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Karen McGrane: How to Do Content Strategi (Webdagene 2011) Presentation Transcript

  • 1. Hi! I’m Karen McGranefrom Bond Art + Science @karenmcgrane 1
  • 2. Concept ruthlessly stolen from Heather Champ @hchampVia Flickr User swirlspice under a Creative Commons License 2
  • 3. 3
  • 4. 4
  • 5. INFORMATIONARCHITECTURE 4
  • 6. INFORMATIONARCHITECTURE VISUAL DESIGN 4
  • 7. INFORMATIONARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 8. CONTENT?INFORMATIONARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 9. 5
  • 10. WHY CONTENT STRATEGY?WHY NOW? 6
  • 11. FROM TOStatic DynamicCentralized DecentralizedWalled SocialCostly CheapGeeky Mainstream 7
  • 12. 8
  • 13. InformationArchitecture 8
  • 14. USER EXPERIENCE Information Architecture 8
  • 15. USER EXPERIENCE Information Architecture Content Management 8
  • 16. USER EXPERIENCE Information Architecture Content Management TECHNOLOGY 8
  • 17. USER EXPERIENCE Information ArchitectureSocial Media ContentMarketing Management TECHNOLOGY 8
  • 18. USER EXPERIENCE Information Architecture Social Media Content Marketing ManagementMARKETING TECHNOLOGY 8
  • 19. USER EXPERIENCE Information Architecture CONTENT STRATEGY Social Media Content Marketing ManagementMARKETING TECHNOLOGY 8
  • 20. NAMING A PAIN POINT. 10
  • 21. DEFINING A PROCESS. 11
  • 22. 12
  • 23. 13
  • 24. Current Site AuditStakeholder & Competitive &User Interviews Market Research Vision Insight Design Development QA Requirements IA Design Creative Design Usability Testing Post Launch Paper Prototype & Creative Comps Analytics Report Test, Measure, and Optimize
  • 25. User Experience Design Process: Critical Path Kickoff Project Initiation Initial Design Cyc l e Design Iteration / Testing / Itera Meeting Project is Product Marketing Prod. Marketing does P&L, content evaluation, Product Team meets - inititated by Product creates materials that describe needs, goals, Marketing with Prod. Mktg. feeds team Design presents functional objectives, dependencies, partnerships, user flow, potential user Program business issues and any other relev a n t any results from Marke t Management scenarios and high level content or functionality issues, pulls together Resear c h screens need e d cross-functional tea m Approval cycle h e r e Feasability Studies / Field Resear c h Expert advice on Usability What do Users w a n t previous research a n d feedback cyc l e How do they want to do it Meeting new research need e d (Usability Conceptual Phase) (Usability 2nd Phase) coordinated by Program feedback cy Management UE Team member Create D e s i g n assigned to Spec/Creative Rapid prototype forExperience Design project Brie f proof of concept attends meeting UE Team Material is from and early testing w / brainstorm with Initial concept MRP/PRD and Early functionality usability brainstorms wit h Takes input from Usability - led by brainstorming notes designs and all members as project team Product Marketing to and other definitions of Could be paper UE Team member assigned related to UI member collect and gather requirements, distills pages needed for prototype, functional to project design requirements and info, looks at developed static HTML, Flash whats the best understand competitive functionality interaction, Receives Requirements scenario fo r competitive landscape landscape, rev i e w s Mockups/ Document use r s scope in context of Wireframes as Needs: network and sit e image maps List of team precedenc e members, contact info, initial schedule, approval process Initial exposure to (people) scope of design and functionality HTML Assess techn i c a l limitations and alternatives Engineering Engineering might begin coding work from initial functionality spe c sCredits: Erin Malone: Designed for AltaVista November 10, 2000 15
  • 26. Refinement / Copy / Final Visual Design / Robust Testing Production Build / Reviews / Design Team Sign Offs Product Team meets - Product Team meets - Design meeting with Hand off to Product Marketing, Product Team production, Engineering, and Approval cycle here engineering and Usability to review operations mode of recommendations the product cycle Detailed Product testing - both for functionality and specific content and visual design iteration cycle iteration cycle Design works w i t hgn team Usability to provide Design team Final functionality & storms, iterates prototype and presents visual design signoffcollaborates on guidance of what Refine Visual wireframes a n d User Ed. delivers all - Production l representation Visual Design Experience priorities of direction, copy, mockups to Help text and - Engineeringnctionality and exploration, Design team discovery shoul d user instructions, production with full associate d - QAen design s copy writte n review Visual be - i.e. business help and UI set of style specs screenshots a n d - Partner (if applicable) can begin while and finetuned direction constraints, components as [font size & color, specs t o - Usability flow a n d technical necessary line spacing, Production - Creative Director ionality is constraints, colors, images, - Product Marketing ing optional versions to links, etc] - VP (as necessary) test Production receives Production builds approved mockups site and features and works w i t h working wi t h Design on product Engineering as area as needed applicable Engineering informs Design if there are changes, issues w i t h planned functionality 15
  • 27. An Example LEGEND MILESTONE DELIVERABLE IDEA REVIEW CHECKPOINT Product / Software / Web Design Process Guide KEY MEETING INFORM PHASES concept discover definition refinement developmen conceptual MILESTONES start concept approval proposal approval and scheduling design review PRD approval UI design approval committed schedule Communicate business needs Communicate business needs Brand Positioning Review Promotional & Marketing Needs Business developm & brand identity & brand identity { Mockups to markeNote: In some companies these roles are business ownersencompassed by one person Collect team input Product Roadmap Promotion plan Describe problem or needs, Develop strategic rationale, business case, proposed solution, and benefits. financial analysis, policy considerations, implementation plans. Research: Solicit input from Business owners/ Point release plan product Gather information for and brands - contact other associated stakeholders (legal, customer support, international) manager create the Concept Document Gather supporting market research, etc. Write Draft PRD and Review Gather information for and create the Deliverables: ROLES Proposal Document Project kickoff Product Requirements Document Review user feedback on previous product Refine design concepts (PRD) Wireframes and navigation maps UIs and analyze competitive products. (authored by a { ui/id/ia Develop navigation model and Product Manager) Product prototype, e.g. paper, HTML, director, or flash refine scenarios design Provide input for level of effort UI Design Approvalor two people. i.e. ui may do user research or visual designers may do ia, etc. and Idea Deliverable: Deliverable: Deliverable: Define personas, usage scenarios, user Proposal Templates Concept goals, and perform task analysis I T E R AT I O N S I T E R AT I O Document Document Concept Design Review & Develop usage scenarios this step Navigation and/or design concepts Concept and / or may be (authored byNote: In some companies these roles are blended into one optional Design UI / ID / IA Design) Provide input for level of effort Visual design explorations Refined Visual design explorations Art direction Materials Leads brainstorming Concept (authored by visual Prototype blended design design team) Provide input for level of effort UCD research contd. (i.e. paper prototyping, Competitive usability testing Prototype usability test Prototype testing participatory design, field studies, surveys, etc. Define personas, usage scenarios, user user goals, and perform task analysis. research production Provide input for level of effort credits Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA. 16
  • 28. DELIVERABLE IDEA REVIEW CHECKPOINT MILESTONE KEY MEETING INFORMinement development launch preparation post launchRD UI design committed visual design beta launchpproval approval schedule approvalReview Promotional & Marketing Needs Business development / partnering Mockups to marketingProduct Roadmap Promotion plan Point release plan L Evangelize A Post mortem UWireframes and navigation maps Final product Product prototype, e.g. paper, HTML, director, or flash Begin writing functional spec specification Design fidelity checks and bug fixes UI maintenance & handoff to UI Design Approval UI Revisions based on testing build team N Deliverable: I T E R AT I O N S Templates I T E R AT I O N S & Navigation C (authored by UI / ID / IA Design) Refined Visual design explorations Art direction Visual Design Approval Handoff to build team Visual maintenance HCompetitive usability testing Prototype usability test Prototype testing Write/update test plans for final usability Usability test release product capture issues for next release Focus Group, Field Studies, Survey Analysis, etc. Execute visual design Build/publish Build HTML QA 16
  • 29. PHASE 1 PHASE 2Design Analysis Design Solutions TSDesign User Experience Audit SM Product Strategy and Product Design Strategy Blueprint* Technology Audit description: • an expert design analysis from the user’s perspective description: • define ‘what the product should be’ and ‘how it 1 understand 2 investigate 3 define users 4 qualify features should work’ benefits: corporate mission persona user profiles user, feature, objective matrix • benchmarks the effectiveness of your site based upon stated benefits: core competencies • the achievement of clearly articulated, agreed- user profiles business objectives for the site and your users corporate goals • analyzes the design of the site to find out if the benefits of use upon and aligned mission, core competencies, culture and values User Personae & corporate goals, and objectives for the site are actually being delivered Profiling Module speculate & + interviews SM skills and methodologies • the articulation and understanding of your users, • recommends methods for substantially improving your users experiences and meeting future business objectives their needs and and your business objectives for knowledge capital and experience (UP&P) innovate people, processes & technology establishing and extending relationships with each one stakeholders and initiatives Intentional User Experience table • TSDesign Analysis FrameworkSM • the definition of the organizational resources enterprise-wide challenges competitive and comparative analysis experience brief: 1 Delivery of User Benefits The intended value the organization required to build and maintain the site Internet objectives strategy story and positioning delivers to users and customers through its site. • the creation of a detailed blueprint for design or customers and users redesign: The sequence of questions, prompts, and results - site organization (footprint) competitive landscape 2 Transaction Flow that make up a task. - useful and usable features and functions for the users * workbooks not shown The degree to which a site affords the user to easily - descriptions of intended functionality scope or 3 Navigation & Hierarchy navigate the environment and efficiently locate rele- - messaging strategy rescope relationship 5 7 vant content. The representation and support of the identity, • the receipt of a phased implementation plan with associated costs innovate 6 refine describe 4 Visual Language brand and information architecture through visual elements and overall style. new ideas new footprint and reclustered content Product Strategy Blueprint/Functional Description existing Audit comments: and new • Users arriving at the front page of the site may not understand what information is there for them. technology • The names of the sections do not give users a path to follow to find the informa- tion they need. • No specific path has been established for each user type. Users must use their best judgement to find the information they’re looking for and often may not be successful. Identity and Visual Language Audit Visual Identity Systems visual language research description: description: • By collecting and reviewing print, other tangible artifacts and • establish, with the client, a shared Web sites your company creates and disseminates, and understanding and common language for corporate standards (if they exist) we can then distill the basis visual design and how it effectively for the visual language to be developed that is consistent with communicates the brand the companys identity and product brands. This work is • define a visual language for the site continued in the Visual Systems Design phase. - logo, logotype systems - typography - grid system - color palette - imagery style and usage benefits: • provides the visual language components with which to build the interface 17
  • 30. ationng Interaction Design Information Architecture Interface Design Production description: description: description: description: echnology to • create seamless and consistent transaction flow • define site hierarchy • using the components, defined in the Visual Systems • create sample HTML files to illustrate page layout ith clients • define widgets and technologies to best support • define navigation scheme Design Phase, create design styles for each page-type and design styles the features and functionality • define hierarchy of information on pages needed to support interaction, navigation and hierarchy • deliver and present documentation s • identifies content workflow and organizational • apply these design styles to page schematics • Interface QA / training ical teams responsibilities and resources usability testing usability testing process overviews site maps schematic drawing digital sketches HTML interface files online styleguide innovate page schematics & content developmentDiscount Usability scription: testing to discover usability problems to provide information to team to help detect and resolve transaction flow and navigation and techinal problems 17
  • 31. THE CONTENT STRATEGY PROCESS 18
  • 32. 1. THINK BEYOND THE TEMPLATE. 19
  • 33. Ron represents a flavorings manufacturer. One of his big customers is in Burlington, VT, and he visits their plant at least once every month or two. Being a clever sort, Ron has emailed to himself the hotel detail page for each of the hotels he regularly visits. Prior to his trip, he opens the email with “Burlington – Colchester” as the subject, and clicks on the link to take him immediately to the hotel detail page. He then selects a non-smoking room with a king bedName: Ron Buckley from the list of room types, and is prompted toAge: 47 enter his stay dates, which he does. From theFamily: Married, 2 children room detail page, he clicks “Reserve” to book aJob:   ManufacturingHome: Port Washington, NY room, enters his guest information and rewardsIncome: $55,000/year number. When he prints out his confirmation toTravel: 2-3 times per month conclude his transaction, he notes it took him less than five minutes to complete. 20
  • 34. Travel booking Boutique sitesengines deliver on styleaggressively preferences forpromote travelers in-the-air + hotel deals knowWell-knownchains inspire Next-generationloyalty through sites innovate tobrand experience provide an easier-and rewards to-use interface 21
  • 35. 22
  • 36. 23
  • 37. 24
  • 38. We opted to go livewith the existing content. 25
  • 39. Buy-in for that decision stretchedto the highest levels of the organization. 26
  • 40. We knew the content sucked. We just believed there wasnothing we could do about it. 27
  • 41. http://www.flickr.com/photos/schoppa/3148751414 28
  • 42. http://www.flickr.com/photos/schoppa/3148751414 28
  • 43. Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.http://www.flickr.com/photos/schoppa/3148751414 28
  • 44. Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.Complaint call volume held steady over the next weekas people called back to check on status.http://www.flickr.com/photos/schoppa/3148751414 28
  • 45. Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.Complaint call volume held steady over the next weekas people called back to check on status.The client team was unprepared to make quickchanges to the content, and their slow response justadded fuel to the fire.http://www.flickr.com/photos/schoppa/3148751414 28
  • 46. Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.Complaint call volume held steady over the next weekas people called back to check on status.The client team was unprepared to make quickchanges to the content, and their slow response justadded fuel to the fire.Site had to be rolled back to the previous versionwhile they came up with a plan to update the content.http://www.flickr.com/photos/schoppa/3148751414 28
  • 47. 29
  • 48. 7000 pages. 29
  • 49. 7000 pages.45 people. 29
  • 50. 7000 pages.45 people.Six weeks. 29
  • 51. 7000 pages.45 people.Six weeks.5400+ hours. 29
  • 52. 7000 pages.45 people.Six weeks.5400+ hours. 29
  • 53. 7000 pages. The upside is that the second45 people. launch was very successful.Six weeks. Still, I cant say that Id choose to5400+ hours. do it that way again.  29
  • 54. HOW TO THINK PAST TEMPLATES 30
  • 55. HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen. 30
  • 56. HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen._Get content in the project plan, even if you’re not responsible for it. 30
  • 57. HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen._Get content in the project plan, even if you’re not responsible for it._Scare people with the “giant spreadsheet of terror.” 30
  • 58. HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen._Get content in the project plan, even if you’re not responsible for it._Scare people with the “giant spreadsheet of terror.”_Prototype and test wireframes and designs with best and worst case example content. 30
  • 59. HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen._Get content in the project plan, even if you’re not responsible for it._Scare people with the “giant spreadsheet of terror.”_Prototype and test wireframes and designs with best and worst case example content._Start content migration early: first step, not the last. 30
  • 60. 1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY. 31
  • 61. From Flickr User 2493™ 32
  • 62. 33
  • 63. I’m better at thinking about abstract relationships between content types,classification frameworks, metadata elements, than I am at looking at the specifics of content. Dan Brown, Letter to a Content Strategist 34
  • 64. Mythbusters, Polishing a Turd 37
  • 65. 38
  • 66. From Flickr User 2493™ 39
  • 67. HOW TO EVALUATE QUALITY 40
  • 68. HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s any good. 40
  • 69. HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s any good._Have a strategy for how to persuade stakeholders that your approach is valid. 40
  • 70. HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s any good._Have a strategy for how to persuade stakeholders that your approach is valid._Conduct a gap analysis to compare what you have to what you need. 40
  • 71. HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s any good._Have a strategy for how to persuade stakeholders that your approach is valid._Conduct a gap analysis to compare what you have to what you need._You can usability test content too. 40
  • 72. 1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.3. PLAN FOR CONTENT CREATION. 41
  • 73. WRITERS ARE LIKE DEVELOPERS.THEY WORK BETTER WITHDIRECTION. 42
  • 74. Logo Features Browse Our Sites About Us Sign Up Login Support Feature Name Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie 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. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Find out more about: Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 43
  • 75. Logo Features Browse Our Sites About Us Sign Up Login Support Feature Name PUT PRODUCT DESCRIPTION HERE esse molestie 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. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Find out more about: Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 44
  • 76. 45
  • 77. 45
  • 78. HOW TO SPEC CONTENT 46
  • 79. HOW TO SPEC CONTENT_Connect back to the overall brand and messaging architecture. 46
  • 80. HOW TO SPEC CONTENT_Connect back to the overall brand and messaging architecture._Direct the writer to appropriate source materials, both online and offline. 46
  • 81. HOW TO SPEC CONTENT_Connect back to the overall brand and messaging architecture._Direct the writer to appropriate source materials, both online and offline._Guide selection of images, videos, and data visualizations, if needed. 46
  • 82. HOW TO SPEC CONTENT_Connect back to the overall brand and messaging architecture._Direct the writer to appropriate source materials, both online and offline._Guide selection of images, videos, and data visualizations, if needed._Indicate how often each content element should be reviewed, edited, or deleted. 46
  • 83. HOW TO SPEC CONTENT_Connect back to the overall brand and messaging architecture._Direct the writer to appropriate source materials, both online and offline._Guide selection of images, videos, and data visualizations, if needed._Indicate how often each content element should be reviewed, edited, or deleted._Provide direction across channels: web, email, social. 46
  • 84. 1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.3. PLAN FOR CONTENT CREATION.4. DON’T FEAR NEW ROLES. 47
  • 85. 48
  • 86. 49
  • 87. 50
  • 88. We dont need a Any backend project manager. The developer should bedevelopers should be able able to crank out some to manage themselves. HTML. HTML is easy. Why do we even I don’t get why we need different roles need a content strategist. for interaction and Writers can make visual design? spreadsheets. 51
  • 89. FIRST:YOU WILL ADVOCATEFOR CONTENT.
  • 90. SECOND:YOU WILL USE YOUR NEWCONTENT STRATEGY TOOLS.
  • 91. THIRD:YOU WILL PARTNER WITHA CONTENT STRATEGIST.
  • 92. THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149