Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content ux processes_idw_2014_final

1,143 views

Published on

Content is a big part of customer experience design. How can you integrate content considerations into your existing customer and user experience design processes? This presentation shows you how you content can be considered in all experience activities, at all design stages.

Published in: Design
  • Be the first to comment

Content ux processes_idw_2014_final

  1. 1. WhatAbouttheContent? Integrating Content into your Customer Experience Processes Melissa Breker Kathy Wagner October 23, 2014 Information Development World Content Strategy Inc
  2. 2. AboutUs Content strategy CX Research Tech Comm Content strategy Marketing Intnl. Business Co-Founders of Content Strategy Inc
  3. 3. What is Content Strategy? AboutUs We change the way people think about content. Recent clients include:
  4. 4. What is Content Strategy? Agenda CX process Why integrate content? How do you do it? Resources Questions Joinusforajourney
  5. 5. Discovery Design Validation Development Improvement What’stheCXProcess?
  6. 6. Discovery Design Validation Development Improvement •Stakeholder interviews •User surveys •Focus groups •Card sorting •Observation •Contextual inquiry •Task analysis •Personas •User journeys •Mind maps •Wireframes •Prototypes •Storyboarding •Usability testing •Heuristic evaluations •Design patterns •Style guides •Usability testing •Heuristic evaluations •Satisfaction testing What’stheCXProcess?
  7. 7. Why? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  8. 8. Tokickbutt!
  9. 9. Tocreategreatexperiences
  10. 10. Content is often the reason users come to your site. ~ Jesse James Garrett http://www.adaptivepath.com/about/team/jesse-james-garrett/
  11. 11. Content is at the center of many experience successes and failures. ~ Jared Spool http://www.webstock.org.nz/talks/anatomy-design-decision/
  12. 12. Tobuildloyalty
  13. 13. 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. ~ Forrester https://www.linkedin.com/pulse/article/20140515123533-64515439-17-important-customer-experience-statistics-for-the-call-center Becauseit’sgoodbusiness
  14. 14. How do you do it? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  15. 15. What about the content? Askyourself…
  16. 16. Discovery www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  17. 17. How can content… Discovery
  18. 18. What’s the good, the bad, and the ugly? Andalso… http://www.imdb.com/media/rm221220608/ch0038741
  19. 19. How do you create content? What’s great, and what sucks? What does content HAVE to deliver? Stakeholderinterviews
  20. 20. Tip: Categorize & prioritize content questions. Stakeholderinterviews
  21. 21. UserSurveys What topics interest you? What channels and devices do you use? What are your priorities? What terminology resonates?
  22. 22. Identifies user needs. Resolves stakeholder disputes. UserSurveys
  23. 23. CardSorting Yes, traditional card sorting. But also
  24. 24. CardSorting
  25. 25. Design www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  26. 26. OK, but… Personas http://blog.mailchimp.com/new- mailchimp-user-persona-research/ https://www.behance.net/gallery/18514629/DOW-JONES-COMANY-Design
  27. 27. Whataboutthecontent?
  28. 28. What topics interest them? What channels do they use? What format do they prefer? What messages motivate them? Personas
  29. 29. Personas © Brain Traffic
  30. 30. CustomerJourneys http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
  31. 31. CustomerJourneys How can content support them along the way? What content…
  32. 32. CustomerJourneys
  33. 33. CustomerJourneys © Brain Traffic
  34. 34. MindMaps What content will help …
  35. 35. MindMaps
  36. 36. What are the content requirements and guidelines for each area? Wireframes
  37. 37. Wireframes
  38. 38. Validation www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  39. 39. Yes, they can useit. BUT… UsabilityTesting
  40. 40. WhatAbouttheContent? http://www.stripersonline.com/g/i/1396043/banksy-thinking-monkey-jpg-jpeg/
  41. 41. Will you read it? Can you understand it? Can you act on it? UsabilityTesting
  42. 42. UsabilityTesting
  43. 43. HeuristicEvaluation How can you apply these to content? http://adityabhandari.com/user-research/usability-evaluation-of-olark-com/
  44. 44. HeuristicEvaluation
  45. 45. Development www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  46. 46. http://eightshapesunify.s3.amazonaws.com/CreatingAUXDesignLibrary.Final.pdf Patterns&SupportTools
  47. 47. Hay!WhatAbouttheContent?
  48. 48. Content style guides Content models Content processes Patterns&SupportTools
  49. 49. Improvement www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld
  50. 50. OngoingResearch&Testing https://uxpa.org/jus/article/adapting-web-10-evaluation-techniques-e-government-second-life
  51. 51. OngoingResearch&Testing
  52. 52. Usability&Satisfaction http://iqcontent.com/blog/2013/05/putting-a-number-on-usability/
  53. 53. Usability&Satisfaction
  54. 54. Tosumitup…
  55. 55. Content Strategy Inc Blogs: Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr. ContentStrategyResources Content Strategy Books
  56. 56. content Thanks. Questions?
  57. 57. @MelissaBreker @Kathy_CS_Inc ContentStrategyInc.com Stayintouch

×