Content Analysis: Know Thy Content

They talked to potential customers… Company Logo “ICompany Logo am a small business; I don’t know all of these big words.” Media 123 “Why would I call you?” “What is ‘media mix’? Why is there a blender?” “I don’t see Company Name I need at pricing. Company Name least a range before I’ll call.” Business Solutions content science © copyright 2010. all rights reserved.

The really great person “ will KEEP GOING & find….the underlying principle of the problem [to] come up with a beautiful, “ elegant solution that works. Steve Jobs content science © copyright 2010. all rights reserved. 16

Let’s pretend… •  CDC is redesigning a website about travel health. •  High-volume traffic •  International travelers •  They suspect DESTINATIONS content needs improvement for the new design. •  They ask us to take a look. content science © copyright 2010. all rights reserved. 18

What’s it like qualitatively? AUDIT Is any of the content ROTten?   Redundant?   Outdated? We throw out the really bad content.   Trivial? But how good is the rest? content science © copyright 2010. all rights reserved. 23

Use a quality checklist. AUDIT   Findable and usable?   Complete?   Clear and accurate?   Consistent, appropriate style?   Useful and relevant?   Influential? content science © copyright 2010. all rights reserved. 24

What’s the goal…really? GOAL 1.  Review mission, vision, or similar statements. 2.  Ask the project sponsor & stakeholders. 3.  Compare with the audit. content science © copyright 2010. all rights reserved. 32

We review the written goal. GOAL To provide information, based on scientific studies, disease surveillance, & best practices, to assist travelers in deciding the vaccines, medications, & other measures necessary to prevent illness & injury during international travel. content science © copyright 2010. all rights reserved. 33

We talk to stakeholders & GOAL boil it down to this: To help travelers DECIDE how to prevent illness & injury. Example: Decide what shots to get. content science © copyright 2010. all rights reserved. 34

What do travelers think? USERS 1.  Ask travelers to complete appropriate tasks. 2.  Observe & listen. 3.  Ask questions. 4.  Compare the feedback with your audit. content science © copyright 2010. all rights reserved. 37

The content has potential. USERS INFLUENCE “I trust information from CDC because they focus so much on science.” USEFULNESS “This could be a great resource for me because I travel a lot.” content science © copyright 2010. all rights reserved. 38

But it’s not working right USERS now. RELEVANCE & CLARITY “What are these outbreak alerts? They all look expired.” USABILITY “I just want to know what shots I need to get. I don’t really see that.” CLARITY & INFLUENCE “Do I really have to get all of these vaccinations & medications? I’m not sure what’s required.” content science © copyright 2010. all rights reserved. 39

We investigate the ecosystem. ECOSYSTEM 1.  Talk to stakeholders and people involved in the current content process and culture. 2.  Review documentation of processes. content science © copyright 2010. all rights reserved. 43

1.  Don’t rush into a website without knowing your content needs. 2.  Use content analysis to understand… •  What content you have. •  Whether it’s good quality. •  Whether it works for your goals and users. •  How your ecosystem affects it. 3.  Report clearly and confidently. content science © copyright 2010. all rights reserved. 52

References Content Strategy for the Web Kristina Halvorson “Analyze” Chapter Understanding Content: The Stuff We Design For Rachel Lovinger & Karen McGrane SXSW Presentation content science © copyright 2010. all rights reserved. 54

Resources Toward Content Quality UXmatters Colleen Jones Content Analysis: A Practical Approach UXmatters Colleen Jones Content Quality Checklist (next slide) content science © copyright 2010. all rights reserved. 55

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Content Analysis: Know Thy Content

by Colleen Jones on Apr 19, 2010

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