Content Strategy: The Missing Piece of the UX Puzzle
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Content Strategy: The Missing Piece of the UX Puzzle

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Content strategy workshop presented at UX London

Content strategy workshop presented at UX London

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  • 1. Welcome! @karenmcgrane 1
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. 5
  • 6. 6
  • 7. what about the art? 7
  • 8. 8
  • 9. 9
  • 10. when do we see the art? 10
  • 11. 12
  • 12. WHERE IS THE ART? 13
  • 13. 14
  • 14. 15
  • 15. DISASTER STRIKES! 16
  • 16. 17
  • 17. 18
  • 18. 19
  • 19. 20
  • 20. YOU WOULDN’T BUILD A GALLERY THIS WAY. 21
  • 21. WHY WOULD YOU BUILD A WEBSITE THIS WAY? 22
  • 22. TWO BIG PROBLEMS 23
  • 23. “ 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. — RAHEL BAILIE 24
  • 24. We already have most of the content. Copywriting just isn’t that big of a deal. We can figure the content out later. We pretty much know what we want to say. Our marketing team is handling the content. Kristina Halvorson, Brain Traffic 25
  • 25. Here be dragons Melissa Rach, Brain Traffic 27
  • 26. Codename Logo Features Browse Our Sites About Us Sign Up Login Support Feature Name 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. 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. 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. 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. 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. Find out more about: Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 28
  • 27. IT’S TIME TO GIVE CONTENT THE ATTENTION IT DESERVES. 29
  • 28. OUR TIME TOGETHER What’s Content Strategy? Why Content Strategy? How Does One Do Content Strategy? Exercise 1: Product Strategy Exercise 2: Content Planning Exercise 3: Content Audit Exercise 4: Content Modeling 30
  • 29. WHAT WE TALK ABOUT WHEN WE TALK ABOUT CONTENT
  • 30. TEXT 32
  • 31. IMAGES 33
  • 32. AUDIO 34
  • 33. VIDEO 35
  • 34. DATA VISUALIZATION 36
  • 35. BLOGS 37
  • 36. COMMENTS 38
  • 37. ERROR MESSAGES via Margot Bloomstein 39
  • 38. CONTENT IS DATA + METADATA Data is the core part of the Metadata is information about the content content For example: a photographic image For example: Title: Laduree Pastries Description: We wanted to eat them all! Tags: macaron, macaroon, Laduree, Paris, France, Champs-Élysées Created by: Robert Stribley Taken on: November 21, 2009 Taken with: Nikon D200 Usage Rights: (c) All rights reserved Source URL: http://www.flickr.com/photos/stribs/ 4375484013/ 40
  • 39. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE. Photo by zandperl 41
  • 40. “ 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. — KRISTINA HALVORSON 42
  • 41. WHY CONTENT STRATEGY? WHY NOW?
  • 42. 1. CONTENT (MIS)MANAGEMENT 2. EVERYONE’S A PUBLISHER 3. UX HAS EXPANDED 44
  • 43. http://www.flickr.com/photos/carlaarena/3188139819/ 45
  • 44. DON’T LET THIS BE THE FATE OF YOUR WEB CONTENT http://www.getittogetherinc.net/images/storage%20before.JPG 46
  • 45. 1. CONTENT (MIS)MANAGEMENT 2. EVERYONE’S A PUBLISHER 3. UX HAS EXPANDED 47
  • 46. “ 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. — JOE PULIZZI 48
  • 47. 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 49
  • 48. CONSIDER THE MASTHEAD Writers Copy editors Art directors Production staff Publishing is complex. Various editors Managing editor Editor in chief Ad sales The Publisher Publishers and Content Strategy from Jeffrey MacIntyre 50
  • 49. We should be on Twitter. Our goal is to be seen as a resource. Twitter! We plan to create a series of educational articles. 51
  • 50. IT’S NOT JUST THE CONTENT. IT’S ALSO THE STRATEGY. 52
  • 51. “ 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 53
  • 52. JUST BECAUSE YOU CAN DOESN’T MEAN YOU SHOULD 54
  • 53. 1. CONTENT (MIS)MANAGEMENT 2. EVERYONE’S A PUBLISHER 3. UX HAS EXPANDED 55
  • 54. But I already do this and I call myself... Information architect Web editor Content manager Information designer Technical writer Producer Copywriter 56
  • 55. THIS ISN’T A JOB TITLE LANDGRAB. IT’S ABOUT THE WORK THAT NEEDS TO GET DONE. 57
  • 56. 58
  • 57. 59
  • 58. Design Process Current Site Audit Stakeholder & Competitive & User Interviews Market Research Vision Insight Design Development QA Requirements IA Design Creative Design Usability Testing Post Launch Paper Prototype & Creative Comps Analytics Report Test, Measure, and Optimize
  • 59. User Experience Design Process: Critical Path Kickoff Project Initiation Initial Design Cyc l e Design Iteration / Testing / Itera Meeting Project is Product Marketing Prod. Marketing does P&L, content evaluation, Product Team meets - inititated by Product creates materials that describe needs, goals, Marketing with Prod. Mktg. feeds team Design presents functional objectives, dependencies, partnerships, user flow, potential user Program business issues and any other relev a n t any results from Marke t Management scenarios and high level content or functionality issues, pulls together Resear c h screens need e d cross-functional tea m Approval cycle h e r e Feasability Studies / Field Resear c h Expert advice on Usability What do Users w a n t previous research a n d feedback cyc l e How do they want to do it Meeting new research need e d (Usability Conceptual Phase) (Usability 2nd Phase) coordinated by Program feedback cy Management UE Team member Create D e s i g n assigned to Spec/Creative Rapid prototype for Experience Design project Brie f proof of concept attends meeting UE Team Material is from and early testing w / brainstorm with Initial concept MRP/PRD and Early functionality usability brainstorms wit h Takes input from Usability - led by brainstorming notes designs and all members as project team Product Marketing to and other definitions of Could be paper UE Team member assigned related to UI member collect and gather requirements, distills pages needed for prototype, functional to project design requirements and info, looks at developed static HTML, Flash what's the best understand competitive functionality interaction, Receives Requirements scenario fo r competitive landscape landscape, rev i e w s Mockups/ Document use r s scope in context of Wireframes as Needs: network and sit e image maps List of team precedenc e members, contact info, initial schedule, approval process Initial exposure to (people) scope of design and functionality HTML Assess techn i c a l limitations and alternatives Engineering Engineering might begin coding work from initial functionality spe c s Credits: Erin Malone: Designed for AltaVista November 10, 2000 61
  • 60. PHASE 1 PHASE 2 Design Analysis Design Solutions TSDesign User Experience Audit SM Product Strategy and Product Design Strategy Blueprint* Technology Audit description: • an expert design analysis from the user’s perspective description: • define ‘what the product should be’ and ‘how it 1 understand 2 investigate 3 define users 4 qualify features should work’ benefits: corporate mission persona user profiles user, feature, objective matrix • benchmarks the effectiveness of your site based upon stated benefits: core competencies • the achievement of clearly articulated, agreed- user profiles business objectives for the site and your users corporate goals • analyzes the design of the site to find out if the benefits of use upon and aligned mission, core competencies, culture and values User Personae & corporate goals, and objectives for the site are actually being delivered Profiling Module speculate & + interviews SM skills and methodologies • the articulation and understanding of your users, • recommends methods for substantially improving your users experiences and meeting future business objectives their needs and and your business objectives for knowledge capital and experience (UP&P) innovate people, processes & technology establishing and extending relationships with each one stakeholders and initiatives Intentional User Experience table • TSDesign Analysis FrameworkSM • the definition of the organizational resources enterprise-wide challenges competitive and comparative analysis experience brief: 1 Delivery of User Benefits The intended value the organization required to build and maintain the site Internet objectives strategy story and positioning delivers to users and customers through its site. • the creation of a detailed blueprint for design or customers and users redesign: The sequence of questions, prompts, and results - site organization (footprint) competitive landscape 2 Transaction Flow that make up a task. - useful and usable features and functions for the users * workbooks not shown The degree to which a site affords the user to easily - descriptions of intended functionality scope or 3 Navigation & Hierarchy navigate the environment and efficiently locate rele- - messaging strategy rescope relationship 5 7 vant content. The representation and support of the identity, • the receipt of a phased implementation plan with associated costs innovate 6 refine describe 4 Visual Language brand and information architecture through visual elements and overall style. new ideas new footprint and reclustered content Product Strategy Blueprint/Functional Description existing Audit comments: and new • Users arriving at the front page of the site may not understand what information is there for them. technology • 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 information they’re looking for and often may not be successful. Identity and Visual Language Audit Visual Identity Systems visual language research description: description: • By collecting and reviewing print, other tangible artifacts and • establish, with the client, a shared Web sites your company creates and disseminates, and understanding and common language for corporate standards (if they exist) we can then distill the basis visual design and how it effectively for the visual language to be developed that is consistent with communicates the brand the company's identity and product brands. This work is • define a visual language for the site continued in the Visual Systems Design phase. - logo, logotype systems - typography - grid system - color palette - imagery style and usage benefits: • provides the visual language components with which to build the interface 62
  • 61. 63
  • 62. An Example LEGEND MILESTONE DELIVERABLE IDEA REVIEW CHECKPOINT Product / Software / Web Design Process Guide KEY MEETING INFORM PHASES concept discover definition refinement developmen conceptual MILESTONES start concept approval proposal approval and scheduling design review PRD approval UI design approval committed schedule Communicate business needs Communicate business needs Brand Positioning Review Promotional & Marketing Needs Business developm & brand identity & brand identity { Mockups to marke Note: In some companies these roles are business owners encompassed by one person Collect team input Product Roadmap Promotion plan Describe problem or needs, Develop strategic rationale, business case, proposed solution, and benefits. financial analysis, policy considerations, implementation plans. Research: Solicit input from Business owners/ Point release plan product Gather information for and brands - contact other associated stakeholders (legal, customer support, international) manager create the Concept Document Gather supporting market research, etc. Write Draft PRD and Review Gather information for and create the Deliverables: ROLES Proposal Document Project kickoff Product Requirements Document Review user feedback on previous product Refine design concepts (PRD) Wireframes and navigation maps UI's and analyze competitive products. (authored by a { ui/id/ia Develop navigation model and Product Manager) Product prototype, e.g. paper, HTML, director, or flash refine scenarios design Provide input for level of effort UI Design Approval or two people. i.e. ui may do user research or visual designers may do ia, etc. and Idea Deliverable: Deliverable: Deliverable: Define personas, usage scenarios, user Proposal Templates Concept goals, and perform task analysis I T E R AT I O N S I T E R AT I O Document Document Concept Design Review & Develop usage scenarios this step Navigation and/or design concepts Concept and / or may be (authored by Note: In some companies these roles are blended into one optional Design UI / ID / IA Design) Provide input for level of effort Visual design explorations Refined Visual design explorations Art direction Materials Leads brainstorming Concept (authored by visual Prototype blended design design team) Provide input for level of effort UCD research cont'd. (i.e. paper prototyping, Competitive usability testing Prototype usability test Prototype testing participatory design, field studies, surveys, etc. Define personas, usage scenarios, user user goals, and perform task analysis. research production Provide input for level of effort credits Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA. 64
  • 63. HOW DO THEY DO IT?
  • 64. “ Content strategy is a repeatable system that defines the entire editorial content development process for a website development project. ” — RICHARD SHEFFIELD 66
  • 65. topics are we going to cover? What formats are we going to use? (Blogs, video, charts…) does anyone care? Why does this provide business value? are we doing to deliver the message? How should we say it? (Tone of voice…) will we get the content? Where can we syndicate the content? (Feeds, social media…) will this be published? When will it need to be updated? is responsible for this content? Who will maintain it over time? 67
  • 66. • What are my business objectives? • What do my users want to do? • What does my brand stand for? De te gy sig tra nS S tra teg te nt y C on Product Strategy • How will users interact with it? • What do we want to say? • How will it be structured? • Where will we get the content? • What will it look like? • Who will maintain it? Technology Strategy • How will we build it? • Who will maintain it? 68
  • 67. CONTENT STRATEGY Product Planning Analysis Creation Governance Strategy Exercise 1 Exercise 2 Exercise 3 Exercise 4 69
  • 68. 70
  • 69. “ beat a path to your door. you’re still going to have to develop a content strategy, if you want anybody to actually buy it. ” Build a better mousetrap, and the world will — RALPH WALDO EMERSON 71
  • 70. HANDOUTS http://bit.ly/CSUXLondon 72
  • 71. EXERCISE 1: PRODUCT STRATEGY You have developed the proverbial “better mousetrap.” You’re clearly a successful innovator. Now, it’s time to put your innovation skills to work developing a content strategy to support your new product. On the next page, answer the following questions about your new mousetrap and its benefits: Who do you want to buy your mousetrap? Moms? Schools? Restaurants? Animal-rights activists? Rube Goldberg? What values does your brand stand for? Health? Cleanliness? Speed? Hatred of vermin? How do you plan to make money? Repeat sales? Subscriptions? Advertising? 73
  • 72. EXERCISE 1 DISCUSSION 74
  • 73. CONTENT STRATEGY Product Planning Analysis Creation Governance Strategy CONTENT PLANNING • What messages should be communicated? • What content features will support those messages? • What tone of voice should the site speak in? • How will we plan to source or develop content? • Do we have the resources to maintain the content? 75
  • 74. CONTENT STRATEGY Product Planning Sourcing Creation Governance Strategy Exercise 2: Content Planning 76
  • 75. EXERCISE 2: CONTENT PLANNING You plan to create a website to promote your new mousetrap. What content do you need to develop in order to show the benefits, get people to engage with your brand, and persuade them to buy? On the next page, answer the following questions about the content you want to appear on your website: What are the main categories or topics you plan to cover on the site? Products? Shop? See it in action? Customer service? What do you want to say about your product? It’s Fast? Clean? Cheap? Environmentally-friendly? Easy-to-use? What additional content features do you need to develop? Why? CEO blog? Video? Podcasts? Social networking? Infographics? 77
  • 76. EXERCISE 2 DISCUSSION 78
  • 77. WHERE IS YOUR CONTENT? 79
  • 78. CONTENT STRATEGY Product Planning Analysis Creation Governance Strategy CONTENT ANALYSIS • What content currently exists on the site? In print? • What content can you reuse? • What content should be thrown out? • What content is missing? • Will new content be created or sourced from a third party? • How will you migrate existing content to the new site? 80
  • 79. CONTENT ANALYSIS Objectively: Get the Facts Subjectively: Assess the Quality _What content do you have? _Is it communicating clearly? _How is it organized? _Is it appropriate for your _What different types are there? audience? _Roughly, how much content is _Is it appropriate for your brand? there? _Is it meeting your business needs? Brain Traffic 81
  • 80. CONTENT STRATEGY Product Planning Sourcing Creation Governance Strategy Exercise 3: Content Audit 82
  • 81. EXERCISE 3: CONTENT AUDIT The success of your design beats out all others, and Acme Mousetrap Co. — your nearest competitor — goes out of business. You purchase the assets of the failed company, which includes the right to repurpose anything from their website. Refer to the content inventory on the next page, and determine: Which content supports your business goals? Your users’ goals? Both? Which content would you keep? Which content would you delete? Do you have enough information to determine which content to keep or delete? If not, how would get the information you need? How long do you think it would take to get that information and make those decisions? 83
  • 82. EXERCISE 3 DISCUSSION 84
  • 83. CONTENT AUDIT EXAMPLE http://bit.ly/CSUXLondon 85
  • 84. CONTENT STRATEGY Product Planning Sourcing Creation Governance Strategy CONTENT CREATION • Who is going to write or produce all this content? • What guidelines do we need to provide content creators? • Who is responsible for reviewing, editing, and approving? • What legal or regulatory approvals do we need? • What quality control measures do we need? 86
  • 85. CONTENT STRATEGY Product Planning Sourcing Creation Governance Strategy Exercise 4: Content Model 87
  • 86. EXERCISE 4: CONTENT MODEL You know that it’s not enough just to put up a website for your mousetrap. You want to place your product on other retailer websites, like Amazon.com. Review the attached examples of product pages from several online retailers to determine: What are all the different content elements that make up a listing? You may want to go through each page and circle every element associated with the product. Use the table on the next page to document them. What new content will you need to create for these retailer websites? What content elements are the same across all the sites? Are there any custom elements you need to create for just one or two sites? What content about your product will be created by someone else? What gets created by retailers? What do users create themselves? 88
  • 87. EXERCISE 4 DISCUSSION 89
  • 88. CONTENT STRATEGY Product Planning Sourcing Creation Governance Strategy CONTENT GOVERNANCE •What happens to our content once it goes up on the site? •How often do we need to update the content? •How will we know if the content is doing its job? •What metrics can we use to track content performance? •Should ownership be centralized or decentralized? 90
  • 89. PARTING THOUGHTS
  • 90. PEOPLE DON’T GO TO WEBSITES TO LOOK AT YOUR TEMPLATES. THEY GO FOR THE CONTENT.
  • 91. IT’S NOT ABOUT ADDING A NEW SHINY OBJECT. IT’S ABOUT DECIDING WHAT YOU WANT TO SAY, AND WHY.
  • 92. CONTENT STRATEGY IS TOO COMPLEX TO BE SOMEBODY’S “SOMETIMES JOB”
  • 93. YOU, OR SOMEONE YOU LOVE, MIGHT ALREADY BE DOING CONTENT STRATEGY
  • 94. HELP IS OUT THERE. Meetups content-strategy.meetup.com Google Group groups.google.com/group/contentstrategy/ Google Knol knol.google.com/k/jeffrey-macintyre/content-strategy/ Linked In www.linkedin.com/groups?gid=1879338 Conference www.webcontent2010.com 96
  • 95. THANKS! Karen McGrane karen@bondartscience.com @karenmcgrane +1 (917) 887-8149