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

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