Content's Forgotten Corners – UX Craft Meetup

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The way that content creation has traditionally been positioned in organisations – usually as copywriting, and under the guardianship of the marketing team – has led to all kinds of important things …

The way that content creation has traditionally been positioned in organisations – usually as copywriting, and under the guardianship of the marketing team – has led to all kinds of important things slipping through the cracks and causing UX havoc later on.

Inscrutable error messages, badly truncated headlines, and conflicting factual information pop up like ghouls and ghosties on a House of Horror ride, and upset our users when least expected.

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  • 1. CONTENT’S Forgotten Corners Kerry-Anne Gilowey UX Craft Meetup, Cape Town, 21 August 2014 @kerry_anne 1
  • 2. Lorem Oopsum™ Credit for the term Lorem Oopsum™ belongs to Lisa Maria Martin, a.k.a. @redsesame. Visit http://loremoopsum.tumblr.com/ for more blank-page goodness. 2
  • 3. Paging Trevor... 3
  • 4. Here! Right here!(!!!) 4
  • 5. Also here!(!!!) 5
  • 6. Why I didn’t study in 2011. 6
  • 7. Truncation is not a stra 7
  • 8. ? 8
  • 9. From guardiantruncationteam.tumblr.com 9
  • 10. “But your site said...” 10
  • 11. 11
  • 12. Hmmmm. 12
  • 13. Timing is everything 13
  • 14. This email was sent on 23 July. 14
  • 15. The article it links to was published on the website on 14 July. 15
  • 16. Seek, and ye shall... 16
  • 17. ... be confused and frustrated. 17
  • 18. I searched for macbook air ethernet adaptor. On page 1: 18
  • 19. I searched for macbook air ethernet adaptor. On page 5: 19
  • 20. Content Mauling System 20
  • 21. CMS dangers 21
  • 22. – Karen McGrane The Way Forward, CS Forum 2011 http://slideshare.net/KMcGrane/the-way-forward-whats-next-for-content-strategy 22
  • 23. OMGWTFBBQ? 23
  • 24. 24
  • 25. 25
  • 26. 25
  • 27. 25
  • 28. 25
  • 29. 25
  • 30. 25
  • 31. 25
  • 32. 25
  • 33. LOLWUT ? 26
  • 34. Unsubscribe. Get a fright. 27
  • 35. More corners 28
  • 36. Confirmation screens Oh please don’t make me choose! 29
  • 37. File names 30
  • 38. URL structure 31
  • 39. Digital document design Did they charge me twice? I (actually really) can’t tell. 32
  • 40. Let’s recap... 33
  • 41. A partial list of forgotten corners 34
  • 42. A partial list of forgotten corners Missing content 34
  • 43. A partial list of forgotten corners Missing content Layout and fit 34
  • 44. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency 34
  • 45. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing 34
  • 46. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata 34
  • 47. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience 34
  • 48. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages 34
  • 49. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications 34
  • 50. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens 34
  • 51. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens URL structure 34
  • 52. A partial list of forgotten corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens URL structure Document design 34
  • 53. How do we fix this? 35
  • 54. Move on from the past 36
  • 55. Channels, channels everywhere Twitter Blog Facebook SMS Email Face to face Snail mail Call centre Print 37
  • 56. Content ≠ Marketing 38
  • 57. 39
  • 58. ( ) 40
  • 59. 41
  • 60. 42
  • 61. 43
  • 62. Use the customer journey 44
  • 63. Structured content 45
  • 64. Content models 46
  • 65. Structured writing briefs 47
  • 66. Rick Allen @epublishmedia 48
  • 67. Who? ...has authoring and editing rights? ...owns this piece of content? ...has to review this document? ...needs to be notified of changes? ...content lives on the home page? ...types of content do we NOT publish? ...metadata needs to be captured? What? ...should content be updated? ...should content be archived? ...should content be reviewed? When? 49
  • 68. “But I’m n-n-not a c-c-content strategist. What can I d-d-do?” 50
  • 69. Be a content champion! Put content first Plan for the creation of content Understand your audience Be consistent Keep control in a single place 51
  • 70. 52
  • 71. @kerry_anne Thanks for listening! Kerry-Anne Gilowey kerryanne@augustsun.co.za http://augustsun.co.za http://about.me/kerryanne 53