Handouts for Why UX Design Needs Content Strategy

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<ul><li><p>August 25, 2010 </p><p>CONTENT STRATEGY EXERCISES</p><p>UX Week 2010 </p></li><li><p>EXERCISE 1A: USER NEEDS AND BUSINESS GOALS</p><p>User Persona</p><p>Take a look at the sample persona and scenario on the next page, and think about how youd communicate a list of user goals. </p><p>What does he need or expect to find when he does his research?</p><p>1. </p><p>2. </p><p>3. </p><p>4. </p><p>5. </p><p>August 25, 2010 Content Strategy Workshop Exercises Page 2 of 19</p></li><li><p>USER PERSONA</p><p>Anthony CollinsIT Department HeadChicago, Illinois</p><p>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.</p><p>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.</p><p>Anthonys boss, the owner and president of the company, gives him a new assignment:</p><p>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.</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 3 of 19</p></li><li><p>EXERCISE 1B: USER NEEDS AND BUSINESS GOALS</p><p>Case Study</p><p>Take a look at the sample case study on the next page, and think about how youd communicate a list of business goals. </p><p>What does this company expect to achieve by putting information on the web?</p><p>1. </p><p>2. </p><p>3. </p><p>4. </p><p>5. </p><p>August 25, 2010 Content Strategy Workshop Exercises Page 4 of 19</p></li><li><p>CASE STUDY</p><p>Cisco Systems, Inc.NASDAQ:CSCOSan Jose, California</p><p>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. </p><p>Cisco defines its mission as follows: </p><p>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.</p><p>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.</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 5 of 19</p><p>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</p></li><li><p>EXERCISE 2A: CONTENT ANALYSIS</p><p>Content Inventory</p><p>Visit http://www.cisco.com and create an inventory of content related to business collaboration and videoconferencing. </p><p>You will need to make choices about what to evaluate and how to document it:</p><p> What data points do you need to gather (in other words, how do you set up your spreadsheet?)</p><p> How do you choose which pages to look at? Based on user scenarios, content types, or other methods?</p><p> How broad and deep do you need to go?</p><p> Can you find content that has been lost or hidden?</p><p> How do you ensure you see examples of all the different content types (page types, media types, etc.)?</p><p> Do you track information at the page level, or at a more granular level?</p><p>A sample spreadsheet has been provided if you need help getting started.</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 6 of 19</p></li><li><p>Pag</p><p>e ID</p><p>Sec</p><p>tio</p><p>nP</p><p>age </p><p>Nam</p><p>eU</p><p>RL</p><p>No</p><p>tes</p><p>Ow</p><p>ner</p><p>Pub</p><p> Dat</p><p>eS</p><p>tatu</p><p>s </p></li><li><p>EXERCISE 2B: CONTENT ANALYSIS</p><p>Content Audit</p><p>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. </p><p>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.</p><p> Does the content communicate clearly? </p><p> Is the content complete? Do you have all the content that needs to be there?</p><p> Is the content up-to-date? Are the examples presented fresh? </p><p> Is the tone and style appropriate for your the reader? Is it appropriate for your brand?</p><p> Is the content relevant to its intended audience? Are there other audiences this content might be relevant to?</p><p> What business purpose does the content serve? Does it help meet business goals?</p><p>How will you document your findings? If you add to your spreadsheet, how will you track your assessment?</p><p>Since this is a subjective exercise, how will you persuade your project team that your assessment is valid? How will you present your findings?</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 8 of 19</p></li><li><p>EXERCISE 3A: MESSAGING</p><p>Messaging Architecture</p><p>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?</p><p>Primary Message</p><p>One focused, memorable sentence that captures the essence of what this is and the value it provides. Should answer what? and why? questions.</p><p>Secondary Messages</p><p>Supporting points that provide context and more specific information, answering additional questions like who? and how? and when? and how much?</p><p>1. </p><p>2. </p><p>3. </p><p>Call to Action</p><p>What do you want the user to think or do differently after seeing this information?</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 9 of 19</p></li><li><p>EXERCISE 3B: MESSAGING</p><p>Content Annotations</p><p>Based on the wireframes on the next pages which show common templates, provide direction about how to communicate your primary and secondary messages.</p><p>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.</p><p>Good annotations will:</p><p> Help the writer understand and focus on the goal of the page</p><p> Prioritize the information presented, both in the flow of text and in the placement on the page</p><p> Give direction about what to say and how to say it</p><p> Tie back to the overall messaging architecture</p><p>Great annotations will also:</p><p> Direct the writer to appropriate source materials, both online and offline</p><p> Guide selection of images, videos, and data visualizations, if available</p><p> Indicate how often each content element should be reviewed, edited, or deleted</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 10 of 19</p></li><li><p>Solutions Landing Page</p><p>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. </p><p>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.</p><p>Sub heading as needed</p><p>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.</p><p>Bullet points as needed: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl.</p><p>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.</p><p> Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam </p><p>erat volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam </p><p>erat volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl.</p><p>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.</p><p>Annotations</p><p>NotesOwner:</p><p>Objective</p><p>1</p><p>2</p><p>3</p><p>4</p><p>5</p><p>6</p><p>7</p><p>8</p><p>9</p><p>10</p><p>Source Material:</p><p>Review Cycle:</p></li><li><p>Product Landing Page</p><p>Heading goes here lorem ipsum dolor</p><p>Product Category</p><p>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.</p><p>Product Category</p><p>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.</p><p>Product Category</p><p>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.</p><p>Product Category</p><p>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.</p><p>Annotations</p><p>NotesOwner:</p><p>Objective</p><p>1</p><p>2</p><p>3</p><p>4</p><p>5</p><p>6</p><p>7</p><p>8</p><p>9</p><p>10</p><p>Source Material:</p><p>Review Cycle:</p></li><li><p>Product Page</p><p>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.</p><p>Sub heading as needed</p><p>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.</p><p>Bullet points as needed:</p><p> Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>volutpat. Ut wisi enim ad. Minim veniam, quis nostrud exerci tation ullamcorper suscipit </p><p>lobortis nisl. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat </p><p>Video title goes hereadipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad.</p><p>Highlighted content 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.</p><p>Annotations</p><p>NotesOwner:</p><p>Objective</p><p>1</p><p>2</p><p>3</p><p>4</p><p>5</p><p>6</p><p>7</p><p>8</p><p>9</p><p>10</p><p>Source Material:</p><p>Review Cycle:</p></li><li><p>EXERCISE 4A: TESTING</p><p>User Interviews</p><p>In an interview setting, you can use a think-aloud protocol to learn how readers process and make sense of content.</p><p>Working in pairs, select one person to be the participant and one to act as moderator. </p><p>The participant should read the whitepaper on the next page. (If this were a real test, the participant would be recruited to match the characteristics of the intended audience. To the extent possible, the participant should pretend to adopt the persona of Anthony, the IT Director.)</p><p>The moderator should first quickly read through the whitepaper. Then work off the moderator guide that appears on page 18.</p><p>August 25, 2010 Content Strategy Workshop Exercises Page 14 of 19</p></li><li><p>Video Communications and </p><p>Unif ied Communications (UC)</p><p>Video communications is a strategic </p><p>business service</p><p>The video conferencing market is facing a Perfect Storm1 due to the </p><p>convergence of three market factors advances in video conferencing </p><p>endpoint technologies, improvements in speed, cost and availability of </p><p>networks and increases in user expectations that are colliding to </p><p>accelerate the adoption and amplify the significance of video </p><p>conferencing technology for business communications. This is best </p><p>manifested in the rapid growth in equipment shipments by the leading </p><p>vendors, representing double-digit growth in year-over-year revenues, </p><p>shipments and profits in the recently ended second quarter of 2008.</p><p>Those organizations adopting the premium-priced immersive </p><p>telepresence platforms or services recognize that they can justify the </p><p>premium and can justify the extensive resources not just because of </p><p>the quality of the experience, but as recognition of the strategic </p><p>significance of the experience, based on the people who use it and the </p><p>value of their time and contributions to the business. Yet, even the lesser room video conferencing is a resource intensive </p><p>service. </p><p>Endpoint devices and telepresence systems generally cost thousands and in some cases hundreds of thousands of </p><p>dollars, which although inexpensive compared to frequent and long dist...</p></li></ul>