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Whoa Nellie! Content Strategy for Slow Experiences

Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. 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.

Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We'll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace.

Additional Supporting Materials


  1. What types of user experience would be better with a slower pace?
  2. How can I bring techniques from Patagonia, campfire stories, and my auto dealership into my work online?
  3. What techniques can I apply to imagery, calls to action, and instructional copy to slow down my audience and get them to pay more attention?
  4. How can I introduce "speed bumps" that help the user without annoying them?
  5. How can creative direction, design, information architecture, and content strategy work together to support a more effective and slower user experience?



Margot Bloomstein, Brand and content strategist, Appropriate, Inc.

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