Speaking Your Users' Language

At #brightonSEO 2012, I shared a few approaches about how to create a focused brand voice.

Transcript

1. 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
2. Hi! I’m Steph. @sniffles #brightonSEO
3. Sorry for the funny accent. Born here Grew up here Lived here Living here
6. “But I am already online...”
7. Language is essential to user experience.
8. What is user experience?
9. What is user experience? What makes a unique, great product?
10. user technology business
11. user brand business Hat tip: David Rollert
12. user brand business Hat tip: David Rollert fun! adventurous! exotic!
13. user brand business Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable
14. user brand business unique Hat tip: David Rollert fun! adventurous! exotic! useful serious reliable
15. brand Think or feel?
17. Key value proposition: customisation
18. Key value proposition: customisation
19. Key value proposition: customisation or so they presume...
20. Bullet points
21. Bullet points
22. Bullet points = geek factor = rational quality = think of all the things we can do with it!
23. 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
24. 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!
25. Hat tip: David Rollert, whose original method I adapted
26. rational emotional Hat tip: David Rollert, whose original method I adapted
27. 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
30. 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
31. Aarron Walter’s Design Personas http://aarronwalter.com/design-personas/ brand
38. Clarity through storytelling brand
43. Skinny mobile version
44. Stephanie Hay’s Message Hierarchy Method brand business
45. “Designing for Content: Creating a Message Hierarchy”, Stephanie Hay http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/
46. “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
47. “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
48. “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
49. “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
50. Ways to listen user
51. 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
52. 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
53. Language is voice, tone, placement and context.
54. Decide if you want to evoke an emotional reaction or a rational act.
55. To speak is to listen.
56. 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