Presented at UX Australia 2010.
Emerging a Content Strategy from User Research
For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?
User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?
In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.