Join Morten Rand-Hendriksen for an in-depth discussion in this video Scenarios and activity flows, part of UX Foundations: Content Strategy.
- [Voiceover] Once personas and content audits are established, user scenarios and activity flows can be explored. Their purpose is to establish when the audience access the content, why they are there and what they want to accomplish and how to get them through the experience in the most effective way possible. Both scenarios and activity flows can vary greatly depending on the type of project you're working on. For an eCommerce solution, scenarios may range from casually browsing for a possible future purchase to "Must buy this thing immediately." or "Can I pick this up in a nearby store?" to "Was this the thing my friend said they wanted for their birthday?" For a site containing mostly information, scenarios could be anything from, "I followed this link from social media and want to read the article," to, "I saw this URL on the back of a bus and wonder what services you provide," or "I did a Google search and ended up here. Now what?" Each of these scenarios can describe the same user with different motivations and expectations or different users with the same goals, but different entry points.
Figuring out which scenarios are common and which are most relevant, you can use them as a starting point for crafting activity flows. An activity flow is the actual path a person follows through the experience. For an eCommerce site, the activity flow typically starts with a search or a promotion that leads to a product index, then goes to the product itself before branching off depending on whether the person places a product in the shopping cart, wants to make a product comparison, goes to directly to checkout, or goes searching for something else.
The goal of the activity flow is to map out most logical paths of different scenarios and make sure the person is taken only through necessary steps. At the end of this process, you should have a single flowchart that maps out all the explored scenarios and activity flows for the project. By combining them, you'll find that many flows or parts of flows overlap and you'll also likely find holes in the overall flows that need to be patched to ensure easy access across the entire solution.
Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.
- What is content?
- The components of content strategy
- Identifying stakeholders and audience
- Developing user persona spectrums
- Auditing your content
- Building guides, templates, and workflows
- Creating the content
- Measuring success