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The Big CContent Strategy as aDesign Framework© 2012 Intentional Design Inc.www.intentionaldesign.caRahel Anne Bailie@rahe...
Content StrategyBusinesscommunicationsTechnicalcommunicationIA/UsabilityContent/infomanagement
SOMEDESIGNFRAMEWORKS
Product designCredit: NASA Engineering design process
Industrial designCredit: Product design consultants Costello Design
Web designCredit: University of TexasCONTENT
Web design• Requirements analysis• Project charter, contracts, finances• Site map, servers, folders, software, resourcesPl...
CONTENTCredit: Jesse James GarrettWeb design
Web designCredit: UX MovementCONTENT
Web designCredit: Adaptive PathCONTENTCONTENT
DESIGN:CONTENTDELIVERYMECHANISMS
UXTechContentDesignChange
TechUXContentDesignChange
DesignUXContentTechChange
ContentUXDesignTechChangeCredit: conversation with Whitney QuesenberyUSERS
How useful is this site…
…without content?
If you couldn’t find what you wanted…
…would technical elegance matter?
Without the content…
…does the design matter?
CONTENT AND DESIGN: A GREAT TEAM
The purpose of design
Content in contextData Context ContentContent ContextInfor-mationInfor-mationContextKnow-ledge
The purpose of content strategy“Content strategy is therepeatable system that governsthe management of contentthroughout t...
• Modeling/typing• Configure/components• Structure /standards• Repository• Aggregate/Transform• Publish/Syndicate• Evaluat...
LET’S TALKCONTENTSTRATEGY
Content strategyThe phrase “from the right sourceon the right platform in the right mediato the right people at the right ...
StrategyAlternatives chosento make happena desired future,such as achievementof a goal or solutionto a problem.
ContentSomething contained, in a receptacleThe stuff between the tagsPotential informationHuman-usable, contextualized dat...
…is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…des...
WHERE AREWE GOINGWITH THIS?
The Big CBIGContent
…allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…rec...
Storytelling (Curation)
InfrastructureContent FederationDocumentRepositoryContentRepositoryDatabaseInteraction by BusinessProcessInteraction byRol...
PrintSubject MatterExperts (contentcreators/reviewers)DocumentationPublicAwarenessProgramOQTrainingMaterialO&M ManualField...
GovernanceCommunicationBoard &CommitteesLegal &RegulatoryBusinessPractices& EthicsDisclosure &TransparencyRisk &Performanc...
Data quality
Content strategy goesbeyond the content,beyond the site,beyond the design.
Design Brief:Where is the contentsection?
May 25, 20112 days aftervolcanic eruption
CMS configuration:Where are yourcontent types, flows,and models?
So your content can be delivered as needed
Usability tests:How are you testingcontent?
( = international roaming)( = SIM card)
…to an integrated user experience
User experience:How are you planningfor publishing?
Get inspiredGet informedGet involvedGet togetherGet content
Thank youhttp://about.me/rahel.bailie@rahelab
Content strategy as a design framework
Content strategy as a design framework
Content strategy as a design framework
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Content strategy as a design framework

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Making the shift from design-driven content to content-driven design depends on attention to detail in content strategy.

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Transcript of "Content strategy as a design framework"

  1. 1. The Big CContent Strategy as aDesign Framework© 2012 Intentional Design Inc.www.intentionaldesign.caRahel Anne Bailie@rahelab
  2. 2. Content StrategyBusinesscommunicationsTechnicalcommunicationIA/UsabilityContent/infomanagement
  3. 3. SOMEDESIGNFRAMEWORKS
  4. 4. Product designCredit: NASA Engineering design process
  5. 5. Industrial designCredit: Product design consultants Costello Design
  6. 6. Web designCredit: University of TexasCONTENT
  7. 7. Web design• Requirements analysis• Project charter, contracts, finances• Site map, servers, folders, software, resourcesPlanning• Wireframe and design elements, create mock-ups• Review and approval cycle• Slide and code valid XHTML/CSSDesign• Build development framework and code templates• Develop /test features, interactivity, links, functionality• Fill with contentDevelopment• Polish• Transfer to live server / test• Cross-browser checkLaunch• Hand off to client• Documentation and source files• Project close, final documentationPost-LaunchCredit: Smashing MagazineCONTENT
  8. 8. CONTENTCredit: Jesse James GarrettWeb design
  9. 9. Web designCredit: UX MovementCONTENT
  10. 10. Web designCredit: Adaptive PathCONTENTCONTENT
  11. 11. DESIGN:CONTENTDELIVERYMECHANISMS
  12. 12. UXTechContentDesignChange
  13. 13. TechUXContentDesignChange
  14. 14. DesignUXContentTechChange
  15. 15. ContentUXDesignTechChangeCredit: conversation with Whitney QuesenberyUSERS
  16. 16. How useful is this site…
  17. 17. …without content?
  18. 18. If you couldn’t find what you wanted…
  19. 19. …would technical elegance matter?
  20. 20. Without the content…
  21. 21. …does the design matter?
  22. 22. CONTENT AND DESIGN: A GREAT TEAM
  23. 23. The purpose of design
  24. 24. Content in contextData Context ContentContent ContextInfor-mationInfor-mationContextKnow-ledge
  25. 25. The purpose of content strategy“Content strategy is therepeatable system that governsthe management of contentthroughout the entire lifecycle.”- Rahel Anne Bailie IntentionalDesign
  26. 26. • Modeling/typing• Configure/components• Structure /standards• Repository• Aggregate/Transform• Publish/Syndicate• Evaluate• Iterate or sunset• Author/Edit• Acquire• Version/Localize• Metadata• Requirement analysis• User research• Governance planning• BudgetAnalyze CollectManagePublish
  27. 27. LET’S TALKCONTENTSTRATEGY
  28. 28. Content strategyThe phrase “from the right sourceon the right platform in the right mediato the right people at the right timein the right channel in the right formatin the right version in the right language”is quite a mouthful, and too long for Twitter.Thats why were better off calling itsomething simple, like content strategy.Credit: Rahel Anne Bailie
  29. 29. StrategyAlternatives chosento make happena desired future,such as achievementof a goal or solutionto a problem.
  30. 30. ContentSomething contained, in a receptacleThe stuff between the tagsPotential informationHuman-usable, contextualized datahttp://profile.typepad.com/jgollnerhttp://goo.gl/bmIhgwww.thefreedictionary.com/contentRahel Anne Bailie at Lavacon 2010
  31. 31. …is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…deserves to be managed with care.
  32. 32. WHERE AREWE GOINGWITH THIS?
  33. 33. The Big CBIGContent
  34. 34. …allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…recognizes the importance of data quality.
  35. 35. Storytelling (Curation)
  36. 36. InfrastructureContent FederationDocumentRepositoryContentRepositoryDatabaseInteraction by BusinessProcessInteraction byRoleInteraction by ContentTypeMetadataContent / Document Lifecycle Management
  37. 37. PrintSubject MatterExperts (contentcreators/reviewers)DocumentationPublicAwarenessProgramOQTrainingMaterialO&M ManualFieldGuideRepositoryTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicOption to single-source contentbetween otherpublicationsCombine and recombine contentto create manualsApproved?YesNoWeb, XXXX,SharepointArchiveOutdated?SOPComplianceAnalyst(reviews,edits)YesNoBusiness processes
  38. 38. GovernanceCommunicationBoard &CommitteesLegal &RegulatoryBusinessPractices& EthicsDisclosure &TransparencyRisk &PerformanceManagementMonitoring
  39. 39. Data quality
  40. 40. Content strategy goesbeyond the content,beyond the site,beyond the design.
  41. 41. Design Brief:Where is the contentsection?
  42. 42. May 25, 20112 days aftervolcanic eruption
  43. 43. CMS configuration:Where are yourcontent types, flows,and models?
  44. 44. So your content can be delivered as needed
  45. 45. Usability tests:How are you testingcontent?
  46. 46. ( = international roaming)( = SIM card)
  47. 47. …to an integrated user experience
  48. 48. User experience:How are you planningfor publishing?
  49. 49. Get inspiredGet informedGet involvedGet togetherGet content
  50. 50. Thank youhttp://about.me/rahel.bailie@rahelab
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