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Hi!
   I’m Karen McGrane
from Bond Art + Science

    @karenmcgrane




                          1
Concept ruthlessly stolen from Heather Champ @hchamp
Via Flickr User swirlspice under a Creative Commons License   2
3
CONTENT?



INFORMATION
ARCHITECTURE                   VISUAL
                               DESIGN
               INTERACTION
               DESIGN
                                        4
5
HOW’D WE GET HERE?




                     6
NAMING A PAIN POINT.




                       7
DEFINING A PROCESS.




                      8
9
10
Current Site Audit
Stakeholder &                                                      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
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 for
Experience 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
                                                                                                                                                                   what's 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 s

Credits: Erin Malone: Designed for AltaVista November 10, 2000



                                                                                                                                                                                                                                            12
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 marke
Note: In some companies these roles are




                                                                                             business
                                                                                             owners
encompassed 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
                                                                                                                                                                                                          UI's 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 Approval
or 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 by
Note: 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 cont'd. (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.




                                                                                                                                                                                                                                                                                                                                                                                                                                                                        13
PHASE              1                                                                                      PHASE               2
Design 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 company's 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




                                                                                                                                                                                                                                                                                                                                                                                             14
THE CONTENT STRATEGY PROCESS




                          15
There’s got to be a way to run a project so
that I don’t get handed a mess of content at
  the last minute and I have to sort it out.




                                               17
THE 11 HOUR SH*TSTORM PROBLEM
     TH




                            18
WHY ARE WE TALKING
ABOUT THIS NOW?



                     19
USER EXPERIENCE


                       Information
                       Architecture




                       CONTENT
                       STRATEGY

        Social Media                      Content
        Marketing                     Management


MARKETING                                       TECHNOLOGY




                                                             20
1. EVERYONE’S A PUBLISHER
2. EVERYONE’S A PUBLISHER
3. ACTION, NOT AWARENESS


                            21
“
All companies, no matter what the size, must
start to think more like publishers than ever
before. Consumer behavior has changed
drastically over the past few years.
Customers are more accepting of content




                                         ”
from “non-media” sites and the barriers to
publishing are now non-existent.




                                     — Joe Pulizzi
                                                22
Is Nike a sneaker
 company, or is it a media
  company? If you go on
        their site,
you may opt for the latter.



             Harris Millard, President and COO at MediaLink


                                                         23
Our content is our advertising.




           Michael Davis, Chief Creative Officer at TabletHotels


                                                                   24
“
One of the greatest challenges I encounter today
is not the willingness of a brand to engage, but its
ability to create.
When blueprinting a social media strategy,
enthusiasm and support typically derails when
examining the resources and commitment
required to produce regular content.


                                       —Brian Solis


                                                  25
We already have
 most of the content.         Copywriting just isn’t
                               that big of a deal.


         We can figure the
         content out later.
                                 We pretty much know
                                 what we want to say.
Our marketing intern is
 handling the content.

                                     Kristina Halvorson, Brain Traffic   26
CONSIDER THE MASTHEAD
Writers
Copy editors
Art directors
Production staff
                             Publishing is complex.
Various editors
Managing editor
Editor in chief
Ad sales
The Publisher
                   Publishers and Content Strategy from Jeffrey MacIntyre   27
topics are we going to cover?
What    formats are we going to use? (Blogs, video, charts…)
        does anyone care?
Why     does this provide business value?

        are we doing to deliver the message?
How     should we say it? (Tone of voice…)
        will we get the content?
Where   can we syndicate the content? (Feeds, social media…)
        will this be published?
When    will it need to be updated?
        is responsible for this content?
Who     will maintain it over time?
                                                               28
1. EVERYONE’S A PUBLISHER
2. CONTENT (MIS)MANAGEMENT
3. ACTION, NOT AWARENESS


                         29
http://www.flickr.com/photos/carlaarena/3188139819/   30
DON’T LET THIS BE THE FATE
OF YOUR WEB CONTENT




    http://www.getittogetherinc.net/images/storage%20before.JPG   31
1. EVERYONE’S A PUBLISHER
2. CONTENT (MIS)MANAGEMENT
3. ACTION, NOT AWARENESS


                         32
“
The essence of the Web is action. We go to
the Web because we have a task; there is
something we need to do; there is a problem
we need to solve.




                                       ”
What helps us do? What helps us act?



                              — GERRY MCGOVERN




                                              33
THE ANSWER TO “WHY?”
IS AN ACTION



                       34
We should have
        a blog.
                         Our goal is to be seen
                            as a resource.
It would be cool if we
 posted some videos
    on YouTube.
                               We plan to create
                                  a series of
                              educational articles.
        Twitter!

                                                      35
FROM          TO
Static        Dynamic

Centralized   Decentralized

Walled        Social

Costly        Cheap

Geeky         Mainstream


                              36
AVOIDING THE   11TH   HOUR
SH*TSTORM




                             37
1. THINK BEYOND THE TEMPLATE.




                           38
This page was redacted so I don’t get yelled at
by lawyers. Honestly, doesn’t that sound awful?
You wouldn’t want that to happen to me, right?
If you’re really curious this was a persona. It
looks pretty much like every other persona
you’ve ever seen. So just imagine one of those.
This page showed a competitive audit. If you
want to recreate the experience for yourself, go
click around to some other websites and write
down a few comments about whether they’re
any good or not.
This here is a series of moodboards that show
an approach to creating a design system,
including photography, color palettes, and
typography.
Sigh. Okay, this page shows some sketching
exercises we did.
Except apparently no one on the team could
figure out how to operate a pen, so somehow
“sketches” wound up meaning “wireframes
made with wavy lines and handwritten fonts.”
I’m embarrassed just admitting that. Can we go
back to talking about how your content sucks?
This page showed a wireframe.
The lines were all straight and the font was
Arial.
Master of my craft, here.
We opted to go live
with the existing content.




                             44
Buy-in for that decision stretched
to the highest levels of the organization.




                                             45
We knew the content sucked.
 We just believed there was
nothing we could do about it.




                                46
Within an hour, the angry calls started. Client received
hundreds of angry calls from franchisees the first day.
Complaint call volume held steady over the next week
as people called back to check on status.
The client team was unprepared to make quick
changes to the content, and their slow response just
added fuel to the fire.
Site had to be rolled back to the previous version while
they came up with a plan to update the content.
http://www.flickr.com/photos/schoppa/3148751414        47
7000 pages.      The upside is that the second
45 people.        launch was very successful.
Six weeks.     Still, I can't say that I'd choose to
5400+ hours.            do it that way again. 




                                                       48
HOW?




       49
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.

                                                        50
1. THINK BEYOND THE
TEMPLATE.
2. EVALUATE CONTENT QUALITY.




                           51
From Flickr User 2493™   52
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   53
This page showed a video. You’re not going to
be able to see it on Slideshare, so I took it out.
It contained the phrase “fecal matter,” which to
me is more offensive than saying “sh*tstorm.”




                                                     Mythbusters, Polishing a Turd   56
57
HOW?




       58
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.



                                                      59
1. THINK BEYOND THE TEMPLATE.
2. EVALUATE CONTENT QUALITY.
3. PLAN FOR CONTENT
CREATION.



                           60
WRITERS ARE LIKE DEVELOPERS.
THEY WORK BETTER WITH
DIRECTION.



                               61
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                                     Lorem ipsum dolor sit amet, consectetuer
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64
HOW?




       65
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.
                                                      66
1. THINK BEYOND THE TEMPLATE.
2. EVALUATE CONTENT QUALITY.
3. PLAN FOR CONTENT
CREATION.
4. DON’T FEAR NEW ROLES.
    Extra super bonus
    fourth thing!
                           67
68
69
70
We don't need a                Any backend
  project manager. The         developer should be
developers 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.



                                                         71
Here I went off on a little rant about roles on
projects.
I try to avoid talking about roles and job titles;
I agree with Jared Spool that we should be
talking about skills.
I was actually afraid to talk about this but it
seemed to go over well. I might try talking
about it again someday.
FIRST:
YOU WILL ADVOCATE
FOR CONTENT.
SECOND:
YOU WILL USE YOUR NEW
CONTENT STRATEGY TOOLS.
THIRD:
YOU WILL COLLABORATE WITH
A CONTENT STRATEGIST.
FOURTH:
YOU WILL JOIN THE DISCUSSION:
TUESDAY, MARCH 15 11:00AM
DRISKILL, VICTORIAN ROOM
604 BRAZOS STREET
THANKS!

@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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Avoiding the 11th Hour Sh*storm at SxSW

  • 1. Hi! I’m Karen McGrane from Bond Art + Science @karenmcgrane 1
  • 2. Concept ruthlessly stolen from Heather Champ @hchamp Via Flickr User swirlspice under a Creative Commons License 2
  • 3. 3
  • 4. CONTENT? INFORMATION ARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 5. 5
  • 6. HOW’D WE GET HERE? 6
  • 7. NAMING A PAIN POINT. 7
  • 9. 9
  • 10. 10
  • 11. Current Site Audit Stakeholder & 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
  • 12. 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 for Experience 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 what's 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 s Credits: Erin Malone: Designed for AltaVista November 10, 2000 12
  • 13. 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 marke Note: In some companies these roles are business owners encompassed 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 UI's 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 Approval or 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 by Note: 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 cont'd. (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. 13
  • 14. PHASE 1 PHASE 2 Design 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 company's 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 14
  • 15. THE CONTENT STRATEGY PROCESS 15
  • 16.
  • 17. There’s got to be a way to run a project so that I don’t get handed a mess of content at the last minute and I have to sort it out. 17
  • 18. THE 11 HOUR SH*TSTORM PROBLEM TH 18
  • 19. WHY ARE WE TALKING ABOUT THIS NOW? 19
  • 20. USER EXPERIENCE Information Architecture CONTENT STRATEGY Social Media Content Marketing Management MARKETING TECHNOLOGY 20
  • 21. 1. EVERYONE’S A PUBLISHER 2. EVERYONE’S A PUBLISHER 3. ACTION, NOT AWARENESS 21
  • 22. “ All companies, no matter what the size, must start to think more like publishers than ever before. Consumer behavior has changed drastically over the past few years. Customers are more accepting of content ” from “non-media” sites and the barriers to publishing are now non-existent. — Joe Pulizzi 22
  • 23. Is Nike a sneaker company, or is it a media company? If you go on their site, you may opt for the latter. Harris Millard, President and COO at MediaLink 23
  • 24. Our content is our advertising. Michael Davis, Chief Creative Officer at TabletHotels 24
  • 25. “ One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content. —Brian Solis 25
  • 26. We already have most of the content. Copywriting just isn’t that big of a deal. We can figure the content out later. We pretty much know what we want to say. Our marketing intern is handling the content. Kristina Halvorson, Brain Traffic 26
  • 27. CONSIDER THE MASTHEAD Writers Copy editors Art directors Production staff Publishing is complex. Various editors Managing editor Editor in chief Ad sales The Publisher Publishers and Content Strategy from Jeffrey MacIntyre 27
  • 28. topics are we going to cover? What formats are we going to use? (Blogs, video, charts…) does anyone care? Why does this provide business value? are we doing to deliver the message? How should we say it? (Tone of voice…) will we get the content? Where can we syndicate the content? (Feeds, social media…) will this be published? When will it need to be updated? is responsible for this content? Who will maintain it over time? 28
  • 29. 1. EVERYONE’S A PUBLISHER 2. CONTENT (MIS)MANAGEMENT 3. ACTION, NOT AWARENESS 29
  • 31. DON’T LET THIS BE THE FATE OF YOUR WEB CONTENT http://www.getittogetherinc.net/images/storage%20before.JPG 31
  • 32. 1. EVERYONE’S A PUBLISHER 2. CONTENT (MIS)MANAGEMENT 3. ACTION, NOT AWARENESS 32
  • 33. “ The essence of the Web is action. We go to the Web because we have a task; there is something we need to do; there is a problem we need to solve. ” What helps us do? What helps us act? — GERRY MCGOVERN 33
  • 34. THE ANSWER TO “WHY?” IS AN ACTION 34
  • 35. We should have a blog. Our goal is to be seen as a resource. It would be cool if we posted some videos on YouTube. We plan to create a series of educational articles. Twitter! 35
  • 36. FROM TO Static Dynamic Centralized Decentralized Walled Social Costly Cheap Geeky Mainstream 36
  • 37. AVOIDING THE 11TH HOUR SH*TSTORM 37
  • 38. 1. THINK BEYOND THE TEMPLATE. 38
  • 39. This page was redacted so I don’t get yelled at by lawyers. Honestly, doesn’t that sound awful? You wouldn’t want that to happen to me, right? If you’re really curious this was a persona. It looks pretty much like every other persona you’ve ever seen. So just imagine one of those.
  • 40. This page showed a competitive audit. If you want to recreate the experience for yourself, go click around to some other websites and write down a few comments about whether they’re any good or not.
  • 41. This here is a series of moodboards that show an approach to creating a design system, including photography, color palettes, and typography.
  • 42. Sigh. Okay, this page shows some sketching exercises we did. Except apparently no one on the team could figure out how to operate a pen, so somehow “sketches” wound up meaning “wireframes made with wavy lines and handwritten fonts.” I’m embarrassed just admitting that. Can we go back to talking about how your content sucks?
  • 43. This page showed a wireframe. The lines were all straight and the font was Arial. Master of my craft, here.
  • 44. We opted to go live with the existing content. 44
  • 45. Buy-in for that decision stretched to the highest levels of the organization. 45
  • 46. We knew the content sucked. We just believed there was nothing we could do about it. 46
  • 47. Within an hour, the angry calls started. Client received hundreds of angry calls from franchisees the first day. Complaint call volume held steady over the next week as people called back to check on status. The client team was unprepared to make quick changes to the content, and their slow response just added fuel to the fire. Site had to be rolled back to the previous version while they came up with a plan to update the content. http://www.flickr.com/photos/schoppa/3148751414 47
  • 48. 7000 pages. The upside is that the second 45 people. launch was very successful. Six weeks. Still, I can't say that I'd choose to 5400+ hours. do it that way again.  48
  • 49. HOW? 49
  • 50. 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. 50
  • 51. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 51
  • 52. From Flickr User 2493™ 52
  • 53. 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 53
  • 54.
  • 55.
  • 56. This page showed a video. You’re not going to be able to see it on Slideshare, so I took it out. It contained the phrase “fecal matter,” which to me is more offensive than saying “sh*tstorm.” Mythbusters, Polishing a Turd 56
  • 57. 57
  • 58. HOW? 58
  • 59. 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. 59
  • 60. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 3. PLAN FOR CONTENT CREATION. 60
  • 61. WRITERS ARE LIKE DEVELOPERS. THEY WORK BETTER WITH DIRECTION. 61
  • 62. 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 62
  • 63. 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 63
  • 64. 64
  • 65. HOW? 65
  • 66. 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. 66
  • 67. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 3. PLAN FOR CONTENT CREATION. 4. DON’T FEAR NEW ROLES. Extra super bonus fourth thing! 67
  • 68. 68
  • 69. 69
  • 70. 70
  • 71. We don't need a Any backend project manager. The developer should be developers 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. 71
  • 72. Here I went off on a little rant about roles on projects. I try to avoid talking about roles and job titles; I agree with Jared Spool that we should be talking about skills. I was actually afraid to talk about this but it seemed to go over well. I might try talking about it again someday.
  • 74. SECOND: YOU WILL USE YOUR NEW CONTENT STRATEGY TOOLS.
  • 75. THIRD: YOU WILL COLLABORATE WITH A CONTENT STRATEGIST.
  • 76. FOURTH: YOU WILL JOIN THE DISCUSSION: TUESDAY, MARCH 15 11:00AM DRISKILL, VICTORIAN ROOM 604 BRAZOS STREET