Today’s class was all about content design, and how to properly use and map out content within a site or app.
Everything is Content
- Typography shapes words
- Loren Ipsum serves no one
- gov.uk VS gov.ie
- Creating an easy user journey
- Users can easily find what they are looking for
Government Digital Service
- start with needs of the user
- do less – reusable, staightforward
- design with data
- do the hard work to make it simple
- iterate. then iterate again
- build for inclusion and accessability
- understand context
- build for inclusion
- be consistent, not uniform
- make things open: it makes things better
Laws of UX
- people judge an experience based on how they feel at its peak and its end, rather than total sum of the entire experience
- pay attention to intense points and final moments
- moments when your product is more helpful, valuable or entertaining
- people recall negative experiences more vividly
Journey Mapping
A journey map is a visualisation of the process that a person geos through in order to accomplish a goal.
Customer Journey Map
- life events
- realisation
- seeking help
- making contact
- receiving help
- post help
Task: Touchpoints
We were tasked with listing as many touchpoints that we could think of for our digital product.
- app store
- advertisement
- social media
- word of mouth
- google search
- notifications/reminders
- emails
- contact/help service
- ratings and reviews
- surveys
- creator (me)
- help centres for ibs/health
Journey Maps
- start with an an idea to a solution
- write a simple 1-2 word headline of core moments
- name of any other key moments
- place in order of how your user would experience them
Touchpoints
- before purchase – social media, word of mouth, ratings, advertising
- during – website, promotions, staff, phone, point of sale
- after – billing, emails, service, help centres, thank you cards
Limits
- people read about 25% slower on screen
- attention span is limited, users read at most 25% of words during an average visit
- users scan rather than read in depth
What do users seek?
- trust – in the source of content
- brevity – swift delivery of information
- retrieval – key facts, delivered quickly
Brand Dictionaries
Macroscopy
- establishes the tone
- sets personality
Microscopy
- reinforces the tone
- satisfies the function