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Platform ≠ Content
 

Platform ≠ Content

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Slides from my talk about the difference between content and platform design and why it is essential to understand the difference. It explains why designers are uniquely qualified to solve some of the ...

Slides from my talk about the difference between content and platform design and why it is essential to understand the difference. It explains why designers are uniquely qualified to solve some of the toughest problems facing newsrooms today. This talk explores how platform design is the new battleground for audience retention and how designers play a crucial role in building successful digital products.

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    Platform ≠ Content Platform ≠ Content Presentation Transcript

    • Platform ≠ Content
    • Thank you to my smart friends: Callie Neylan Jeremy Pennycook Paulo Lopez Max Pfennighaus Patrick Cooper Benjamin Dauer Wes Lindamood Josh Hatch Joel Sucherman Kinsey Wilson Miranda Mulligan Michael Yoch Ian Adelman Tyson Evans Bill Couch Matt Mansfield Justin Ferrell Bryan Haggerty Matt Thompson Ron Coddington Michael Maness Laura Ramos Irakli Nadareishvili Marc Lavallee
    • Louisville Slugger
    • Rockwell About me •Newseum •Knight-Ridder/Tribune •SmartBrief •USA TODAY •NPR •Twitter
    • Twitter NPR USA TODAY PLATFORM CONTENT Newseum KRT
    • Content design and platform design are different beasts. Understanding the differences between the platforms is essential to creating good work.
    • Content Platform Exploratory Specific Custom Storytelling Pacing Rigid General Template-driven Distribution Wayfinding The perfect page The perfect system
    • What is the best way to tell this story? What problem am I helping this reader solve?
    • CONTENT illustration reporting the story graphics pacing bandwidth readability metrics scale CMS sharing wayfinding PLATFORM
    • “...like trying to make one pair of shoes fit everybody’s feet.” Jony Ive FastCoDesign.com
    • Poynter.org 10/28/2013
    • Digital news design is still broken. •Many story pages still feel the same. •Pages are filled with unnecessary junk. •Things don’t work on mobile.
    • Samey
    • 152 choices in the top nav.
    • Unsolicited NYTimes redesign by Andy Rutledge
    • Your competitive set?
    • WTHR app
    • Gmail = ubiquitous
    • News / Information Consumption News Orgs → ← Tech Orgs
    • Jim Roberts Is Mashable’s Exective Editor and Chief Content Officer Mashable October 30, 2013
    • Jeff Bezos Says Washington Post Could Take a Page From Amazon ABC News September 25, 2013 Source: wikipedia
    • The battle for audience retention will be fought on the platform. Design plays a crucial role in helping news organizations make digital products.
    • How might design help create better experiences? We must create beautiful spaces in which our audiences want to spend time. Lots of time.
    • Lucent Home
    • animatedalbums.tumblr.com
    • Design thinking can help •Context •Research •Empathy (user-centered) •Synthesis → Insights
    • Why? •Answer the right questions •Better answers, faster •Proactive, not reactive
    • Building great products can’t happen in dysfunction. Our organizational structures are kryptonite to innovation.
    • The baggage: Distribution Paid to manage risk. vs. Content Paid to tell stories.
    • Better! Technologists Product Shepherds User Experience
    • Good experiences thrive in organizations where design is respected.
    • Visual journalists are readymade problem solvers. •Ask questions •Observation helps challenge status-quo •Readers are fickle
    • YouTube
    • Parade Magazine
    • If you’re not agile, you’re doing it wrong. •Small •Multidisciplinary •Empowered •Accountable
    • Fertilizer for Agile •Clear strategic direction •Co-location •Mutual understanding
    • Evaluate and iterate
    • Tappable prototype
    • Understand how things work. We say “build” for a reason.
    • Handing a PSD to a developer does not make you a platform designer. Knowledge of how things work is critical to making informed design decisions.
    • Start small: •Little experiments •Skunk works can be cheap •Google is free •Show, don’t tell •SHIP IT.
    • Experience is everywhere. Understanding the differences between the platforms is essential to creating good work.
    • Thanks! @dwjr