Live from ConfabEU: Think/feel/do: A framework for facilitating content strategy conversations

Think/feel/do: A framework for facilitating content strategy conversations, by Tizzy Asher

logo-smallThink: What do I know or understand
Feel: What emotions will it bring up?
Do: What action will I take?

Nike ad

  • Think: Jump!
  • Feel: Trepidation
  • Do: Jump/buy Nike stuff


Doesn’t matter who your stakeholders are, and how many different perspectives they have, they can get on the same page with think/feel/do.

Tizzy works at Expedia

  • They redesigned their homepage using think/feel/do
  • Asked users what they think/feel/do when planning trips.
  • They said they thought…
    • I don’t know where to start.
    • I just want the best deal.
    • Travel planning is so much work.
  • They said they felt…
    • Overwhelmed
    • Stressed
    • Anxious
  • When they went to the Expedia site, the action they took was search, regardless of how many options were on the homepage.
  • But users said they felt excited about travel in general – it’s personal, fun, inspiring. How can they make the homepage reflect that?
  • They wanted the page to reflect:
    • Thinking “Planning my trip is easy and fun”
    • Feeling excited and inspired
    • Action: booking the trip

As communicators, we can help people to understand what the users are feeling. Then they can prioritize a page based on what users feel and need.

However, it’s not always clear what we want the users to do – or what users are actually doing. Creating a think/feel/do for what the user is actually thinking/feeling doing, and another for what we want them to think/feel/do. Then look for ways to merge the two.

  • If stakeholders are asking for features that don’t align with the think/feel/do then reconsider the goals. Maybe they’ve changed.
  • Recreating the think/feel/do may show that priorities have shifted.
  • Usability test! Find out what users are actually thinking, feeling, and doing.

In summation, think/feel do is valuable because:

  • It makes content strategy accessible to everyone
  • It encourages empathy
  • It can be done multiple times as goals change
  • It gets everyone speaking the same language
  • It’s a solution everyone owns

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