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Christine McGlade Senior Partner | @cmcglade
Jesse Emmanuel Rosario User Experience Specialist | @jemrosario
Can UX save Content from the Burning Platform?!
Surviving the Digital Apocalypse!
DrupalNorth Regional Summit | June 26, 2015
Hello!
Christine McGlade Senior Partner
@cmcglade
Jesse Emmanuel Rosario User Experience Specialist
@jemrosario
DrupalNorth Regional Summit | June 26, 2015
Business is changing and content is getting impacted
DrupalNorth Regional Summit | June 26, 2015
Content has been “in trouble” since at least 2005. But Dries’ articles have clarified and defined the problem very clearly.
DrupalNorth Regional Summit | June 26, 2015
news articles
magazines
learning objects and resources
television programs,
documentaries, ���etc.
Content is in trouble
Producer!
Captive Audience !
In the Old World…!
There used to be direct relationship between a producer and a captive audience, where producers
created a huge content scarcity only they can fill. That business model has been
turned upside down.
In the New World…!
INFORMATION OVERLOAD More choices. Specific Needs. Limited Attention. !
So content is in trouble because
#1: Content is commoditized.
The new scarcity is attention.
PERSONALIZATION
What do Facebook, Flipbook and Apple News do best? Leverage data to drive a one-to-one relationship between users and the platform. !
Content Platform ! User Platform !
“Get your content here!” “Content comes to you!”
NEVER AGAIN! …will you have to wade through reams upon reams of pages and
content anymore!
…instead you’re given���‘things you might like’
…based on your previous transactions with that same user platform.
Content !Platform !
User!Platform ! BOOM!!+ =
Dries Buytaert’s equation for digital disruption
So content is in trouble because
#2: User platforms are beating content platforms on delight and relevance.
“The last great experience a [user] has becomes the expected experience for everything that comes after.”
Owned media is a
dying model
OLD MEDIA THE INTERNET PROGRAMMATIC
CHALLENGE: Revenue Generation
Programmatic Advertising
Content Platforms (e.g. News websites, etc.)
So content is in trouble because
#3: Traditional platforms have become increasingly hard to
monetize because of programmatic advertising.
So where does content sit ���within the broader digital economy?
Publishers are at the bottom of the smiling curve, i.e. yields the lowest value-input
Source: Stratechery by Ben Thompson (h-ps://stratechery.com/2014/publishers-‐smiling-‐curve)
IT IS JUST NOT ENOUGH TO PUSH CONTENT ANYMORE. Value now rests at the other ends of the curve. Compete or fold.
Source: ChrisAne McGlade and Jesse Emmanuel Rosario
We’re feeling the pinch! L
Users <3 us so much we’re beating content platforms!
So, content is in trouble because ���
it is losing its relationship with
its readers.
DrupalNorth Regional Summit | June 26, 2015
my smile curve slide script!
When it started, radio was all about selling listeners to
advertisers
DrupalNorth Regional Summit | June 26, 2015
my smile curve slide script!
$
$
$
$
Listener = the Product; Content = demand
generator, relationship & ���ad revenue builder
DrupalNorth Regional Summit | June 26, 2015
my smile curve slide script!
0100110 1011000
0100110 1011000
0100110 1011000
0100110 1011000
Content is no longer enough to generate demand today. Amazing UX generates !
the demand. !
DrupalNorth Regional Summit | June 26, 2015
Adaptive Content ! BOOM!!=
DrupalNorth Regional Summit | June 26, 2015
We believe that adaptive content is the emerald city for content platforms since it provides personalization and contextualization – ���
keys to fantastic user experiences
DrupalNorth Regional Summit | June 26, 2015
<ul> The Road to Adaptive Content: RESPONSIVE DESIGN!
DrupalNorth Regional Summit | June 26, 2015
<ingredients>
The Road to Adaptive Content: INTELLIGENT CONTENT!
DrupalNorth Regional Summit | June 26, 2015
Adaptive content has been described as a link between online and offline, because adaptive content needs to know the user journey. It is content that adapts to the user journey. ���
This yellow brick road to adaptive content is paved with user experience design principles.
The Road to Adaptive Content: ADAPTIVE CONTENT!
DrupalNorth Regional Summit | June 26, 2015
PROBLEM: Adaptive Content is a tough sell (involves metadata, taxonomies, and more forms ���
for content producers to fill in, hence more work just to make it ‘adaptive’… not sexy)
DrupalNorth Regional Summit | June 26, 2015
Our UX Secret Weapons to Make Content more Adaptive!
DrupalNorth Regional Summit | June 26, 2015
DrupalNorth Regional Summit | June 26, 2015
AGE
POLITICAL ENGAGEMENT
RELIGIOSITY
Younger 20s, 30s
Older 50s, 60 onwards
Proactive Outspoken, Activist-like
Reactive Closer to events of the past in Jewish life/politics
Less Religious Not observant,
but still identifiesas a Jew on holidays or
culturally
Highly Religious Very observant, being a Jew ‘defines’this person’s being
Scenario Planning. !Find out the two most critical and uncertain things about your users, ���then map a user story or persona to each sector.
DrupalNorth Regional Summit | June 26, 2015
Younger, Proactive
Older, Reactive
LessReligious
HighlyReligious
“Foot%in%both%worlds”%
“The%%Ac4vist”%
“The%%Downtown%%
Jew”%
“Holis4cally%Jewish”%
DrupalNorth Regional Summit | June 26, 2015
AGE
POLITICAL ENGAGEMENT
RELIGIOSITY
Younger Older
Proactive Reactive
Less Religious
Highly Religious
Younger, Proactive
Older, Reactive
LessReligious
HighlyReligious
• Mikhail$is$a$TorontoObased$media$professional$currently$in$his$30s.$
• Describes$himself$as$“culturally$Jewish”$but$not$at$all$religious.$
• Many$of$his$friends$are$in$interfaith$(i.e.$“mixed”)$relaBonships.$
• “I’m$all$digital”$when$it$comes$to$his$news$media$consumpBon.$
• He$perks$up$at$the$menBon$of$certain$Jewish$foods.$$
MIKHAIL% “I#didn’t#have#a##Bar#Mitzvah”#Foot$in$Both$Worlds$
DrupalNorth Regional Summit | June 26, 2015
DrupalNorth Regional Summit | June 26, 2015
DrupalNorth Regional Summit | June 26, 2015
4) our 3 UX "Killer apps"!• user story mapping
– CAMH contextual content, severity scale, "sales funnel"
DrupalNorth Regional Summit | June 26, 2015
DrupalNorth Regional Summit | June 26, 2015
DrupalNorth Regional Summit | June 26, 2015
“Hooked” is a book by Nir Eyal!
DrupalNorth Regional Summit | June 26, 2015
STAGE 1: Triggers
DrupalNorth Regional Summit | June 26, 2015
STAGE 2: Motivation and Action
DrupalNorth Regional Summit | June 26, 2015
STAGE 3: Reward
DrupalNorth Regional Summit | June 26, 2015
STAGE 4: Investment
DrupalNorth Regional Summit | June 26, 2015
UX is the key to demand generation and the ability to stay relevant, own the relationship with users, and generate revenue. Content isn't king: CONTEXT is king. If we can build USER context into ADAPTIVE content, we may escape the burning platform
DrupalNorth Regional Summit | June 26, 2015
Thanks!