Online experiences can be fast, efficient, easy, orderly—and sometimes, that's all wrong! Users click to confirm too soon, confuse important details, or miss key features in product descriptions. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right.
By designing for pace, we can intentionally help users focus and gain confidence in their choices—and build stronger memories. Not all experiences need to be slower, but content strategy helps identify and support these contexts. We’ll look to REI, Fidelity, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all by design.
How to find us
Visitors will have access to free parking in the lot accessed from Father David Bauer Drive. Please enter Shopify at the main doors (in the courtyard opposite CIGI) and we'll sign folks in.
Margot Bloomstein has been described to us as “kick-ass”, “rad”, and “hands-on”. We took one look at her website and immediately understood the adjectives. Anyone who writes things like “dry your eyes and buck up” while introducing their book is someone we want to hang out with at Fluxible!
Margot is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston, and the author of Content Strategy at Work (Morgan Kaufmann, 2012). For nearly 20 years, she’s helped shaped content strategy both as a practice and an industry by leading workshops, keynoting conferences, and consulting with diverse marketing teams. Today, she partners with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media.
Interactive agencies and corporations alike turn to Margot for insight and assistance with message architecture-driven content strategy. She shaped the communication of corporate social responsibility work at Timberland, content for crisis response at Harvard University, and strategy for cultural tourism in the state of Nevada. The rogues’ gallery also includes the American Montessori Society, Lovehoney, Scholastic Publishing, ECCO Shoes, Sallie Mae, Lindt and Sprüngli, and the Rhode Island Public Transit Authority.
A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot is a popular speaker at conferences around the world. Engagements include CS Forum Helsinki, Confab, edUi, IA Konferenz Germany, Web 2.0, Content Marketing World, and UX London. She also produces BrandSort, a tool embraced by consultancies of all sizes to clarify communication goals.
Bio photo credit: Sharona Jacobs