[MUSIC]
So, how should the content strategist conduct usability testing?
>> Whether you're testing navigation or layout or
branding, any usability testing is always better than none.
Usability testing is going to work at all levels of fidelity.
We've already talked about low-fidelity prototyping, usually paper prototypes.
These can be literally hand-drawn sketches using
post-it notes or whatever materials you have around.
They're deliberately non-intimidating, and what
they do is they encourage co-designing.
You're letting the user be part of the design process.
If they tell you that something isn't there or
is missing, let them tell you what should be there.
That way they're helping you build your tool.
Higher fidelity clickable wireframes let users explore on real devices.
You can track the clicks and observe the user.
Retinal tracking is one step further.
That lets a researcher see what the user is looking at and fixating on,
meaning, sort of pausing on to consume
that content, even before they make content choices.
>> So that's helpful.
But, what can this kind of testing, then, tell us
about consumption, and especially on many of the new digital platforms?
>> In some research that I conducted with the Pointer Institute, which
is a leading think tank for the study of media and content consumption,
we conducted eye-track testing, and that let
us see how users consume information on tablets.
This testing was fairly extensive.
We tested more than 40 users on three different prototype applications.
And what we can see is a camera that faces the eye of the user.
And that lets us know not only what are they looking at, but when
are they fixating, when are they consuming
content; even if they're not clicking on it?
Some of the key findings included: if a user were to look at more
options before deciding what to read, they're
more likely to read a story to completion.
If they read for 80, 90 seconds, they reach a subconscious breaking point.
They have to decide, do we want to keep
reading, or do we bail out of this content?
That's a really critical point to reinforce
why they need to keep reading, or
to direct them to more of your content, lest they to go to someone else's.
There are overall two kinds of reading patterns: scanners and methodical readers.
Younger readers are much more likely to be scanners, but both groups
read very deeply when they find what it is that they want.
More findings from this research will be available online.
>> All right, so, so far, the process
has touched on everything but one item, aesthetics.
How much does that matter?
>> Graphic design choices also matter.
That's the way the content helps match the tone and voice of your brand.
When you're selecting type or color, you're
adding authenticity and conveying trust and credibility.
The Coca Cola Journey site uses the brand's trademark visuals
and branding color, like the corporate logo and the ubiquitous
red, but they combine that in a way that subtly
reinforces the idea that Coke is the drink of summer.
The content of an article like
Posh Popsicles never actually needs to mention drinking a Coke.
Instead, the design and content reinforce
a connection between Coke, summer and childhood.
So let me summarize by saying each of you, everytime you create content,
are doing it for a particular person in the audience you're trying to reach.
And now you have new tools to do that. Thanks, Jeremy.
>> Thank you, John.
[MUSIC]