Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

       Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet  dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper  suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in  vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et  iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.          Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet  dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper  suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in  vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et  iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.   Content Strategy – An integral part of         Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet  dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper  suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in User Experience Design   vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et  iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.          Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet  dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper  suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in  vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et  iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.          Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet  dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper  suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in  vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et  iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.  

Agenda What is What is content content Why it is tough Examples of good content What is content strategy User Experience + Content Strategy Want to be a Content Strategist

What is content Text Data Error Messages MetadataContent Images Videos Audios Forms

“Technically, Web content can be anything that appears on a website, including words, pictures,  video, sounds, downloadable ﬁles (PDF), buHons, icons, and logos.”                    — Richard Sheﬃeld, The Web Strategist’s Bible 

Why it is tough is too vast takes time is considered simple is left to last minuteBecause content needs regular updates needs many collaborations gets immediate feedback requires constant monitoring

Why it is tough is too vast takes time is considered simple is left to last minuteBecause content needs regular updates needs many collaborations gets immediate feedback requires constant monitoring is the reason users visit websites! 

Why it is tough User dislikes the tone  or type of content  User enters website   User leaves the  website 

Why it is tough User enters website   User likes the tone and  type of content  He suggests it to  contacts/saves the  website for repeat visit  User stays on the  website  He likes the  features   He tries out new  features 

So Content is a criBcal business  asset! 

Examples of good content Updated   Usable    User centric  Framed     Engaging    Useful   Feel good  Findable   Enjoyable   Persuasive 

Feel good

User centric

Persuasive

Engaging

Framed

UsableSorry, we could not ﬁnd any results matching “Dixit”. 

Updated

How to make content work?Develop a content strategy!

What is Content Strategy? “Content strategy is the prac6ce of planning for the crea6on, delivery, and governance of useful, usable content.”                    ‐ Kris6na Halvorson, Brain Traﬃc 

What is Content Strategy? Informative! Useful ! Targeted! Content Strategy makes Content !

What is Content Strategy? Findable! Accessible! Usable ! Readable! Content Strategy makes Content !

What is Content Strategy? In order to facilitate their work content strategists ask ques6ons like:   • Why ‐ Why is the content required   • How ‐ How is the content to be produced   • For whom ‐ Who is to read the content   • By whom ‐ Who is to create the content   • With what ‐ what is the content to be created with   • When ‐ Timing of content crea6on   • Where ‐ Where is the content to be placed   • How o1en ‐ How oXen will the content need to be produced   • What next ‐ What is to be done once the content is "out there”                           *Kris6na Halvorson 

Just a thought“The single most important thing most Web sites can oﬀer to  their users is content that those users will ﬁnd valuable.”   —The Elements of User Experience, Jesse James GarreH 

User Experience Research  ValidaBon  Requirements  User Experience Lifecycle Design  IdeaBon 

User Experience - Research Content Strategist Research  User Researcher Market Researcher Requirements  ValidaBon  IdeaBon  Design  Content needs of user | Content audit | Content Inventory 

User Experience - Research Iden6fying content preferences of the user 

User Experience - ResearchSpreadsheet column heading  DescripBon/ Notes Example link URL  Record a page url that serves as a good  example of this type of content Content file type  This is usually the file format‐ HTML, PDF,  Flash, video ( mp4 ), etc Content func6on  What kind of content is it ? Product  descrip6on / index page/ press release /  applica6on help/ etc Content volume   Approximately how many pages of this  content type are on the site Keywords  It’s a good idea to start a list of keywords or  topics associated with each piece of content  found. This helps in defining official list of  keywords and taxonomy in future.   Content audit of exis6ng content  * The web content strategist’s bible- Richard Sheffield

User Experience - Requirements Research  Content Strategist Requirements  Product manager ValidaBon  Marketing manager Designers IdeaBon  Editorial Design Content eﬀort size and scope | Editorial Process analysis     Compe66ve content analysis | Content gap analysis  

User Experience - Ideation Research  Requirements  ValidaBon  Content Strategist IdeaBon  Information Architect Designers ( IxD/ VisD ) Design  Product ManagerPersonas | Taxonomy and content groups |  Voice and tone of content  Content ﬂows | Content template   

User Experience - Design Research  Requirements  ValidaBon  Idea6on  Content Strategist Design  Interaction Designer Visual Designer SEO Accessibility SpecialistContent scenarios | Editorial guidelines | Editorial Calendar    Website messaging | Metada deﬁni6on | Search keywords 

User Experience - Design Messaging – value adding content.!* http://www.artinstitutes.edu/

User Experience - Design “ Using dummy content or fake informa0on in  the Web design process can result in products  with unrealis0c assump0ons and poten0ally  serious design ﬂaws. Fake data can ensure a  nice looking layout but it doesn’t reﬂect what a  living, breathing applica6on must endure. Real  data does. ”      —Luke Wroblewski 

User Experience - Validation Research  Requirements  Content Strategist ValidaBon  Designers IdeaBon  Prototyper/Engineer Usability specialist Design  Product manager Marketing managerOverall content review  

What Content Strategist does – in short •  Ensures content accountability – Engage all stakeholders  •  Assesses user goals – Determine what is to be accomplished with content.  •  Aligns with business goals   •  Collaborates with design – To derive the language for new features  •  Sets standards – Create themes, tone and voice guidelines  •  Ensures content usability – Create guidelines for readable content   •  Analyzes content – Review content and submit recommenda6ons for  improvement  

Want to be a Content Strategist? EducaBon and Professional Background      * Library and informaBon sciences      * Computer sciences      * CreaBve and performing arts      * AdverBsing and markeBng      * Rhetoric and composiBon      * Technical wriBng and communicaBon      * Journalism      * Professional editors and writers      * CommunicaBons      * Liberal arts      * Management consulBng http://knol.google.com/k/content-strategy

 A few good reads:  •  The Web Content Strategist’s Bible – Richard Sheﬃld •  Content Strategy for the Web – KrisBna Halovorson •  Leng Go of the Words ‐ Ginny Redish 

Contact us  Neha Singh – nehas1@yahoo-inc.com Arunima Saboo – arunimas@yahoo-inc.com 

Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

by STC India UX SIG on Jul 12, 2011

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Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo! Presentation Transcript