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1 PREPARED BY Let’s Get Real: Creating Tangible Experiences @MARSINTHESTARS September 22, 2015 Content Strategy Summit Marli Mesibov, Director of Content Strategy Mad*Pow

Let's Get Real: Creating Tangible Experiences - Content Strategy Summit 2015 - Marli Mesibov

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Page 1: Let's Get Real: Creating Tangible Experiences - Content Strategy Summit 2015 - Marli Mesibov

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PREPARED BY

Let’s Get Real: Creating Tangible Experiences

@MARSINTHESTARS

September 22, 2015

Content Strategy Summit

Marli Mesibov, Director of Content StrategyMad*Pow

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• Director of Content Strategy at Mad*Pow

• Managing Editor of UX Booth

• Find me on Twitter @marsinthestars

Content Strategy Summit | @marsinthestars

Who am I?

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1. What is an artist?

2. No more deliverables

3. The Lean UX Blues

4. Get hit by a bus

5. Think forward

Content Strategy Summit | @marsinthestars

Today’s Agenda

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WHAT IS AN ARTIST?

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“An artist should create beautiful things.” –Oscar Wilde

“What if I don’t make anything?” –Voices in Marli’s head

Content Strategy Summit | @marsinthestars

What Does “Artist” Mean?

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6Content Strategy Summit | @marsinthestars

Most Artists Make Things

Type of artist Process OutputWriter Writing BookPainter Painting PaintingsSculptor Sculpting Knick knacksMusician Playing RecordingsKnitter Knitting Hats, scarves, sweaters

Cinematographer Filmmaking MoviesComposer Composition Songs, music scoresPhotographer Photography PicturesPerformance artist “Creation” Videos, ephemeral

experiences

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I Am Not an Artist

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Definition (noun): A field where creative people find jobs that feel like art but pay like grownup jobs.

Content Strategy Summit | @marsinthestars

User Experience

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9Content Strategy Summit | @marsinthestars

Many UX Jobs Make Things

Job Process Output

Interaction designer Sketching/Wireframing Wireframes

Visual designer Designing Mockups

Copywriter Writing Copy decks

Project manager Managing/Scheduling Schedules and budgets

Information Architect Organizing Site maps

User researcher Interviewing/Testing Reports

Content strategist Planning/Strategizing ???

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We create experiences.

Some of us make products.

Users feel experiences.

Users touch products.

Users expect experiences.

Users pay for products.

Content Strategy Summit | @marsinthestars

Products vs. Experiences

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NO MORE DELIVERABLES

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“[UX Designers are] measured and compensated for the depth and breadth of their deliverables instead of the quality and success of the experiences they design.” –Jeff Gothelf, Lean UX: Getting Out of the Deliverables Business

Content Strategy Summit | @marsinthestars

The Problem with Deliverables

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13Content Strategy Summit | @marsinthestars

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• Collaboration

• Constant education and process-improvement

• Quick iteration

• User-focus

• Creating an experience

Content Strategy Summit | @marsinthestars

Lean UX Goals

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15Content Strategy Summit | @marsinthestars

The Lean UX Process

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THE LEAN UX BLUES

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What do you do?

Content Strategy Summit | @marsinthestars

The Lean UX Blues

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Right. So you’re a copywriter?

Content Strategy Summit | @marsinthestars

The Lean UX (and content strategy) Blues

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…so, what is it you do again?

Content Strategy Summit | @marsinthestars

The Lean UX Blues

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Process

• End goal is to learn or grow.

• Specific steps are incredibly valuable.

• The client is integral to the project.

• UX is a process.

Content Strategy Summit | @marsinthestars

Process vs. Deliverable

Deliverable

• End goal is to build a “thing.”

• Specific steps don’t matter.

• The client may not be involved.

• UX may create deliverables.

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• Tangible deliverables help outsiders to understand what we “do” (if we’re sure we aren’t doing the copywriting).

• Connecting our process to an outcome helps outsiders to recognize our “value.”

• Leaving clients with a physical thing helps them to remember our takeaways and advice.

Content Strategy Summit | @marsinthestars

Benefits to Deliverables

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GET HIT BY A BUS

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23Content Strategy Summit | @marsinthestars

What if a Bus Hit You?

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• Could someone else follow the timeline?

• Could a stranger pick up where you left off?

• Have you updated the team on your progress?

• Are the files accessible?

• What guidelines or strategies are only recorded in your head?

Content Strategy Summit | @marsinthestars

What Would You Leave Behind?

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“Let me be very clear: Lean UX is not “anti-deliverables.”

-Jeff Gothelf, Lean UX is Not Anti-Deliverables

Content Strategy Summit | @marsinthestars

Deliverables!

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We create experiences, not deliverables.

However, we do create artifacts along the way that make those experiences sustainable.

Content Strategy Summit | @marsinthestars

TL; DR

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THINK FORWARD

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• What can we measure?

• Who is creating, and what are they creating?

• What happens if I leave tomorrow?

• Experiences are ephemeral.

Content Strategy Summit | @marsinthestars

Steps to Thinking Forward

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• My job is to help the user.

• I will know I’ve been successful when ___________________.

• I will measure that success by ___________________.

• If I can’t measure my success, I might miss the mark and not help the user.

Content Strategy Summit | @marsinthestars

What Can We Measure?

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• Consultants are important. Strategies take time.

• Tangible proof takes MORE time.

• Don’t screw over the worker bees.

Content Strategy Summit | @marsinthestars

Who is Creating?

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• How does my team communicate?

• What’s the simplest language I can use to explain my work?

• What is complete, what is in progress, and what will be an ongoing process?

Content Strategy Summit | @marsinthestars

What Happens if I Leave?

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• We can’t fix all perceptions.

• We don’t want to fall back into the pre-Lean UX trap.

• Sometimes you have to suck it up and accept that your client may not “get” what you do, but they like that you’re making their lives better.

Content Strategy Summit | @marsinthestars

Experiences are Ephemeral

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33Content Strategy Summit | @marsinthestars

Thank you!