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Speaking Your Users' Language

Steph Troeth
September 14, 2012

Speaking Your Users' Language

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

Steph Troeth

September 14, 2012
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  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

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  2. Hi! I’m Steph.
    @sniffles
    #brightonSEO

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

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  4. “But I am already online...”

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  5. Language is essential to
    user experience.

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  6. What is user experience?

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

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  8. user
    technology
    business

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  9. user
    brand
    business
    Hat tip: David Rollert

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

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

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

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  13. brand
    Think or feel?

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  14. Key value
    proposition:
    customisation

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  15. Key value
    proposition:
    customisation

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

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  17. Bullet points

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  18. Bullet points

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

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  20. 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

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  21. 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!

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  22. Hat tip: David Rollert, whose original method I adapted

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

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  24. 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

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  25. 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

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

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  27. Clarity through storytelling
    brand

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  28. Skinny
    mobile
    version

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  29. Stephanie Hay’s
    Message Hierarchy Method
    brand business

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

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  31. “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

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  32. “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

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  33. “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

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  34. “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

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  35. Ways to listen
    user

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  36. 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

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  37. 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

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  38. Language is voice, tone,
    placement and context.

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

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  40. To speak is to listen.

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  41. 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

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