handouts for why ux design needs content strategy

Download Handouts for Why UX Design Needs Content Strategy

Post on 11-Jan-2017

5.626 views

Category:

Technology

2 download

Embed Size (px)

TRANSCRIPT

  • August 25, 2010

    CONTENT STRATEGY EXERCISES

    UX Week 2010

  • EXERCISE 1A: USER NEEDS AND BUSINESS GOALS

    User Persona

    Take a look at the sample persona and scenario on the next page, and think about how youd communicate a list of user goals.

    What does he need or expect to find when he does his research?

    1.

    2.

    3.

    4.

    5.

    August 25, 2010 Content Strategy Workshop Exercises Page 2 of 19

  • USER PERSONA

    Anthony CollinsIT Department HeadChicago, Illinois

    Anthony has spent the past 6 years working as the Head of IT at a mid-sized marketing and advertising agency. Anthony is responsible for purchasing and administering all the office equipmentincluding everything from computers, phones, servers, and photocopiers. He has a team of people who work with him to maintain the systems when something goes wrong.

    The company is headquartered in Chicago, but has offices in several other cities across the US. Sometimes, project teams collaborate across offices, which means that employees fly between the various office locations. Occasionally Anthony has to travel toohes responsible for making sure that technology runs smoothly in every office. Exciting news for the company this year is that theyre opening their first international office in Amsterdam.

    Anthonys boss, the owner and president of the company, gives him a new assignment:

    We cant afford to keep flying people all over the country every time theres a meeting. Look into getting us some kind of video conferencing system. Like that Telepresence thing I saw on that show 24.Anthony knows from past experience that his boss doesnt want to be overwhelmed with options. Its Anthonys job to research potential solutions and make a recommendation.

    August 25, 2010 Content Strategy Workshop Exercises Page 3 of 19

  • EXERCISE 1B: USER NEEDS AND BUSINESS GOALS

    Case Study

    Take a look at the sample case study on the next page, and think about how youd communicate a list of business goals.

    What does this company expect to achieve by putting information on the web?

    1.

    2.

    3.

    4.

    5.

    August 25, 2010 Content Strategy Workshop Exercises Page 4 of 19

  • CASE STUDY

    Cisco Systems, Inc.NASDAQ:CSCOSan Jose, California

    One of the world's biggest technology companies, Cisco is an American multinational corporation that designs and sells consumer electronics, networking and communications technology and services. Headquartered in California, Cisco has more than 65,000 employees and annual revenue of US$36.11 billion as of 2009.

    Cisco defines its mission as follows:

    We enable people to make powerful connections. Cisco hardware, software, and service offerings are used to create the Internet solutions that make networks possible providing easy access to information anywhere, at any time.Industry analysts expect the expect the videoconferencing industry to generate more than $1 billion in annual revenue in 2011, with compound annual growth rates of 17-21% each year after. These projections take into account several market forces, including the economic downturn, which reduces budgets for travel, and increased attention to environmental or green causes.

    Cisco is a leading player in developing solutions for business collaboration, including videoconferencing. Cisco offers a wide variety of products and services at all price points from their high-end Telepresence suites to conferencing tools built into mobile and desktop phones, and including their recent purchase of web-based conferencing software provider, WebEx.

    August 25, 2010 Content Strategy Workshop Exercises Page 5 of 19

    http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar

  • EXERCISE 2A: CONTENT ANALYSIS

    Content Inventory

    Visit http://www.cisco.com and create an inventory of content related to business collaboration and videoconferencing.

    You will need to make choices about what to evaluate and how to document it:

    What data points do you need to gather (in other words, how do you set up your spreadsheet?)

    How do you choose which pages to look at? Based on user scenarios, content types, or other methods?

    How broad and deep do you need to go?

    Can you find content that has been lost or hidden?

    How do you ensure you see examples of all the different content types (page types, media types, etc.)?

    Do you track information at the page level, or at a more granular level?

    A sample spreadsheet has been provided if you need help getting started.

    August 25, 2010 Content Strategy Workshop Exercises Page 6 of 19

  • Pag

    e ID

    Sec

    tio

    nP

    age

    Nam

    eU

    RL

    No

    tes

    Ow

    ner

    Pub

    Dat

    eS

    tatu

    s

  • EXERCISE 2B: CONTENT ANALYSIS

    Content Audit

    Based on the content inventory you just completed, and the user needs and business goals you completed in Exercise 1, assess the quality of this content.

    You will need to make decisions about how to define quality content. Remember: there is no overall definition of good content theres only subjective quality within your business and user context.

    Does the content communicate clearly?

    Is the content complete? Do you have all the content that needs to be there?

    Is the content up-to-date? Are the examples presented fresh?

    Is the tone and style appropriate for your the reader? Is it appropriate for your brand?

    Is the content relevant to its intended audience? Are there other audiences this content might be relevant to?

    What business purpose does the content serve? Does it help meet business goals?

    How will you document your findings? If you add to your spreadsheet, how will you track your assessment?

    Since this is a subjective exercise, how will you persuade your project team that your assessment is valid? How will you present your findings?

    August 25, 2010 Content Strategy Workshop Exercises Page 8 of 19

  • EXERCISE 3A: MESSAGING

    Messaging Architecture

    Going back to your understanding of the user and the business, what are the main points that should be communicated about this line of products?

    Primary Message

    One focused, memorable sentence that captures the essence of what this is and the value it provides. Should answer what? and why? questions.

    Secondary Messages

    Supporting points that provide context and more specific information, answering additional questions like who? and how? and when? and how much?

    1.

    2.

    3.

    Call to Action

    What do you want the user to think or do differently after seeing this information?

    August 25, 2010 Content Strategy Workshop Exercises Page 9 of 19

  • EXERCISE 3B: MESSAGING

    Content Annotations

    Based on the wireframes on the next pages which show common templates, provide direction about how to communicate your primary and secondary messages.

    Imagine you are giving guidance to a copywriter, who may be a freelancer, a colleague, or a client. If youve ever written annotations for wireframes, you might think of these as annotation for content rather than interaction.

    Good annotations will:

    Help the writer understand and focus on the goal of the page

    Prioritize the information presented, both in the flow of text and in the placement on the page

    Give direction about what to say and how to say it

    Tie back to the overall messaging architecture

    Great annotations will also:

    Direct the writer to appropriate source materials, both online and offline

    Guide selection of images, videos, and data visualizations, if available

    Indicate how often each content element should be reviewed, edited, or deleted

    August 25, 2010 Content Strategy Workshop Exercises Page 10 of 19

  • Solutions Landing Page

    Heading goes here lorem ipsum dolorLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad.

    Page heading goes hereLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl.

    Sub heading as needed

    Duis 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 te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend.

    Bullet points as needed: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

    volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit

    lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

    volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit

    lobortis nisl.

    Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad.