Snapshots

Primary & secondary research. Whatever it takes to know our audience.

Primary research + analysis

Interviewing users & doing a semiotic analysis for a Coke brand.

Summary of observations after User Testing

User's had several friction points in common. Some brought up new observations.

Journey map for a persona

Understand what they need at each step. Then give it to them.

Empathy map for a persona

What's behind their decisions? We hear what they say, but what do they believe, and feel, and do?

Writing that accomplishes specific goals. Usually personalized and targeted to a specific stage in the sales funnel.

Content mapped to stages in the funnel

Specific content for each stage. Early in journey, then more in-depth further down the funnel.

Blog article republished by industry magazine

If the content is good enough others will share it. The audience size multiplies.

Series of posts w/ infographics

The first post brings them into the funnel. The following posts bring them to the conversion goal.

Tagline - before & after

Customer-centric relevance captures audience attention and pulls them into the page.

Audiences like writing that is easy to understand.

Online user guide

Wrote the user guide for a browser extension, put it online and animated it.

Visual cheatsheet for software

Introducing elements of the UI to allow users to familiarize themselves with the layout.

Improved Flesch-Kincaide reading score

More than doubled the ease of reading for web copy on a site.

Plain language policy document

Pulled key points out and made them clear at the start. Titles and subtitles for easier skimming.

You can't improve it till you track it.

Google analytics tracking code installed

Track everything. Button clicks with specific labels, categorized.

Linking tracked events to goals

Connecting the dots between events and Google Analytics goals.

Performance reports

What is performing for specific pages, buttons, events? Then ask why.

Mobile app monitoring

Quick check of site stats on mobile. Stay on top of things.

So much good stuff here. Understanding what they search for is great in many ways.

Google keyword planner

One minor tool. There are many others.

Popular related titles for topic

What content is performing and on what platform? Good to know.

Traffic comparison month to month

Benchmark, make changes to SEO, then review to learn what works and what doesn't.

SEO audit outline

On-page, off-page, and technical SEO guidelines.

Process. Not opinion. Not what used to work. Process.

Competitor analysis

Blue ocean, anyone? Finding the whitespace.

Brand framing

There is how people see us, and there is how we want them to see us.

Brand Laddering

A 5 minute talk just begins to scratch the surface with this.

Messaging Hierarchy

There are key points that need to get to the surface first.

Let's find their watering holes and get useful info in front of them.

Social Media Schedule

Themes for each week. Then test which themes get results. Adjust & reiterate.

Facebook curated post

Theme that week - ways publishers can fight churn. Something the audience cared about.

Personalizing content for platforms

Each channel needs its own voice and tone.

Content plan

Types, Formats, Channels, Schedule. Planning content needs for a team.

Give the audience something they actually value. Then they might value us.

Lead magnet for email campaign

Start by offering real value.

Email campaign lead magnet

Help the customers achieve their goals.

Automated drip emails

Emails at scale with automated sequences.

Scheduled email series

Emails at scale with careful scheduling.

How to make an experience that says what we want it to say?

Planning interactions

How can they directly experience our message?

Coding interaction (CSS keyframes)

Honestly it's just fun to make experiences come to life.

Hover effects

This company did spacing based on neuroscience. The hover effect allowed users to see the difference.

Prototyping subtle movement

An animated searchlight that swept in from the left on page load. Users could direct it by hovering.

There is something great about making an experience come to life.

Site map with content frames

Big picture of the complete site. A quick way to validate if it supports the buyer's journey.

Build Plan

Get clear on what each page needs to do, then trim away everything unnecessary.

Responsive-first coding

The medium affects the message. Adjusting experiences for phones and desktops.

Desktop VS Mobile versions

Different screen sizes call for different visual presentations.

Great for UX design & marketing, not just for education. All effective communication depends on educating the audience.

Part of a lesson plan

Developed for a course on a CSS framework.

Specific learner objectives

Content always supports the learner's goals.

Evaluation form for lesson plan

Plan the lesson evaluation prior to developing the lesson. UbD approach.

Adult Basic Education content

Developed content conforming to U.S. CCR anchor requirements, posted on O.E.R. commons.