Storymapping: A MacGyver Approach to Content Strategy

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** Authored and presented with Lis Hubert ** …

** Authored and presented with Lis Hubert **

Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach.

Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals.

In this session you will learn:

• How to do quality content strategy work even when constraints are many
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you
• How storymaps can be used across different touchpoints and content areas to improve the user experience.

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  • 1. LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM DONNA LICHAW @DLICHAW GREATNORTHELECTRIC.COM STORYMAPPING A MACGYVER APPROACH TO CONTENT STRATEGY
  • 2. 2 HELLO.
  • 3. EASE EVERYDAY ARTS IN SPECIAL EDUCATION
  • 4. WE GET THESE QUESTIONS OFTEN
  • 5. NEEDLESS TO SAY, WE WERE VERY EXCITED
  • 6. BUT THERE WAS A CATCH…
  • 7. BUDGET TIME RESOURCES
  • 8. USER INTERVIEWS STAKEHOLDER INTERVIEWS CONTENT AUDIT GAP ANALYSIS TASK ANALYSIS PERSONAS SCENARIOS CONTENT PRIORITIZATION CONTENT ROADMAP CONTENT STRATEGY
  • 9. USER INTERVIEWS STAKEHOLDER INTERVIEWS CONTENT AUDIT GAP ANALYSIS TASK ANALYSIS PERSONAS SCENARIOS CONTENT PRIORITIZATION CONTENT ROADMAP CONTENT STRATEGY BUDGET TIME RESOURCES
  • 10. WHAT WOULD MACGYVER DO?
  • 11. STORYMAPPING (WHAT MACGYVER WOULD DO)
  • 12. A LONG, LONG TIME AGO… IN A UNIVERSE FAR AWAY
  • 13. North by Northwest storyboard/film comparison one1more2time3.wordpress.com STORYBOARDING
  • 14. BUDGET TIME RESOURCES
  • 15. “Opening iTunes Details” transition using basic Post-it Notes. Hinman, Rachel. 2012. ! The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
  • 16. NOT TO BE CONFUSED WITH…
  • 17. Jeff Patton – http://www.agileproductdesign.com/blog/the_new_backlog.html AGILE STORY MAPPING
  • 18. NARRATIVE ARC Beginning Middle End
  • 19. NARRATIVE ARC Beginning Middle End
  • 20. NARRATIVE ARC Inciting Incident Climax Falling Action Rising Action Exposition Resolution Crisis Journey Chase Search ( ) Beginning Middle End
  • 21. EXPOSITION
  • 22. INCITING INCIDENT
  • 23. RISING ACTION
  • 24. CRISIS
  • 25. CLIMAX
  • 26. FALLING ACTION
  • 27. RESOLUTION
  • 28. EXPERIENCE STORIES ENGAGEMENT
  • 29. PRODUCT DEFINITION What is this product or feature? Why should users care or want to use it? PRODUCT DISCOVERY How might users find us? What value/affordances do we show? USE How should this flow, um, flow?
  • 30. BUDGET TIME RESOURCES CHEAP FAST EASY
  • 31. WHAT WE DID
  • 32. DAY 1
  • 33. DAY 2
  • 34. DAY 3
  • 35. DID IT WORK?
  • 36. THE GOOD
  • 37. THE BAD
  • 38. MIA DESIGNERS DEVELOPERS EDUCATORS STUDENTS
  • 39. MIA COMPREHENSIVE RESEARCH
  • 40. STORYMAP AS HYPOTHESIS
  • 41. STORYMAP AS { EDUCATED GUESS }
  • 42. WE HAD A STORY* *GOOD FOR WRITING GRANT APPLICATIONS
  • 43. WHAT’S NEXT
  • 44. ROADMAP VISION CONSENSUS CHEAP FAST EASY }
  • 45. THANK YOU. DONNA LICHAW @DLICHAW GREATNORTHELECTRIC.COM LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM