Content Prototype

See how it could actually work.

It’s simply hard for people to imagine omnichannel-ready content. A content prototype is your real content, and just the content, reworked and transformed to show how it could be restructured and leveraged in multi- and omnichannel experiences. By isolating the content – words and digital assets – from the channel, it can be validated against universal metrics that are channel-independent. A Content Prototype proves the point without the investment in full visual or technical system prototyping.

To adapt to the change implied by structured, omnichannel-ready content, both teams and leadership need to see concrete, worked examples of their own content after it has been through a transformation.

A content prototype is a proven initiative accelerator, where you show stakeholders their content in a way they have never seen it before. They can be run as internally or externally-facing exercises, being equally useful as internal communication and learning tool or the subject of full content usability labs that run formal tests on how the content impacts the audience. All before making large investments in design and infrastructure, and without clouding the content metrics with feedback on visual design, search, or other parameters tied to the channel and platform. Get pure content insights, regardless of channel.

Whether internal or external, a content prototype results in a rich body of insights that clarify content and system requirements. If you do a full content usability lab, it delivers both qualitative and statistical customer feedback to shape your strategy.

We track before and after content-specific metrics like:

  • Change in time required to find an answer within a piece of content
  • Change to customer effort score (proven to be more predictive of loyalty than NPS)
  • User confidence that they have found the right answer for their needs
  • Overall satisfaction with the content experience
  • Change in how often users properly interpret the content to get the right answers from it.

Content prototypes help when you want to

  • Create customer-driven content, targeted based on customer needs
  • Free content from the limitations of the current authoring, storage, and publication models
  • Validate potential reuse, structure, or personalisation approaches; prove the need for improvements to current content or its structure.



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