0
www.cmsmyth.com @jakedimareJake DiMareSenior Project Manager - ISITE DesignContributing Editor – The CMS MythSo Happy Toge...
2 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMy name is Jake…Resources: www.cmsmyth.com/D4DBoston2013Has...
Who are you?
#SoHappyTogether @jakedimare
5 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
6 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
7 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comTalking ContentStrategy andExperience Designwith @jakedimar...
8 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
9 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
10 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
11 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
12 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comExperienceDesignContentStrategyAWESOME
13 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
14 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
15 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
16 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comScope
17 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comSchedule
18 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comBudget
19 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comStakeholder expectations
20 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comRisk
21 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
22 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com7 WAYSCONTENT CAN‘CHOKE OUT’ AWEB PROJECT
23 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comContent = scope…#1 FAILURE TOAPPRECIATE THEDEPTH ANDBREADT...
24 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big Dig
25 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big DigOriginally scheduled forcompletion: 1998 @ $2.8B
26 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big DigEventually completed in:2007 @ 14.6BOriginally ...
27 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#2 FAILURE TORECOGNIZE THEVITALIMPORTANCE OFCONTENT.It’s a...
28 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
29 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#3 FAILURE TOPLAN FORCREATING AND/ORREVISINGCONTENT.Ready ...
30 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe WritingProcessPrewritingWritingRevisingEditingPublishi...
31 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#4 FAILURE TOUNDERSTAND THECHALLENGES OFDESIGNING WITHDUMM...
32 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDummy text is for…Lorem Ipsum is simply dummy text of thep...
33 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#5 FAILURE TOPROPERLY PLANFOR CONTENTMIGRATION.Content on ...
34 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
35 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
36 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#6 FAILURE TORECOGNIZE THERELATIONSHIPBETWEEN CONTENTAND E...
37 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
38 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#7 FAILURE TOUNDERSTAND THEGRAVITY OF THEBUSINESS GOALSAND...
39 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDigitalExperienceVisionCulture &GovernanceTechnologyOptimi...
40 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com6 THINGS YOUCAN DO TOMITIGATETHESE RISKS
41 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimare
42 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comTHE EVOLUTION OF WEBDESIGN AND DEVELOPMENTTEAMS
43 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareIn the beginning…
44 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com1990-1995Web team:• Web Master(s)
45 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
46 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2000Web team:• Web Developer(s)• Web Designer(s)
47 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
48 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2005Web team:• Web Developer(s)• Web Designer(s)• Informat...
49 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2005Web team:• Web Developer(s)• Web Designer(s)• Informat...
50 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comPresent dayDX team:• Engineer• XD• XA• PM• Digital Strateg...
51 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDefining success today…TargetedPortableMobileSocialRespons...
52 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
53 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comActivities, Milestones andDeliverablesDiscovery Design Dev...
54 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comContent auditWhat: Detailed content inventoryand associate...
55 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareContent Audit
56 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimareContent audit pro tips• Do Use Xenu!• ...
57 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architectureWhat: Hierarchy ofcommunication goalsW...
58 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage ArchitectureCardSort
59 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
60 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
61 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
62 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCard sort steps1. Sort all cards into the threecolumns2. R...
63 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
64 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comVenn diagram steps1. Place emotive words in thebrand attri...
65 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architecture output• Contrarian– Provocative, yet ...
66 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimareMessage architecture…• Design Implicat...
67 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architecture pro tips• Set up the room–Get chairs ...
68 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMigration planningWhat: Documents detailing theeffort asso...
69 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
70 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
71 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMigration planning pro tips• Start early, update often• Be...
72 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCMS governanceWhat: Documentation of rules,vital informati...
73 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCMS governance• Hosting information• Support information• ...
74 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comUser DocumentationWhat: How to manual(s)When: DevelopmentW...
75 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com7 ways content can choke outyour project…• #1 FAILURE TO U...
76 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com6 Things you can do to mitigatethese risks…• Hire a conten...
Building Bridges, Connecting CommunitiesEvaluate this session at:portland2013.drupal.org/schedule.Thank you!andWhat did yo...
78 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comResources: www.cmsmyth.com/D4DBoston2013Hashtags: #D4D#SoH...
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D4 d slidedeck_jakedimare-shortnotes-v1

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Slides for my session at 2013 Design 4 Drupal Boston:

http://boston2013.design4drupal.org/session/user-experience-design-and-content-strategy-so-happy-together

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  • Hi!Thank everyone for comingThanks to the DrupalCon organizers for selecting me to share this presentation. Thanks to my company for paying for my travel and giving me the time off to come share my thoughts and experiences with you. Marco Rubio jokes.
  • Review slideInvite people to connect w/you
  • Poll AudienceOK, Big Question for this talk: How many people here think Content Strategy is vitally important to the success website projects you are working on?
  • What I doAbout ISITEStart totalk about digital experience
  • About CMS MythTalk about our perspective. It’s not about the CMS, it’s about the people who work with them…And making their experiences better.
  • Explain the Tee ShirtExplain the contest. Going to give three tee shirts away to the first three people who successfully tweet something…So get your computers or cell phones ready…
  • Cut to Twitter, to see who won. Give away tee shirts.
  • First…As I mentioned, I’m primarily project manager not a content strategist…Or a designer.BUT THIS TOPIC IS relevant to OTHER PEOPLE on project team…Finally…I’m not going to evangelize too much, hope to be practical…
  • That being said…Just in case there are any folks in the room who haven’t been keeping up with the content strategy movement, I do want to quickly share the idea that content strategy truly is a really big deal right now. My own personal acknowledgement of this fact has followed a similar trajectory as our industry, from initial awareness to the present…But for me, there was a watershed moment last year when I saw this tweet, from the Mars Curiosity Rover. If it’s tough to read it says: I’m safely on the surface of Mars. GALE CRATER I AM IN YOU!!! #MSL. On the surface some of you may be thinking: So what? The person responsible for tweeting updates about the recent Mars mission got a little excited…
  • However, all you have to do is go to the Curiosity’s twitter feed and you’ll see that assumption is incorrect. It is almost immediately evident the Mars Curiosity rover twitter feed has a distinct editorial style, meant to be fun and approachable. On a strategic level, I speculate someone made a very specific choice that this feed should inspire wonder and gain the interest of normal, every day citizens, who vote for the politicians that make decisions about how to fund scientific exploration. That this hunk of battery powered robot, drilling holes in a frozen ball of dirt 50 million miles away from Earth, should have a content strategy fills me with wonder at the importance of what we do. Human beings like stories. They are the ultimate meme’s if you will. They transfer from person to person like energy, far easier than cold, hard, data. Someone made a decision that the Mars Rover should have a personality…That through the exercise of a very intentional content strategy, it should be a star.
  • So I’d like to say thank you to KarenMcGrane, Jeff Eaton, Margot Bloomstein and the rest of the evangelists, that have been working so hard to help us understand the value of what they bring to the table… It’s my genuine belief that content strategy helps me…and the teams I work with…provide better digital experiences.
  • That being said…The promise of better digital experiences is great and all…But it’s ALSO my belief that CS makes all of our lives on a project team a heck of a lot easier, and I’ll demonstrate why with the remainder of this presentation. We’re going to talk about 7 content related risks that may take your project off the rails and then dig into the ways you can mitigate these risks.
  • In order to understand why I believe content strategy makes our lives easier, It’s necessary to better understandthe mind of an average project manager…What are our fears,motivations…
  • What we think about…
  • OK, so hopefully this is what your project manager is thinking about at work. I’d like to dive a little deeper into each of these areas of interest one at a time…
  • Talk about scope
  • Talk about schedule
  • Talk about budgets
  • Talk about managing expectations
  • Managing risk
  • Share anecdote about facing your problems… InJiuJitsu there are many problems we must face, but the biggest one is the risk of being submitted by your opponent with a choke hold, rendering you unconscious. In JiuJitsu we literally refer to this as being ‘choked out’. You don’t want to be CHOKED OUT. In PROJECT MANAGEMENT we call the act of facing our problems ‘RISK MANAGEMENT’
  • And so, in the spirit of mixed metaphors, I would like to identify 7 ways content can ‘choke out’ your project…
  • Read slide 2x
  • So, this image is the Zakim Bridge in Boston, Part of the famous ‘Big Dig’ or Central Artery Project Planning started in 1982The most expensive highway project in the history of mankind.
  • It was originally scheduled to be completed in 1998 at an estimated cost of $2.8 billion Just let that number settle in for a moment…
  • It eventually completed in December 2007, at a cost of over $14.6 billion Does anyone think it’s possible they didn’t know what they were getting into while planning?Team fatigue…($14.6 billion in 2007 = $8.08 billion in 1982 dollars, meaning a cost overrun of about 190%)
  • Read slide 2x
  • It seems silly to have to say this but DESIGNERS…it’s ABOUT THE CONTENT!!!Who Said this: CONTENT PRECEDES DESIGNContent precedes design. Design in the absence of content is not design, it’s decoration. Discuss effects
  • Read slide 2x
  • Creating content is difficult and complex…And it’s likely the BIGGEST THING stressing out your clients or stakeholders RIGHT THIS VERY MINUTEAll of this process is most probably happening in parallel with the design and development. Discuss effects
  • Read 2x
  • Not thinking about content variability, not understanding the CONTEXT of the CONTENT,LENGTH of LISTS, LENGTH of TITLES, LENGTH of NAVIGATION ITEMS…the list goes on.
  • Read 2x
  • I love this image. It’s so optimistic and aspirational…Can’t you just envision a content migration working out like this?The project manager is up there in the ultralight waving in joy, While everything migrates from the old site to the new one in perfect order…Has anyone worked on a migration effort that felt like this?
  • Does this feel a little more realistic to anyone?YOU GUYS - Migration is hard!And it’s a huge client risk…This is another one of those things keeping your stakeholders up at night. Be a Jedi and make it easier for them……the time it takes to move content into the site is a really big deal and it requires careful planning…
  • Read 2x
  • Talk about your experiences with EAT24
  • Read 2x
  • So, we talk about this diagram when we do strategy engagements. The idea is CMS, Content, Operations, Optimization, These are all just parts of the big picture that rolls up to Business Needs. We could spend hours talking about this subject itself…Point is…It’s necessary to understand business requirements.
  • For the remainder of this talk we’ll explore what we can do to mitigate the risks associated with complex, large-scale, technology projects.
  • Step 1 – HIRE A CONTENT STRATEGIST!!
  • To make the case for the importance of simply adding this team member, Let’s take a quick look at the evolution of interactive project teamsBriefly share personal career trajectory.
  • This is the original web page put up by CERN on April 30th 1992. Obviously, not very sophisticated…
  • In terms of what it took to make a web page like this a reality…here’s what we are talking about. By the way, THIS WAS ME….My FIRST WEB RELATED JOB was ‘web master’ for the BRICK AND MORTAR company I worked for in the 90’s. Then became a DEVELOPER.
  • Here’s a screenshot of the Apple website, circa 2000. As you can see, design is starting to play a much bigger role. Other important details:ImagesVideo!
  • It was my experience around this time the team was made up of some number of designers and developersShepherded by an account manager
  • Here’s a typical webby award winner in 2005. Getting more complex in terms of design, content, Also login accounts, rate quote tools, etc. By the way, by this point STATIC CONTENT is practically DEAD…certainly among major corporate web sites. Also: Beginning to wrestle with the very first wave of smart mobile devices around this time. Think Palm treo and blackberry.
  • 2005 and everyone is talking about Information Architecture...or User Experience Architecture. A few years earlier Jakob Nielson and Jeffrey Zeldmen had worn out the conference circuit and by 2005 all anyone could talk about was usability.
  • And as project teams got bigger, they eventually needed full time project managers to keep all these interdependent moving parts in synch. Please note, in addition to casting project managers as the King of Middle earth with a light saber, this portion of the presentation can either be a gross over-simplification or overly complex version of your reality at the time… Websites were becoming exponentially more complex with user accounts, language localization and targeted marketing while simultaneously looking better and better as time went on. Here’s a typical consumer facing ‘webby award winning’ website from 2005…
  • Enter the content strategists. Along with project teams, the web is getting more complex.
  • We’re building digital experiences…not websites…And Content needs to be…
  • And let’s not forget the significance and influence of search results… which has been growing steadily right alongside the complexity of digital experiences this whole time. Content teams need to think about how content is consumed by machines, in addition to human audiences.
  • So, what if you don’t have access to a digital strategist? Then it’s necessary to make sure the right activities, milestones and deliverables are included in the project process.
  • Introduce the content auditAddresses the risk of not properly understanding scope
  • Explain Xenu Link Sleuth
  • Pro tips in either case
  • Introduce message architecture
  • Talk about Margot Bloomstein’s bookContent Strategy at WorkSet up what happens in a card sort…Fast click through next slides
  • The other approach Margot outlines is this Venn Diagram method.Supposed to be quicker…Less complicated.
  • Explain steps
  • Explain this is output in either case
  • Explain this is output in either case
  • Pro tips in either case
  • Explain Migration planning
  • Review columns, talk about importance
  • Talk about content object modelingContent templateEarlier Karen talked about Blob vs. Structured content
  • Share migration planning pro tips
  • Explain governance…What it is what it isn’t
  • Here’s some topics that could be included in a governance deliverable
  • Explain documentation
  • Review slideInvite people to connect w/you
  • Transcript of "D4 d slidedeck_jakedimare-shortnotes-v1"

    1. 1. www.cmsmyth.com @jakedimareJake DiMareSenior Project Manager - ISITE DesignContributing Editor – The CMS MythSo Happy Together(Experience Designers and Content Strategists are)
    2. 2. 2 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMy name is Jake…Resources: www.cmsmyth.com/D4DBoston2013Hashtags: #D4D#SoHappyTwitter: @jakedimare@cmsmyth
    3. 3. Who are you?
    4. 4. #SoHappyTogether @jakedimare
    5. 5. 5 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    6. 6. 6 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    7. 7. 7 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comTalking ContentStrategy andExperience Designwith @jakedimare at#D4D Boston!#SoHappy
    8. 8. 8 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    9. 9. 9 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    10. 10. 10 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    11. 11. 11 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    12. 12. 12 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comExperienceDesignContentStrategyAWESOME
    13. 13. 13 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    14. 14. 14 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    15. 15. 15 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    16. 16. 16 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comScope
    17. 17. 17 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comSchedule
    18. 18. 18 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comBudget
    19. 19. 19 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comStakeholder expectations
    20. 20. 20 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comRisk
    21. 21. 21 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    22. 22. 22 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com7 WAYSCONTENT CAN‘CHOKE OUT’ AWEB PROJECT
    23. 23. 23 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comContent = scope…#1 FAILURE TOAPPRECIATE THEDEPTH ANDBREADTH OF APROJECT.
    24. 24. 24 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big Dig
    25. 25. 25 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big DigOriginally scheduled forcompletion: 1998 @ $2.8B
    26. 26. 26 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe Big DigEventually completed in:2007 @ 14.6BOriginally scheduled forcompletion: 1998 @ $2.8B
    27. 27. 27 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#2 FAILURE TORECOGNIZE THEVITALIMPORTANCE OFCONTENT.It’s all about the content…
    28. 28. 28 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    29. 29. 29 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#3 FAILURE TOPLAN FORCREATING AND/ORREVISINGCONTENT.Ready or not…
    30. 30. 30 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comThe WritingProcessPrewritingWritingRevisingEditingPublishingPromoting
    31. 31. 31 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#4 FAILURE TOUNDERSTAND THECHALLENGES OFDESIGNING WITHDUMMY CONTENT.For placement only (for dummies)…
    32. 32. 32 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDummy text is for…Lorem Ipsum is simply dummy text of theprinting and typesetting industry. It has beenthe industrys standard dummy text ever sincethe 1500s……the 1500’s……the1500’s……the 1500’s…
    33. 33. 33 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#5 FAILURE TOPROPERLY PLANFOR CONTENTMIGRATION.Content on the move…
    34. 34. 34 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    35. 35. 35 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    36. 36. 36 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#6 FAILURE TORECOGNIZE THERELATIONSHIPBETWEEN CONTENTAND EXPERIENCEExperience this…
    37. 37. 37 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    38. 38. 38 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#7 FAILURE TOUNDERSTAND THEGRAVITY OF THEBUSINESS GOALSAND OBJECTIVES.Create the experience business needs...
    39. 39. 39 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDigitalExperienceVisionCulture &GovernanceTechnologyOptimizationContentOperationsPlanCustomerInsightThe seven gates for digitalchange
    40. 40. 40 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com6 THINGS YOUCAN DO TOMITIGATETHESE RISKS
    41. 41. 41 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimare
    42. 42. 42 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comTHE EVOLUTION OF WEBDESIGN AND DEVELOPMENTTEAMS
    43. 43. 43 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareIn the beginning…
    44. 44. 44 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com1990-1995Web team:• Web Master(s)
    45. 45. 45 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    46. 46. 46 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2000Web team:• Web Developer(s)• Web Designer(s)
    47. 47. 47 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    48. 48. 48 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2005Web team:• Web Developer(s)• Web Designer(s)• InformationArchitect(s)
    49. 49. 49 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com2005Web team:• Web Developer(s)• Web Designer(s)• InformationArchitect(s)• Project Manager
    50. 50. 50 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comPresent dayDX team:• Engineer• XD• XA• PM• Digital Strategist• MO Specialist• Content Strategist
    51. 51. 51 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comDefining success today…TargetedPortableMobileSocialResponsiveLocalGlobalRelevant
    52. 52. 52 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    53. 53. 53 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comActivities, Milestones andDeliverablesDiscovery Design Development
    54. 54. 54 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comContent auditWhat: Detailed content inventoryand associated analysisWhen: Scoping, DiscoveryWhy: The cone of uncertainty
    55. 55. 55 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareContent Audit
    56. 56. 56 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimareContent audit pro tips• Do Use Xenu!• Don’t just run automated software• Include UXA, UXD, MO, and businessstakeholders in the analysis• Look for pockets of abandonedcontent• Compare audit against Analytics
    57. 57. 57 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architectureWhat: Hierarchy ofcommunication goalsWhen: Discovery, DesignWhy: Learnin’!
    58. 58. 58 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage ArchitectureCardSort
    59. 59. 59 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
    60. 60. 60 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
    61. 61. 61 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimareMessage Architecture
    62. 62. 62 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCard sort steps1. Sort all cards into the threecolumns2. Remove ‘Who We’re Not’3. Confirm remaining two columns4. Remove ‘Who We Are’5. Prioritize remainder6. Record
    63. 63. 63 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    64. 64. 64 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comVenn diagram steps1. Place emotive words in thebrand attributes circle2. Place emotive words in theaudience needs circle3. Explore overlap4. Record
    65. 65. 65 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architecture output• Contrarian– Provocative, yet optimistic• Empowering– Provide tools– Inspire action• Innovative– Current– Leading edge, not bleeding edge• Egalitarian– Build community– Relationship oriented
    66. 66. 66 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimareMessage architecture…• Design Implications– Use of Popular Memes for imagery– No stock footage of people in offices– Sans-Serif font for design elements– User-centric navigation• Copy Implications– Use AP style guide– Use humor liberally– Longer sentence structures are acceptable
    67. 67. 67 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMessage architecture pro tips• Set up the room–Get chairs out of the way–Provide snacks and refreshment–Write ground rules on white board• Ground rules:–This exercise is about the brand–Perception = reality–This is a safe environment
    68. 68. 68 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMigration planningWhat: Documents detailing theeffort associated with contentintegrationWhen: Design, DevelopmentWhy: Because migration is hard
    69. 69. 69 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare
    70. 70. 70 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
    71. 71. 71 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comMigration planning pro tips• Start early, update often• Be informed by genuine workflow• Let stakeholders know this is aliving document. It doesn’t get‘finished’• Make sure everyone is workingfrom the same sheet music.• Have a sign off column!
    72. 72. 72 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCMS governanceWhat: Documentation of rules,vital information, etc.When: DevelopmentWhy: Self preservation (EverWant to go on vacation?)
    73. 73. 73 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comCMS governance• Hosting information• Support information• Content management team information• Measurement team information• Advertising information• Archiving• Security• Information architecture• Hiring and training• Standards and procedures• Legal issues (Privacy, TOS, Etc.)
    74. 74. 74 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comUser DocumentationWhat: How to manual(s)When: DevelopmentWhy: Self preservationAlso: Portfolio rot…
    75. 75. 75 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com7 ways content can choke outyour project…• #1 FAILURE TO UNDERSTAND SCOPE.• #2 FAILURE TO RESPECT THE CONTENT• #3 FAILURE TO PLAN FOR CONTENT CREATION.• #4 FAILURE TO DESIGN WITH REAL COPY• #5 FAILURE TO PLAN FOR CONTENT MIGRATION.• #6 FAILURE TO PLAN FOR YOUR NEW CMS.• #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.
    76. 76. 76 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com6 Things you can do to mitigatethese risks…• Hire a content strategist!• Conduct a Content Audit• Create a Message Architecture• Migration Planning• Write CMS Governance Documentation• Write User Documentation
    77. 77. Building Bridges, Connecting CommunitiesEvaluate this session at:portland2013.drupal.org/schedule.Thank you!andWhat did you think?Now who won those t-shirts?
    78. 78. 78 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.comResources: www.cmsmyth.com/D4DBoston2013Hashtags: #D4D#SoHappyTwitter: @jakedimare@cmsmyth
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