By Lisa Moore, Writebyte The widespread use of high-fidelity prototypes in the design process brings numerous benefits: for project teams, stakeholders, and ultimately, for customers. With high-fidelity content, content strategists can keep pace with our UX counterparts, evaluating, ideating, and gathering feedback about our content approach in ways we never could before. In this session, you will learn: --Why we need high fidelity content --Where to get it --How it enhances the design process --How it can buy you time to do the strategic content thinking many clients don't think they need (aka, 'I'm not paying for that!')

1. Reality check
Using high fidelity content to enhance the design &
content strategy process

2. Lisa M. Moore
@writebyteUK
7 June 2016

3. • Who am I?
• How did we get here?
• What's driving high fidelity content?
• How do I get high fidelity content?
• Why does HFC = better content strategy?

4. • Child of an American engineer father
and creative British mother
• Degrees in journalism, mass comms
and HCI
• Journalist, rock critic, photographer
• Working in digital content pre‐web
• Content strategist since 1999
• Own a CS consultancy based in
London – work both client‐side
and with agencies

5. • Who am I?
• How did we get here?
• What's driving high fidelity content?
• How do I get high fidelity content?
• Why does HFC = better content strategy?

7. What stakeholders want…What stakeholders want…

8. …vs content reality…vs content reality

9. Your
content
Your
content
Your
design
Your
design

10. Just use your imagination…

11. Using Lorem Ipsum is like
"… dressing your king
before you know his size".
– Kyle Fiedler

13. "Hey, everybody!
We need a
content strategist!"
"Hey, everybody!
We need a
content strategist!"

14. "…teams must be adept at working transparently
with clients that demand insights and prototype‐
driven results in weeks, tangible ROI in months
and elastic narratives that move at the speed of
culture.”
"…teams must be adept at working transparently
with clients that demand insights and prototype‐
driven results in weeks, tangible ROI in months
and elastic narratives that move at the speed of
culture.”
Matt Lodder (MD, R/GA) article on how agencies
will need to work in the connected age:
http://www.campaignlive.co.uk/article/year-ahead-digital-agencies/1378268

18. • Who am I?
• How did we get here?
• What's driving high fidelity content?
• How do I get high fidelity content?
• Why does HFC = better content strategy?

21. • Who am I?
• How did we get here?
• What's driving high fidelity content?
• How do I get high fidelity content?
• Why does HFC = better content strategy?

23. A proper
content audit
Recycle copy to make a case for:
and/or
A competitor
review

24. 'Borrow' competitor content to
move from fantasy to reality

25. Remember: Your HFC
is not set in stone!

26. • Who am I?
• How did we get here?
• What's driving high fidelity content?
• How do I get high fidelity content?
• Why does HFC = better content strategy?

27. 5) HFC helps you keep
legal on side

28. 4) HFC delivers better
user testing feedback

29. Finding:
•People did not pay attention to ‘related’
content when they were focused on a
task, e.g. using a calculator.
Recommendation:
•Keep such panels/modules to a
minimum on these types of pages. Ensure
access to this supporting content via
navigation and clear labelling.
Finding:
•People were focused on using the tool.
They did not immediately see the need or
even the placement of the log in button.
Recommendation:
•Business to decide at what points in the
user journey to prompt for log in. We
would suggest that we do not interrupt
people mid-task. Either prompt before or
after, but not during.

30. 3) HFC shines a spotlight
on the current state

31. Stakeholders see:
• Typos
• Old tone of voice guidelines
• Missing legal caveats

32. Content strategist asks:
Do you think there's other content on your
current pages that might also be out of sync
with your:
• New guidelines;
• Personas;
• Target customer segments; or
• Acquisition strategy?

33. Stakeholders see:
• Dated blog posts on the proposed
homepage
• Spam tweets in the 'social' module

34. Content strategist asks:
Having social content is a great idea. But who:
• Maintains that content for you now?
• Will do it in the future?
• At what frequency?
• Decides?
• Signs off…?

35. Stakeholders see:
• People struggling with navigation labels
during user testing with the HFP

36. Content strategist asks:
• Do we need to do a cardsorting exercise?
• Who maintains your taxonomy?

38. 2) HFC drives consensus
with stakeholders

39. • In the last round of testing, people
really liked those 'how to' links on the
product details page.
• But, we don't have anyone on staff
who can write that type of content…

40. • We offer something the competition
doesn't (or do something better).
• How do we bring that message to the
forefront?

41. • This journey requires the user to go to
a details page before converting.
• Is that what you had in mind? If we
want them to convert sooner in the
journey, what sort of content changes
do we need to make to support that?

42. 1) HFC helps you create
your content strategy
framework

43. • Gather requirements
• Buy time to do a content audit
• Define a messaging hierarchy
• Refine your content model(s)
• Clarify content (and business!) objectives
• Address workflow and resource issues

45. Thank you to all at LavaCon Dublin
& our generous sponsors!
Lisa M. Moore @writebyteUK
Director, Writebyte Ltd.