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CONTENT STRATEGY IN SERVICE DESIGN
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HANDLES AND HASHTAGS
Twitter: @Fjord @ContentSoCal Instagram: @Fjordnet #FjordLA
Ice Breaker
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our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
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SERVICE DESIGN NEEDS CONTENT STRATEGY.
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WHY?
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WE LIVE IN A SERVICE ECONOMY.
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AND SH*T IS GETTING MORE COMPLEX.
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WE HAVE MORE AND MORE TOUCHPOINTS.
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AND MORE SYSTEMS.
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AND “LIQUID” EXPECTATIONS.
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AND A CRAPLOAD OF MEDIOCRE CONTENT …
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THAT DOESN’T REALLY MEET THE NEEDS OF THE USERS OR SERVICE PROVIDERS.
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HOW DO WE DESIGN SERVICE EXPERIENCES THAT
MEET OUR LIQUID EXPECTATIONS … AND INTEGRATE ALL THESE SYSTEMS … ACROSS ALL THESE TOUCHPOINTS … WITHOUT RELYING ON MORE MEDIOCRE CONTENT?
THROUGH CONTENT STRATEGY AND SERVICE DESIGN.
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ELEMENTS OF CONTENT STRATEGY &
SERVICE DESIGN
What Is Content Strategy?
Content strategy Content marketing strategy Copywriting Newsletters, articles or blog posts (or the production of any other pieces of content) Managing writers Editing Voice and tone guidelines (or any set of artifacts — these are tactical outcomes of content strategy)
AN IDENTITY CRISIS
“planning for the creation, delivery and governance of useful, usable content”
Using the right people,
tools, processes and
systems to effectively
manage it across all
touchpoints.
Content Strategy is
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editorial architecture
people process
governance
Most people think of content as: Website / app content
• Text copy • Images • Videos • Diagrams • Animations • Infographics
• CTA buttons • Related content modules • FAQs and Terms & Conditions • Navigation labels and form field labels • Error messages, alerts, notifications, confirmations • Hover text and help text
WHAT IS CONTENT?
Macro content
Micro content
But it’s also … A conversation between a service provider and customer Claims forms Bills Internal manuals (e.g. call center how-to guides) Internal workaround documentation from employee (e.g. sticky notes about boilerplate answers) An SMS text message Physical signage Printouts (e.g. boarding passes, concert tickets, etc.) Contracts, licenses and coverage policies Email or direct mail Satisfaction surveys Voice command Audio Music
WHAT IS CONTENT?
What Is Service Design?
The planning and organization of people, infrastructure, communications and touchpoints needed to facilitate successful services. It strategically addresses the complexity of today’s multitouchpoints in terms of human experiences.
SERVICE DESIGN IS
Users (Experience)
SERVICE PROVIDERS (MACHINE)
THE FRONTSTAGE
LINE OF VISIBILITY
THE BACKSTAGE
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people product
place process
performance
“When you have two coffee shops right next each other, and each sells the exact same coffee at the exact same price, service design is what
makes you walk into one and not the other.”
SERVICE DESIGN DONE WELL
Users (Experience)
SERVICE PROVIDERS (MACHINE)
Content Strategy
Service Design
ANATOMY OF A SERVICE Content is created and consumed by people, but it is managed through the same complex web of backstage systems and processes. Content is experienced through touchpoints. A piece of content may exist on only only one touchpoint, or it may travel between touchpoints. The sum of this content across all touchpoints comprises a content experience. How well this content works — or doesn’t work — across the entire ecosystem affects the quality of the service experience. The quality of the service experience directly relates to the quality of the brand.
CONTENT WITHIN A SERVICE Services come to life through people, but they’re dependent on a complex web of backstage systems and processes. People interact with a service via touchpoints. The sum of all of these touchpoints comprises a service experience.
The perception of the service experience directly relates to the perception of the brand.
THE UBER FRONTSTAGE
THE UBER BACKSTAGE
UserDB Loca,onTracking Maps/Direc,ons RideAnaly,cs BigDataCapture PaymentGateway PeerReviewSystem
User
Driver
TouchpointsActors
LINE OF VISIBILITY
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Canyoumakesurethesizeofthesearecroppedexactlythesameandthesizeisthesame?Tryingtoshowthecontrastofallcontentandheirarchyonpagewhenit’s
func<onalvs.whenit’scoveredup.
Destination screenshot
Driver
CONTENT STRATEGY WITHIN THE UBER FRONTSTAGE
UserDB Loca,onTracking Analy,cs/repor,ngtools
PaymentGateway(PayPal)
Peerreviewsystem
Systems / Technology
Contentteam
People
CMS&DAM APIs Pushno,fica,onsservice
Guidelines
Content
Workflows Contentassets Contentrequirements Taxonomies Strategies Analy,cs
Stakeholders Customerservicereps Uberemployees
Marke,ngplaNorms
Trainingmanuals Metadata Governanceplans
CONTENT STRATEGY WITHIN THE UBER BACKSTAGE
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Back to our perspective
CONTENT STRATEGY NEEDS SERVICE DESIGN.
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SERVICE DESIGN NEEDS CONTENT STRATEGY.
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WHY?
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WE LIVE IN A SERVICE ECONOMY.
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AND THAT SERVICE ECONOMY IS ONLY GOING TO GROW.
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CONTENT IS WHAT FACILITATES A SERVICE.
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CONTENT STRATEGY IS THE MECHANISM THAT ENABLES THAT SERVICE TO BE DELIVERED
HOLISTICALLY AND CONSISTENTLY.
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IT IS WHAT MAKES OR BREAKS A SERVICE.
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LET’S LOOK AT AN EXAMPLE.
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SERVICES GONE BAD.
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AMERICAN AIRLINES SERVICE FAILS
1. Seat selection online didn’t save due to “glitch” in the system. AA suggests I reserve via phone next time; when I do, rep sends me back to Web to avoid paying a fee
2. Forced to check carry-on, though I had priority boarding and was among first to board 3. Flight attendants arguing in back of plane 4. Ran out of food on a 8 p.m. flight during first round of in-flight service 5. 2 diff. reps told me different information regarding status challenge fees, resulting in me overpaying.
6. Flight delayed 4x, extremely rude rep at gate
7. Wi-Fi went out for half of flight duration during cross-country flight
CONTENT AND SERVICE FAIL
CONTENT AND SERVICE FAIL
SERVICE FAIL
CONTENT AND SERVICE FAIL
CONTENT AND SERVICE FAIL
SERVICE FAIL
CONTENT AND SERVICE FAIL
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
Audrey,s<lldon’tthinktheTViconworkshere…lets
discuss.
AIR TRAVEL TOUCHPOINTS
During
After
Before
x x x x x x x
x x x x x
x
*Not comprehensive
Audrey,s<lldon’tthinktheTViconworkshere…lets
discuss.
SERVICES + CONTENT STRATEGY GONE GOOD.
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60 Kiosk: Check-in app
VA Rep: Conversation
Branding: Mood lighting & red tape Digital Signage:
Wayfinding
Physical Signage: Wayfinding & instructions
CHECK-IN COUNTER
AT THE GATE FLIGHT DISPLAY
Don’tknowifphotoisrights-cleared?Willanyoneno<ce?
Flight Status
Date & Time
Destination weather
VA Rep customizable message
Flight Information
Branding
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Paper menu & safety info
“Red” (IFE system) Content: movie, drink & food menu, games, chat
Plane signs Content: wayfinding
IN-FLIGHT Branding: Mood lighting
Passengers Content: conversation
Drinks & snacks
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Copywriting
Microcopy
Navigation labels
CTA buttons
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Times Square Display Content: Safety video POST-FLIGHT
Dima/Audreygoingthroughtomorrowa.m.
Ispinssomethingwewanttopointout?IknowIaddedit,butprobably
not,right?
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
Audrey,s<lldon’tthinktheTViconworkshere…lets
discuss.
AIR TRAVEL TOUCHPOINTS
During
After
Before
*Not comprehensive
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ServiceDesign
ContentStrategy
WHEN SERVICES GET IT RIGHT
When you have two coffee shops airlines right next each other, and each sells the exact same coffee itinerary at the exact same price, service design + content strategy is what makes you walk into choose one and not the other —over and over again.
WHEN SERVICES GET IT RIGHT
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Methods to our madness
DESIGNING SERVICE EXPERIENCES
Deliver Discover Define Develop
Ethnographicresearch
Contentlandscapeanalysis
Journeymaps(w/content)
Serviceblueprint
Compe<<veaudit
Contentecosystem
Prototyping
Contentaudit
Serviceroadmapping
Desirabilitytes<ngPersonas(w/content)
Changemanagementplans
Content/messagetes<ng
PerformanceAssessment
CMSdocumenta<on
GuidelinesOngoingtes<ng
Stakeholderinterviews Storymapping
Comps
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activity
You have been tasked with reimagining the service experience of a Meetup event. The goal is to ideate on how to holistically improve the service experience through content. Using tonight’s experience as a starting point, we’ll guide you through two activities to gather research and map the user journey.
THE BRIEF
Assign 1 person in your group to be “storyteller” and 1 person to be the “interviewer.”
• STORYTELLER (1 person): Describe the process of getting to today’s Meetup. Walk through every step in excruciating detail.*
• INTERVIEWER (1 person): Ask the storyteller open-ended questions about the process. Keep the conversation going. (“Yes, And …” may come in handy!)
• NOTETAKERS (Rest of group): Using Post-its, document the details
from the story. Keep it to 1 idea per Post-It.
DIRECTED STORYTELLING (5 MIN.)
1. One by one, combine each notetaker’s Post-its into one diagram, grouping similar ideas together.
2. Collaborate as group to agree on clusters and then name the clusters.
3. Vote on the top three themes from the clusters that could differentiate the service experience if it was reimagined.
AFFINITY DIAGRAM (5 MIN.)
1. Using the documented research as guidance, identify each stage of the Current State user journey.
2. Identify the user’s actions, touchpoints, thoughts/emotions and any other relevant stakeholders.
3. Identify the frontstage content elements -- content needs, content types and formats, channels and key messages.
4. IF TIME PERMITS: Focus on one or two areas of opportunity that would improve the experience.
UNDERSTAND THE USER JOURNEY (15 MIN)
Take a moment to find your group and introduce yourself to your teammates.
LET’S GET INTO GROUPS
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Group share
Content Strategy: Books: • Content Strategy Toolkit • Enterprise Content Strategy: A Project Guide • Content Everywhere Organizations / Communities: • Content Strategy Alliance:
contentstrategyalliance.com • Content Strategy Forum: csf.community • Content Strategy Google+:
https://plus.google.com/1037193103554866816 Other Awesome Books: • The User’s Journey: Storymapping Products That
People Love • Design for Real Life
RECOMMENDED RESOURCES / THANK YOU’S
Service Design: Books: • Service Design: From Insight to Implementation • This is Service Design Thinking: Basics-Tools-Cases • The Service Innovation Handbook Organizations / Communities: • Service Design Network:
service-design-network.org • Service Design Tools: servicedesigntools.org • Service Design Books: servicedesignbooks.org Special Thanks: Special thanks to The Noun Project for the icons as well as the the LA User Experience and Service Design meetups for cross-promoting this event.
“If something is important enough, you should try, even if the probable outcome is failure.” - Elon Musk
FINAL THOUGHTS
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THANK YOU