Purposes, Personas, Conversations (Ginny Redish)
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Purposes, Personas, Conversations (Ginny Redish)

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Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

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    Purposes, Personas, Conversations (Ginny Redish) Purposes, Personas, Conversations (Ginny Redish) Presentation Transcript

    • Purposes, Personas, ConversationsJanice (Ginny) Redish, Ph.D.Redish & Associates, Inc.Bethesda, Maryland Chapter 2301−229−3039ginny@redish.netwww.redish.net October 19, 2012
    • Redish & Associates, Inc. Develop and follow a content strategy Content strategy =  Thinking strategically about your content  Aligning content with business goals Ahava Leibtag who blogs at http://onlineitallmatters.blogspot.com Halvorson and Rach, 2012 © 2012, Janice (Ginny) Redish User Focus 12 Slide 2
    • Redish & Associates, Inc. Content strategy = governance Content must be  planned  coordinated  reviewed  managed and maintained  removed Break down those silos! © 2012, Janice (Ginny) Redish User Focus 12 Slide 3
    • Redish & Associates, Inc. Content strategy = resources People  Who will write? edit? illustrate? produce?  What skills do these people need? Technology  What systems and Flickr cc photo by Rowens27 templates will you use?  How will people be trained to do what they must do? © 2012, Janice (Ginny) Redish User Focus 12 Slide 4
    • Redish & Associates, Inc. Content is everything you have on the web site − and in all your other communication channels  text  pdfs  illustrations  videos  charts  podcasts  graphs  blogs  tables  forums  forms  other social media © 2012, Janice (Ginny) Redish User Focus 12 Slide 5
    • Redish & Associates, Inc. Content strategy = messages and more Messages Right content in the right amount to the right person Media at the right time in the right medium Tones Styles © 2012, Janice (Ginny) Redish User Focus 12 Slide 6
    • Redish & Associates, Inc. Plan at every level Of course, content strategy = planning. Every piece of content also needs a plan. Answer these 3 questions:  Why? (your purposes)  Who? (your site visitors)  When, why, and how? (your site visitors conversations) © 2012, Janice (Ginny) Redish User Focus 12 Slide 7
    • Redish & Associates, Inc. Why? (Purposes)  Align with the agencys overall strategy and goals  Be measurable  Focus on what you want your site visitors / readers to do  Be specific $ © 2012, Janice (Ginny) Redish User Focus 12 Slide 8
    • Redish & Associates, Inc. Focus on what you want your site visitors to do We want to sell lots of shoes site visitors to buy lots of shoes from us to inform doctors about the new network doctors to join our network to tell people about this topic answer site visitors questions about this topic © 2012, Janice (Ginny) Redish User Focus 12 Slide 9
    • Redish & Associates, Inc. Be specific Kenneth W. Davis http://www. manageyourwriting.com/ © 2012, Janice (Ginny) Redish User Focus 12 Slide 10
    • Redish & Associates, Inc. Who? Personas  Who are your site visitors? Name the different groups.  What should you keep in mind about these people? Write down adjectives or phrases.  attitudes  knowledge  context of use not what content they are looking for − thats the question after this one. © 2012, Janice (Ginny) Redish User Focus 12 Slide 11
    • Redish & Associates, Inc. What is a persona? User profile:  a fictional person • system administrators who realistically represents • guys, 25 – 40 years old a major group of site visitors • know terminology • on the computer all day  composite Art Words like  based on data about "people"  demographics "users"  goals and tasks "site visitors"  contexts of use (environments) "readers"  values are all too vague for good conversations. © 2012, Janice (Ginny) Redish User Focus 12 Slide 12
    • Redish & Associates, Inc. Persona from Epcor Utilities, Edmonton, Alberta, Canada, used with permission © 2012, Janice (Ginny) Redish User Focus 12 Slide 13
    • Redish & Associates, Inc. When? Why? How? Conversations  Site visitors come with their own goals, tasks, scenarios, = conversations.  Visualize the persona coming to your content. © 2012, Janice (Ginny) Redish User Focus 12 Slide 14
    • Redish & Associates, Inc. Lets apply this planning to a real example © 2012, Janice (Ginny) Redish User Focus 12 Slide 15
    • Redish & Associates, Inc. My current draft revision © 2012, Janice (Ginny) Redish User Focus 12 Slide 16
    • Redish & Associates, Inc. Thank you Purposes, Questions? Personas, Comments? Conversations Ginny Redish ginny@redish.net www.redish.net @GinnyRedish 2nd edition Ginny Redish August 2012 © 2012, Janice (Ginny) Redish User Focus 12 Slide 17