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User Experience and Content Strategy: Two Great Things That Go Great Together
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User Experience and Content Strategy: Two Great Things That Go Great Together

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Meghan Casey and Zack Naylor

Meghan Casey and Zack Naylor

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  • 1. USER EXPERIENCE & CONTENT STRATEGY SO HAPPY TOGETHERMonday, April 15, 13
  • 2. CONTENT STRATEGY & USER EXPERIENCE SO HAPPY TOGETHERMonday, April 15, 13
  • 3. Hi.Monday, April 15, 13
  • 4. Hi. ZACK NAYLOR MEGHAN CASEY @ZACKNAYLOR @MEGHSCASEMonday, April 15, 13
  • 5. Monday, April 15, 13
  • 6. User Experience is the creation of an experience through designed artifacts that supports the goals and needs of a business or organization and the people they serve.Monday, April 15, 13
  • 7. Content strategy is how an organization provides the right content, to the right people, at the right time with the aim of achieving established business goals.Monday, April 15, 13
  • 8. TWO PROCESSES CONVERGE Discovery Definition DesignMonday, April 15, 13
  • 9. JUGGLE UPMonday, April 15, 13
  • 10. DISCOVERYMonday, April 15, 13
  • 11. ZACK WANTS TO KNOW: 1. Why does Juggle Up want a website? 2. What is not being accomplished with the current website, or lack of website? 3. What should the website do for their organization? 4. How will we know that the website is successful? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 12. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 2. What is not being accomplished with the current website, or lack of website? 3. What should the website do for their organization? 4. How will we know that the website is successful? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 13. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current website, or lack of website? 3. What should the website do for their organization? 4. How will we know that the website is successful? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 14. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 4. How will we know that the website is successful? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 15. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 16. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 17. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 5. Why do they think children arent getting involved with juggling now? 6. What should the target audience be able to do from the website? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 18. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 5. Why do they think children arent getting involved with juggling now? 6. What should the target audience be able to do from the website? 6. Who are the target audiences and what are their concerns? 7. What content would communicate the intended message to the target audience of Juggle Up? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 19. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 5. Why do they think children arent getting involved with juggling now? 6. What should the target audience be able to do from the website? 6. Who are the target audiences and what are their concerns? 7. What content would communicate the intended message to the target audience of Juggle Up? 7. What would make them want to get involved with juggling? 8. What language and categorization of that content is easiest to use for the target audience? 9. How often would the audience want/need this information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 20. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 5. Why do they think children arent getting involved with juggling now? 6. What should the target audience be able to do from the website? 6. Who are the target audiences and what are their concerns? 7. What content would communicate the intended message to the target audience of Juggle Up? 7. What would make them want to get involved with juggling? 8. What language and categorization of that content is easiest to use for the target audience? 8. How does JU encourage children to get into juggling now? 9. How often would the audience want/need this 9. What is and isnt working? information? 10. How is the audience getting this information now?Monday, April 15, 13
  • 21. ZACK WANTS TO KNOW: MEGHAN WANTS TO KNOW: 1. Why does Juggle Up want a website? 1. Why/how did Juggle Up get started? 2. What is not being accomplished with the current 2. What are JUs business goals and how do they website, or lack of website? measure success? 3. What should the website do for their organization? 3. Who are the internal stakeholders and what do they care about? 4. How will we know that the website is successful? 4. What are the trends in the world of juggling? 5. Who is the target audience for the website of Juggle Up? 5. Why do they think children arent getting involved with juggling now? 6. What should the target audience be able to do from the website? 6. Who are the target audiences and what are their concerns? 7. What content would communicate the intended message to the target audience of Juggle Up? 7. What would make them want to get involved with juggling? 8. What language and categorization of that content is easiest to use for the target audience? 8. How does JU encourage children to get into juggling now? 9. How often would the audience want/need this 9. What is and isnt working? information? 10. How will things be different if the site is 10. How is the audience getting this information now? successful?Monday, April 15, 13
  • 22. DISCOVERY ACTIVITIESMonday, April 15, 13
  • 23. DISCOVERY ACTIVITIES STAKEHOLDER INTERVIEWSMonday, April 15, 13
  • 24. DISCOVERY ACTIVITIES STAKEHOLDER WORKSHOPS INTERVIEWSMonday, April 15, 13
  • 25. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEWMonday, April 15, 13
  • 26. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE REVIEWMonday, April 15, 13
  • 27. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE ANALYTICS REVIEW REVIEWMonday, April 15, 13
  • 28. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE ANALYTICS USER RESEARCH REVIEW REVIEWMonday, April 15, 13
  • 29. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE ANALYTICS USER RESEARCH REVIEW REVIEW INDUSTRY RESEARCHMonday, April 15, 13
  • 30. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE ANALYTICS USER RESEARCH REVIEW REVIEW INDUSTRY CONTENT RESEARCH INVENTORYMonday, April 15, 13
  • 31. DISCOVERY ACTIVITIES STAKEHOLDER DOCUMENTATION WORKSHOPS INTERVIEWS REVIEW COMPETITIVE ANALYTICS USER RESEARCH REVIEW REVIEW INDUSTRY CONTENT HEURISTIC RESEARCH INVENTORY ANALYSISMonday, April 15, 13
  • 32. DEFINITIONMonday, April 15, 13
  • 33. DEFINITION PROBLEM SITUATIONMonday, April 15, 13
  • 34. DEFINITION USER SCENARIOSMonday, April 15, 13
  • 35. DEFINITION CORE CONTENT STRATEGYMonday, April 15, 13
  • 36. DEFINITION MESSAGE FRAMEWORKMonday, April 15, 13
  • 37. DEFINITION SITE MAPMonday, April 15, 13
  • 38. DESIGNMonday, April 15, 13
  • 39. A CONTENT FORWARD APPROACH Sketch the content Create wireframes Apply designMonday, April 15, 13
  • 40. Sketch the contentMonday, April 15, 13
  • 41. Create wireframesMonday, April 15, 13
  • 42. Apply designMonday, April 15, 13
  • 43. WRAP UP & QUESTIONSMonday, April 15, 13
  • 44. Monday, April 15, 13
  • 45. ZACK NAYLOR MEGHAN CASEY @ZACKNAYLOR @MEGHSCASEMonday, April 15, 13