SlideShare a Scribd company logo

We are all content strategists now

Karen McGrane
Karen McGrane
Karen McGraneManaging Partner at Bond Art + Science

Presentation from IDEA10, hosted by the Information Architecture Institute in Philadelphia.

We are all content strategists now

1 of 59
Download to read offline
WE ARE ALL
CONTENT STRATEGISTS
NOW
IDEA Conference 2010
Hi!
   I’m Karen McGrane
from Bond Art + Science

    @karenmcgrane




                          2
3
CONTENT?



INFORMATION
ARCHITECTURE                   VISUAL
                               DESIGN
               INTERACTION
               DESIGN
                                        4
WHY CONTENT STRATEGY?
WHY NOW?



                        5
FROM          TO
Static        Dynamic

Centralized   Decentralized

Walled        Social

Costly        Cheap

Geeky         Mainstream


                              6

Recommended

Karen McGrane: How to Do Content Strategi (Webdagene 2011)
Karen McGrane: How to Do Content Strategi (Webdagene 2011)Karen McGrane: How to Do Content Strategi (Webdagene 2011)
Karen McGrane: How to Do Content Strategi (Webdagene 2011)webdagene
 
Paramore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGraneParamore University: Content Strategy with Karen McGrane
Paramore University: Content Strategy with Karen McGraneParamore | the digital agency
 
Value Reference Model - Development
Value Reference Model - DevelopmentValue Reference Model - Development
Value Reference Model - DevelopmentArnaldo Colombo
 
Solution Validation & Assessments - A practical Approach
Solution Validation & Assessments - A practical ApproachSolution Validation & Assessments - A practical Approach
Solution Validation & Assessments - A practical ApproachJulen Mohanty
 
Re D By Dunderdog
Re D By DunderdogRe D By Dunderdog
Re D By Dunderdogjonoq
 
Professional Business Results & Selected Accomplishments
Professional Business Results & Selected AccomplishmentsProfessional Business Results & Selected Accomplishments
Professional Business Results & Selected Accomplishmentsmjleib
 
20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side o...
20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side o...20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side o...
20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side o...Tatsunori Hara
 

More Related Content

What's hot

Unltd. Credentials jan 2013
Unltd. Credentials  jan 2013Unltd. Credentials  jan 2013
Unltd. Credentials jan 2013sudhakanal
 
2020 Best CIO Acceptance Speech
2020 Best CIO Acceptance Speech2020 Best CIO Acceptance Speech
2020 Best CIO Acceptance SpeechAnupam Kundu
 
Cyrius Company Profile En New
Cyrius Company Profile En NewCyrius Company Profile En New
Cyrius Company Profile En NewRoberto Gemma
 
This is Blue Latitude - Customer Engagement Architects
This is Blue Latitude - Customer Engagement ArchitectsThis is Blue Latitude - Customer Engagement Architects
This is Blue Latitude - Customer Engagement ArchitectsMark Walmsley
 
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2CGAP
 
Business Innovation Approach
Business Innovation ApproachBusiness Innovation Approach
Business Innovation ApproachKoen Klokgieters
 
Policy Innovation
Policy InnovationPolicy Innovation
Policy InnovationSune Kjems
 
CGAP and Grameen Foundation AppLab: Customer Segmentation
CGAP and Grameen Foundation AppLab: Customer SegmentationCGAP and Grameen Foundation AppLab: Customer Segmentation
CGAP and Grameen Foundation AppLab: Customer SegmentationCGAP
 
CGAP & Grameen Foundation AppLab Case Study Part 1
CGAP & Grameen Foundation AppLab Case Study Part 1CGAP & Grameen Foundation AppLab Case Study Part 1
CGAP & Grameen Foundation AppLab Case Study Part 1CGAP
 
Value Reference Model - Governing
Value Reference Model - GoverningValue Reference Model - Governing
Value Reference Model - GoverningArnaldo Colombo
 
BC: Improvement of Knowledge Sourcing and Provision
BC: Improvement of Knowledge Sourcing and ProvisionBC: Improvement of Knowledge Sourcing and Provision
BC: Improvement of Knowledge Sourcing and Provisionjscheuring
 
Power Up - Your Influence on Non-Design Deliverables
Power Up - Your Influence on Non-Design DeliverablesPower Up - Your Influence on Non-Design Deliverables
Power Up - Your Influence on Non-Design DeliverablesPeter Boersma
 
Business Intelligence Dashboard Design Best Practices
Business Intelligence Dashboard Design Best PracticesBusiness Intelligence Dashboard Design Best Practices
Business Intelligence Dashboard Design Best PracticesMark Ginnebaugh
 
Socially synergistic enterprises 10 june m. baron
Socially synergistic enterprises 10 june m. baronSocially synergistic enterprises 10 june m. baron
Socially synergistic enterprises 10 june m. baronMarcel Baron
 
Bcpharmed presentation february_10_2013
Bcpharmed presentation february_10_2013Bcpharmed presentation february_10_2013
Bcpharmed presentation february_10_2013brcocheteux
 
Interactive portfolio al3
Interactive portfolio al3Interactive portfolio al3
Interactive portfolio al3alessner
 
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & RoadmapCanadaHelps / MyCharityConnects
 

What's hot (20)

工業 設計
工業 設計工業 設計
工業 設計
 
Unltd. Credentials jan 2013
Unltd. Credentials  jan 2013Unltd. Credentials  jan 2013
Unltd. Credentials jan 2013
 
2020 Best CIO Acceptance Speech
2020 Best CIO Acceptance Speech2020 Best CIO Acceptance Speech
2020 Best CIO Acceptance Speech
 
Cyrius Company Profile En New
Cyrius Company Profile En NewCyrius Company Profile En New
Cyrius Company Profile En New
 
This is Blue Latitude - Customer Engagement Architects
This is Blue Latitude - Customer Engagement ArchitectsThis is Blue Latitude - Customer Engagement Architects
This is Blue Latitude - Customer Engagement Architects
 
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2
CGAP and Grameen Foundation AppLab Money Incubator: Case Study Part 2
 
Business Innovation Approach
Business Innovation ApproachBusiness Innovation Approach
Business Innovation Approach
 
Policy Innovation
Policy InnovationPolicy Innovation
Policy Innovation
 
CGAP and Grameen Foundation AppLab: Customer Segmentation
CGAP and Grameen Foundation AppLab: Customer SegmentationCGAP and Grameen Foundation AppLab: Customer Segmentation
CGAP and Grameen Foundation AppLab: Customer Segmentation
 
CGAP & Grameen Foundation AppLab Case Study Part 1
CGAP & Grameen Foundation AppLab Case Study Part 1CGAP & Grameen Foundation AppLab Case Study Part 1
CGAP & Grameen Foundation AppLab Case Study Part 1
 
Value Reference Model - Governing
Value Reference Model - GoverningValue Reference Model - Governing
Value Reference Model - Governing
 
BC: Improvement of Knowledge Sourcing and Provision
BC: Improvement of Knowledge Sourcing and ProvisionBC: Improvement of Knowledge Sourcing and Provision
BC: Improvement of Knowledge Sourcing and Provision
 
Design Mgmt
Design MgmtDesign Mgmt
Design Mgmt
 
Mind search® overview
Mind search® overviewMind search® overview
Mind search® overview
 
Power Up - Your Influence on Non-Design Deliverables
Power Up - Your Influence on Non-Design DeliverablesPower Up - Your Influence on Non-Design Deliverables
Power Up - Your Influence on Non-Design Deliverables
 
Business Intelligence Dashboard Design Best Practices
Business Intelligence Dashboard Design Best PracticesBusiness Intelligence Dashboard Design Best Practices
Business Intelligence Dashboard Design Best Practices
 
Socially synergistic enterprises 10 june m. baron
Socially synergistic enterprises 10 june m. baronSocially synergistic enterprises 10 june m. baron
Socially synergistic enterprises 10 june m. baron
 
Bcpharmed presentation february_10_2013
Bcpharmed presentation february_10_2013Bcpharmed presentation february_10_2013
Bcpharmed presentation february_10_2013
 
Interactive portfolio al3
Interactive portfolio al3Interactive portfolio al3
Interactive portfolio al3
 
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap
 

Similar to We are all content strategists now

Developing Successful Content Management Solutions
Developing Successful Content Management SolutionsDeveloping Successful Content Management Solutions
Developing Successful Content Management SolutionsKaren McGrane
 
Why UX Design Needs Content Strategy
Why UX Design Needs Content StrategyWhy UX Design Needs Content Strategy
Why UX Design Needs Content StrategyKaren McGrane
 
Avoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWAvoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWKaren McGrane
 
The Product Management Value Chain
The Product Management Value ChainThe Product Management Value Chain
The Product Management Value Chainktrexler
 
Tom Ryle Design Portfolio Sampler
Tom Ryle Design Portfolio SamplerTom Ryle Design Portfolio Sampler
Tom Ryle Design Portfolio SamplerTom Ryle
 
Tour of UX deliverables - dev/haag
Tour of UX deliverables - dev/haagTour of UX deliverables - dev/haag
Tour of UX deliverables - dev/haagPeter Boersma
 
Stakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingStakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingUser Intelligence
 
Saa S Scio Engagement Model V2 2 Generic
Saa S Scio Engagement Model V2 2  GenericSaa S Scio Engagement Model V2 2  Generic
Saa S Scio Engagement Model V2 2 GenericScioSales
 
Usability & Interface Design for HiTech Products
Usability & Interface Design for HiTech ProductsUsability & Interface Design for HiTech Products
Usability & Interface Design for HiTech ProductsPinkesh Shah
 
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011Sandhya Pillalamarri
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the WebKaren McGrane
 
The Essentials of Great Search Design (ECIR 2010)
The Essentials of Great Search Design (ECIR 2010)The Essentials of Great Search Design (ECIR 2010)
The Essentials of Great Search Design (ECIR 2010)Vegard Sandvold
 
Product design and development
Product design and developmentProduct design and development
Product design and developmentVishal Kachhdiya
 
Flotree customer centered vision
Flotree   customer centered visionFlotree   customer centered vision
Flotree customer centered visionDave Flotree
 
Solutions Design Team Plan..
Solutions Design Team Plan..Solutions Design Team Plan..
Solutions Design Team Plan..Vishwanath Ramdas
 
On tulips & hubris: is UX a bubble?
On tulips & hubris: is UX a bubble?On tulips & hubris: is UX a bubble?
On tulips & hubris: is UX a bubble?iQcontent
 
Agile for Product Owners Workshop
Agile for Product Owners WorkshopAgile for Product Owners Workshop
Agile for Product Owners WorkshopPinkesh Shah
 
PCN Corporate Overview
PCN Corporate OverviewPCN Corporate Overview
PCN Corporate OverviewPCN Strategies
 

Similar to We are all content strategists now (20)

Developing Successful Content Management Solutions
Developing Successful Content Management SolutionsDeveloping Successful Content Management Solutions
Developing Successful Content Management Solutions
 
Why UX Design Needs Content Strategy
Why UX Design Needs Content StrategyWhy UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
 
Avoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWAvoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSW
 
The Product Management Value Chain
The Product Management Value ChainThe Product Management Value Chain
The Product Management Value Chain
 
Tom Ryle Design Portfolio Sampler
Tom Ryle Design Portfolio SamplerTom Ryle Design Portfolio Sampler
Tom Ryle Design Portfolio Sampler
 
Tour of UX deliverables - dev/haag
Tour of UX deliverables - dev/haagTour of UX deliverables - dev/haag
Tour of UX deliverables - dev/haag
 
Sips
SipsSips
Sips
 
Stakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingStakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feeling
 
Saa S Scio Engagement Model V2 2 Generic
Saa S Scio Engagement Model V2 2  GenericSaa S Scio Engagement Model V2 2  Generic
Saa S Scio Engagement Model V2 2 Generic
 
Usability & Interface Design for HiTech Products
Usability & Interface Design for HiTech ProductsUsability & Interface Design for HiTech Products
Usability & Interface Design for HiTech Products
 
Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011Design Thinking for Social Innovation RossNetImpact_Oct2011
Design Thinking for Social Innovation RossNetImpact_Oct2011
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
 
The Essentials of Great Search Design (ECIR 2010)
The Essentials of Great Search Design (ECIR 2010)The Essentials of Great Search Design (ECIR 2010)
The Essentials of Great Search Design (ECIR 2010)
 
Product design and development
Product design and developmentProduct design and development
Product design and development
 
Flotree customer centered vision
Flotree   customer centered visionFlotree   customer centered vision
Flotree customer centered vision
 
Solutions Design Team Plan..
Solutions Design Team Plan..Solutions Design Team Plan..
Solutions Design Team Plan..
 
User Experience 2: Talk@Stabilo
User Experience 2: Talk@StabiloUser Experience 2: Talk@Stabilo
User Experience 2: Talk@Stabilo
 
On tulips & hubris: is UX a bubble?
On tulips & hubris: is UX a bubble?On tulips & hubris: is UX a bubble?
On tulips & hubris: is UX a bubble?
 
Agile for Product Owners Workshop
Agile for Product Owners WorkshopAgile for Product Owners Workshop
Agile for Product Owners Workshop
 
PCN Corporate Overview
PCN Corporate OverviewPCN Corporate Overview
PCN Corporate Overview
 

More from Karen McGrane

Adaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyAdaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyKaren McGrane
 
The Future of Adaptive Content
The Future of Adaptive ContentThe Future of Adaptive Content
The Future of Adaptive ContentKaren McGrane
 
The Mobile Content Mandate
The Mobile Content MandateThe Mobile Content Mandate
The Mobile Content MandateKaren McGrane
 
Content in a Zombie Apocalypse
Content in a Zombie ApocalypseContent in a Zombie Apocalypse
Content in a Zombie ApocalypseKaren McGrane
 
Thriving in a world of change: Future-friendly content with Drupal
Thriving in a world of change: Future-friendly content with DrupalThriving in a world of change: Future-friendly content with Drupal
Thriving in a world of change: Future-friendly content with DrupalKaren McGrane
 
IA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryIA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryKaren McGrane
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopKaren McGrane
 
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)Karen McGrane
 
Adapting Ourselves to Adaptive Content
Adapting Ourselves to Adaptive ContentAdapting Ourselves to Adaptive Content
Adapting Ourselves to Adaptive ContentKaren McGrane
 
Adapting ourselves to adaptive content
Adapting ourselves to adaptive contentAdapting ourselves to adaptive content
Adapting ourselves to adaptive contentKaren McGrane
 
Adapting ourselves to adaptive content
Adapting ourselves to adaptive contentAdapting ourselves to adaptive content
Adapting ourselves to adaptive contentKaren McGrane
 
The Way Forward: What's next for content strategy
The Way Forward: What's next for content strategyThe Way Forward: What's next for content strategy
The Way Forward: What's next for content strategyKaren McGrane
 
Selling content strategy
Selling content strategySelling content strategy
Selling content strategyKaren McGrane
 
Nailing Your Performance
Nailing Your PerformanceNailing Your Performance
Nailing Your PerformanceKaren McGrane
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobileKaren McGrane
 
How to do content strategy
How to do content strategyHow to do content strategy
How to do content strategyKaren McGrane
 
Baby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooBaby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooKaren McGrane
 
From Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignFrom Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignKaren McGrane
 
Handouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyHandouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyKaren McGrane
 
Content Strategy at UX Melbourne
Content Strategy at UX MelbourneContent Strategy at UX Melbourne
Content Strategy at UX MelbourneKaren McGrane
 

More from Karen McGrane (20)

Adaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyAdaptive: Content, Context, and Controversy
Adaptive: Content, Context, and Controversy
 
The Future of Adaptive Content
The Future of Adaptive ContentThe Future of Adaptive Content
The Future of Adaptive Content
 
The Mobile Content Mandate
The Mobile Content MandateThe Mobile Content Mandate
The Mobile Content Mandate
 
Content in a Zombie Apocalypse
Content in a Zombie ApocalypseContent in a Zombie Apocalypse
Content in a Zombie Apocalypse
 
Thriving in a world of change: Future-friendly content with Drupal
Thriving in a world of change: Future-friendly content with DrupalThriving in a world of change: Future-friendly content with Drupal
Thriving in a world of change: Future-friendly content with Drupal
 
IA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryIA Summit 2013 Closing Plenary
IA Summit 2013 Closing Plenary
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
 
Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)Uncle Sam Wants You (To Optimize Your Content For Mobile)
Uncle Sam Wants You (To Optimize Your Content For Mobile)
 
Adapting Ourselves to Adaptive Content
Adapting Ourselves to Adaptive ContentAdapting Ourselves to Adaptive Content
Adapting Ourselves to Adaptive Content
 
Adapting ourselves to adaptive content
Adapting ourselves to adaptive contentAdapting ourselves to adaptive content
Adapting ourselves to adaptive content
 
Adapting ourselves to adaptive content
Adapting ourselves to adaptive contentAdapting ourselves to adaptive content
Adapting ourselves to adaptive content
 
The Way Forward: What's next for content strategy
The Way Forward: What's next for content strategyThe Way Forward: What's next for content strategy
The Way Forward: What's next for content strategy
 
Selling content strategy
Selling content strategySelling content strategy
Selling content strategy
 
Nailing Your Performance
Nailing Your PerformanceNailing Your Performance
Nailing Your Performance
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobile
 
How to do content strategy
How to do content strategyHow to do content strategy
How to do content strategy
 
Baby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooBaby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users Too
 
From Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignFrom Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction Design
 
Handouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyHandouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content Strategy
 
Content Strategy at UX Melbourne
Content Strategy at UX MelbourneContent Strategy at UX Melbourne
Content Strategy at UX Melbourne
 

Recently uploaded

PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchPDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchHajeJanKamps
 
Communications Trends for Fundraising Success in 2024.pdf
Communications Trends for Fundraising Success in 2024.pdfCommunications Trends for Fundraising Success in 2024.pdf
Communications Trends for Fundraising Success in 2024.pdfBloomerang
 
Presentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxPresentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxali2005eisa
 
Trumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfTrumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfSourav Sikder
 
Sustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfSustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfJai Babu
 
Employee Onboarding welcome letter Instarea 2019
Employee Onboarding welcome letter Instarea 2019Employee Onboarding welcome letter Instarea 2019
Employee Onboarding welcome letter Instarea 2019Peter Fusek
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHpm India
 
Proof Strategies CanTrust Index 2024
Proof Strategies CanTrust Index 2024Proof Strategies CanTrust Index 2024
Proof Strategies CanTrust Index 2024Proof
 
New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024Franchize Consultants
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forwardCJHaight
 
Unlock Your Potential: Entrepreneurship Tips with Majdouline Alouah
Unlock Your Potential: Entrepreneurship Tips with Majdouline AlouahUnlock Your Potential: Entrepreneurship Tips with Majdouline Alouah
Unlock Your Potential: Entrepreneurship Tips with Majdouline AlouahMajdouline Alouah
 
Introducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickIntroducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickSurya Panel Private Limited
 
HPM Panther (Captan 50% WP) Presentation
HPM Panther (Captan 50% WP) PresentationHPM Panther (Captan 50% WP) Presentation
HPM Panther (Captan 50% WP) PresentationHpm India
 
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfMM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfLogan Parks
 

Recently uploaded (20)

PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / TechcrunchPDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
PDT 84 - 16m - Series A - Equals for Pitch Deck Teardown / Techcrunch
 
Polyene General Industries Private Limited
Polyene General Industries Private LimitedPolyene General Industries Private Limited
Polyene General Industries Private Limited
 
Bryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdfBryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdf
 
Carol Scott - How to Thrive in the AI Era.pdf
Carol Scott - How to Thrive in the AI Era.pdfCarol Scott - How to Thrive in the AI Era.pdf
Carol Scott - How to Thrive in the AI Era.pdf
 
Communications Trends for Fundraising Success in 2024.pdf
Communications Trends for Fundraising Success in 2024.pdfCommunications Trends for Fundraising Success in 2024.pdf
Communications Trends for Fundraising Success in 2024.pdf
 
Presentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptxPresentation Logbook electric car auto drive.pptx
Presentation Logbook electric car auto drive.pptx
 
Trumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfTrumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdf
 
Sustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdfSustainability Roadmap Infographics_final.pdf
Sustainability Roadmap Infographics_final.pdf
 
Employee Onboarding welcome letter Instarea 2019
Employee Onboarding welcome letter Instarea 2019Employee Onboarding welcome letter Instarea 2019
Employee Onboarding welcome letter Instarea 2019
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) Presentation
 
Proof Strategies CanTrust Index 2024
Proof Strategies CanTrust Index 2024Proof Strategies CanTrust Index 2024
Proof Strategies CanTrust Index 2024
 
New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024New Zealand Franchising Confidence Index | January 2024
New Zealand Franchising Confidence Index | January 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forward
 
Unlock Your Potential: Entrepreneurship Tips with Majdouline Alouah
Unlock Your Potential: Entrepreneurship Tips with Majdouline AlouahUnlock Your Potential: Entrepreneurship Tips with Majdouline Alouah
Unlock Your Potential: Entrepreneurship Tips with Majdouline Alouah
 
Introducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya ClickIntroducing Herringbone Collection by Surya Click
Introducing Herringbone Collection by Surya Click
 
HPM Panther (Captan 50% WP) Presentation
HPM Panther (Captan 50% WP) PresentationHPM Panther (Captan 50% WP) Presentation
HPM Panther (Captan 50% WP) Presentation
 
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdfMM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
MM Workshop Feb 2024 One Page Retirement Plan Simplified.pdf
 
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdfMartez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
 
Non-Residual Infusion Bag
Non-Residual Infusion BagNon-Residual Infusion Bag
Non-Residual Infusion Bag
 

We are all content strategists now

  • 1. WE ARE ALL CONTENT STRATEGISTS NOW IDEA Conference 2010
  • 2. Hi! I’m Karen McGrane from Bond Art + Science @karenmcgrane 2
  • 3. 3
  • 4. CONTENT? INFORMATION ARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 6. FROM TO Static Dynamic Centralized Decentralized Walled Social Costly Cheap Geeky Mainstream 6
  • 7. USER EXPERIENCE Information Architecture CONTENT STRATEGY Social Media Content Marketing Management MARKETING TECHNOLOGY 7
  • 8. Here I told a little story about clients figuring out that the name of their problem is “information architecture.” I didn’t think it needed a funny picture.
  • 9. NAMING A PAIN POINT. 9
  • 11. 11
  • 12. 12
  • 13. 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
  • 14. 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 14
  • 15. 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. 15
  • 16. 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 16
  • 17. Peter Morville, The Three Circles of Information Architecture 17
  • 18. THE CONTENT STRATEGY PROCESS 18
  • 19. 1. THINK BEYOND THE TEMPLATE. 19
  • 20. 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.
  • 21. 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.
  • 22. This here is a series of moodboards that show an approach to creating a design system, including photography, color palettes, and typography.
  • 23. 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?
  • 24. This page showed a wireframe. The lines were all straight and the font was Arial. Master of my craft, here.
  • 25. We opted to go live with the existing content. 25
  • 26. Buy-in for that decision stretched to the highest levels of the organization. 26
  • 27. We knew the content sucked. We just believed there was nothing we could do about it. 27
  • 28. Within an hour, the angry calls started. Client received hundreds of angry calls from hotels 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 28
  • 29. 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.  29
  • 30. HOW? 30
  • 31. 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. 31
  • 32. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 32
  • 33. From Flickr User 2493™ 33
  • 34. 34
  • 35. 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 35
  • 38. 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 38
  • 39. 39
  • 40. From Flickr User 2493™ 40
  • 41. HOW? 41
  • 42. 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. 42
  • 43. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 3. PLAN FOR CONTENT CREATION. 43
  • 44. WRITERS ARE LIKE DEVELOPERS. THEY WORK BETTER WITH DIRECTION. 44
  • 45. 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 45
  • 46. 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 46
  • 47. 47
  • 48. HOW? 48
  • 49. 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. 49
  • 50. 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! 50
  • 51. 51
  • 52. 52
  • 53. 53
  • 54. 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. 54
  • 55. 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.
  • 57. SECOND: YOU WILL USE YOUR NEW CONTENT STRATEGY TOOLS.
  • 58. THIRD: YOU WILL PARTNER WITH A CONTENT STRATEGIST.

Editor's Notes

  1. I’m not really a content strategist, I’m an information architect Spent the past year talking about CS, why? Got here from tech writing, am a word person
  2. Yet the UX field seems to have a blind spot when it comes to content Collective delusion that what we make is templates and wrappers instead of a total experience, which includes content We need to fix that. If you don’t think this needs fixing
  3. We’re so comfortable with this collective delusion What’s changed?
  4. We’re so comfortable with this collective delusion What’s changed?
  5. We’re so comfortable with this collective delusion What’s changed?
  6. We’re so comfortable with this collective delusion What’s changed?
  7. What’s changed in the world that leads to needing content strategy? A lot.
  8. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  9. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  10. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  11. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  12. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  13. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  14. TRANSITION: Things have changed, but the more they change, the more they stay the same. Content strategy reminds me of nothing so much as the early days of IA Helpful to remember a couple of things that we did right, things that are happening right now with CS.
  15. Reminds me of a meeting that I had a couple of years ago.
  16. Giving a label to a problem someone already has Or a task that someone is already doing It sells itself, because you’re tapping into an unmet need
  17. I’m a process junkie
  18. To determine what web initiatives would create the biggest impact, we completed an assessment project with three components: A Market Overview to determine competitor best practices and industry benchmarks Analytics of current site usage Usability Audit of the site with philosophy's target demographic performing tasks on the site During the design phase we continued with usability research, testing and optimizing the design. Finally we followed up with a post launch analysis to see how we did and provide further recommendations.
  19. Content strategy activities and deliverables get treated like a black box We just expect great content to pop out at the end like magic. Doesn’t happen. Instead what you get is a shitstorm at the end of the process. TRANSITION: Content strategy deserves a process too, activities and deliverables You can help, and you need to start talking about these things, even if you’re not a content strategist. Three things that you can do.
  20. Asked for stories about content disasters Former client contacted me about a problem I led the project
  21. Thought that when the hotels saw the shiny new templates, they would be so excited, it would be like Christmas Morning. They would be inspired to want to go play with their new toy and write some new content.
  22. Statement of work was for 25 templates.
  23. Statement of work was for 25 templates.
  24. Statement of work was for 25 templates.
  25. Statement of work was for 25 templates.
  26. Statement of work was for 25 templates.
  27. Statement of work was for 25 templates.
  28. Your job isn’t to deliver new layouts or new navigation categories. Your job is to deliver a better experience — which means better content.
  29. Your job isn’t to deliver new layouts or new navigation categories. Your job is to deliver a better experience — which means better content.
  30. Your job isn’t to deliver new layouts or new navigation categories. Your job is to deliver a better experience — which means better content.
  31. Your job isn’t to deliver new layouts or new navigation categories. Your job is to deliver a better experience — which means better content.
  32. Your job isn’t to deliver new layouts or new navigation categories. Your job is to deliver a better experience — which means better content.
  33. How many of you have ever written a functional spec, or have annotated your wireframes?
  34. Internecine warfare Handwringing
  35. Roles are good, they keep people’s sphere of influence separate Watch movie credits Roles are good for our industry, they convey the magnitude of our efforts