Live from LavaCon: Professionalization of Content Experience Specialists

Professionalization of Content Experience Specialists, by Aaron Roe Fulkerson, MindTouch

Exciting times for content strategists.

  • Focus on customer first
  • Think about metrics
  • Focus on crossing silos

You are a content experience manager.

Five principles to customer experience

  1. Self-service is undeniably the preferred channel
    • for support
    • for purchase
  2. Companies that don’t directly engage with their customers are going the way of the dodo
    • Survival of business is directly related to your ability to scale the needs of your customers
    • Most businesses that have been successful to this point have done that by having 3rd parties for sales, etc
  3. 90% of business revenue is from current customers – so customer support is crucial
    • Content is critically important to onboarding
    • Subscription-based business models are the way of the future
  4. New channels demand new content
    • Why are you using PDFs when your users are on mobile?!?!
    • If voice-activated searches are high with your users, make sure your content is accessible to search
  5. AI and Automation will replace customer support jobs
    • IBM says that by 2020 85% of customer support work will be automated
    • We need to create content to support that

To be a content experience metric you need to be holistic in your thinking. Customers don’t care why or how you do it – they just want a smooth, easy, good experience. Put their needs first.


Live from Litmus Live: Getting Started with Interactive Email

Getting Started with Interactive Email, by Alice Li

litmusAlice works at Shutterfly, is an art nerd, a comic nerd, and a code nerd. She’s seen email start “interactive” as gifs and blinking… and then we went into different timelines.

How do we get back to progressive enhancement in emails? We want interactive emails that still work for people who don’t have email systems that support interactivity (which is almost 40% of people).

What are the benefits of interactive email? Shutterfly has seen:


Live from Litmus Live: From {{me.name}} to {{you.name}}: Experimenting with Personalization

From {{me.name}} to {{you.name}}: Experimenting with Personalization, by Vicky Ge

litmusWhat is personalization?

  • It’s understanding that emails are a privilege, not a right. We don’t need to send them!
  • It’s realizing that our work is not about acquiring customers. It’s about them starting a relationship with us.

Personalization is based on great data – and customers are willing to share data, if they get something in return. It’s a handshake. Continue Reading


Live from HxR: Overcoming Barriers to Health Equity

Overcoming Barriers to Health Equity, by Samantha Dempsey and Olga Elizarova


Whose health are we designing for?

Often the answer is “people a lot like me.” People with a job, health insurance, a stable home. But what about people who don’t have the resources we take for granted? What does it mean to design “for health?”

The first step is designing what health means. Getting 10k steps in a day? Eating 5 servings of vegetables? Really it’s more than the sum of our health-related behaviors. According to WHO, it’s “a state of complete physical, mental, and social well-being, and not merely the absence of disease or infirmity.” We align ourselves closely with the healthcare system and what it says is healthy/unhealthy. But healthcare is responsible for only about 10% of health. Social and environmental factors, genetics – these matter significantly more. These are determinants of health. Continue Reading


Live from HITMC: Words Matter

Words Matter – How ASCO (American Society of Clinical Oncology) Quality Checks Written Content for Clarity, by Lindsay Dudbridge, Fergal McGovern

Words matter. Current content audit methods struggle with:

  • Where to focus
  • Objective measurement is hard
  • Manual processes cause a lot of people to do non-systematic spot checks
  • UX focuses on wireframes and graphics, not readability

American Society of Clinical Oncology (ASCO) runs cancer.net. One of the challenges is that content is reviewed by medical experts, and then needs to be simplified for the general public. People get easily overwhelmed, confused, distressed. So they need to be clear.

They went to VisibleThread for a solution.  Continue Reading