Integrating Content Strategy & UX

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<ul><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Integrating User Experience Design &amp; Content StrategyE</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>All Rights Reserved ethology, Inc. </p><p>Todays Speakers</p><p>Anna Hrach Director of Content, Ethology</p><p>Tony QuirozUX Design Strategist, Ethology</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>All Rights Reserved ethology, Inc. </p><p>Founded in 2010, Ethology has offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland.</p><p>Ranked #75 in the Inc. 5000.</p><p>Our goal is to optimize every part of the digital experience to drive measurable results.</p><p>Paid Media&amp; Search</p><p>Customer Experience</p><p>Planning &amp; Analytics</p><p>ConsumerEngagement</p><p>Introduction to Ethology</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>All Rights Reserved ethology, Inc. </p><p>AgendaUX &amp; Content Strategy 101</p><p>So Whats the Problem?</p><p>Methods &amp; Madness</p><p>Process &amp; Collaboration</p><p>E</p><p>Q&amp;A</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>User Experience 101E</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>www.uxisnotui.com</p><p>helloerik.com/ui-is-not-ux</p><p>@Erik_UX</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>1. https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic 2. https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html</p><p>1</p><p>1</p><p>2</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>When creating great experiences, its not so much about doing what users expect. Instead, its about creating a design that clearly meets their needs at the instant they need it. </p><p>- Jared Spool Writer, Speaker, Founder, User Interface Engineering</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Content Strategy 101E</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Purposeful Content: Crafting the User Experience</p><p>BRAND USERSSupports Business </p><p>Objectives</p><p>FulfillsAudience </p><p>Needs</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Its the same as content marketing, right?</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>HEADER: Use Title Case</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content strategy guides planning for the creation, delivery and governance of content.</p><p>- Kristina HalvorsonAuthor, Content Strategy for the Web</p><p>https://twitter.com/halvorson</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>...the marketing and business process for creating and distributing relevant and valuable content</p><p>https://twitter.com/brennermichael</p><p>- Joe PulizziAuthor, Epic Content Marketing</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p> Content Strategy</p><p> Supports holistic experiences</p><p> More than just words, experiences</p><p> Business goals vs. user needs</p><p> Defines and oversees all content </p><p>development processes</p><p>Content Marketing</p><p> Attract customers through content</p><p> Branded content</p><p> Owned vs. paid</p><p> Defines and oversees publishing </p><p>efforts, creation needs</p><p>&amp;</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content marketing typically looks at:</p><p> What</p><p> When</p><p> How</p><p> Where</p><p>In Other Words</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content strategy also looks at:</p><p> What</p><p> When</p><p> How</p><p> Where</p><p>In Other Words</p><p> Why</p><p> For Whom</p><p> By Whom</p><p> With What</p><p> How Often</p><p> What Next</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content Strategy Content Marketing</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>CS / UX Common GroundE</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>CS &amp; UX Skill Sets</p><p>New Business </p><p>Dev.</p><p>AccountManager</p><p>ProjectManager</p><p>WebAnalyst</p><p>Producer</p><p>BusinessAnalyst</p><p>UX</p><p>ContentStrategist</p><p>InfoArchitect</p><p>SEO</p><p>Designer</p><p>Production Assistant</p><p>Front-EndDev</p><p>Back-EndDev</p><p>ServerAdmin</p><p>ITWeb</p><p>Writer</p><p>WebEditor</p><p>UsabilitySpecialist</p><p>Skillset.org</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>UX Skill Sets</p><p>New Business </p><p>Dev.</p><p>AccountManager</p><p>ProjectManager</p><p>WebAnalyst</p><p>Producer</p><p>UX</p><p>ContentStrategist</p><p>InfoArchitect</p><p>SEO</p><p>Designer</p><p>Production Assistant</p><p>Front-EndDev</p><p>Back-EndDev</p><p>ServerAdmin</p><p>IT</p><p>UsabilitySpecialist</p><p>WebWriter</p><p>WebEditor</p><p>BusinessAnalyst</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>CS Skill Sets</p><p>New Business </p><p>Dev.</p><p>AccountManager</p><p>ProjectManager</p><p>WebAnalyst</p><p>Producer</p><p>UX</p><p>ContentStrategist</p><p>InfoArchitect</p><p>SEO</p><p>Designer</p><p>Production Assistant</p><p>Front-EndDev</p><p>Back-EndDev</p><p>ServerAdmin</p><p>IT</p><p>UsabilitySpecialist</p><p>Web Editor</p><p>Web Writer</p><p>BusinessAnalyst</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>CS &amp; UX Overlapping Skillsets</p><p>New Business </p><p>Dev.</p><p>AccountManager</p><p>ProjectManager</p><p>WebAnalyst</p><p>Producer</p><p>Business Analyst</p><p>UX</p><p>ContentStrategist</p><p>InfoArchitect</p><p>SEO</p><p>Designer</p><p>Production Assistant</p><p>Front-EndDev</p><p>Back-EndDev</p><p>ServerAdmin</p><p>IT</p><p>UsabilitySpecialist</p><p>Web Editor</p><p>WebWriter</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>UX &amp; CS Overlapping Deliverables</p><p>PersonasJourney Mapping</p><p>NavigationWireframes</p><p>TestingBrand GuidesVoice &amp; Tone</p><p>UI Kits</p><p>Content AuditsContent TemplatesContent WorkshopsEditorial Planning</p><p>Content GovernanceContent AnalyticsContent Writing</p><p>Heuristic EvaluationsMental ModelsDesign StudiosUser Research </p><p>Usability TestingInformation Architecture</p><p>Visual Design</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Whats The Problem?E</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Great Work Seamlessly Integrates Content + Design</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>And Without Content</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Great Work Seamlessly Integrates Content + Design</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>And Without Content</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>So, Why Separate the Two?</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Ethology</p><p>Lorem ipsum Content</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>HEADER: Use Title Caseneed.more.room.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>HEADER: Use Title Casetoo much.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>HEADER: Use Title Case</p><p>Build around the content, they said</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>At best, you duplicate efforts</p><p>www.rsvlts.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>HEADER: Use Title CaseAt worst, you contradict each other.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>Whats The Solution?E</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>People</p><p>Tools</p><p>Process</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Humans Naturally Silo</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content Marketing Design Etc.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Process Methods &amp; Culture can be Silo Busters</p><p>Design Studios Opps Design</p><p>Anti-Meetings Content Workshops</p><p>Content Strategy</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Engineering + Industrial Design is Seamless </p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Editorial + Design is Seamless</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>How CS + UX Can Be Seamless</p><p>Anti-MeetingsDesign StudiosContent StrategyContent WorkshopsJourney Mapping</p><p>Facilitators = </p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content Workshops are hands-on, interactive and engaging sessions, designed to reveal a brands core content strategy.</p><p>Content workshops</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>1. How does content achieve business goals?</p><p>2. What content satisfies users needs?</p><p>3. How effective, engaging and strategic is your content?</p><p>Content workshops</p><p>Lets chat content.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Content Workshops</p><p> Reveal core reason for creating content in the first place</p><p> Gives us business goals to achieve Helps us understand customers and their </p><p>needs Essential for creating the ideal brand </p><p>experience Beginning of crafting the best possible </p><p>customer experiences</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Empathy Mapping</p><p>No one cares how much </p><p>you know, until they know </p><p>how much you care</p><p>- Theodore Roosevelt</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Empathy Mapping</p><p>CS &amp; UX both require a deep understanding of the users in order to connect:</p><p> Motivations and context</p><p> Wants and needs</p><p> Pains and gains</p><p> Thoughts and feelings</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Journey Mapping </p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Journey Mapping</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Lets Go to the Movies!</p><p>Consumers increasingly use smartphones for their purchasesin the case of movie tickets, 30 percent are bought on mobile phones, according to a new report from the Interactive Advertising Bureau and InMobi. And 87 percent of moviegoers researched a movie on smartphones after seeing an ad for that movie in another medium.</p><p>From ADWEEK:</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Lets go to the movies!</p><p>So the customer journey may go something like this:</p><p>What am I going to do this weekend?</p><p>Commercial for a new movie. Sounds cool!</p><p>When is it playing at my local </p><p>theater?</p><p>MOMENT OF TRUTH!</p><p>Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Um</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Thats more like it.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Who is easier to do business with? </p><p>More customer engagement time = more opportunity.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>More on Journey Mapping</p><p>CS and UX make great allies in this activity, too.</p><p> Put yourself in the customer's shoes on an even grander scale.</p><p> Identify interaction points.</p><p> Factor in thoughts, emotions, circumstance.</p><p> Anticipate content needs and how to facilitate success through good design.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Cross-Discipline Design Studios</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Cross-Discipline Design Studios</p><p>Yet another chance to collaborate.</p><p> Put yourself in the customers shoes in context of the design project.</p><p> Identify workflows and interactions.</p><p> Factor in thoughts, emotions, circumstance.</p><p> Capture a shortlist of ideas to take to the next round.</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>We Even Created the Kit </p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>thology</p><p>6 Key Takeaways E</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Partner up on customer research</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Align deliverables to create a more informed strategy</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p> Use real content. No more lorem ipsum, please.</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Break down silos with co-creation and review cycles</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, Inc. </p><p>Ethology</p><p>@ethology @AnnaBananaHrach @TQ_AZ #UXCS</p><p>Learn from mature industries and companies that seamlessly integrate form and function</p><p>Image courtesey of http://www.shutterstock.com</p></li><li><p>All Rights Reserved ethology, In...</p></li></ul>