General

About this project#

With Content Governance, we describe the creation, management, and regulation of content in a global standard. The goal is to create the best possible user experience and optimal conversion on the digital touchpoints app and web for e-commerce and retail.

General guidelines#

Writing style and tonality#

  • Use clear and consistent language. Reading behavior is less accurate on the web than offline and often content is being scanned for key words, which is why clarity is even more important.
  • Use simple language. If the user doesn't understand the content, it's of no use.
  • Align text to context and target audience. Incidentally, this applies to all texts.
  • Anticipate, understand and proactively answer user questions. This is only possible if you understand the user well, which is why UX research is so valuable.
  • Create enthusiasm. Using the product should be fun.
  • Tonality
    • Using the right tonality can massively improve the User experience.

Scroll depth#

  • Nielsen Group studies shows that users spent 57% of their page-viewing time above the fold. 74% of the viewing time was spent in the first two screenfuls, up to 2160px.
  • Content prioritization should be an important part in your planning processes.

Useful resources#

  • Accessability: For a better understanding in terms of accessability and what to take into consideration to improve Lidl's digital Content you can find a good overview in following external link - WCAG Checklist.

Source references#

  • Lidl-DE-neue-Startseite-Umfrage_2020-05-12.pdf
  • 2021User-InterviewsHomepage.pptx
  • www.nngroup.com/articles/scrolling-and-attention/