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Cozy Up to Content
 

Cozy Up to Content

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Content is the new black. In fact, some people have called it the new interface. Yes, it is a crucial component to any successful design project, but in reality it is the interplay of content and ...

Content is the new black. In fact, some people have called it the new interface. Yes, it is a crucial component to any successful design project, but in reality it is the interplay of content and interface design that can make or break an experience. So how do you go about it? Some people design with lorem ipsum. Some people just start writing. Neither of these is quite right. That’s because it’s not about what comes first – design or content – it’s about working together to tell the best story, truly collaborating. Sure, we all love the word collaborative, but it’s not always easy to take two distinct disciplines with very different approaches and mesh them together. In this presentation you’ll learn some successful techniques for integrating content into the research and design process and vice versa, tips on how to avoid common pitfalls and some surefire strategies to end the baton hand off once and for all. We’ll use a recent project as an example of how you too can embrace an inclusive process that yields powerful results.

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  • Dana IntroWhat we will cover
  • COPY VS ContentIMAGESVIDEOSHEADERSCAPTIONSPDFSTITLESALT TAGSMETA DATAContent is the documentation of information. It is not just copy and it isn’t a stagnant piece that can just be plugged into a design anymore. It is living, breathing, evolving and dynamic – it is true knowledge transfer.
  • People seek out something online or in an app to gather information and knowledgecontent is where they will find their answers!
  • SOME DESIGNERS DESIGN TO LOREM IPSUM
  • Content folks can work in silos and have done so successfully for hundreds of years.NewspapersStart with a format that has been in place for everWriters know what they need to deliverPhotographers just shoot and send it inCopy editors Designers/Layout brings it all together
  • Unlike Newspapers, most experiences don’t use a standard template and if they did we would question the quality. So, what are these folks to do when you take out the template and the base knowledge of what we are writing or designing to
  • HOW DO WE MOVE FROM WHAT COMES FIRST TO HOW CONTENT AND DESIGN COME TOGETHER TO INFORM EACH OTHER?
  • HOW DO WE MOVE FROM WHAT COMES FIRST TO HOW CONTENT AND DESIGN COME TOGETHER TO INFORM EACH OTHER?
  • Get to know one another!Where can you leverage each other’s talents?
  • STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  • STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  • STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  • COLLABORATION CAN BE ORGANIC BUT YOU NEED TO PLAN ON WHERE TO FIT IT INTO THE PROCESS SO YOU ENSURE IT HAPPENS
  • HOW A RECENT PROJECT WAS APPROACHED FROM BOTH CONTENT & DESIGN
  • WIREFRAMING WHITEBOARDING SESSIONShow whiteboard screenshot to wireframe to final layout for the main product pageTALK ABOUT what each different perspective brought to the table and how that impacted the final designMAIN GOAL HERE WAS CONVERSION
  • To really find your content/designzen you have to be flexible. Every team is different and every project is different but being open to new ways of working together or thinking about solutions is essential to great work and that perfect balance. Try a few ways of collaborating and then set a framework for the process. If you know when you can come together you can feel free to improvise or add a new approach without losing site of your goal of integration.

Cozy Up to Content Cozy Up to Content Presentation Transcript

  • Cozy Up to Content
  • FIRST, SOME BACKGROUND & DEFINITIONS TODAY WE WILL «  Talk about process «  Identify opportunities for collaboration and how to do it «  Think creatively about integrating two very important pieces of designDana YoungSr. Content StrategistMad*Pow
  • WHAT IS CONTENT?
  • WHY IS CONTENT IMPORTANT?“Dealing with content is messy. It’s complicated,it’s painful, and it’s expensive.And yet, the web is content. Content is the web. Itdeserves our time and attention.”-Kristina Halverson
  • PROBLEM #1
  • PROBLEM #2 WRITERS PHOTOGRAPHERS DESIGNERS
  • IS THIS A REALISTIC MODEL? WRITERS MARKETING DESIGNERS
  • CONUNDRUM: We Need Less
  • CONUNDRUM: More
  • LESSON #1 FIND COMMON GROUND SWEET SPOT
  • SOME TOOLS CONTENT FOLKS USEê CONTENT INVENTORYê MESSAGING ARCHITECTUREê TONE & STYLE GUIDEê CONTENT AUDITê CONTENT STRATEGYê CONTENT TEMPLATESê COPYWRITING
  • STAKEHOLDER INTERVIEWSWITH CONTENT TEAM MEMBERInclude this team member in the interviews in person or at the very least collect some questionsthey would ask if there were able to join.WITHOUTWhat are the top two messages you’d like your users to come away with?Who are you as a company? Can you narrow it down to 5 words?Who would you like to be as a company? Can you narrow it down to 5 words?
  • USER INTERVIEWSWITH CONTENT TEAM MEMBERIf you can get a writer or content strategist to listen in on these with you they will have a head starton their work and you will have a different perspective on the types of information users workedthrough and what they need to be successful. You’ll want to ask them to bring that perspective to abrainstorming session.WITHOUTHow does the content make you feel? Give a few examples to lead: overwhelmed, informed,confident, needing more?Give me three words to describe your experience with this content?What do you think this company is trying to communicate to you?
  • PERSONASWITH CONTENT TEAM MEMBERTell a complete story. Invite your content counterpart to participate in a brainstorm about creating anarrative from both the persona’s point of view, as if the person is speaking to the reader, and thenfrom the company responding to the persona with the targeted tone and messaging.WITHOUTThink about the persona’s communication style – this has a huge impact on what content they willneed/wantAdd a section on content consumption – not just for the experience you are designing, how muchthey consume and when
  • LESSON #2 MAKE A PLAN
  • HERE IS ONE EXAMPLETASKS ROLESSTAKEHOLDER INTERVIEWS UX INSIGHT FROM CONTENT STRATEGIST CLIENTMESSAGING CONTENT STRATEGISTUSER INTERVIEWS UX INSIGHT FROM CONTENT STRATEGISTTONE/STYLE DEVELOPMENT CONTENT STRATEGISTPERSONA SKETCHES UXTASK FLOW SCENARIOS UX INSIGHT FROM CONTENT STRATEGISTEXPERIENCE DEFINITION UXINFORMATION ARCHITECTURE UX INSIGHT FROM CONTENT STRATEGISTINTERFACE CONCEPTS UX INSIGHT FROM CONTENT STRATEGISTWIREFRAME EXTENSIONS UX INSIGHT FROM CONTENT STRATEGIST
  • WHAT WORKED UX NEEDS CONTENT ü  FINDABILITY NEEDS ü  BITE, SNACK, ü  INFORMATION MEAL SCENT ü  PRODUCT INFO, ü  CLEAR CALL TO PRICING, PROOF, ACTION PROMO ü  USABILITY ü  FITS ALL REQUIRED STAKEHOLDER CONTENT NEEDS
  • BE FLEXIBLE
  • LESSON #3 EVALUATION – CONTENT & DESIGN TOGETHER? OR
  • STAKEHOLDER EVALUATIONSINITIAL INTERACTION REVIEWStick with basic headings to show content areas and thought around content priorities but go withthe Greek! Too many people tend to get caught up in the content at this point and you won’t get thedesign feedback you need.ROUND TWOAdd suggested or approved tone/style to the headers, leave the Greek.FINAL APPROVALTry to get the content as close to what you envision as possible so they get the complete picture. Usethis version and approval step to walk through the content areas individually and talk through it’sappropriateness and how you/they plan on collecting, migrating or implementing.
  • USABILITY TESTINGê Test with content that is as close to the real deal as possibleê If you are using or developing a new tone this is the perfect time to test it - ask those tone questions!ê Ask about content needs and information needs up front and then compare that to what actually exists
  • Questions Email me at dyoung@madpow.net @wholelotacolada