Content Strategy + User Experience = Great Web Content
by Christy (Brewer) Sherman on Jul 27, 2010
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Some days, being a user experience professional can be lonely. You research and survey, and create a beautiful set of personas that get stuck up on a cube wall somewhere, as they fade into blind spots ...
Some days, being a user experience professional can be lonely. You research and survey, and create a beautiful set of personas that get stuck up on a cube wall somewhere, as they fade into blind spots for those who are supposed to use them. Meanwhile, some content manager is sitting in a cube, mulling over an inventory, wondering what's useful and what's not. Too bad that poor content manager is poking around Google Trends and making assumptions on instinct alone. They might as well both be blowing bubbles in the wind.
Alice Coleman and Christy Brewer were brought into a web site redesign project at the same time. Coleman is an accomplished user experience pro. But Brewer is a jack-of-all-trades, having only dabbled in user experience research as an extension of her editorial and content creation background. Brewer knew better than to pretend she could play in Coleman's world, and began asking questions that sprang from her journalism training. Soon, they were finishing each other's sentences, and found a clear and concise way to illustrate that what Brewer needs is exactly what Coleman provides.
Brewer and Coleman moved past nomenclature and into the land of bubbles to visually define the relationships between persona research and content development. Using standard UX practices of identifying key tasks, search behavior data and web analytics, Brewer and Coleman's bubble illustrations map the path from guessing at valuable content and strategically designing content that meets actionable organizational goals.
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