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WHY UX NEEDS
CONTENT STRATEGY
UX Week 2010
Hi, I’m Karen McGrane
from Bond Art + Science
     @karenmcgrane




                          2
3
4
INFORMATION
ARCHITECTURE



               4
INFORMATION
ARCHITECTURE   VISUAL
               DESIGN


                        4
INFORMATION
ARCHITECTURE                 VISUAL
                             DESIGN
               INTERACTION
               DESIGN                 4
CONTENT?



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




                     5
6
7
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



                                                                                                                                                                                                                                                9
Refinement / Copy / Final Visual Design / Robust Testing                                                                Production Build / Reviews / Design Team Sign Offs


                                                                                             Product Team meets -                                                           Product Team meets -
                                                                                             Design meeting with                                                            Hand off to
                                                                                             Product Marketing,               Product Team                                  production,
                                                                                             Engineering, and                 Approval cycle here                           engineering and
                                                                                             Usability to review                                                            operations mode of
                                                                                             recommendations                                                                the product cycle




                                                                              Detailed Product
                                                                              testing - both for
                                                                              functionality and
                                                                              specific content and
                                                                              visual design      iteration cycle

                                                                                                            iteration cycle




                                                                  Design works w i t h
gn team                                                           Usability to provide                                             Design team                                                                         Final functionality &
 storms, iterates                                                 prototype and                                                    presents                                                                            visual design signoff
collaborates on                                                   guidance of what                 Refine Visual                   wireframes a n d       User Ed. delivers all                                        - Production
  l representation          Visual Design         Experience      priorities of                    direction, copy,                mockups to             Help text and                                                - Engineering
nctionality and             exploration,          Design team     discovery shoul d                user instructions,              production with full   associate d                                                  - QA
en design s                 copy writte n         review Visual   be - i.e. business               help and UI                     set of style specs     screenshots a n d                                            - Partner (if applicable)
   can begin while          and finetuned         direction       constraints,                     components as                   [font size & color,    specs t o                                                    - Usability
 flow a n d                                                       technical                        necessary                       line spacing,          Production                                                   - Creative Director
  ionality is                                                     constraints,                                                     colors, images,                                                                     - Product Marketing
 ing                                                              optional versions to                                             links, etc]                                                                         - VP (as necessary)
                                                                  test




                                                                                                                                                                         Production receives       Production builds
                                                                                                                                                                         approved mockups          site and features
                                                                                                                                                                         and works w i t h         working wi t h
                                                                                                                                                                         Design on product         Engineering as
                                                                                                                                                                         area as needed            applicable




                                                                                                   Engineering informs
                                                                                                   Design if there are
                                                                                                   changes, issues w i t h
                                                                                                   planned functionality




                                                                                                                                                                                                                                    9
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.




                                                                                                                                                                                                                                                                                                                                                                                                                                                                        10
DELIVERABLE                    IDEA                      REVIEW CHECKPOINT
  MILESTONE
                                KEY MEETING                     INFORM




inement                                                                                                                  development                                                                                                                    launch preparation            post launch

RD                                                                                                   UI design            committed                                                  visual design                                               beta                                  launch
pproval                                                                                              approval             schedule                                                   approval


Review Promotional & Marketing Needs                                                                                       Business development / partnering

                                                                                                                           Mockups to marketing




Product Roadmap                                                                                                            Promotion plan

                        Point release plan




                                                                                                                                                                                                                                                                                  L
                                                                                                                                                                                                                                                          Evangelize


                                                                                                                                                                                                                                                                                  A      Post mortem




                                                                                                                                                                                                                                                                                  U
Wireframes and navigation maps
                                                                                                                                                                                    Final product
                                   Product prototype, e.g. paper, HTML, director, or flash                                                    Begin writing functional spec         specification         Design fidelity checks and bug fixes                                           UI maintenance
                                                                                                                                                                                    & handoff to
                                                                         UI Design Approval                                                         UI Revisions based on testing   build team




                                                                                                                                                                                                                                                                                  N
                                                                                                     Deliverable:
                                              I T E R AT I O N S
                                                                                                   Templates                  I T E R AT I O N S
                                                                                                       &
                                                                                                   Navigation




                                                                                                                                                                                                                                                                                  C
                                                                                                     (authored by
                                                                                                  UI / ID / IA Design)
                                                           Refined Visual design explorations                             Art direction               Visual Design Approval                            Handoff to build team                                                           Visual maintenance




                                                                                                                                                                                                                                                                                  H
Competitive usability testing                            Prototype usability test                                         Prototype testing                                          Write/update test plans for final usability
                                                                                                                                                                                                                                                                                         Usability test release product
                                                                                                                                                                                                                                                                                         capture issues for next release

                                                                                                                                                                                                                                                                                         Focus Group, Field Studies,
                                                                                                                                                                                                                                                                                         Survey Analysis, etc.




                                                                                                                                                                                      Execute visual design                                                Build/publish

                                                                                                                                                                                                     Build HTML                                                              QA




                                                                                                                                                                                                                                                                                                                           10
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




                                                                                                                                                                                                                                                                                                                                                                                             11
ation


ng                                    Interaction Design                                                       Information Architecture                                 Interface Design                                                                    Production
                                     description:                                                           description:                                               description:                                                                        description:
 echnology to                          •    create seamless and consistent transaction flow                    •      define site hierarchy                             •   using the components, defined in the Visual Systems                             •      create sample HTML files to illustrate page layout
 ith client's                          •    define widgets and technologies to best support                    •      define navigation scheme                              Design Phase, create design styles for each page-type                                  and design styles
                                            the features and functionality                                     •      define hierarchy of information on pages              needed to support interaction, navigation and hierarchy                         •      deliver and present documentation
 s                                                                                                             •      identifies content workflow and organizational    •   apply these design styles to page schematics                                    •      Interface QA / training
 ical teams                                                                                                           responsibilities and resources
                                                                                                                                                                                                                                       usability testing                                usability testing
     process overviews                                                                                    site maps                                                     schematic drawing                           digital sketches                            HTML interface files                                    online styleguide




                                                                             innovate




                                                                                    page schematics & content development




Discount Usability
 scription:
    testing to discover usability problems to provide
    information to team to help detect and resolve
    transaction flow and navigation and techinal
    problems




                                                                                                                                                                                                                                                                                                                                            11
THE CONTENT STRATEGY PROCESS




                          12
WHAT’S CHANGED?




                  13
From          To
Static        Dynamic

Centralized   Decentralized

Walled        Social

Costly        Cheap

Geeky         Mainstream


                              14
CONTENT STRATEGY DESERVES
PROCESS TOO.



                            15
WARNINGS + DISCLAIMERS




                         16
NO SOUP
FOR YOU!




           17
18
JOB TITLE≠
PROJECT ACTIVITIES   ≠
DISCIPLINE



                         19
JOB TITLE≠
PROJECT ACTIVITIES   ≠
DISCIPLINE



                         19
THE MAP IS NOT THE TERRITORY




                               20
Dubberly Design Office, How Do You Design?   21
DEFINE   DESIGN   DEVELOP         DEPLOY




                        Dubberly Design Office, How Do You Design?   21
IMAGINE
ENVISION
DEFINE     DESIGN   DEVELOP         DEPLOY




                          Dubberly Design Office, How Do You Design?   21
IMAGINE                             DEBRIEF
ENVISION                            LAUNCH
DEFINE     DESIGN   DEVELOP         DEPLOY




                          Dubberly Design Office, How Do You Design?   21
ENGAGE     IMAGINE                             DEBRIEF
DISCOVER   ENVISION                            LAUNCH
           DEFINE     DESIGN   DEVELOP         DEPLOY




                                     Dubberly Design Office, How Do You Design?   21
ENGAGE     IMAGINE                             DEBRIEF              ENHANCE
DISCOVER   ENVISION                            LAUNCH MAINTAIN
           DEFINE     DESIGN   DEVELOP         DEPLOY




                                     Dubberly Design Office, How Do You Design?   21
ENGAGE     IMAGINE                             DEBRIEF              ENHANCE
DISCOVER   ENVISION                            LAUNCH MAINTAIN
           DEFINE     DESIGN   DEVELOP         DEPLOY


    ANALYZE
    PLAN


                                     Dubberly Design Office, How Do You Design?   21
ENGAGE     IMAGINE                             DEBRIEF              ENHANCE
DISCOVER   ENVISION                            LAUNCH MAINTAIN
           DEFINE     DESIGN   DEVELOP         DEPLOY


    ANALYZE                                              EVALUATE
    PLAN                                                  TEST


                                     Dubberly Design Office, How Do You Design?   21
ENGAGE     IMAGINE                                   DEBRIEF              ENHANCE
DISCOVER   ENVISION                                  LAUNCH MAINTAIN
           DEFINE      DESIGN     DEVELOP            DEPLOY
           INCEPTION   ELABORATION CONSTRUCTION TRANSITION

    ANALYZE                                                    EVALUATE
    PLAN                                                        TEST


                                           Dubberly Design Office, How Do You Design?   21
CONTENT?

ENGAGE     IMAGINE                                   DEBRIEF              ENHANCE
DISCOVER   ENVISION                                  LAUNCH MAINTAIN
           DEFINE      DESIGN     DEVELOP            DEPLOY
           INCEPTION   ELABORATION CONSTRUCTION TRANSITION

    ANALYZE                                                    EVALUATE
    PLAN                                                        TEST


                                           Dubberly Design Office, How Do You Design?   21
CONTENT!

ENGAGE     IMAGINE                                   DEBRIEF              ENHANCE
DISCOVER   ENVISION                                  LAUNCH MAINTAIN
           DEFINE      DESIGN     DEVELOP            DEPLOY
           INCEPTION   ELABORATION CONSTRUCTION TRANSITION

    ANALYZE                                                    EVALUATE
    PLAN                                                        TEST


                                           Dubberly Design Office, How Do You Design?   21
22
• What are my business objectives?
• What do my users want to do?
• What does my brand stand for?




         STRATEGY




                                     22
• What are my business objectives?
                              • What do my users want to do?
                              • What does my brand stand for?

             DE
                SIG
                   N
                                       STRATEGY


• How will users interact with it?
• How will it be structured?
• What will it look like?




                                                                   22
• What are my business objectives?
                              • What do my users want to do?
                              • What does my brand stand for?

             DE
                SIG
                   N
                                         STRATEGY


• How will users interact with it?
• How will it be structured?
• What will it look like?




                                      TECHNOLOGY



                                     • How will we build it?
                                     • Who will maintain it?
                                                                   22
• What are my business objectives?
                              • What do my users want to do?
                              • What does my brand stand for?

             DE                                                          E NT
                SIG
                   N                                                O NT
                                                                   C
                                         STRATEGY


• How will users interact with it?                             • What do we want to say?
• How will it be structured?                                   • Where will we get the content?
• What will it look like?                                      • Who will maintain it?




                                      TECHNOLOGY



                                     • How will we build it?
                                     • Who will maintain it?
                                                                                         22
THE CONTENT STRATEGY PROCESS




                          23
THE CONTENT STRATEGY PROCESS

PLAN




                          23
THE CONTENT STRATEGY PROCESS

PLAN   ANALYZE




                          23
THE CONTENT STRATEGY PROCESS

PLAN   ANALYZE   CREATE




                          23
THE CONTENT STRATEGY PROCESS

PLAN   ANALYZE   CREATE   GOVERN




                                   23
PLAN   ANALYZE   CREATE   GOVERN




                                   24
DEFINE      DESIGN    DEVELOP    DEPLOY


PLAN   ANALYZE    CREATE         GOVERN




                                           24
DEFINE      DESIGN         DEVELOP    DEPLOY


PLAN   ANALYZE        CREATE          GOVERN


                 RESEARCH + TESTING




                                                24
OUR TIME TOGETHER
MODULE 1: PLANNING                              9:30–10:30
Exercise 1: User Needs and Business Goals
Break                                           10:30–11:00
MODULE 2: ANALYSIS                              11:00–12:30
Exercise 2: Content Inventory and Audit
Lunch                                           12:30–2:00
MODULE 3: CREATION                               2:00–3:30
Exercise 3: Messaging and Content Annotations
Break                                            3:30–4:00
MODULE 4: RESEARCH + TESTING                     4:00–5:30
Exercise 4: User Interviews
                                                             25
PLAN:
USER NEEDS AND
BUSINESS GOALS
Module 1
DEFINE            DESIGN     DEVELOP          DEPLOY


 PLAN


PROJECT ACTIVITIES            CONTENT STRATEGY ACTIVITIES
_Business Strategy
_Brand Strategy
_Personas + Scenarios                Content strategy
_Competitive Analysis                can contribute to all
                                     of these activities.
_Web Analytics
_Technical Assessment
_Creative/UX Brief
                                                             27
BUSINESS STRATEGY
                                                   _ Content strategy isn’t
                  What business                      about creating content
                   are we in?
                                                     “just because you can.”
                                                   _ It’s about aligning a
                                                     publishing model with
         ENGAGEMENT             COMPETENCY           business goals.
                                                   _ Understanding how
                                                     content aligns with
                                                     business goals is the
                                                     “strategy” part of
  Who are our       ALIGNMENT        How do we       content strategy.
  constituents?                    create value?



                                                                      Marigo Raftopoulous,
                                                            Business Strategy Fundamentals   28
BRAND STRATEGY
                   Content strategy ensures
     POSITIONING
                   that brand strategy carries
                   through to:
       VISION
                   _Messaging
      MISSION
                   _Tone of voice
                   _Content creation
                   _Content style guide




                                            29
PERSONAS +
SCENARIOS
             _ Personas document the
               user’s information needs.
             _ Content strategy goes
               “the last mile” to make
               sure we actually deliver
               that information.




                          Steve Mulder and Ziv Yaar,
                            The User is Always Right   30
PERSONAS +
SCENARIOS
                            _ Personas document the
                              user’s information needs.
                            _ Content strategy goes
    Learn more about the      “the last mile” to make
    home-buying process,      sure we actually deliver
    including jargon,         that information.
    realtors, mortgages,
    insurance, and how to
    evaluate houses.




                                         Steve Mulder and Ziv Yaar,
                                           The User is Always Right   30
COMPETITIVE
ANALYSIS
              Competitive audits tend to
              answer the following:
              _What features do our
               competitors offer?
              _How are their sites
               architected and designed?
              Content strategy can
              answer:
              _What messages do they
               communicate?
              _How good is the content?

                                       31
WEB ANALYTICS
                Use analytics data to
                inform:
                _Content inventories
                _Content audits
                Search engine data is quite
                useful in developing:
                _Naming/Labeling systems
                _SEO-friendly content



                                         32
TECH ASSESSMENT
                  _ CMS evaluations in
                    particular tend to focus
                    on features and technical
                    architecture.
                  _ Content strategy looks at
                    the CMS like a user,
                    evaluating interfaces and
                    task flow.




                                  cmsmatrix.org   33
CREATIVE/UX BRIEF
                    The brief summarizes the
                    project inputs and defines
                    the “vision” for the site.
                    Be sure content is
                    reflected:
                    _How content helps meet
                     business goals and user
                     needs
                    _How tone of voice and
                     messaging supports brand
                     strategy
                    _Who will own and
                     maintain content
                                 BBH
                                 via The Planning Lab   34
EXERCISE 1A:
USER NEEDS
_ Review the sample user persona and scenario on Page 3 of your
  handout.
_ Write down a list of user needs on the worksheet on Page 2.
_ What does this user need or expect to find when he does his research?




                                                                      35
EXERCISE 1B:
BUSINESS GOALS
_ Review the sample case study on Page 5 of your handout.
_ Write down a list of business goals on the worksheet on Page 4.
_ What does this company expect to achieve by putting information on
  the web?




                                                                       36
OUR TIME TOGETHER
MODULE 1: PLANNING                              9:30–10:30
Exercise 1: User Needs and Business Goals
Break                                           10:30–11:00
MODULE 2: ANALYSIS                              11:00–12:30
Exercise 2: Content Inventory and Audit
Lunch                                           12:30–2:00
MODULE 3: CREATION                               2:00–3:30
Exercise 3: Messaging and Content Annotations
Break                                            3:30–4:00
MODULE 4: RESEARCH + TESTING                     4:00–5:30
Exercise 4: User Interviews
                                                             37
ANALYZE:
CONTENT INVENTORY
AND AUDIT
Module 2
DEFINE            DESIGN     DEVELOP            DEPLOY


 PLAN      ANALYZE


PROJECT ACTIVITIES            CONTENT STRATEGY ACTIVITIES
_Requirements                 _Content inventory
_Page inventory               _Content audit
_Sitemap                      _Gap analysis
_Data model                   _Sourcing plan



                                                            39
CONTENT COMES
FIRST!
                _ Content inventory
                  informs the page
                  inventory and sitemap
                _ Content gap analysis and
                  sourcing plan are
                  analogous to the
                  functional requirements




                                        40
GIANT
SPREADSHEET FTW!
                   Separate activities,
                   evolving document:
                   _Content inventory:
                    Quantitative list of all the
                    content on the site
                   _Content audit: Subjective
                    assessment of quality
                   _Gap analysis: What’s
                    missing that you need?
                   _Sourcing plan: Who, how
                    and where you’re going to
                    get new content

                                               41
CONTENT INVENTORY
WHAT CONTENT DO YOU HAVE?
Look at (all) the pages of the site
Make choices about what content to evaluate:
_How deep do you need to go?
_How do you ensure you see examples of all the different content types?
_What are common pathways that users are likely to take?
_Can you find content that has been lost or hidden?
Assume this will be a living document you use throughout your process
EXERCISE 2A:
CONTENT INVENTORY
_ Go to http://www.cisco.com/
_ Inventory the content related to business collaboration and
  videoconferencing
_ Make choices about what to evaluate and how to document it
_ A sample spreadsheet has been provided to get you started




                                                                43
EXERCISE 2A:
WRAP-UP
Why do a content inventory? When is it useful?
_To understand the story the site is trying to tell
_To get a sense of the range of pages that need to be designed
_To determine the range of content types the site will support
_To decide what content to eliminate or migrate
When is a content inventory unnecessary? Why not do this?
_You can learn 80% of what you need to know by sampling representative
 content
_When the site is too large for a full inventory
_Consider automated tools to index the site
                                                                     44
AUTOMATED INVENTORIES
Use tools to gather information     Benefits of Automated Tools
_Power Mapper                       _When you just need a page count
_SiteOrbiter (for Macs)             _Helps find “lost” pages
_HTTrack (For PCs)                  _Useful when scanning thousands
                                     of similar pages (products, articles)
Get help from the CMS team
_Output data or metadata from the   Limitations of Automated Tools
 CMS                                _May only index to a certain depth
                                    _Results may not be organized in a
                                     meaningful way
                                    _You don’t get firsthand insights
                                     about the content
                                                                        45
CONTENT QUALITY
HOW GOOD IS THE CONTENT?
Ask yourself:
_Do you have all the content that needs to be there?
_Is the content up-to-date? Are the examples presented fresh?
_Is it communicating clearly?
_Is the content relevant to its intended audience?
_Is the tone and style appropriate for your goals and reader? Is it
 appropriate for your brand?
_Is it meeting your business needs?
There is no overall definition of content quality—only quality within your
business and user context.

                                                                         46
EXERCISE 2B:
CONTENT AUDIT
_ Working off the inventory you just completed, assess the quality of this
  content
_ Make decisions about how to assess “quality.” What evaluation criteria
  will you use?
_ How will you document your findings? What columns would you add to
  your spreadsheet?
_ How will you persuade your stakeholders that your findings are valid?




                                                                        47
EXERCISE 2B:
WRAP-UP
Why do this?
_To determine what content needs to be eliminated or updated
_To evaluate if content is meeting business and user needs
_To establish an editorial calendar and messaging strategy
_To create a sustainable content strategy that can be supported by your
 staff
_To set guidelines for tone and style




                                                                          48
OUR TIME TOGETHER
MODULE 1: PLANNING                              9:30–10:30
Exercise 1: User Needs and Business Goals
Break                                           10:30–11:00
MODULE 2: ANALYSIS                              11:00–12:30
Exercise 2: Content Inventory and Audit
Lunch                                           12:30–2:00
MODULE 3: CREATION                               2:00–3:30
Exercise 3: Messaging and Content Annotations
Break                                            3:30–4:00
MODULE 4: RESEARCH + TESTING                     4:00–5:30
Exercise 4: User Interviews
                                                             49
CREATE:
MESSAGING AND
CONTENT ANNOTATIONS
Module 3
DEFINE            DESIGN     DEVELOP           DEPLOY


 PLAN     ANALYZE         CREATE


PROJECT ACTIVITIES            CONTENT STRATEGY ACTIVITIES
_Schematics                   _Messaging architecture
_Wireframes                   _Content annotations
_Task flows                   _Naming/Labeling
_Moodboards                   _Taxonomy
_Design comps                 _Metadata framework
_Prototype                    _SEO framework
_Annotations/Specs            _Copy Deck/Workbook
                                                           51
SCHEMATICS +
WIREFRAMES
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Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
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Why UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
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Why UX Design Needs Content Strategy

  • 1. WHY UX NEEDS CONTENT STRATEGY UX Week 2010
  • 2. Hi, I’m Karen McGrane from Bond Art + Science @karenmcgrane 2
  • 3. 3
  • 4. 4
  • 6. INFORMATION ARCHITECTURE VISUAL DESIGN 4
  • 7. INFORMATION ARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 8. CONTENT? INFORMATION ARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 9. HOW’D WE GET HERE? 5
  • 10. 6
  • 11. 7
  • 12. 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
  • 13. 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 9
  • 14. Refinement / Copy / Final Visual Design / Robust Testing Production Build / Reviews / Design Team Sign Offs Product Team meets - Product Team meets - Design meeting with Hand off to Product Marketing, Product Team production, Engineering, and Approval cycle here engineering and Usability to review operations mode of recommendations the product cycle Detailed Product testing - both for functionality and specific content and visual design iteration cycle iteration cycle Design works w i t h gn team Usability to provide Design team Final functionality & storms, iterates prototype and presents visual design signoff collaborates on guidance of what Refine Visual wireframes a n d User Ed. delivers all - Production l representation Visual Design Experience priorities of direction, copy, mockups to Help text and - Engineering nctionality and exploration, Design team discovery shoul d user instructions, production with full associate d - QA en design s copy writte n review Visual be - i.e. business help and UI set of style specs screenshots a n d - Partner (if applicable) can begin while and finetuned direction constraints, components as [font size & color, specs t o - Usability flow a n d technical necessary line spacing, Production - Creative Director ionality is constraints, colors, images, - Product Marketing ing optional versions to links, etc] - VP (as necessary) test Production receives Production builds approved mockups site and features and works w i t h working wi t h Design on product Engineering as area as needed applicable Engineering informs Design if there are changes, issues w i t h planned functionality 9
  • 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. 10
  • 16. DELIVERABLE IDEA REVIEW CHECKPOINT MILESTONE KEY MEETING INFORM inement development launch preparation post launch RD UI design committed visual design beta launch pproval approval schedule approval Review Promotional & Marketing Needs Business development / partnering Mockups to marketing Product Roadmap Promotion plan Point release plan L Evangelize A Post mortem U Wireframes and navigation maps Final product Product prototype, e.g. paper, HTML, director, or flash Begin writing functional spec specification Design fidelity checks and bug fixes UI maintenance & handoff to UI Design Approval UI Revisions based on testing build team N Deliverable: I T E R AT I O N S Templates I T E R AT I O N S & Navigation C (authored by UI / ID / IA Design) Refined Visual design explorations Art direction Visual Design Approval Handoff to build team Visual maintenance H Competitive usability testing Prototype usability test Prototype testing Write/update test plans for final usability Usability test release product capture issues for next release Focus Group, Field Studies, Survey Analysis, etc. Execute visual design Build/publish Build HTML QA 10
  • 17. 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 11
  • 18. ation ng Interaction Design Information Architecture Interface Design Production description: description: description: description: echnology to • create seamless and consistent transaction flow • define site hierarchy • using the components, defined in the Visual Systems • create sample HTML files to illustrate page layout ith client's • define widgets and technologies to best support • define navigation scheme Design Phase, create design styles for each page-type and design styles the features and functionality • define hierarchy of information on pages needed to support interaction, navigation and hierarchy • deliver and present documentation s • identifies content workflow and organizational • apply these design styles to page schematics • Interface QA / training ical teams responsibilities and resources usability testing usability testing process overviews site maps schematic drawing digital sketches HTML interface files online styleguide innovate page schematics & content development Discount Usability scription: testing to discover usability problems to provide information to team to help detect and resolve transaction flow and navigation and techinal problems 11
  • 19. THE CONTENT STRATEGY PROCESS 12
  • 21. From To Static Dynamic Centralized Decentralized Walled Social Costly Cheap Geeky Mainstream 14
  • 25. 18
  • 26. JOB TITLE≠ PROJECT ACTIVITIES ≠ DISCIPLINE 19
  • 27. JOB TITLE≠ PROJECT ACTIVITIES ≠ DISCIPLINE 19
  • 28. THE MAP IS NOT THE TERRITORY 20
  • 29. Dubberly Design Office, How Do You Design? 21
  • 30. DEFINE DESIGN DEVELOP DEPLOY Dubberly Design Office, How Do You Design? 21
  • 31. IMAGINE ENVISION DEFINE DESIGN DEVELOP DEPLOY Dubberly Design Office, How Do You Design? 21
  • 32. IMAGINE DEBRIEF ENVISION LAUNCH DEFINE DESIGN DEVELOP DEPLOY Dubberly Design Office, How Do You Design? 21
  • 33. ENGAGE IMAGINE DEBRIEF DISCOVER ENVISION LAUNCH DEFINE DESIGN DEVELOP DEPLOY Dubberly Design Office, How Do You Design? 21
  • 34. ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY Dubberly Design Office, How Do You Design? 21
  • 35. ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY ANALYZE PLAN Dubberly Design Office, How Do You Design? 21
  • 36. ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY ANALYZE EVALUATE PLAN TEST Dubberly Design Office, How Do You Design? 21
  • 37. ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY INCEPTION ELABORATION CONSTRUCTION TRANSITION ANALYZE EVALUATE PLAN TEST Dubberly Design Office, How Do You Design? 21
  • 38. CONTENT? ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY INCEPTION ELABORATION CONSTRUCTION TRANSITION ANALYZE EVALUATE PLAN TEST Dubberly Design Office, How Do You Design? 21
  • 39. CONTENT! ENGAGE IMAGINE DEBRIEF ENHANCE DISCOVER ENVISION LAUNCH MAINTAIN DEFINE DESIGN DEVELOP DEPLOY INCEPTION ELABORATION CONSTRUCTION TRANSITION ANALYZE EVALUATE PLAN TEST Dubberly Design Office, How Do You Design? 21
  • 40. 22
  • 41. • What are my business objectives? • What do my users want to do? • What does my brand stand for? STRATEGY 22
  • 42. • What are my business objectives? • What do my users want to do? • What does my brand stand for? DE SIG N STRATEGY • How will users interact with it? • How will it be structured? • What will it look like? 22
  • 43. • What are my business objectives? • What do my users want to do? • What does my brand stand for? DE SIG N STRATEGY • How will users interact with it? • How will it be structured? • What will it look like? TECHNOLOGY • How will we build it? • Who will maintain it? 22
  • 44. • What are my business objectives? • What do my users want to do? • What does my brand stand for? DE E NT SIG N O NT C STRATEGY • How will users interact with it? • What do we want to say? • How will it be structured? • Where will we get the content? • What will it look like? • Who will maintain it? TECHNOLOGY • How will we build it? • Who will maintain it? 22
  • 45. THE CONTENT STRATEGY PROCESS 23
  • 46. THE CONTENT STRATEGY PROCESS PLAN 23
  • 47. THE CONTENT STRATEGY PROCESS PLAN ANALYZE 23
  • 48. THE CONTENT STRATEGY PROCESS PLAN ANALYZE CREATE 23
  • 49. THE CONTENT STRATEGY PROCESS PLAN ANALYZE CREATE GOVERN 23
  • 50. PLAN ANALYZE CREATE GOVERN 24
  • 51. DEFINE DESIGN DEVELOP DEPLOY PLAN ANALYZE CREATE GOVERN 24
  • 52. DEFINE DESIGN DEVELOP DEPLOY PLAN ANALYZE CREATE GOVERN RESEARCH + TESTING 24
  • 53. OUR TIME TOGETHER MODULE 1: PLANNING 9:30–10:30 Exercise 1: User Needs and Business Goals Break 10:30–11:00 MODULE 2: ANALYSIS 11:00–12:30 Exercise 2: Content Inventory and Audit Lunch 12:30–2:00 MODULE 3: CREATION 2:00–3:30 Exercise 3: Messaging and Content Annotations Break 3:30–4:00 MODULE 4: RESEARCH + TESTING 4:00–5:30 Exercise 4: User Interviews 25
  • 55. DEFINE DESIGN DEVELOP DEPLOY PLAN PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES _Business Strategy _Brand Strategy _Personas + Scenarios Content strategy _Competitive Analysis can contribute to all of these activities. _Web Analytics _Technical Assessment _Creative/UX Brief 27
  • 56. BUSINESS STRATEGY _ Content strategy isn’t What business about creating content are we in? “just because you can.” _ It’s about aligning a publishing model with ENGAGEMENT COMPETENCY business goals. _ Understanding how content aligns with business goals is the “strategy” part of Who are our ALIGNMENT How do we content strategy. constituents? create value? Marigo Raftopoulous, Business Strategy Fundamentals 28
  • 57. BRAND STRATEGY Content strategy ensures POSITIONING that brand strategy carries through to: VISION _Messaging MISSION _Tone of voice _Content creation _Content style guide 29
  • 58. PERSONAS + SCENARIOS _ Personas document the user’s information needs. _ Content strategy goes “the last mile” to make sure we actually deliver that information. Steve Mulder and Ziv Yaar, The User is Always Right 30
  • 59. PERSONAS + SCENARIOS _ Personas document the user’s information needs. _ Content strategy goes Learn more about the “the last mile” to make home-buying process, sure we actually deliver including jargon, that information. realtors, mortgages, insurance, and how to evaluate houses. Steve Mulder and Ziv Yaar, The User is Always Right 30
  • 60. COMPETITIVE ANALYSIS Competitive audits tend to answer the following: _What features do our competitors offer? _How are their sites architected and designed? Content strategy can answer: _What messages do they communicate? _How good is the content? 31
  • 61. WEB ANALYTICS Use analytics data to inform: _Content inventories _Content audits Search engine data is quite useful in developing: _Naming/Labeling systems _SEO-friendly content 32
  • 62. TECH ASSESSMENT _ CMS evaluations in particular tend to focus on features and technical architecture. _ Content strategy looks at the CMS like a user, evaluating interfaces and task flow. cmsmatrix.org 33
  • 63. CREATIVE/UX BRIEF The brief summarizes the project inputs and defines the “vision” for the site. Be sure content is reflected: _How content helps meet business goals and user needs _How tone of voice and messaging supports brand strategy _Who will own and maintain content BBH via The Planning Lab 34
  • 64. EXERCISE 1A: USER NEEDS _ Review the sample user persona and scenario on Page 3 of your handout. _ Write down a list of user needs on the worksheet on Page 2. _ What does this user need or expect to find when he does his research? 35
  • 65. EXERCISE 1B: BUSINESS GOALS _ Review the sample case study on Page 5 of your handout. _ Write down a list of business goals on the worksheet on Page 4. _ What does this company expect to achieve by putting information on the web? 36
  • 66. OUR TIME TOGETHER MODULE 1: PLANNING 9:30–10:30 Exercise 1: User Needs and Business Goals Break 10:30–11:00 MODULE 2: ANALYSIS 11:00–12:30 Exercise 2: Content Inventory and Audit Lunch 12:30–2:00 MODULE 3: CREATION 2:00–3:30 Exercise 3: Messaging and Content Annotations Break 3:30–4:00 MODULE 4: RESEARCH + TESTING 4:00–5:30 Exercise 4: User Interviews 37
  • 68. DEFINE DESIGN DEVELOP DEPLOY PLAN ANALYZE PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES _Requirements _Content inventory _Page inventory _Content audit _Sitemap _Gap analysis _Data model _Sourcing plan 39
  • 69. CONTENT COMES FIRST! _ Content inventory informs the page inventory and sitemap _ Content gap analysis and sourcing plan are analogous to the functional requirements 40
  • 70. GIANT SPREADSHEET FTW! Separate activities, evolving document: _Content inventory: Quantitative list of all the content on the site _Content audit: Subjective assessment of quality _Gap analysis: What’s missing that you need? _Sourcing plan: Who, how and where you’re going to get new content 41
  • 71. CONTENT INVENTORY WHAT CONTENT DO YOU HAVE? Look at (all) the pages of the site Make choices about what content to evaluate: _How deep do you need to go? _How do you ensure you see examples of all the different content types? _What are common pathways that users are likely to take? _Can you find content that has been lost or hidden? Assume this will be a living document you use throughout your process
  • 72. EXERCISE 2A: CONTENT INVENTORY _ Go to http://www.cisco.com/ _ Inventory the content related to business collaboration and videoconferencing _ Make choices about what to evaluate and how to document it _ A sample spreadsheet has been provided to get you started 43
  • 73. EXERCISE 2A: WRAP-UP Why do a content inventory? When is it useful? _To understand the story the site is trying to tell _To get a sense of the range of pages that need to be designed _To determine the range of content types the site will support _To decide what content to eliminate or migrate When is a content inventory unnecessary? Why not do this? _You can learn 80% of what you need to know by sampling representative content _When the site is too large for a full inventory _Consider automated tools to index the site 44
  • 74. AUTOMATED INVENTORIES Use tools to gather information Benefits of Automated Tools _Power Mapper _When you just need a page count _SiteOrbiter (for Macs) _Helps find “lost” pages _HTTrack (For PCs) _Useful when scanning thousands of similar pages (products, articles) Get help from the CMS team _Output data or metadata from the Limitations of Automated Tools CMS _May only index to a certain depth _Results may not be organized in a meaningful way _You don’t get firsthand insights about the content 45
  • 75. CONTENT QUALITY HOW GOOD IS THE CONTENT? Ask yourself: _Do you have all the content that needs to be there? _Is the content up-to-date? Are the examples presented fresh? _Is it communicating clearly? _Is the content relevant to its intended audience? _Is the tone and style appropriate for your goals and reader? Is it appropriate for your brand? _Is it meeting your business needs? There is no overall definition of content quality—only quality within your business and user context. 46
  • 76. EXERCISE 2B: CONTENT AUDIT _ Working off the inventory you just completed, assess the quality of this content _ Make decisions about how to assess “quality.” What evaluation criteria will you use? _ How will you document your findings? What columns would you add to your spreadsheet? _ How will you persuade your stakeholders that your findings are valid? 47
  • 77. EXERCISE 2B: WRAP-UP Why do this? _To determine what content needs to be eliminated or updated _To evaluate if content is meeting business and user needs _To establish an editorial calendar and messaging strategy _To create a sustainable content strategy that can be supported by your staff _To set guidelines for tone and style 48
  • 78. OUR TIME TOGETHER MODULE 1: PLANNING 9:30–10:30 Exercise 1: User Needs and Business Goals Break 10:30–11:00 MODULE 2: ANALYSIS 11:00–12:30 Exercise 2: Content Inventory and Audit Lunch 12:30–2:00 MODULE 3: CREATION 2:00–3:30 Exercise 3: Messaging and Content Annotations Break 3:30–4:00 MODULE 4: RESEARCH + TESTING 4:00–5:30 Exercise 4: User Interviews 49
  • 80. DEFINE DESIGN DEVELOP DEPLOY PLAN ANALYZE CREATE PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES _Schematics _Messaging architecture _Wireframes _Content annotations _Task flows _Naming/Labeling _Moodboards _Taxonomy _Design comps _Metadata framework _Prototype _SEO framework _Annotations/Specs _Copy Deck/Workbook 51
  • 81. SCHEMATICS + WIREFRAMES 728x90 Leaderboard Content strategy partners Home About Us Contact Us Newsletter Change the World WOW Header (includes time and temp and women) find something... Search with information men • art • money • fashion • sex • careers • politics • beauty • friends • gossip • age • travel • business • health • love architecture to answer: Conversation | Today 9:39 am Welcome back, Mamacita! Growing Up, I Was Bored 'Quite Often' ... Today, Nobody Is Bored Let’s talk about the way kids grow up Edit your profile Update your picture Read your horoscope _Where will we get all the today versus the way we grew up. with Lesley Stahl, Liz Smith and Mary Wells and 37 readers Check your weather ADVERTISEMENT content to fill each region Question | Today 8:00 am What lasting effect did the murder of Dr. Martin Luther Fiction | Thursday April 3 She Lied About Her Age of the page? King, Jr. have on this country? Posts | Thursday April 3 _Who will provide and Gypsy’s Personal Guide 336x280 Large Rectangle to Doctors, Drivers, Taxis, Shippers and Helicopters in the Med with Lesley Stahl, Liz Smith and Mary Wells and 37 readers Question | Weekday Month ## "South Pacific" returns to Broadway — what musical comedy from your or your maintain that content? parent's youth still _How will “related” items resonates with you today? Poll | Friday April 4 Do You Earn More than Your Conversation | Weekday Month ## A Secret to Success: Mate? 'Make Every Boss's Yes No What Mate? Problem Your Problem' Posts | Weekday Month ## Come Walk With Me: be associated? Remembering Dr. _What happens if we have See 107 votes and Vote 37 comments Martin Luther King, Jr. 300x600 Half Page more or less content for a Mother Earth Care- toons What the Hell Happened to Lara wOw on FOX Business Network How to Become A Millionaire ... If You Meg Whitman on What's Next After given section? Flynn Boyle? Aren't Born Rich eBay Talk To Us 52

Editor's Notes

  1. 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.
  2. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  3. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  4. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  5. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  6. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  7. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  8. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  9. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.