content strategy: the missing piece of the ux puzzle

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Post on 15-Apr-2017

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  • Welcome!

    1@karenmcgrane

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    what about

    the art?

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    when do we see the art?

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    WHERE IS THE ART?

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    DISASTER STRIKES!

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    YOU WOULDNT BUILDA GALLERY THIS WAY.

  • WHY WOULD YOU BUILD A WEBSITE THIS WAY?

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    TWO BIG PROBLEMS

  • Organizations invest tremendous resources on developing the framework for a great user experience fabulous design, robust content management infrastructure.

    Yet when it comes to the content itself, there's often a gap.

    The end result is that the value proposition for customers can't be delivered because the content is insufficient, inadequate, and inappropriate.

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    RAHEL BAILIE

  • We pretty much know what we want to say.

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    Our marketing team is handling the content.

    Kristina Halvorson, Brain Traffic

    Copywriting just isnt that big of a deal.

    We can figure the content out later.

    We already have most of the content.

  • 27Melissa Rach, Brain Traffic

    Here be dragons

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    1.11 Features Detail 4 of 9

    Codename Logo About Us Sign UpBrowse Our Sites Login SupportFeatures

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    Find out more about:Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name

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  • ITS TIME TO GIVE CONTENT THE ATTENTION IT DESERVES.

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  • OUR TIME TOGETHERWhats Content Strategy?

    Why Content Strategy?

    How Does One Do Content Strategy?Exercise 1: Product StrategyExercise 2: Content PlanningExercise 3: Content AuditExercise 4: Content Modeling

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  • WHAT WE TALK ABOUT WHEN WE TALK ABOUT CONTENT

  • TEXT

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    IMAGES

  • AUDIO

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    VIDEO

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    DATA VISUALIZATION

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    BLOGS

  • COMMENTS

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  • via Margot Bloomstein 39

    ERROR MESSAGES

  • CONTENT IS DATA + METADATAData is the core part of the contentFor example: a photographic image

    Metadata is information about the contentFor example:

    Title: Laduree PastriesDescription: We wanted to eat them all!Tags: macaron, macaroon, Laduree, Paris, France, Champs-lysesCreated by: Robert StribleyTaken on: November 21, 2009Taken with: Nikon D200Usage Rights: (c) All rights reservedSource URL: http://www.flickr.com/photos/stribs/4375484013/

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    http://www.flickr.com/photos/stribs/4375484013/http://www.flickr.com/photos/stribs/4375484013/http://www.flickr.com/photos/stribs/4375484013/http://www.flickr.com/photos/stribs/4375484013/

  • Photo by zandperl 41

    CONTENT IS THE REASON PEOPLE GO TO YOUR SITE.

    http://www.flickr.com/photos/zandperl/96744534/http://www.flickr.com/photos/zandperl/96744534/http://www.flickr.com/photos/zandperl/96744534/http://www.flickr.com/photos/zandperl/96744534/

  • Content Strategy plans for the creation, publication, and governance of useful, usable content.Content strategy helps you understand not only what content needs to be created and published, but why.

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    KRISTINA HALVORSON

  • WHY CONTENT STRATEGY?WHY NOW?

  • 1. CONTENT (MIS)MANAGEMENT2. EVERYONES A PUBLISHER3. UX HAS EXPANDED

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  • 45http://www.flickr.com/photos/carlaarena/3188139819/

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    DONT LET THIS BE THE FATE OF YOUR WEB CONTENT

    http://www.getittogetherinc.net/images/storage%20before.JPG

  • 1. CONTENT (MIS)MANAGEMENT2. EVERYONES A PUBLISHER3. UX HAS EXPANDED

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  • All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behavior has changed drastically over the past few years. Customers are more accepting of content from non-media sites and the barriers to publishing are now non-existent.

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    JOE PULIZZI

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    Is Nike a sneaker company, or is it a media company?

    If you go on their site, you may opt for the latter.

    Harris Millard, President and COO at MediaLink

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    CONSIDER THE MASTHEAD

    Publishers and Content Strategy from Jeffrey MacIntyre

    WritersCopy editorsArt directors Production staffVarious editors Managing editorEditor in chiefAd salesThe Publisher

    Publishing is complex.

  • We plan to create a series of

    educational articles.

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    Our goal is to be seen as a resource.

    We should be on Twitter.

    Twitter!

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    ITS NOT JUST THE CONTENT.

    ITS ALSO THE STRATEGY.

  • One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.

    Brian Solis

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    JUST BECAUSE YOU CANDOESNT MEAN YOU SHOULD

  • 1. CONTENT (MIS)MANAGEMENT2. EVERYONES A PUBLISHER3. UX HAS EXPANDED

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    But I already do this and I call myself... Information architect

    Web editorContent managerInformation designerTechnical writerProducerCopywriter

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    THIS ISNT A JOB TITLE LANDGRAB.

    ITS ABOUT THE WORK THAT NEEDS TO GET DONE.

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  • Test, Measure, and Optimize

    Design Process

    Requirements IA Design Development

    Creative Design

    Design QA

    Insight

    Current Site AuditStakeholder &

    User InterviewsCompetitive &

    Market Research

    Vision

    Usability TestingPaper Prototype & Creative Comps

    Post Launch Analytics Report

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    User Experience Design Process: Critical Path

    Meetingcoordinated byProgramManagement

    UE Team memberassigned toprojectattends meeting

    Takes input fromall members asrelated to UIdesign

    Receives RequirementsDocument

    Needs:List of teammembers,contact info, initialschedule,approval process(people)

    Prod. Mktg. feeds teamany results from Marke tResearch

    Functionality/Conceptual modeltesting with earlyprototypes

    Discussion with engineeringabout any potential newtechnology and its impact onschedule and desired usertasks

    Design teambrainstorms, iteratesand collaborates onvisual representationof functionality andscreen designsWork can begin whileuser flow a n dfunctionality isiterating

    Visual Designexploration,copy writte nand finetuned

    Design works wi thUsability to provideprototype andguidance of whatpriorities ofdiscovery shoul dbe - i.e. businessconstraints,technicalconstraints,optional versions totest

    Design teampresentswireframes a n dmockups toproduction with fullset of style specs[font size & color,line spacing,colors, images,links, etc]

    ExperienceDesign teamreview Visualdirection

    Detailed Producttesting - both forfunctionality andspecific content andvisual design

    Product Team meets -Design meeting withProduct Marketing,Engineering, andUsability to reviewrecommendations

    Refine Visualdirection, copy,user instructions,help and UIcomponents asnecessary

    Final functionality &visual design signoff- Production- Engineering- QA- Partner (if applicable)- Usability- Creative Director- Product Marketing- VP (as necessary)

    Production receivesapproved mockupsand works wi thDesign on productarea as needed

    Production buildssite and featuresworking wi t hEngineering asapplicable

    Engineering informsDesign if there arechanges, issues w i thplanned functionality

    Product Team meets -Hand off toproduction,engineering andoperations mode ofthe product cycle

    Project Initiation

    Prod. Marketing does P&L, content evaluation,creates materials that describe needs, goals,objectives, dependencies, partnerships,business issues and any other relevan tcontent or functionality issues, pulls togethercross-functional tea m

    Feasability Studies / FieldResearchWhat do Users wantHow do they want to do it(Usability Conceptual Phase)

    UE Team member assignedto project

    KickoffMeeting

    Initial conceptbrainstorms withProduct Marketing tocollect and gatherrequirements andunderstandcompetitive landscape

    Initial Design Cyc le

    Engineering mightbegin codingwork from initialfunctionalityspecs

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