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@mbloomstein | #uxlx 1
© 2014© 2014
Brand-driven message architecture
Margot Bloomstein
UX Lisbon 5 June, 2014
@mbloomstei...
@mbloomstein | #uxlx 2
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of usefu...
@mbloomstein | #uxlx 3
© 2014
Content demands attention
@mbloomstein | #uxlx 4
© 2014
Because we all want the same thing,
but content keeps getting in the way.
Content requires t...
@mbloomstein | #uxlx 5
© 2014
Content dredges up politics
This is your job now.
@mbloomstein | #uxlx 7
© 2014
©Skillset.org
@mbloomstein | #uxlx 8
© 2014
Titles < Roles < Skills
©Skillset.org
© The Creative Group
@mbloomstein | #uxlx 11
© 2014
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matr...
Deliverables are merely
punctuation in the
conversation.
They can’t replace the
conversation.
@mbloomstein | #uxlx 13
Why content strategy?
@mbloomstein | #uxlx 14
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
@mbloomstein | #uxlx 15
Why content strategy?
Launch on time
@mbloomstein | #uxlx 16
Why content strategy?
Stay within budget
@mbloomstein | #uxlx 17
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
@mbloomstein | #uxlx 18
Why content strategy?
Without the team killing each other
over differences in opinion and
changing...
@mbloomstein | #uxlx 19
© 2014
This can be yours.
More
like
Apple.
@mbloomstein | #uxlx 23
© 2014
More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Mini...
@mbloomstein | #uxlx 24
© 2014
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriente...
@mbloomstein | #uxlx 25
© 2014
@mbloomstein | #uxlx 26
© 2014
@mbloomstein | #uxlx 27
© 2014
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirme...
@mbloomstein | #uxlx 28
© 2014
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
@mbloomstein | #uxlx 29
© 2014
Versus brand values?
@mbloomstein | #uxlx 30
© 2014
Versus a mission or vision?
“Great design for everyone”
Vision and direction are different....
@mbloomstein | #uxlx 31
© 2014
@mbloomstein | #uxlx 32
© 2014
Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Cura...
@mbloomstein | #uxlx 33
© 2014
@mbloomstein | #uxlx 34
© 2014
First things first.
What do you need to communicate?
@mbloomstein | #uxlx 35
© 2014
First things first.
start blogging, audit the content,
consolidate site architecture, add v...
@mbloomstein | #uxlx 36
If you don’t know what
you need to communicate,
how will you know if you
succeed?
@mbloomstein | #uxlx 37
© 2014
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vo...
@mbloomstein | #uxlx 38
© 2014
A little thing with big impact.
@mbloomstein | #uxlx 39
© 2014
A little thing with big impact.
How could we prove this is a car not like
anything else out...
@mbloomstein | #uxlx 40
© 2014
A little thing with big impact.
@mbloomstein | #uxlx 41
© 2014
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s car
• P...
@mbloomstein | #uxlx 42
© 2014
@mbloomstein | #uxlx 43
© 2014
@mbloomstein | #uxlx 44
© 2014
@mbloomstein | #uxlx 45
© 2014
@mbloomstein | #uxlx 46
© 2014
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ stuff...
@mbloomstein | #uxlx 47
© 2014
Message architecture drives
the user experience
@mbloomstein | #uxlx 48
© 2014
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
@mbloomstein | #uxlx 49
© 2014
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
@mbloomstein | #uxlx 50
© 2014
Premium technology
Classic design
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful
…in the c...
@mbloomstein | #uxlx 51
© 2014
@mbloomstein | #uxlx 52
© 2014
@mbloomstein | #uxlx 53
© 2014
Not all channels are appropriate
for every brand or audience.
• Annual reports
• Articles o...
@mbloomstein | #uxlx 54
© 2014
Not all channels are appropriate
for every brand or audience.
• Annual reports
• Articles o...
@mbloomstein | #uxlx 55
© 2014
@mbloomstein | #uxlx 56
© 2014
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approacha...
@mbloomstein | #uxlx 57
© 2014
Message architecture drives
a consistent user experience,
visually and verbally.
@mbloomstein | #uxlx 58
© 2014
@mbloomstein | #uxlx 59
© 2014
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Laye...
@mbloomstein | #uxlx 60
© 2014
@mbloomstein | #uxlx 61
© 2014
Imagery of individual impact
• People engaged with product and offsite
community service—no...
@mbloomstein | #uxlx 62
© 2014
@mbloomstein | #uxlx 63
© 2014
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter s...
@mbloomstein | #uxlx 64
© 2014
@mbloomstein | #uxlx 65
© 2014
Message
architecture
Content
audit
Content
types
Content model
& matrix
Editorial style
gui...
@mbloomstein | #uxlx 66
© 2014
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vo...
@mbloomstein | #uxlx 67
© 2014
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
@mbloomstein | #uxlx 68
© 2014
Welcoming,
but elite.
Selective?
@mbloomstein | #uxlx 69
© 2014
Accessible,
open, and
premiere.
@mbloomstein | #uxlx 70
© 2014
Traditional,
but edgy.
@mbloomstein | #uxlx 71
© 2014
@mbloomstein | #uxlx 72
© 2014
Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
...
@mbloomstein | #uxlx 73
© 2014
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify po...
@mbloomstein | #uxlx 74
© 2014
@mbloomstein | #uxlx 75
© 2014
Cardsorting
• Groups of 7 – 10
• 3 people represent the brand
• Everyone else: put on your ...
@mbloomstein | #uxlx 76
© 2014
@mbloomstein | #uxlx 77
© 2014
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
Step 1
@mbloomstein | #uxlx 78
© 2014
Who we are  Who we’d like to be
Be aspirational. What needs to change?
Step 2
@mbloomstein | #uxlx 79
© 2014
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of tho...
@mbloomstein | #uxlx 80
Why do this?
Words are cheaper than comps.
@mbloomstein | #uxlx 81
Why do this?
Refine the concept, rather than
confirm the purpose.
@mbloomstein | #uxlx 82
Why do this?
Choose content types to manifest
the message architecture—
not just because they’re t...
@mbloomstein | #uxlx 83
Audit time!
@mbloomstein | #uxlx 84
© 2014
Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• ...
@mbloomstein | #uxlx 85
© 2014
@mbloomstein | #uxlx 86
© 2014
@mbloomstein | #uxlx 87
© 2014
@mbloomstein | #uxlx 88
© 2014
@mbloomstein | #uxlx 89
Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can star...
@mbloomstein | #uxlx 90
© 2014
Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consist...
@mbloomstein | #uxlx 91
© 2014
Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outd...
@mbloomstein | #uxlx 92
© 2014
@mbloomstein | #uxlx 93
© 2014
@mbloomstein | #uxlx 94
© 2014
Each piece of content gets a row
Set up dropdowns to constrain data
• Data  Data validatio...
@mbloomstein | #uxlx 95
© 2014
What will you learn?
• What do we have?
• What are the patterns, elements, & types?
• Is it...
@mbloomstein | #uxlx 96
© 2014
Where can you go?
• Prescribe new content types
• Advocate for more frequent content update...
@mbloomstein | #uxlx 97
But first things first:
Understand what you need to
communicate—and why.
@mbloomstein | #uxlx 98
© 2014© 2014
@mbloomstein | #uxlx 99
© 2014
@mbloomstein | #uxlx 100
© 2014
Obrigada!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomst...
Brand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLX
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Brand Driven Message Architecture Workshop UXLX

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Facing feature creep or disagreements among stakeholders? Get a grip on content, the people who make it, and the brand they want to establish. Enter brand-driven content strategy: learn how to develop a message architecture, discover how a brand attributes cardsort can help, and improve organizational alignment around your content. Then we'll conduct a quantitative and qualitative content audit to reveal new content types and see... is your content even any good?

Delivered at User Experience Lisbon, #uxlx, June 5, 2014, in Lisbon Portugal.

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Transcript of "Brand Driven Message Architecture Workshop UXLX"

  1. 1. @mbloomstein | #uxlx 1 © 2014© 2014 Brand-driven message architecture Margot Bloomstein UX Lisbon 5 June, 2014 @mbloomstein #uxlx
  2. 2. @mbloomstein | #uxlx 2 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  3. 3. @mbloomstein | #uxlx 3 © 2014 Content demands attention
  4. 4. @mbloomstein | #uxlx 4 © 2014 Because we all want the same thing, but content keeps getting in the way. Content requires time
  5. 5. @mbloomstein | #uxlx 5 © 2014 Content dredges up politics
  6. 6. This is your job now.
  7. 7. @mbloomstein | #uxlx 7 © 2014 ©Skillset.org
  8. 8. @mbloomstein | #uxlx 8 © 2014 Titles < Roles < Skills ©Skillset.org
  9. 9. © The Creative Group
  10. 10. @mbloomstein | #uxlx 11 © 2014 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  11. 11. Deliverables are merely punctuation in the conversation. They can’t replace the conversation.
  12. 12. @mbloomstein | #uxlx 13 Why content strategy?
  13. 13. @mbloomstein | #uxlx 14 Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  14. 14. @mbloomstein | #uxlx 15 Why content strategy? Launch on time
  15. 15. @mbloomstein | #uxlx 16 Why content strategy? Stay within budget
  16. 16. @mbloomstein | #uxlx 17 Why content strategy? Maintain a consistent user experience visually and verbally, across channels
  17. 17. @mbloomstein | #uxlx 18 Why content strategy? Without the team killing each other over differences in opinion and changing goals
  18. 18. @mbloomstein | #uxlx 19 © 2014 This can be yours.
  19. 19. More like Apple.
  20. 20. @mbloomstein | #uxlx 23 © 2014 More like Apple’s “message architecture” Confident but approachable; accessible Simple Minimal detail Streamlined and anticipatory Inviting, friendly Supportive but not fawning
  21. 21. @mbloomstein | #uxlx 24 © 2014 Message architecture Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
  22. 22. @mbloomstein | #uxlx 25 © 2014
  23. 23. @mbloomstein | #uxlx 26 © 2014
  24. 24. @mbloomstein | #uxlx 27 © 2014 From: Little MOO | Print Robot <noreply@moo.com> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot
  25. 25. @mbloomstein | #uxlx 28 © 2014 Message architecture… Cheeky Customer oriented and responsive Helpful
  26. 26. @mbloomstein | #uxlx 29 © 2014 Versus brand values?
  27. 27. @mbloomstein | #uxlx 30 © 2014 Versus a mission or vision? “Great design for everyone” Vision and direction are different. This inspires, but isn’t tactical.
  28. 28. @mbloomstein | #uxlx 31 © 2014
  29. 29. @mbloomstein | #uxlx 32 © 2014 Gracious • Welcoming, anticipatory service Elite and premium • Selective membership • “Curated” experiences Traditional • Enduring heritage • Preserving appreciation for quality Message architecture?
  30. 30. @mbloomstein | #uxlx 33 © 2014
  31. 31. @mbloomstein | #uxlx 34 © 2014 First things first. What do you need to communicate?
  32. 32. @mbloomstein | #uxlx 35 © 2014 First things first. start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go “mobile first”…
  33. 33. @mbloomstein | #uxlx 36 If you don’t know what you need to communicate, how will you know if you succeed?
  34. 34. @mbloomstein | #uxlx 37 © 2014 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  35. 35. @mbloomstein | #uxlx 38 © 2014 A little thing with big impact.
  36. 36. @mbloomstein | #uxlx 39 © 2014 A little thing with big impact. How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.”
  37. 37. @mbloomstein | #uxlx 40 © 2014 A little thing with big impact.
  38. 38. @mbloomstein | #uxlx 41 © 2014 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart, “punny,” hip • Fun, gleeful
  39. 39. @mbloomstein | #uxlx 42 © 2014
  40. 40. @mbloomstein | #uxlx 43 © 2014
  41. 41. @mbloomstein | #uxlx 44 © 2014
  42. 42. @mbloomstein | #uxlx 45 © 2014
  43. 43. @mbloomstein | #uxlx 46 © 2014 If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.
  44. 44. @mbloomstein | #uxlx 47 © 2014 Message architecture drives the user experience
  45. 45. @mbloomstein | #uxlx 48 © 2014 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  46. 46. @mbloomstein | #uxlx 49 © 2014 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  47. 47. @mbloomstein | #uxlx 50 © 2014 Premium technology Classic design Cheekiness • Smart, “punny,” hip • Fun, gleeful …in the choice of features and content types
  48. 48. @mbloomstein | #uxlx 51 © 2014
  49. 49. @mbloomstein | #uxlx 52 © 2014
  50. 50. @mbloomstein | #uxlx 53 © 2014 Not all channels are appropriate for every brand or audience. • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  51. 51. @mbloomstein | #uxlx 54 © 2014 Not all channels are appropriate for every brand or audience. • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  52. 52. @mbloomstein | #uxlx 55 © 2014
  53. 53. @mbloomstein | #uxlx 56 © 2014 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture
  54. 54. @mbloomstein | #uxlx 57 © 2014 Message architecture drives a consistent user experience, visually and verbally.
  55. 55. @mbloomstein | #uxlx 58 © 2014
  56. 56. @mbloomstein | #uxlx 59 © 2014 Elegant layout and typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
  57. 57. @mbloomstein | #uxlx 60 © 2014
  58. 58. @mbloomstein | #uxlx 61 © 2014 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
  59. 59. @mbloomstein | #uxlx 62 © 2014
  60. 60. @mbloomstein | #uxlx 63 © 2014 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
  61. 61. @mbloomstein | #uxlx 64 © 2014
  62. 62. @mbloomstein | #uxlx 65 © 2014 Message architecture Content audit Content types Content model & matrix Editorial style guidelines and calendar
  63. 63. @mbloomstein | #uxlx 66 © 2014 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  64. 64. @mbloomstein | #uxlx 67 © 2014 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
  65. 65. @mbloomstein | #uxlx 68 © 2014 Welcoming, but elite. Selective?
  66. 66. @mbloomstein | #uxlx 69 © 2014 Accessible, open, and premiere.
  67. 67. @mbloomstein | #uxlx 70 © 2014 Traditional, but edgy.
  68. 68. @mbloomstein | #uxlx 71 © 2014
  69. 69. @mbloomstein | #uxlx 72 © 2014 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
  70. 70. @mbloomstein | #uxlx 73 © 2014 How? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  71. 71. @mbloomstein | #uxlx 74 © 2014
  72. 72. @mbloomstein | #uxlx 75 © 2014 Cardsorting • Groups of 7 – 10 • 3 people represent the brand • Everyone else: put on your content strategy hats!
  73. 73. @mbloomstein | #uxlx 76 © 2014
  74. 74. @mbloomstein | #uxlx 77 © 2014 • Who we are • Who we’re not • Who we’d like to be Go with your gut! Step 1
  75. 75. @mbloomstein | #uxlx 78 © 2014 Who we are  Who we’d like to be Be aspirational. What needs to change? Step 2
  76. 76. @mbloomstein | #uxlx 79 © 2014 • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations Step 3
  77. 77. @mbloomstein | #uxlx 80 Why do this? Words are cheaper than comps.
  78. 78. @mbloomstein | #uxlx 81 Why do this? Refine the concept, rather than confirm the purpose.
  79. 79. @mbloomstein | #uxlx 82 Why do this? Choose content types to manifest the message architecture— not just because they’re trendy.
  80. 80. @mbloomstein | #uxlx 83 Audit time!
  81. 81. @mbloomstein | #uxlx 84 © 2014 Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
  82. 82. @mbloomstein | #uxlx 85 © 2014
  83. 83. @mbloomstein | #uxlx 86 © 2014
  84. 84. @mbloomstein | #uxlx 87 © 2014
  85. 85. @mbloomstein | #uxlx 88 © 2014
  86. 86. @mbloomstein | #uxlx 89 Audit to understand what you have and what you need. Don’t just do it for fun. Before you can start, you need to know why. What are you trying to learn?
  87. 87. @mbloomstein | #uxlx 90 © 2014 Every tab tracks the same data Quantitative: • Head count: what do we have? • Is it consistent? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone?
  88. 88. @mbloomstein | #uxlx 91 © 2014 Every tab tracks the same data Qualitative: is it any good? • ROT analysis: redundant, outdated, trivial • Current, relevant, and appropriate to the message architecture • Does it serve the communication goals? • Does it speak to the target audience?
  89. 89. @mbloomstein | #uxlx 92 © 2014
  90. 90. @mbloomstein | #uxlx 93 © 2014
  91. 91. @mbloomstein | #uxlx 94 © 2014 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
  92. 92. @mbloomstein | #uxlx 95 © 2014 What will you learn? • What do we have? • What are the patterns, elements, & types? • Is it any good? • Do people even like it? (Check analytics!) • What do we need to update? • What do we need to translate? • Where do we need more?
  93. 93. @mbloomstein | #uxlx 96 © 2014 Where can you go? • Prescribe new content types • Advocate for more frequent content updates • Promote a new editorial calendar • Reallocate budget across social media channels
  94. 94. @mbloomstein | #uxlx 97 But first things first: Understand what you need to communicate—and why.
  95. 95. @mbloomstein | #uxlx 98 © 2014© 2014
  96. 96. @mbloomstein | #uxlx 99 © 2014
  97. 97. @mbloomstein | #uxlx 100 © 2014 Obrigada! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.

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