The Moment for Content #twab2012
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The Moment for Content #twab2012

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Putting content center stage in customer experience and touchpoint design. Presentation at The Web and Beyond 2012 (Amsterdam).

Putting content center stage in customer experience and touchpoint design. Presentation at The Web and Beyond 2012 (Amsterdam).

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The Moment for Content #twab2012 Presentation Transcript

  • 1. The Moment for ContentPutting content center stage in customerexperience and touchpoint designBas Evers
  • 2. 3• Content Designer at Informaat• Content Strategist• Fellow Initiator ContentCafé
  • 3. 4 What I’ll discuss 1. Content in CX/UX 2. Content in the Touchpoint Design Process 3. Examples of Content Issues 4. Our Challenge
  • 4. 5 I. Content in CX/UX
  • 5. 6
  • 6. 7User experienceencompasses allaspects of the end-user’s interactionwith the company,its services, and itsproducts Donald Norman, 1995
  • 7. 880, maybe 90%of the userexperience isdetermined bythe content Gerry McGovern
  • 8. 9 Customer experience is the perception that customers have of their interactions with an organizationBruce Temkin
  • 9. 10In order to really impactour users’ experiences,we need to move beyondthe interface and intobusiness at large(Interactions are not beingdesigned yet in CX) Peter Bogaards
  • 10. 11 Id like a little relevant content with my responsive design, pleaseScott Abel
  • 11. 12 II. Content in the Touchpoint Design Process
  • 12. 13 The point is you better figure out what you want to “say” before you start pushing pixels around, or you’re in a whole mess of trouble
  • 13. 14 dialogs withRahel Bailie
  • 14. 15Communication goalsare the foundationalelements that informvisual design,content strategy,editorial strategy,nomenclature, andarchitecture Margot Bloomstein
  • 15. 16 A content model documents all the different types of content you will have for a given project It contains detailed definitions of each content type’s elements and their relationships to each otherRachel Lovinger
  • 16. 17IAs & IXDs• Does the page design accommodate all the content types?• What bits of text and media will be available for the page? Developers • How to match the desired content type Content Producers with the way the CMS • What content to create? works? • Content workflow? • How to enter it into the CMS?
  • 17. 18 III. Examples of Content Issues
  • 18. 19
  • 19. 20
  • 20. 21
  • 21. 22
  • 22. 23
  • 23. 24
  • 24. 25Content Issues Addressed• Flickr’s metadata filtering options• WWF’s responsive design limited to navigation• Amazon offering easy access to negative reviews
  • 25. 26 IV. Our Challenge
  • 26. 27 Jonathan Kahn
  • 27. 28
  • 28. 29
  • 29. 30
  • 30. 31
  • 31. 32@everbass@informaat@contentcafe_nl
  • 32. 33Related Links• Scott Abel - Id Like a Little Relevant Content With My Responsive Design, Please• Rahel Anne Bailie - Big Content: Content Strategy as a Design Framework• Margot Bloomstein - Content Strategy at Work• Peter Bogaards - Customer experience: The natural ally for UX in business• Kyle Fiedler - Lorem Ipsum is Killing Your Designs• Informaat (Google+) - Informaat experience design• Jonathan Kahn - Digital-first companies thrive on mobile disruption. Everyone else struggles.• Rachel Lovinger - Content Modelling: A Master Skill• Gerry McGovern - Content is an enabler• Karen McGrane - Integrating Content Strategy into Your Design Process• Jeffrey Zeldman - Content Precedes Design
  • 33. 34Image Sources3, 4: Kamiel Martinet (Informaat)7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg8: http://i.ytimg.com/vi/Q6fkNcMiyXM/0.jpg9: http://a0.twimg.com/profile_images/1453576481/Bruce_Headshot_2.jpg10: Danny Bloemendaal (Informaat)11: http://www.flickr.com/photos/sonnycohen/3640809202/sizes/o/in/photostream/12: http://consentdigital.com/blog/wp-content/uploads/2010/10/content.jpg14: http://a0.twimg.com/profile_images/1487594013/Rahel_Bailie_2011.jpg15: http://www.flickr.com/photos/carlodemarchis/5038896142/sizes/o/in/photostream/16: http://media.tumblr.com/tumblr_lx830rpASF1r3y0ey.jpg17: http://www.alistapart.com/articles/content-modelling-a-master-skill/21: http://www.flickr.com/photos/chi-nederland/archives/date-posted/2011/07/12/22: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png23: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png24: http://www.amazon.com/Google-Nexus-Tablet-16-GB/product-reviews/B008M04V1E/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=126: http://www.gadgets-weblog.com/wp-content/uploads/topgear.jpg27: http://lucidplot.com/media/2012/07/Multi-source-dynamic-content.png28: http://www.5tendesign.com/images/process_diagram.jpg29: http://designinformer.com/wp-content/uploads/lorem-ipsum/no-lorem.jpg32: http://brandonclaybon.comlu.com/wp-content/uploads/2011/12/thank-you-blackboard.jpg