Saturday, 1:45pm, Grand Salon A
You wrote some web content. You followed the usability guidelines; it’s findable, scannable, relevant, and readable. But it lacks a certain something. It’s dry. It’s cold. It doesn’t win your users over. They’re not buying, not converting, or not taking the action you’d like them to take. Turns out that certain something is a big something — influence. What is it? How do I use it to transform usable content into winning content? Answering those questions is the goal of this presentation.
In an age where web-based interactions are replacing or enhancing human interactions, our content needs to speak like our ingenious sales person, our helpful customer service representative, our affable technical support expert, and more. Our content needs to persuade in the spirit of how our organization’s best people influence.
Furthermore, thanks to the expanding use of user-centered design processes and disciplines as well as keen awareness of usability, usability alone is no longer a differentiator in an interactive user experience. Usability qualifies us to be on the playing field. What gives us the winning edge is influence.
This presentation is a practical guide to influencing through content. I believe this approach is neither marketing fluff nor manipulation. Rather, it is critical to a company and its users achieving their respective goals. This presentation offers useful techniques and examples drawn from a decade of experience to help you turn usable content from blah to brilliant.
SPEAKER BIO
Colleen Jones
Colleen Jones is a Partner at threebrick, where she leads UX and content. She believes that the best UX designs begin and end with good conversation. She knows the power of influential content to make or break a user experience. And she loves working with multichannel experiences-the web and beyond!
For a decade, Colleen has created successful interactive experiences in industries such as health, telecommunications, music, and retail. She has worked with small entrepreneurs and major brands including Cingular Wireless, IHG, The Home Depot, CDC, and AutoTrader. In addition to web sites, Colleen has designed experiences for interactive voice response systems, mobile applications, call center applications, kiosks, and dynamically generated collateral.
With an M.A. in technical communication, Colleen currently writes a column for the online magazine UXmatters. She also shares thoughts about UX and content on her blog, Winning Experiences
(www.leenjones.com/blog).