Post on 14-Apr-2017
transcript
1
PREPARED BY
CONTENT STRATEGY FOR BEHAVIOR CHANGE
@MARSINTHESTARS
March 7, 2017
Mad*Pow Webinar
Marli Mesibov, Director of Content Strategy
2Mad*Pow | @marsinthestars
Marli Mesibov
• Managing Director of Content Strategy at Mad*Pow
• Editorial Director of UX Booth
3Mad*Pow | @marsinthestars
When you’re an app
4Mad*Pow | @marsinthestars
…you are what you say
Your Digital Companion has a difficult job. It needs to motivate and encourage, while simultaneously showing respect and encouraging trust. It must come across as familiar and helpful, while still exerting influence over the user’s choices. To that end, we need a voice that sounds accommodating but not subservient, and caring but not parental. Your Digital Companion is:• Realistic but not cynical• Respectful but not subservient• Happy but not silly• Motivational but not dumb• Familiar but not annoying• Authoritative but not bossy Digital Companion helps patients help themselves. It acts as a guide, to help patients adapt to the new circumstances around them.
5
1. How do you change peoples’ behaviors?
2. How can a content strategy impact how people act?
3. Case Studies4. Takeaways
Mad*Pow | @marsinthestars
Agenda
6
BEHAVIOR CHANGE
7
Mad*Pow’s Behavior Change Purpose
We are a design agency full of passionate people,in a creative environment, delivering amazingexperiences for industry leading clients. We are purpose driven - focused on improving health, financial wellbeing, education, and human connection. Our goal is social impact and financial return.
Purpose Driven Design
Mad*Pow | @marsinthestars
8
Mad*Pow’s Behavior Change Purpose
Purpose Driven Design
Mad*Pow | @marsinthestars
9
Mad*Pow’s Behavior Change Purpose
Mad*Pow | @marsinthestars
“The study and application of behavioral, social & decision science, motivational psychology and human-computer interaction to the design and evaluation of products, services and interventions aimed at changing real-world behaviors.”
- Dustin DiTommaso
10
Mad*Pow’s Behavior Change Purpose
Mad*Pow | @marsinthestars
DIAGNOSISDefine Problem, Context
& Outcome Goals
PRESCRIPTION
Define Intervention Strategy
EXECUTIONDesign & Implementation of System Components
EVALUATIONDesign of Experiments
11
CONTENT STRATEGY
12
“Content strategy is planning for the creation, delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
Mad*Pow | @marsinthestars
Content Strategy
13Mad*Pow | @marsinthestars
Mad*Pow Process
DISCOVER SYNTHESIZE GENERATE REFINE
Plan/Strategy
Prototype
EVALUATE
IMPLEMENT
Deployment
QA
14Mad*Pow | @marsinthestars
Discover: Identify the organizational mission
15Mad*Pow | @marsinthestars
Discover: Learn about the audience(s)
16Mad*Pow | @marsinthestars
Synthesize: Analyze existing content
17Mad*Pow | @marsinthestars
Synthesize: Create voice and tone guidelines
18Mad*Pow | @marsinthestars
Generate: Write, design, or video proto-content
19Mad*Pow | @marsinthestars
Generate: Don’t forget the metadata!
20
CASE STUDIES
21Mad*Pow | @marsinthestars
Talk to a Coach
22Mad*Pow | @marsinthestars
Talk to a Helper
23Mad*Pow | @marsinthestars
Talk to a Dog-Version of Judi Dench
24
TAKEAWAYS
25Mad*Pow | @marsinthestars
How to get started
• Create an Empathy Map
• Build a Journey Map
• Sketch a Storyboard
• Write a Conversation
26Mad*Pow | @marsinthestars
Create an Empathy Map
27Mad*Pow | @marsinthestars
Build a Journey Map
28Mad*Pow | @marsinthestars
Sketch a Storyboard
29Mad*Pow | @marsinthestars
Write a Conversation
30Mad*Pow | @marsinthestars
Questions?
Email: marli@madpow.comTwitter: @marsinthestars