Speaking Your Users' Language

F7da6cd8b30e99bf6316b7e3b2ec6cf3?s=47 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.

F7da6cd8b30e99bf6316b7e3b2ec6cf3?s=128

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

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

    Lived here Living here
  4. None
  5. None
  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?

  16. None
  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
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  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

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  38. Clarity through storytelling brand

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  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