Tweet
Tweet

Slide 1

Slide 1 text

BrightonSEO 2012 Stephanie Troeth Speaking Your Users’ Language “The Tower of Babel” by Pieter Bruegel the Elder http://commons.wikimedia.org/wiki/Category:The_Tower_of_Babel_by_Pieter_Bruegel_the_Elder

Slide 2

Slide 2 text

Hi! I’m Steph. @sniffles #brightonSEO

Slide 3

Slide 3 text

Sorry for the funny accent. Born here Grew up here Lived here Living here

Slide 4

Slide 4 text

No content

Slide 5

Slide 5 text

No content

Slide 6

Slide 6 text

“But I am already online...”

Slide 7

Slide 7 text

Language is essential to user experience.

Slide 8

Slide 8 text

What is user experience?

Slide 9

Slide 9 text

What is user experience? What makes a unique, great product?

Slide 10

Slide 10 text

user technology business

Slide 11

Slide 11 text

user brand business Hat tip: David Rollert

Slide 12

Slide 12 text

user brand business Hat tip: David Rollert fun! adventurous! exotic!

Slide 13

Slide 13 text

user brand business Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable

Slide 14

Slide 14 text

user brand business unique Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable

Slide 15

Slide 15 text

brand Think or feel?

Slide 16

Slide 16 text

No content

Slide 17

Slide 17 text

Key value proposition: customisation

Slide 18

Slide 18 text

Key value proposition: customisation

Slide 19

Slide 19 text

Key value proposition: customisation or so they presume...

Slide 20

Slide 20 text

Bullet points

Slide 21

Slide 21 text

Bullet points

Slide 22

Slide 22 text

Bullet points = geek factor = rational quality = think of all the things we can do with it!

Slide 23

Slide 23 text

Akoha is a fun way to spice up your life. logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game

Slide 24

Slide 24 text

Akoha is a fun way to spice up your life. logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game rational!

Slide 25

Slide 25 text

Hat tip: David Rollert, whose original method I adapted

Slide 26

Slide 26 text

rational emotional Hat tip: David Rollert, whose original method I adapted

Slide 27

Slide 27 text

rational emotional fun psychic (knows exactly what I was looking for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress Hat tip: David Rollert, whose original method I adapted

Slide 28

Slide 28 text

No content

Slide 29

Slide 29 text

No content

Slide 30

Slide 30 text

rational emotional fun psychic (knows exactly what I was looking for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress

Slide 31

Slide 31 text

Aarron Walter’s Design Personas http://aarronwalter.com/design-personas/ brand

Slide 32

Slide 32 text

No content

Slide 33

Slide 33 text

No content

Slide 34

Slide 34 text

No content

Slide 35

Slide 35 text

No content

Slide 36

Slide 36 text

No content

Slide 37

Slide 37 text

No content

Slide 38

Slide 38 text

Clarity through storytelling brand

Slide 39

Slide 39 text

No content

Slide 40

Slide 40 text

No content

Slide 41

Slide 41 text

No content

Slide 42

Slide 42 text

No content

Slide 43

Slide 43 text

Skinny mobile version

Slide 44

Slide 44 text

Stephanie Hay’s Message Hierarchy Method brand business

Slide 45

Slide 45 text

“Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/

Slide 46

Slide 46 text

“Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Write as many messages as possible

Slide 47

Slide 47 text

“Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Write as many messages as possible Align with business objectives

Slide 48

Slide 48 text

“Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Edit for redundancy Write as many messages as possible Align with business objectives

Slide 49

Slide 49 text

“Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Edit for redundancy Prioritise & validate Write as many messages as possible Align with business objectives

Slide 50

Slide 50 text

Ways to listen user

Slide 51

Slide 51 text

Common user listening methods open-ended close-ended “listening labs” “contextual enquiry” interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing

Slide 52

Slide 52 text

Common user listening methods open-ended close-ended “listening labs” “contextual enquiry” interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing validate brand perception

Slide 53

Slide 53 text

Language is voice, tone, placement and context.

Slide 54

Slide 54 text

Decide if you want to evoke an emotional reaction or a rational act.

Slide 55

Slide 55 text

To speak is to listen.

Slide 56

Slide 56 text

Thank you! My eternal gratitude to great shoulders I stand upon: David Rollert, Aarron Walter, Stephanie Hay, Olivier Thereaux Many thanks to Team MONA: Cristina Valsera, Olga Feliu , Lluís Sabadell, Esther Fuldaver, Olga Voskoboinikova, Josep Romero, Mark Wong-Van Haren, Pablo Acuña, Alastair Warren, Stephanie Troeth @sniffles http://stephanietroeth.com/ http://about.me/stephtroeth