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Bye Bye, Page Design Mette Schou Andersen @mettecharita Prepare to COPE (Create Once, Publish Everywhere) Liv Madsen @livmadsen

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Hi-Fi Klubben Unleash the power of

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© Creuna product range +editorial +continued dialogue

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© Creuna 7 out of 10 multi-device users expect the same quality of content experience across all their digital devices source http://www.vibrantmedia.co.uk/

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Users expect content parity one web

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© Creuna we’re bringing content back Original image: http://www.flickr.com/photos/94261979@N00/4434288853 To cater for the cross platform consumer

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”content precedes design. design in the absence of content is not design, it's decoration.” - Jeffrey Zeldman

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© Creuna Tone of voice & content design “How may I help you” vs. “What can I sell you?”

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Key Drivers © Creuna relevance +choice +exploration +empowerment

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© Creuna mapping page conversations Add value, keep customer in the loop

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Constructed narrative to aid research © Creuna High-level In-depth product presentation Hi-fi klubben review highlights Technical specs User reviews demo Editorial on features Brand overview complementing products accessories

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© Creuna product presentation Hi-fi klubben review highlights

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chunk noun | piece, block, mass, portion, lump, slab, hunk, nugget, wad, dollop (informal), wodge (Brit. informal) Cut the melon into chunks. Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002 Image: http://www.flickr.com/photos/62116165@N00/4028464605 © Creuna

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Content not tied down to pages © Creuna reusable Structured Semantic Flexible

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Multiple content repositories © Creuna Customer club db user reviews Product db products + supporting content web channel EPiSERVER editorial content chunks ? ? Meta data

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© Creuna digital hook +empowerment +continued dialogue

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Base for continued dialogue © Creuna purchase dig deeper/decide explore in store at home wherever sale registered to store

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© Creuna continued dialogue across channels

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Bye bye, page design

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Design content, not pages

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© Creuna don’t manage content like it’s 1999 Original image: http://www.flickr.com/photos/28567825@N03/3496269460 Original catchphrase by the brilliant Karen McGrane

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WYSIPAL © Creuna What You See Is Probably a Lie WYSIWYG #WYSIPAL – yeah, we coined that. You’re welcome. – @livmadsen

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Tag it! structure & metadata

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how it reads – not how it looks Help editors focus on © Creuna

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I am editorrr © Creuna … help editors be awesome at content

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http://www.flickr.com/photos/andymangold/4335794366

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“Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost

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device zen © Creuna Release the power of structured content

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© Creuna Release the power of structured content channel zen

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expand content to personalized narratives +mail/dialog flows +unboxing experiences etc. Next steps towards COPE © Creuna

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Start small, show value

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Start small, show value © Creuna average basket size 88%‐ +conversion on mobile devices 92%‐ +average time spent on page 76%‐ As measured during 50 days before and after launch

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Talking ‘bout a revolution Original image: http://www.flickr.com/photos/hansthijs/4567959944

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Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk