UNDERSTANDING CONTENT:
THE STUFF WE DESIGN FOR
Rachel Lovinger and Karen McGrane
@rlovinger          @karenmcgrane
2
3
4
5
6
7
what
 about
the art?



           7
8
9
when do
we see
the art?




           10
12
WHERE IS
THE ART?




           13
14
15
16
DISASTER
STRIKES!




           16
17
18
19
20
YOU WOULDN’T BUILD
A GALLERY THIS WAY.



                      21
WHY WOULD YOU BUILD
A WEBSITE THIS WAY?



                      22
TWO BIG PROBLEMS




                   23
“   Organizations invest tremendous resources on
    developing the framework for a great user
    experience — fabulous d...
We already have
 most of the content.        Copywriting just isn’t
                              that big of a deal.

   ...
Melissa Rach, Brain Traffic   27
Here be dragons




                  Melissa Rach, Brain Traffic   27
Here be dragons




                  Melissa Rach, Brain Traffic   27
Codename Logo            Features      Browse Our Sites        About Us           Sign Up   Login   Support




          ...
IT’S TIME TO GIVE CONTENT
THE ATTENTION IT DESERVES.



                             29
WHAT WE TALK ABOUT
WHEN WE TALK ABOUT
CONTENT
TEXT




       31
IMAGES




         32
IMAGES




         32
IMAGES




         32
AUDIO




        33
AUDIO




        33
VIDEO




        34
DATA VISUALIZATION




                     35
COMMENTS




           36
COMMENTS




           36
COMMENTS




           36
ERROR MESSAGES


        via Margot Bloomstein   37
CONTENT IS THE REASON
PEOPLE GO TO YOUR SITE.



Photo by zandperl         38
CONTENT IS
DATA + METADATA
Data is the core part of the        Metadata is information about the
content                  ...
HOW TO ANALYZE
YOUR CONTENT FOR
FUN AND PROFIT
http://www.flickr.com/photos/carlaarena/3188139819/   41
http://www.getittogetherinc.net/images/storage%20before.JPG   42
DON’T LET THIS BE THE FATE
OF YOUR WEB CONTENT




    http://www.getittogetherinc.net/images/storage%20before.JPG   42
• What are my business objectives?
                              • What do my users want to do?
                          ...
CONTENT STRATEGY
IN THE PROJECT LIFECYCLE

 Discover
 Discover   Design     Develop       Deploy

 Research   Source     P...
CONTENT STRATEGY
IN THE PROJECT LIFECYCLE

 Discover
 Discover   Design     Develop       Deploy

 Research   Source     P...
CONTENT STRATEGY

 Product
                 Analysis   Sourcing    Creation   Governance
 Strategy



CONTENT ANALYSIS
Get...
CONTENT ANALYSIS
IS AN ITERATIVE PROCESS
                     Information
                                   An



       ...
WHERE IS YOUR CONTENT?




                         47
A STEP-BY-STEP GUIDE TO
ANALYZING YOUR CONTENT
GET THE FACTS
Content Inventory
Content Organization
Content Model
CONTENT INVENTORY
WHAT CONTENT DO YOU HAVE?
Look at (all) the pages of the site
Make choices about what content to evaluat...
51
Product name                             URL                                                                 Type     Type...
WHY DO THIS?
When is it useful?
_To understand the story the site is trying to tell
_To get a sense of the range of pages ...
CONTENT ORGANIZATION
HOW IS IT STRUCTURED?
Look at:
_Navigation, main channels of content
_Subsections within those channe...
55
55
55
WHY DO THIS?
_To evaluate whether people can find the content they’re looking for
_To make decisions about a new navigatio...
CONTENT MODEL
WHAT DIFFERENT CONTENT TYPES ARE THERE?
Look at:
_Content formats: Article? Video? Audio? Image?
_Content st...
58
59
59
WHY DO THIS?
_If you’re doing a redesign
_If you’re launching a new CMS
_If you’re merging content from one site into anot...
OTHER FACTORS TO CONSIDER
SEO
_Does the content follow best practices for titles, descriptions, keywords,
 and URLs?
Acces...
ASSESS THE QUALITY
Content Quality
CONTENT QUALITY
HOW GOOD IS THE CONTENT?
Ask yourself:
_Do you have all the content that needs to be there?
_Is the conten...
NECESSARY CONTENT




                    64
NECESSARY CONTENT




                    64
UP TO DATE CONTENT




                     65
CLEAR COMMUNICATION




                      66
CLEAR COMMUNICATION




                      66
RELEVANT CONTENT




                   67
RELEVANT CONTENT




                   68
APPROPRIATE TONE AND STYLE




                             69
APPROPRIATE TONE AND STYLE




                             69
MEETING BUSINESS NEEDS




                         70
MEETING BUSINESS NEEDS




                         71
MEETING BUSINESS NEEDS




                         72
WHAT DECISIONS DOES THIS
HELP YOU MAKE?
_ To identify gaps where content is missing or inadequate
_ To create or source ne...
Questions?




             74
charitywater.org/sxswater/


Many people in the developing world,
usually women and children, walk more
than three hours e...
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design For
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Understanding Content: The Stuff We Design For

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We design websites for users, but if we don't also have a deep and thorough grasp of the content that will be served up to those users, we're not going to be able to create optimal experiences for them. Learn how to do Content Research to augment your User Research.

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  • www.bravermangallery.com
  • Fairy Tale Fantasy, Neuschwanstein Castle, Bavaria, Germany , WallpaperMe.com
  • The cartoon is by Hugh Haynie of The (Louisville) Courier-Journal. Courtesy Princeton University Archives

  • Researchers started evaluating people’s expectations for the space, and planned how people would navigate
  • But what about the art?
  • But what about the art?

  • Chose the paint colors
    Planned where all the descriptive cards would go
    Identified typefaces
  • But what about the art?

  • Kristina Halvorson, Brain Traffic
  • Defining frames and mattes, choosing how the
    They were very careful to choose frames of lots of different sizes,
  • What about the ART?
  • What about the ART?


  • What about the ART?
  • Defining frames and mattes, choosing how the
    They were very careful to choose frames of lots of different sizes,
  • Chose the paint colors
    Planned where all the descriptive cards would go
    Identified typefaces
  • Researchers started evaluating people’s expectations for the space, and planned how people would navigate





  • Kristina Halvorson, Brain Traffic

















  • How many of you have ever moved to a new home or apartment?

  • Any content that doesn’t meet these needs is just getting in the way.
    Avoid wasting money on designing, creating and maintaining unnecessary content.






























  • The types of decisions and outcomes that will be influenced by this information – why did we go through all of this?


  • Understanding Content: The Stuff We Design For

    1. 1. UNDERSTANDING CONTENT: THE STUFF WE DESIGN FOR Rachel Lovinger and Karen McGrane @rlovinger @karenmcgrane
    2. 2. 2
    3. 3. 3
    4. 4. 4
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. what about the art? 7
    9. 9. 8
    10. 10. 9
    11. 11. when do we see the art? 10
    12. 12. 12
    13. 13. WHERE IS THE ART? 13
    14. 14. 14
    15. 15. 15
    16. 16. 16
    17. 17. DISASTER STRIKES! 16
    18. 18. 17
    19. 19. 18
    20. 20. 19
    21. 21. 20
    22. 22. YOU WOULDN’T BUILD A GALLERY THIS WAY. 21
    23. 23. WHY WOULD YOU BUILD A WEBSITE THIS WAY? 22
    24. 24. TWO BIG PROBLEMS 23
    25. 25. “ 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
    26. 26. 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
    27. 27. Melissa Rach, Brain Traffic 27
    28. 28. Here be dragons Melissa Rach, Brain Traffic 27
    29. 29. Here be dragons Melissa Rach, Brain Traffic 27
    30. 30. 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
    31. 31. IT’S TIME TO GIVE CONTENT THE ATTENTION IT DESERVES. 29
    32. 32. WHAT WE TALK ABOUT WHEN WE TALK ABOUT CONTENT
    33. 33. TEXT 31
    34. 34. IMAGES 32
    35. 35. IMAGES 32
    36. 36. IMAGES 32
    37. 37. AUDIO 33
    38. 38. AUDIO 33
    39. 39. VIDEO 34
    40. 40. DATA VISUALIZATION 35
    41. 41. COMMENTS 36
    42. 42. COMMENTS 36
    43. 43. COMMENTS 36
    44. 44. ERROR MESSAGES via Margot Bloomstein 37
    45. 45. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE. Photo by zandperl 38
    46. 46. 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/ 39
    47. 47. HOW TO ANALYZE YOUR CONTENT FOR FUN AND PROFIT
    48. 48. http://www.flickr.com/photos/carlaarena/3188139819/ 41
    49. 49. http://www.getittogetherinc.net/images/storage%20before.JPG 42
    50. 50. DON’T LET THIS BE THE FATE OF YOUR WEB CONTENT http://www.getittogetherinc.net/images/storage%20before.JPG 42
    51. 51. • 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? 43
    52. 52. CONTENT STRATEGY IN THE PROJECT LIFECYCLE Discover Discover Design Develop Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social 44
    53. 53. CONTENT STRATEGY IN THE PROJECT LIFECYCLE Discover Discover Design Develop Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social 44
    54. 54. CONTENT STRATEGY Product Analysis Sourcing Creation Governance Strategy CONTENT ANALYSIS Get the Facts 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? 45
    55. 55. CONTENT ANALYSIS IS AN ITERATIVE PROCESS Information An ct aly lle ze Co Assumptions Findings Re fin rm e Fo Insights 46
    56. 56. WHERE IS YOUR CONTENT? 47
    57. 57. A STEP-BY-STEP GUIDE TO ANALYZING YOUR CONTENT
    58. 58. GET THE FACTS Content Inventory Content Organization Content Model
    59. 59. CONTENT INVENTORY WHAT CONTENT DO YOU HAVE? Look at (all) the pages of the site Make choices about what content to evaluate: _How deep do you need to go? _How do you ensure you see examples of all the different content types? _What are common pathways that users are likely to take? _Can you find content that has been lost or hidden? Assume this will be a living document you use throughout your process 50
    60. 60. 51
    61. 61. Product name URL Type Type2 Packaging Caffeine Product Line Specialty 8ct Rooibos Blood Orange In Stash Tin http://www.stashtea.com/products/8ct+Rooibos+Blood+Orange+In+Stash+Tin.aspx Herbal Bagged Caffeine Free Black Needle Yunnan Black Tea http://www.stashtea.com/products/Black+Needle+Yunnan+Black+Tea.aspx Black Loose Chai Spice Decaf Black Tea http://www.stashtea.com/products/Chai+Spice+Decaf+Black+Tea.aspx?package=Bag Black Chai Bagged Chai White Tea http://www.stashtea.com/products/Chai+White+Tea.aspx White Chai Bagged Chanakara Dragonfruit Herbal Tea http://www.stashtea.com/products/Chanakara+Dragonfruit+Herbal+Tea.aspx Herbal Bagged Christmas Morning Black Tea http://www.stashtea.com/products/Christmas+Morning+Black+Tea.aspx?package=Bag Black Bagged Darjeeling Okayti Black Tea http://www.stashtea.com/products/Darjeeling+Okayti+Black+Tea.aspx Black Loose Double Bergamot Earl Grey Black Tea http://www.stashtea.com/products/Double+Bergamot+Earl+Grey+Black+Tea.aspx?package=Bag Black Bagged Premium Dragon Phoenix Pearl Jasmine White Tea http://www.stashtea.com/products/Dragon+Phoenix+Pearl+Jasmine+White+Tea.aspx White Loose Fusion Red & White Tea http://www.stashtea.com/products/Fusion+Red+_and_+White+Tea.aspx White Loose Ginger Peach Black Tea http://www.stashtea.com/products/Ginger+Peach+Black+Tea.aspx Black Loose Kashmiri Chai Green Tea http://www.stashtea.com/products/Kashmiri+Chai+Green+Tea.aspx Green Chai Loose Keemun Hao Ya China Black Tea http://www.stashtea.com/products/Keemun+Hao+Ya+China+Black+Tea.aspx Black Loose Lemon Honey Sticks http://www.stashtea.com/products/Lemon+Honey+Sticks.aspx?category=SPECIALTYFOOD Honey Sticks and Agave Specialty Food Licorice Spice Herbal Tea http://www.stashtea.com/products/Licorice+Spice+Herbal+Tea.aspx Herbal Loose Caffeine FreePremium Moroccan Mint Green Tea http://www.stashtea.com/productitems/green+teas.aspx?filter=Bag&product=tea Green Bagged Orange Cranberry Herbal Tea http://www.stashtea.com/products/Orange+Cranberry+Herbal+Tea.aspx Herbal Loose Caffeine Free Organic Assam Banasphati Black Tea http://www.stashtea.com/products/Organic+Assam+Banasphati+Black+Tea.aspx Black Loose Organic Organic Chai Black & Green Tea http://www.stashtea.com/products/Organic+Chai+Black+_and_+Green+Tea.aspx?package=Bag Black Chai Bagged Organic Organic Earl Grey Black & Green Tea http://www.stashtea.com/products/Organic+Earl+Grey+Black+_and_+Green+Tea.aspx?package=Bag Black Bagged Organic Organic Merry Mint Green Tea http://www.stashtea.com/products/Organic+Merry+Mint+Green+Tea.aspx?package=Bag Green Bagged Organic Organic Pomegranate Agave Sticks http://www.stashtea.com/products/Organic+Pomegranate+Agave+Sticks.aspx?category=SPECIALTYFOOD Honey Sticks and Agave Specialty Food Organic Red Tea (Rooibos) http://www.stashtea.com/products/Organic+Red+Tea+(Rooibos).aspx Herbal Loose Caffeine FreeOrganic Silver Beads White Tea http://www.stashtea.com/products/Silver+Beads+White+Tea.aspx White Loose Silver Needle White Tea http://www.stashtea.com/products/Silver+Needle+White+Tea.aspx White Loose Silvery Needles with Jasmine White Tea http://www.stashtea.com/products/Silvery+Needles+with+Jasmine+White+Tea.aspx White Loose White Christmas White Tea http://www.stashtea.com/products/White+Christmas+White+Tea.aspx White Loose Yellow Kuan Yin Black Tea http://www.stashtea.com/products/Yellow+Kuan+Yin+Black+Tea.aspx Black Loose YMY 1690 Jasmine Green Tea http://www.stashtea.com/products/YMY+1690+Jasmine+Green+Tea.aspx?package=Bag Japan Green China & Bagged YMY 1690 Pu-erh Tea http://www.stashtea.com/products/YMY+1690+Pu-erh+Tea.aspx?package=Bag China & Japan Black Bagged 52
    62. 62. WHY DO THIS? When is it useful? _To understand the story the site is trying to tell _To get a sense of the range of pages that need to be designed _To determine the range of content types the site will support _To decide what content to eliminate or migrate When is a content inventory unnecessary? Why not do this? _You can learn 80% of what you need to know by sampling representative content _When the site is too large for a full inventory _Consider automated tools to index the site 53
    63. 63. CONTENT ORGANIZATION HOW IS IT STRUCTURED? Look at: _Navigation, main channels of content _Subsections within those channels _Distribution of content across sections 54
    64. 64. 55
    65. 65. 55
    66. 66. 55
    67. 67. WHY DO THIS? _To evaluate whether people can find the content they’re looking for _To make decisions about a new navigation structure and content model _To decide if content needs to be migrated to a new section _To find gaps in the content where needed information is underrepresented 56
    68. 68. CONTENT MODEL WHAT DIFFERENT CONTENT TYPES ARE THERE? Look at: _Content formats: Article? Video? Audio? Image? _Content structure or purpose: Recipe? Product Review? Blog post? _Content assets: PDF spec sheets? Spreadsheet data? How will this impact the design of the CMS? 57
    69. 69. 58
    70. 70. 59
    71. 71. 59
    72. 72. WHY DO THIS? _If you’re doing a redesign _If you’re launching a new CMS _If you’re merging content from one site into another _If you’re migrating content from one format to another (for example, from PDF to HTML) 60
    73. 73. OTHER FACTORS TO CONSIDER SEO _Does the content follow best practices for titles, descriptions, keywords, and URLs? Accessibility _Does the content conform to guidelines for accessibility? See the W3C’s Web Accessibility Initiative for more info. Functional Requirements _If there are new features that have to be supported by metadata, does that metadata exist? 61
    74. 74. ASSESS THE QUALITY Content Quality
    75. 75. CONTENT QUALITY HOW GOOD IS THE CONTENT? Ask yourself: _Do you have all the content that needs to be there? _Is the content up-to-date? Are the examples presented fresh? _Is it communicating clearly? _Is the content relevant to its intended audience? _Is the tone and style appropriate for your goals and reader? Is it appropriate for your brand? _Is it meeting your business needs? There is no overall definition of content quality—only quality within your business and user context. 63
    76. 76. NECESSARY CONTENT 64
    77. 77. NECESSARY CONTENT 64
    78. 78. UP TO DATE CONTENT 65
    79. 79. CLEAR COMMUNICATION 66
    80. 80. CLEAR COMMUNICATION 66
    81. 81. RELEVANT CONTENT 67
    82. 82. RELEVANT CONTENT 68
    83. 83. APPROPRIATE TONE AND STYLE 69
    84. 84. APPROPRIATE TONE AND STYLE 69
    85. 85. MEETING BUSINESS NEEDS 70
    86. 86. MEETING BUSINESS NEEDS 71
    87. 87. MEETING BUSINESS NEEDS 72
    88. 88. WHAT DECISIONS DOES THIS HELP YOU MAKE? _ To identify gaps where content is missing or inadequate _ To create or source new content _ To edit your existing content, or delete it altogether _ To identify the page types or templates you will design for _ To identify the fields and structure for a new CMS _ To assign ownership of content for ongoing governance Most important: _ To define or refine how your editorial and messaging strategy creates business value 73
    89. 89. Questions? 74
    90. 90. charitywater.org/sxswater/ Many people in the developing world, usually women and children, walk more than three hours every day to fetch water that is likely to make them sick.

    ×