The Moment for Content #twab2012

The Moment for ContentPutting content center stage in customerexperience and touchpoint designBas Evers

3• Content Designer at Informaat• Content Strategist• Fellow Initiator ContentCafé

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

5 I. Content in CX/UX

7User experienceencompasses allaspects of the end-user’s interactionwith the company,its services, and itsproducts Donald Norman, 1995

880, maybe 90%of the userexperience isdetermined bythe content Gerry McGovern

9 Customer experience is the perception that customers have of their interactions with an organizationBruce Temkin

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

11 Id like a little relevant content with my responsive design, pleaseScott Abel

12 II. Content in the Touchpoint Design Process

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

14 dialogs withRahel Bailie

15Communication goalsare the foundationalelements that informvisual design,content strategy,editorial strategy,nomenclature, andarchitecture Margot Bloomstein

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

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?

18 III. Examples of Content Issues

25Content Issues Addressed• Flickr’s metadata filtering options• WWF’s responsive design limited to navigation• Amazon offering easy access to negative reviews

26 IV. Our Challenge

27 Jonathan Kahn

32@everbass@informaat@contentcafe_nl

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

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

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The Moment for Content #twab2012

by Bas Evers on Sep 27, 2012

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