assumptions is a dangerous thing to do, but we still make them every day. When designing content and UX for our products and apps, we make all kinds of assumptions.

In this talk, you’ll see how a group of 19th-century American philosophers promoted the use of assumptions to make decisions quickly. We’ll look at how lessons from mountaineering accidents in the U.K. show us how to make the right kind of content assumptions. And we’ll learn how to run an assumption slam, so that you can check just how risky your content beliefs are.

In this session, you’ll learn:
- How to check your content hypotheses at the start of a project
- That having some subconscious biases can aid decisions on content
- How to identify any dangerous assumptions about content or users, and how to make them safer

Transcript

1. Assumptions are good for your content strategy ANDY HEALEY - CONTENT STRATEGIST, SHOPIFY
4. Flickr: sheilaellen / creative commons
5. POUT-WHAT? Flickr: sheilaellen / creative commons
6. INTER-WHAT?
7. Jaws
8. Basic human needs Interac Poutine SELF-
 ACTUALIZATION Pursue Inner Talent Creative Achievement SELF-ESTEEM Achievement Mastery Recognition Respect BELONGING/LOVE Friends Family Spouse Lover SAFETY Security Stability Freedom from Fear PHYSIOLOGICAL Food Water Shelter Warmth
11. Gill, by Lucy Leicester
12. Assumptions are an integral part of our decision-making process
13. “A decision, even a bad one, is still way better than no decision at all.”
 
 - It’s not the decision, it’s a decision 
 Cynthia Savard Saucier and Alëna Louguina
14. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
15. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
16. It wasn’t that long ago, honest…
20. John Dewey William James Charles Peirce
21. Πράγμα Get Sh1t Done!
22. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations
23. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily
24. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found
25. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found User personas, journey mapping…
26. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily User personas, journey mapping… Data, testing… • Always allow for the possibility that a more effective solution will be found
27. • There is no universal truth since everyone experiences their own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found User personas, journey mapping… Data, testing… Design crits, UX research…
28. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
32. “there is no easy way up Tryfan” “extremely misleading and gives a false representation” “virtually impossible to follow”
34. “easy” is easy for everyone they would find and read all the warnings their experience level ! the description and map were clear
35. “easy” is easy for everyone they would find and read all the warnings a certain level of proficiency the description and map were clear Information
 architecture Naming 
 patterns User needs
 analysis User testing Content strategy
37. It’s the same route, but a different journey
38. “Shopify merchants are busy people who may be running their online business in addition to having a full-time job, managing their family life, and doing a million other things. They’re also located all over the world, have varying levels of literacy, and some may not speak English as their first language.” Shopify Polaris Design System
39. “Shopify merchants are busy people who may be running their online business in addition to having a full-time job, managing their family life, and doing a million other things. They’re also located all over the world, have varying levels of literacy, and some may not speak English as their first language.” Shopify Polaris Design System
40. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
41. a content story…
42. • 40% bounce rate • 22% open rate Emails
43. “that’s not ideal”
45. Assumption
46. “The hardest assumption to challenge 
 is the one you don't even know you are making.” Douglas Adams
47. Assumption slam • I believe my users have a need to ____________. • I believe these needs can be solved with ____________. • I believe the #1 value a user wants to get out of this is ____________. • I believe the user can also get these additional benefits ___________. • I believe my biggest product risk is ____________.
49. High risk Low risk Known Unknown
50. High risk Low risk Known Unknown
51. Defer Plan Understand Evaluate
52. 1. Develop research hypotheses
 2. Test them out with users
 3. Analyze the results and iterate Reduce the risk
54. • Are we giving users a clear value prop?
 • Do they feel secure enough?
 • Will the lack of friction freak them out?
55. Value prop Security Reassuring
57. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
60. Thanks