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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
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Mad*Pow’s Behavior Change Purpose
Purpose Driven Design
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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
