Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

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PREPARED BY

CONTENT STRATEGY FOR BEHAVIOR CHANGE

@MARSINTHESTARS

March 7, 2017

Mad*Pow Webinar

Marli Mesibov, Director of Content Strategy

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Marli Mesibov

• Managing Director of Content Strategy at Mad*Pow

• Editorial Director of UX Booth

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When you’re an app

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…you are what you say

Your Digital Companion has a difficult job. It needs to motivate and encourage, while simultaneously showing respect and encouraging trust. It must come across as familiar and helpful, while still exerting influence over the user’s choices. To that end, we need a voice that sounds accommodating but not subservient, and caring but not parental. Your Digital Companion is:• Realistic but not cynical• Respectful but not subservient• Happy but not silly• Motivational but not dumb• Familiar but not annoying• Authoritative but not bossy Digital Companion helps patients help themselves. It acts as a guide, to help patients adapt to the new circumstances around them.

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1. How do you change peoples’ behaviors?

2. How can a content strategy impact how people act?

3. Case Studies4. Takeaways

Mad*Pow | @marsinthestars

Agenda

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BEHAVIOR CHANGE

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Mad*Pow’s Behavior Change Purpose

We are a design agency full of passionate people,in a creative environment, delivering amazingexperiences for industry leading clients. We are purpose driven - focused on improving health, financial wellbeing, education, and human connection. Our goal is social impact and financial return.

Purpose Driven Design

Mad*Pow | @marsinthestars

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Mad*Pow’s Behavior Change Purpose

Purpose Driven Design

Mad*Pow | @marsinthestars

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Mad*Pow’s Behavior Change Purpose

Mad*Pow | @marsinthestars

“The study and application of behavioral, social & decision science, motivational psychology and human-computer interaction to the design and evaluation of products, services and interventions aimed at changing real-world behaviors.”

- Dustin DiTommaso

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Mad*Pow’s Behavior Change Purpose

Mad*Pow | @marsinthestars

DIAGNOSISDefine Problem, Context

& Outcome Goals

PRESCRIPTION

Define Intervention Strategy

EXECUTIONDesign & Implementation of System Components

EVALUATIONDesign of Experiments

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CONTENT STRATEGY

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“Content strategy is planning for the creation, delivery, and governance of usable, useful content.”

–Kristina Halvorson, Brain Traffic

Mad*Pow | @marsinthestars

Content Strategy

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Mad*Pow Process

DISCOVER SYNTHESIZE GENERATE REFINE

Plan/Strategy

Prototype

EVALUATE

IMPLEMENT

Deployment

QA

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Discover: Identify the organizational mission

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Discover: Learn about the audience(s)

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Synthesize: Analyze existing content

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Synthesize: Create voice and tone guidelines

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Generate: Write, design, or video proto-content

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Generate: Don’t forget the metadata!

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CASE STUDIES

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Talk to a Coach

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Talk to a Helper

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Talk to a Dog-Version of Judi Dench

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TAKEAWAYS

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How to get started

• Create an Empathy Map

• Build a Journey Map

• Sketch a Storyboard

• Write a Conversation

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Create an Empathy Map

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Build a Journey Map

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Sketch a Storyboard

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Write a Conversation

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Questions?

Email: marli@madpow.comTwitter: @marsinthestars