Content Strategy: The Missing Piece of the UX Puzzle

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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

    Feature NameDuis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore.

    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

  • En

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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

    Initial exposure toscope of design andfunctionality

    Assess techn i c a llimitations andalternatives

    Create DesignSpec/CreativeBrie fMaterial is fromMRP/PRD andbrainstorming notesand otherrequirements, distillsinfo, looks atcompetitivelandscape, rev iewsscope in context ofnetwork and sit eprecedence

    UE Teambrainstorm withUsability - led byproject teammember

    what's the bestscenario fo rusers

    Early functionalitydesigns anddefinitions ofpages needed fordevelopedfunctionality

    Rapid prototype forproof of conceptand early testing w/usability

    Could be paperprototype, functionalstatic HTML, Flashinteraction,Mockups/Wireframes asimage maps

    User Ed developsuser education plan

    Design works wi thUser Education tobegin any Help andFAQs and otherinstructional textand all errormessages

    Design takesrecommendedchanges and inputfrom Team -including ProductMarketing,Engineering, Exp.Design Team andUsability Research

    Revises user fl o wand works thro u g hgreater detail ofindividual screens

    Product Team meets -Design presents functionaluser flow, potential userscenarios and high levelscreens need e dApproval cycle here

    Product Team meets -Reviewrecommendations fromtesting

    Expert advice onprevious research a n dnew research need e d(Usability 2nd Phase)

    Design Iteration / Testing / Iteration / Early Refinement

    Project isinititated by ProductMarketing withProgramManagement

    feedback cyc l e

    feedback cyc l e

    Revises user fl o wand worksthrough greaterdetail of individualscreens

    Product Team meets -Review revisions

    iteration cycle

    iteration cycle

    Refinement / Copy / Final Visual Design / Robust Testing

    iteration cycle

    iteration cycle

    Production Build / Reviews / Design Team Sign Offs

    Product TeamApproval cycle here

    User Ed. delivers allHelp text andassociate dscreenshots a n dspecs toProduction

    Credits: Erin Malone: Designed for AltaVista November 10, 2000

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  • C O N F I D E N T I A L

    Copyright TSDesign 1998-9

    digital sketches online styleguideHTML interface files

    TSDesign Analysis FrameworkSM

    1 Delivery of User Benefits

    2 Transaction Flow

    3 Navigation & Hierarchy

    4 Visual Language

    Design Analysis

    PHASE 1 PHASE 2 PHASE 3

    Design Solutions

    description: an expert design analysis from the users perspective

    benefits: benchmarks the effectiveness of your site based upon stated

    business objectives for the site and your users

    analyzes the design of the site to find out if the benefits of use

    are actually being delivered

    recommends methods for substantially improving your users

    experiences and meeting future business objectives

    description: By collecting and reviewing print, other tangible artifacts and

    Web sites your company creates and disseminates, and

    corporate standards (if they exist) we can then distill the basis

    for the visual language to be developed that is consistent with

    the company's identity and product brands. This work is

    continued in the Visual Systems Design phase.

    TSDesign User Experience AuditSM

    User Personae & Profiling ModuleSM

    (UP&P)

    Product Strategy and Product Design Strategy Blueprint*

    Visual Identity SystemsIdentity and Visual Language Audit

    description: define what the product should be and how it

    should work

    benefits: the achievement of clearly articulated, agreed-

    upon and aligned mission, core competencies,

    corporate goals, and objectives for the site

    the articulation and understanding of your users,

    their needs and and your business objectives for

    establishing and extending relationships

    with each one

    the definition of the organizational resources

    required to build and maintain the site

    the creation of a detailed blueprint for design or

    redesign:

    - site organization (footprint)

    - useful and usable features and functions

    for the users

    - descriptions of intended functionality

    - messaging strategy

    the receipt of a phased implementation plan with

    associated costs

    Interaction DesignTechnology ConsultingTechnology Audit Information Architecture Interface Design Production

    description: create seamless and consistent transaction flow

    define widgets and technologies to best support

    the features and functionality

    description: works with client to determine best technology to

    implement the product that aligns with client's

    technology strategy

    creates and evaluates technical RFP's

    interfaces between design and technical teams

    description: define site hierarchy

    define navigation scheme

    define hierarchy of information on pages

    identifies content workflow and organizational

    responsibilities and resources

    description: using the components, defined in the Visual Systems

    Design Phase, create design styles for each page-typeneeded to support interaction, navigation and hierarchy

    apply these design styles to page schematics

    description: create sample HTML files to illustrate page layout

    and design styles deliver and present documentation

    Interface QA / training

    description: establish, with the client, a shared

    understanding and common language for

    visual design and how it effectively

    communicates the brand

    define a visual language for the site

    - logo, logotype systems

    - typography

    - grid system

    - color palette

    - imagery style and usage

    benefits: provides the visual language components

    with which to build the interface

    persona

    + in

    terv

    iew

    s

    competitive and comparative analysis

    user profiles

    user profiles

    corporate missioncore competenciescorporate goalsculture and valuesskills and methodologiesknowledge capital and experiencepeople, processes & technologystakeholders and initiativesenterprise-wide challengesInternet objectivescustomers and userscompetitive landscape

    user, feature, objective matrix

    new footprint and reclustered contentnew ideas

    visual language research

    The intended value the organization

    delivers to users and customers through its site.

    The sequence of questions, prompts, and results

    that make up a task.

    The degree to which a site affords the user to easily

    navigate the environment and efficiently locate rele-

    vant content.

    The representation and support of the identity,

    brand and information architecture through

    visual elements and overall style.

    schematic drawing

    Intentional User Experience table

    2 investigate 3 define users 4 qualify features

    usability testing

    T S D E S I G N M E T H O D O L O G Y

    design for

    IntentionalUser ExperiencesSM

    5 innovate

    1 understand

    6 refine 7 describeProduct Strategy Blueprint/Functional Description

    Audit comments: Users arriving at the front page of the

    site may not understand what information

    is there for them.

    The names of the sections do not give

    users a path to follow to find the informa-

    tion they need.

    No specific path has been established for

    each user type. Users must use their best

    judgement to find the inform...