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Sara Wachter-Boettcher                  Midwest UX 2012Building      Bendable           Content            Why the future ...
Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
Why?       #MWUX12 | 06.01.2012           @sara_ann_marie
From Brad Frost, “This is the Web”                                     #MWUX12 | 06.01.2012                               ...
1 in 2 Americans owns a smartphone,up from 1 in 3 in 2011.Pew 2012 Update                          #MWUX12 | 06.01.2012   ...
Mobile internet usage is expected toovertake desktop by 2014.comScore                           #MWUX12 | 06.01.2012      ...
From Brad Frost, “This is the Web”                                     #MWUX12 | 06.01.2012                               ...
What does  the future mean            for IA?             #MWUX12 | 06.01.2012                 @sara_ann_marie
We’ve done hierarchy.                                 Home  Main              Main         Main                  Main     ...
We’ve audited pages.                   #MWUX12 | 06.01.2012                       @sara_ann_marie
We get templates.                                                                                                         ...
This won’t      hold up.
We need IA    that gets at             the core.                #MWUX12 | 06.01.2012                    @sara_ann_marie
The content #MWUX12 | 06.01.2012     @sara_ann_marie
Content that’s unfixed from the desktop.                             #MWUX12 | 06.01.2012                                 @...
Content that’s ready for new devices.                              #MWUX12 | 06.01.2012                                  @...
Content that’s portable to future platforms.                               #MWUX12 | 06.01.2012                           ...
Content like       water   #MWUX12 | 06.01.2012       @sara_ann_marie
COPE: Create Once,Publish Everywhere.          #MWUX12 | 06.01.2012              @sara_ann_marie
Writers enter contentinto the CMS once                             It’s stored without                             present...
#MWUX12 | 06.01.2012    @sara_ann_marie
But.       #MWUX12 | 06.01.2012           @sara_ann_marie
Content is    chunky.  #MWUX12 | 06.01.2012      @sara_ann_marie
Chunkyis good.   #MWUX12 | 06.01.2012               @sara_ann_marie
Chunky  gets stuck.
2009: I learned thisthe hard way.                       #MWUX12 | 06.01.2012                           @sara_ann_marie
Later that year...                     #MWUX12 | 06.01.2012                         @sara_ann_marie
Wait a second.                 #MWUX12 | 06.01.2012                     @sara_ann_marie
Soaring peaks     #WVpdx | 05.18.2012       @sara_ann_marie
Historic charm     #WVpdx | 05.18.2012       @sara_ann_marie
Americana galore        #WVpdx | 05.18.2012          @sara_ann_marie
Trip ideas
I want to go there.                      #MWUX12 | 06.01.2012                          @sara_ann_marie
Not so much
#WVpdx | 05.18.2012  @sara_ann_marie
2010: We’ve gottago mobile.                    #MWUX12 | 06.01.2012                        @sara_ann_marie
#MWUX12 | 06.01.2012    @sara_ann_marie
There’s only onerestaurant in town?                      #MWUX12 | 06.01.2012                          @sara_ann_marie
This will fixeverything!               #MWUX12 | 06.01.2012                   @sara_ann_marie
#WVpdx | 05.18.2012  @sara_ann_marie
2011: Fixing (part of)the problem.                         #MWUX12 | 06.01.2012                             @sara_ann_marie
✦   Not just hierarchical, but relational                                                                                L...
✦   Not big blobs, but elements                                  #MWUX12 | 06.01.2012                                     ...
Local               |   attractio                             ns                                &                   Lo cal...
Flexible content   needs to have           structure.                   #MWUX12 | 06.01.2012                       @sara_a...
This is acontent problem            #MWUX12 | 06.01.2012                @sara_ann_marie
This is a  uxproblem            #MWUX12 | 06.01.2012                @sara_ann_marie
This is asolvable problem             #MWUX12 | 06.01.2012                 @sara_ann_marie
It’s IA,    brought to the           micro level.                 #MWUX12 | 06.01.2012                     @sara_ann_marie
Saywhat?
“The structural design of sharedinformation environments.”                     – Morville & Rosenfeld                     ...
“The art and science of organizing andlabeling websites...to support usability.”                                      - IA...
Same skills, new challenge.                              #MWUX12 | 06.01.2012                                  @sara_ann_m...
3 steps toward  more bendable            content.                 #MWUX12 | 06.01.2012                     @sara_ann_marie
✦   GET CLOSER TO CONTENT✦   GO FROM PAGES TO PARTS✦   RULE THE ROBOTS                         #MWUX12 | 06.01.2012       ...
✦   GET CLOSER TO CONTENT✦   GO FROM PAGES TO PARTS✦   RULE THE ROBOTS                         #MWUX12 | 06.01.2012       ...
“We are all content strategists now.”                          - Karen McGrane                          #MWUX12 | 06.01.20...
Interaction   isn’t everything
Substance.             #MWUX12 | 06.01.2012                 @sara_ann_marie
Small screensStrange new screensLoad time concernsSave for laterReader view                  #MWUX12 | 06.01.2012         ...
As the bells and whistlesdisappear, what’s left?                     #MWUX12 | 06.01.2012                         @sara_an...
“Those who don’t design for readersmight soon not be designing for anyone.”                               - Jeffrey Zeldma...
We need to focusso our users can, too.                     #MWUX12 | 06.01.2012                         @sara_ann_marie
✦   PURPOSE    What’s the content supposed to accomplish?✦   MESSAGE    What’s it saying? How is it saying it?✦   RELATION...
✦   GET CLOSER TO CONTENT✦   GO FROM PAGES TO PARTS✦   RULE THE ROBOTS                         #MWUX12 | 06.01.2012       ...
“Permanently placing content on a webpage...is becoming a thing of the past.”                                   - Trent Wa...
FINALLY!
asn’t W hy w tenttha t con      up h ere?back
Content Stacking                        vs.   InterdigitationFrom Trent Walton, “Content Choreography”                    ...
Before content can shift,it needs structure.                            #MWUX12 | 06.01.2012                              ...
m uc hCan’t do   w it h t h is                     #MWUX12 | 06.01.2012                         @sara_ann_marie
, opt ions!Hello                   #MWUX12 | 06.01.2012                       @sara_ann_marie
But before you build structure,you need meaning.                            #MWUX12 | 06.01.2012                          ...
✦   PURPOSE    Does each element contribute toward a goal?✦   MESSAGE    How does each element communicate meaning?✦   REL...
Then you   put the pieces           together.              #MWUX12 | 06.01.2012                  @sara_ann_marie
don’t haveYo u    e t h is to  mak                   #MWUX12 | 06.01.2012                       @sara_ann_marie
jus t                    Maybe heseContent Item                   o ne of t                                               ...
And then you’re gonna have totalk to the developers. A lot.                           #MWUX12 | 06.01.2012                ...
✦   GET CLOSER TO CONTENT✦   GO FROM PAGES TO PARTS✦   RULE THE ROBOTS                         #MWUX12 | 06.01.2012       ...
“Adaptive web pages are cooked up fromrelevant content chunks and ingredients,using the special sauce of metadata.”       ...
We can’t manually managehow each bit of content looks.                           #MWUX12 | 06.01.2012                     ...
But when we have structure,we can make rules.                          #MWUX12 | 06.01.2012                              @...
Robots like      rules.
P -> Q    #MWUX12 | 06.01.2012        @sara_ann_marie
f resizing forI   all screens...           low thesm                t hen ref                     ews m  o dules.         ...
If the  page is                  ears...a   bo ut black b                                                ck bear          ...
ontent   If we   make c        arties...               t h ir d paccess ible to                          titles,          ...
Better content knowledge                   v                   |        More meaningful parts                   v         ...
Robots aren’t human,  but our content            must be.                  #MWUX12 | 06.01.2012                      @sara...
:                                                                                                  ing  a bo ok           ...
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
Building Bendable Content - MidwestUX 2012
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Building Bendable Content - MidwestUX 2012

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Responsive. Adaptive. Mobile first. Cross-channel. We all want a future that’s flexible, fluid, and unfixed from the desktop, right?

Great. Then it’s time to get to the core of the matter: the content.

Fixed firmly to inflexible pages, today’s content is too often stuck in meaningless blobs—blobs that break under the weight of responsive designs, mobile sites, and cross-channel distribution.

Which elements are most important? What’s primary and what’s corollary? What’s related or interdependent? What stays, what goes, and what gets truncated on small screens?

When we can answer these questions—and structure our content accordingly—we’ll replace those messy blobs with content that bends, shifting and reshaping to fit varied displays and devices.

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  • Transcript of "Building Bendable Content - MidwestUX 2012"

    1. 1. Sara Wachter-Boettcher Midwest UX 2012Building Bendable Content Why the future web needs content- focused IA
    2. 2. Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
    3. 3. Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
    4. 4. Why? #MWUX12 | 06.01.2012 @sara_ann_marie
    5. 5. From Brad Frost, “This is the Web” #MWUX12 | 06.01.2012 @sara_ann_marie
    6. 6. 1 in 2 Americans owns a smartphone,up from 1 in 3 in 2011.Pew 2012 Update #MWUX12 | 06.01.2012 @sara_ann_marie
    7. 7. Mobile internet usage is expected toovertake desktop by 2014.comScore #MWUX12 | 06.01.2012 @sara_ann_marie
    8. 8. From Brad Frost, “This is the Web” #MWUX12 | 06.01.2012 @sara_ann_marie
    9. 9. What does the future mean for IA? #MWUX12 | 06.01.2012 @sara_ann_marie
    10. 10. We’ve done hierarchy. Home Main Main Main Main Main Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Detail Main Detail Main Detail Main Main Main Main #MWUX12 | 06.01.2012 @sara_ann_marie
    11. 11. We’ve audited pages. #MWUX12 | 06.01.2012 @sara_ann_marie
    12. 12. We get templates. Data Library | News & Events | International Search GPEC Logo Doing Business Here Key Industries Living Here Communities Membership About Us Home > GPEC Communities > Avondale GPEC Communities Maricopa County > Apache Junction Avondale Avondale Buckeye Casa Grande Chandler Fountain Hills Gila Bend Gilbert Glendale Goodyear Maricopa Mesa Peoria Avondale is located along the Interstate 10 corridor and Phoenix Top Employers just a 15-minute commute from the heart of Phoenix, Queen Creek Employer nestled at the base of the scenic Estrella Mountains Scottsdale Employer where the Agua Fria and Gila rivers meet. Surprise Employer Tempe Employer The quality of life and the variety of cultural, economic, Tolleson Employer geographic and educational advantages in the area Wickenburg provides a progressive atmosphere rich in resources and Related Downloads opportunity. Download Download Avondale is the proud home of Phoenix International CONNECT WITH GPEC Download Raceway, which sponsors two NASCAR events a year. Avondale also plays host to regional basketball, volleyball 602.256.7700 and soccer tournaments at its parks and American Sports Photo Gallery Center - Avondale, a new state of the art indoor EMAIL US recreational sports facility located at the heart of our planned Avondale City Center. INITIATE A PROJECT Natural beauty including mountains and wetlands – less than six miles from our city core – provide an opportunity for residents and visitors alike to experience nature and wildlife and all the at the great outdoors has to offer. Sign up for GPEC News First Name Last Name Email Address SIGN UP EXPANDED FOOTER NAV (PER HOME COMP) Sitemap | Terms of Use | E-Track Login | Initiate a Project | FAQ | Member Directory | Careers | Press Room 2 N. Central Ave., Suite 2500, Phoenix, AZ 85004 | Phone: 602.256.7700 | Fax: 602.256.7744 © 2011 Greater Phoenix Economic Council. All Rights Reserved GPEC - Avondale 4.1 #MWUX12 | 06.01.2012 @sara_ann_marie
    13. 13. This won’t hold up.
    14. 14. We need IA that gets at the core. #MWUX12 | 06.01.2012 @sara_ann_marie
    15. 15. The content #MWUX12 | 06.01.2012 @sara_ann_marie
    16. 16. Content that’s unfixed from the desktop. #MWUX12 | 06.01.2012 @sara_ann_marie
    17. 17. Content that’s ready for new devices. #MWUX12 | 06.01.2012 @sara_ann_marie
    18. 18. Content that’s portable to future platforms. #MWUX12 | 06.01.2012 @sara_ann_marie
    19. 19. Content like water #MWUX12 | 06.01.2012 @sara_ann_marie
    20. 20. COPE: Create Once,Publish Everywhere. #MWUX12 | 06.01.2012 @sara_ann_marie
    21. 21. Writers enter contentinto the CMS once It’s stored without presentational code Then sent via API Editors approve to NPR and 3rd and double- parties check metadata #MWUX12 | 06.01.2012 @sara_ann_marie
    22. 22. #MWUX12 | 06.01.2012 @sara_ann_marie
    23. 23. But. #MWUX12 | 06.01.2012 @sara_ann_marie
    24. 24. Content is chunky. #MWUX12 | 06.01.2012 @sara_ann_marie
    25. 25. Chunkyis good. #MWUX12 | 06.01.2012 @sara_ann_marie
    26. 26. Chunky gets stuck.
    27. 27. 2009: I learned thisthe hard way. #MWUX12 | 06.01.2012 @sara_ann_marie
    28. 28. Later that year... #MWUX12 | 06.01.2012 @sara_ann_marie
    29. 29. Wait a second. #MWUX12 | 06.01.2012 @sara_ann_marie
    30. 30. Soaring peaks #WVpdx | 05.18.2012 @sara_ann_marie
    31. 31. Historic charm #WVpdx | 05.18.2012 @sara_ann_marie
    32. 32. Americana galore #WVpdx | 05.18.2012 @sara_ann_marie
    33. 33. Trip ideas
    34. 34. I want to go there. #MWUX12 | 06.01.2012 @sara_ann_marie
    35. 35. Not so much
    36. 36. #WVpdx | 05.18.2012 @sara_ann_marie
    37. 37. 2010: We’ve gottago mobile. #MWUX12 | 06.01.2012 @sara_ann_marie
    38. 38. #MWUX12 | 06.01.2012 @sara_ann_marie
    39. 39. There’s only onerestaurant in town? #MWUX12 | 06.01.2012 @sara_ann_marie
    40. 40. This will fixeverything! #MWUX12 | 06.01.2012 @sara_ann_marie
    41. 41. #WVpdx | 05.18.2012 @sara_ann_marie
    42. 42. 2011: Fixing (part of)the problem. #MWUX12 | 06.01.2012 @sara_ann_marie
    43. 43. ✦ Not just hierarchical, but relational Links to Related Links to Feature Links to Business Author Bio Related Article Related Tagged by Tagged by Landmark Tagged by City Links to Related Tagged Tagged Blog Post by by Links to Related Related to Deal Event #MWUX12 | 06.01.2012 @sara_ann_marie
    44. 44. ✦ Not big blobs, but elements #MWUX12 | 06.01.2012 @sara_ann_marie
    45. 45. Local | attractio ns & Lo cal parks | m onumen ts n Events i | Flags taffFeature Stories | | Local deals
    46. 46. Flexible content needs to have structure. #MWUX12 | 06.01.2012 @sara_ann_marie
    47. 47. This is acontent problem #MWUX12 | 06.01.2012 @sara_ann_marie
    48. 48. This is a uxproblem #MWUX12 | 06.01.2012 @sara_ann_marie
    49. 49. This is asolvable problem #MWUX12 | 06.01.2012 @sara_ann_marie
    50. 50. It’s IA, brought to the micro level. #MWUX12 | 06.01.2012 @sara_ann_marie
    51. 51. Saywhat?
    52. 52. “The structural design of sharedinformation environments.” – Morville & Rosenfeld #MWUX12 | 06.01.2012 @sara_ann_marie
    53. 53. “The art and science of organizing andlabeling websites...to support usability.” - IA Institute #MWUX12 | 06.01.2012 @sara_ann_marie
    54. 54. Same skills, new challenge. #MWUX12 | 06.01.2012 @sara_ann_marie
    55. 55. 3 steps toward more bendable content. #MWUX12 | 06.01.2012 @sara_ann_marie
    56. 56. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #MWUX12 | 06.01.2012 @sara_ann_marie
    57. 57. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #MWUX12 | 06.01.2012 @sara_ann_marie
    58. 58. “We are all content strategists now.” - Karen McGrane #MWUX12 | 06.01.2012 @sara_ann_marie
    59. 59. Interaction isn’t everything
    60. 60. Substance. #MWUX12 | 06.01.2012 @sara_ann_marie
    61. 61. Small screensStrange new screensLoad time concernsSave for laterReader view #MWUX12 | 06.01.2012 @sara_ann_marie
    62. 62. As the bells and whistlesdisappear, what’s left? #MWUX12 | 06.01.2012 @sara_ann_marie
    63. 63. “Those who don’t design for readersmight soon not be designing for anyone.” - Jeffrey Zeldman #MWUX12 | 06.01.2012 @sara_ann_marie
    64. 64. We need to focusso our users can, too. #MWUX12 | 06.01.2012 @sara_ann_marie
    65. 65. ✦ PURPOSE What’s the content supposed to accomplish?✦ MESSAGE What’s it saying? How is it saying it?✦ RELATIONSHIPS What other content is conceptually connected?✦ PRIORITIES How important is it for the business? The user? #MWUX12 | 06.01.2012 @sara_ann_marie
    66. 66. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #MWUX12 | 06.01.2012 @sara_ann_marie
    67. 67. “Permanently placing content on a webpage...is becoming a thing of the past.” - Trent Walton #MWUX12 | 06.01.2012 @sara_ann_marie
    68. 68. FINALLY!
    69. 69. asn’t W hy w tenttha t con up h ere?back
    70. 70. Content Stacking vs. InterdigitationFrom Trent Walton, “Content Choreography” #MWUX12 | 06.01.2012 @sara_ann_marie
    71. 71. Before content can shift,it needs structure. #MWUX12 | 06.01.2012 @sara_ann_marie
    72. 72. m uc hCan’t do w it h t h is #MWUX12 | 06.01.2012 @sara_ann_marie
    73. 73. , opt ions!Hello #MWUX12 | 06.01.2012 @sara_ann_marie
    74. 74. But before you build structure,you need meaning. #MWUX12 | 06.01.2012 @sara_ann_marie
    75. 75. ✦ PURPOSE Does each element contribute toward a goal?✦ MESSAGE How does each element communicate meaning?✦ RELATIONSHIPS What’s the relationship between content elements?✦ PRIORITIES Which elements are most important? Why? #MWUX12 | 06.01.2012 @sara_ann_marie
    76. 76. Then you put the pieces together. #MWUX12 | 06.01.2012 @sara_ann_marie
    77. 77. don’t haveYo u e t h is to mak #MWUX12 | 06.01.2012 @sara_ann_marie
    78. 78. jus t Maybe heseContent Item o ne of t Content ItemAttributes: Attributes: ⁃ Title ⁃ Title ⁃ Date Relation ⁃ Date ⁃ Author -ship ⁃ Location ⁃ Abstract ⁃ Teaser ⁃ Detailed ⁃ Detailed Content Content Content Item Relation Attributes: -ship ⁃ Title ⁃ Date Relation ⁃ Author -ship ⁃ Abstract ⁃ DetailedContent Item ContentAttributes: ⁃ Title Relation Relation -ship ⁃ Address -ship ⁃ Short Description Content Item Attributes: ⁃ Title Relation ⁃ Date -ship ⁃ Author ⁃ Abstract ⁃ Detailed Content #MWUX12 | 06.01.2012 @sara_ann_marie
    79. 79. And then you’re gonna have totalk to the developers. A lot. #MWUX12 | 06.01.2012 @sara_ann_marie
    80. 80. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #MWUX12 | 06.01.2012 @sara_ann_marie
    81. 81. “Adaptive web pages are cooked up fromrelevant content chunks and ingredients,using the special sauce of metadata.” - Lyza Danger Gardner #MWUX12 | 06.01.2012 @sara_ann_marie
    82. 82. We can’t manually managehow each bit of content looks. #MWUX12 | 06.01.2012 @sara_ann_marie
    83. 83. But when we have structure,we can make rules. #MWUX12 | 06.01.2012 @sara_ann_marie
    84. 84. Robots like rules.
    85. 85. P -> Q #MWUX12 | 06.01.2012 @sara_ann_marie
    86. 86. f resizing forI all screens... low thesm t hen ref ews m o dules. n
    87. 87. If the page is ears...a bo ut black b ck bear en pul l in bla th news... vi d eos and bitats and show ha ck to bla relate d bears.
    88. 88. ontent If we make c arties... t h ir d paccess ible to titles, inclu de the n only , links, ad par agrap hs le a in t h e API. and m etadat
    89. 89. Better content knowledge v | More meaningful parts v |Rules that best reflect human choices #MWUX12 | 06.01.2012 @sara_ann_marie
    90. 90. Robots aren’t human, but our content must be. #MWUX12 | 06.01.2012 @sara_ann_marie
    91. 91. : ing a bo ok ss t! I ’m writ ere f ro m P wh t Ever y Conten Me d ia. eld Rosenf Thank you, Midwest UX! sarawb.com // @sara_ann_mariePhoto Credits ✦ PB Spoon from http://www.flickr.com/photos/certified_su/234726096/✦ Swaying Trees from http://www.flickr.com/photos/bala_/1282565897/ ✦ Flagstaff photos courtesy Arizona Office of Tourism✦ Future by Morimoto from http://50watts.com/2483236/Space-Teriyaki-3 ✦ Deflated balloons from http://www.flickr.com/photos/silverfuture/✦ Storm from http://www.flickr.com/photos/mikebaird/4084235781/ 6799133336/ and http://www.flickr.com/photos/silverfuture/5432635206/✦ Faucet from http://www.flickr.com/photos/briangaid/2909765394/ ✦ Polar Bear from http://www.flickr.com/photos/davidw/2132684141✦ PB Toast from http://www.flickr.com/photos/luzbonita/2558151303/ ✦ Button from http://www.flickr.com/photos/jamescridland/2271986251✦ Girl with PBJ from http://www.flickr.com/photos/judybaxter/59996764 ✦ Robot from http://www.flickr.com/photos/johngreenaway/3356358479/
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