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CREATING
SUSTAINABLE
WEBSITE
PROCESSES
DPM Summit 2016

Natalie Semczuk

@talkanatalka

#dpmsummit2016
Hello
SUSTAINABLE
WEBSITE
PROCESSES
SUSTAINABLE
WEBSITE
PROCESSES
• Considers the content manager

• Makes scaling the site easier

• Helps your team provide support

• Provides a better foundation for post-
launch site maintenance, growth and usage
SO, WHY DO WE
NEED TO CARE?
POST-LAUNCH
IS IMPORTANT
FOR YOUR CLIENT,
THE SITE ONLY
BEGINS TO EXIST
AFTER LAUNCH
WEBSITES
EVOLVE
Website changes and maintenance are
inevitable. Why not make it as easy,
consistent, and valuable as you can
for both yourself and your clients?
LET’S TALK
ABOUT
CLIENTS
WHO ARE
YOUR
CLIENTS?
Activity
GENERALLY:
OUR CLIENTS
HAVE VERY
DIFFERENT
BACKGROUNDS
HOW DO OUR
CLIENTS
UPDATE THEIR
SITES?
THESE
VARIATIONS
LEAD TO MANY
DIFFERENCES IN
SITE
MANAGEMENT
SITE
MANAGEMENT
DIRECTLY
IMPACTS USER
EXPERIENCE
HOW?
HOW?
(We’re getting to that)
BUT
FIRST:
CONTENT
DEBT
SUZANNE
CHAPMAN
csffct.co/uslib
“…Organizations with large websites have a
growing problem with…“content debt.” And
like with “deferred maintenance” of
buildings (the practice of postponing repairs
to save costs), allowing too much…content
debt will result in costing you much more in
the long run.”
SUZANNE
CHAPMAN
csffct.co/uslib
“…Organizations with large websites have a
growing problem with…“content debt.” And
like with “deferred maintenance” of
buildings (the practice of postponing repairs
to save costs), allowing too much…content
debt will result in costing you much more in
the long run.”
SUZANNE
CHAPMAN
csffct.co/uslib
“…Organizations with large websites have a
growing problem with…“content debt.” And
like with “deferred maintenance” of
buildings (the practice of postponing repairs
to save costs), allowing too much…content
debt will result in costing you much more in
the long run.”
MELODY
KRAMER
csffct.co/18fcdb
“Buildup of content debt may not be as
apparent as technical debt, because it’s
unlikely to initially cause software to break.
Still, it could easily result in confusion…a
greater need for customer support, slower
progress, the need for more meetings, more
external and internal complaints, and wasted
time getting people on-boarded…”
MELODY
KRAMER
csffct.co/18fcdb
“Buildup of content debt may not be as
apparent as technical debt, because it’s
unlikely to initially cause software to break.
Still, it could easily result in confusion…a
greater need for customer support, slower
progress, the need for more meetings, more
external and internal complaints, and wasted
time getting people on-boarded…”
MELODY
KRAMER
csffct.co/18fcdb
“Buildup of content debt may not be as
apparent as technical debt, because it’s
unlikely to initially cause software to break.
Still, it could easily result in confusion…a
greater need for customer support, slower
progress, the need for more meetings, more
external and internal complaints, and wasted
time getting people on-boarded…”
GREAT
PROCESSES
PREVENT
CONTENT DEBT
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT CAN
TAKE THE
FORM OF:
Outdated content
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT CAN
TAKE THE
FORM OF:
Outdated content

Difficult to find content
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT CAN
TAKE THE
FORM OF:
Outdated content

Difficult to find content

Bloated upload directories
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT CAN
TAKE THE
FORM OF:
Outdated content

Difficult to find content

Bloated upload directories

Broken links
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT CAN
TAKE THE
FORM OF:
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
CONTENT
DEBT CAN
TAKE THE
FORM OF:
CONTENT
DEBT IS
PREVENTABLE
CONTENT
DEBT STARTS
WITH US
CONTENT
DEBT STARTS
WITH US
(Our teams, our
work, our projects)
LET’S DO
AWAY
WITH:
Hard-coded content
LET’S DO
AWAY
WITH:
LET’S DO
AWAY
WITH:
Hard-coded content

Poorly defined formatting
options
LET’S DO
AWAY
WITH:
LET’S DO
AWAY
WITH:
Hard-coded content

Poorly defined formatting
options 

Intensive image requirements
LET’S DO
AWAY
WITH:
LET’S DO
AWAY
WITH:
Hard-coded content

Poorly defined formatting
options 

Intensive image requirements

Lack of documentation
LET’S DO
AWAY
WITH:
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
Outdated content

Difficult to find content

Bloated upload directories

Broken links

Content styling & display errors
HARD-CODED CONTENT
POORLY DEFINED FORMATTING OPTIONS
INTENSIVE IMAGE REQUIREMENTS
LACK OF DOCUMENTATION
= FRUSTRATION
GIVING OUR
CLIENTS THE
TOOLS TO MANAGE
THEIR SITES
MAKES FOR
BETTER USER
EXPERIENCE
WE CAN REVERSE ENGINEER
OUR PROCESSES TO
INCLUDE
EDUCATION +
EXPECTATIONS
LET’S TALK
PROCESS!
DISCOVERY,
RESEARCH,
AND
PLANNING
WHO
MANAGES THE
CONTENT?
Activity
GOAL: IDENTIFY
YOUR CLIENT’S
CONTENT
MANAGEMENT
WORKFLOW
Who manages the
content?
GOAL: IDENTIFY
YOUR CLIENT’S
CONTENT
MANAGEMENT
WORKFLOW
Who manages the
content?
Tools: 

1. Questions & the 5 Whys

2. Content Workflow and
Responsibilities map
CREATE A POOL OF
QUESTIONS YOU
MIGHT ASK YOUR
CLIENT ABOUT
CONTENT
MANAGEMENT
Activity
CREATE A POOL OF
QUESTIONS YOU
MIGHT ASK YOUR
CLIENT ABOUT
CONTENT
MANAGEMENT
Activity
Hint: 

Use “the 5 whys” to dig
into the root of your
questions.
DISCUSS:
What questions did everyone come
up with?

What sort of questions did you end
up needing to break down?

Did these lead to further questions?

What is a common unclear area that
might be resolved with questions?
SORT YOUR
QUESTIONS INTO A
CHRONOLOGICAL
CHART: WHERE IN THE
CONTENT PROCESS DO
THESE QUESTIONS FIT?
Activity
SORT YOUR
QUESTIONS INTO A
CHRONOLOGICAL
CHART: WHERE IN THE
CONTENT PROCESS DO
THESE QUESTIONS FIT?
Activity
1. Needs discovered

2. Creation

3. Approval

4. Publication
DISCUSS:
Where you able to see these distinct
stages of content creation in your
questions?

Did you identify gaps in your
questions?
WE CAN USE THESE
TECHNIQUES TO
CREATE A CONTENT
WORKFLOW &
RESPONSIBILITIES
MAP
SOME CAN
BE
EXTREMELY
SIMPLE:
OR IT COULD
BE MUCH
MORE
COMPLEX:
csffct.co/RGfGOu
OVERALL
GOALS:
• Educate ourselves and our clients about
their content management workflow

• Get clients thinking about their own
process

• Manage expectations from the start

• Provide value prior to final launched
product
DESIGN
PHASE
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
Style guides

Pattern libraries

Front-end frameworks

Atomic design
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
csffct.co/iaYqPP
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
DESIGNERS
THINK IN
PATTERNS TO
CREATE
MODULAR
SYSTEMS
csffct.co/OuBxih
WE CAN
THINK OF
DESIGN +
CONTENT AS
PATTERNS AS
WELL
RECOGNIZE
CONTENT
BLOCKS THAT
ARE USED IN
THE SAME WAY
WHEN WE
REVIEW DESIGN
BY THINKING IN
CONTENT
PATTERNS, WE
CAN CONNECT
FRONT-END
USABILITY WITH
BACK-END
SUSTAINABILITY
HOW DO WE
IDENTIFY THESE
PATTERNS?
Discussion/Activity
HOW DO WE
IDENTIFY THESE
PATTERNS?
Discussion/Activity
(and what do they look like?)
INVISION
APP
MARKETING
SITE
INVISION
APP
MARKETING
SITE
FEATURE
PAGES
PATTERNS
START TO
EMERGE
ACROSS
PAGES
WHAT CAN WE
INFER FROM
THESE
SIMILARITIES?
WE CAN
UNDERSTAND
HOW THIS
MIGHT BE
CODED
MODULARLY
WE CAN ALSO
SEE WHERE
CONTENT IS
USED
CONSISTENTLY
IN THE SAME
MANNER
HOMEPAGE
ENTERPRISE
PAGE
TAKE THESE
PATTERNS AND
MAP THEM
LET’S TRY
ONE
TOGETHER
Discussion/Activity
(quickly)
SO, WHAT ARE
WE ACTUALLY
DOING HERE
WITH THIS?
DEVELOPMENT
PROCESS
BY IDENTIFYING
THOSE CONTENT
PATTERNS IN
THE DESIGN, WE:
Define content with existing design
and front-end patterns
BY IDENTIFYING
THOSE CONTENT
PATTERNS IN
THE DESIGN, WE:
Define content with existing design
and front-end patterns

Flag content that does not fit well
within patterns
BY IDENTIFYING
THOSE CONTENT
PATTERNS IN
THE DESIGN, WE:
Define content with existing design
and front-end patterns

Flag content that does not fit well
within patterns

Identify content that will be used and
updated similarly
BY IDENTIFYING
THOSE CONTENT
PATTERNS IN
THE DESIGN, WE:
Define content with existing design
and front-end patterns

Flag content that does not fit well
within patterns

Identify content that will be used and
updated similarly

Create specs for content field and entry
types
BY IDENTIFYING
THOSE CONTENT
PATTERNS IN
THE DESIGN, WE:
Define content with existing design
and front-end patterns

Flag content that does not fit well
within patterns

Identify content that will be used and
updated similarly

Create specs for content field and entry
types
IDENTIFYING
COMMONLY-USED
DESIGN +
CONTENT BLOCKS
HELPS INFORM
MODULAR
DEVELOPMENT OF
CONTENT BLOCKS
CONTENT
WORKFLOW
MAPS +
PATTERNS
Helps prioritize development needs
THIS HELPS
CREATE LESS
MAINTENANCE
OVERHEAD
FOR OUR
CLIENTS
WHICH
ENSURES A
MORE USABLE
SITE POST-
LAUNCH
PROCESSES
NEED FEEDBACK
LOOPS
Planning —> Research —> Design —> Development —> Launch —> Maintenance
Planning —> Research —> Design —> Development —> Launch —> Maintenance
Planning —> Research —> Design —> Development —> Launch —> Maintenance
THANK
YOU!
Natalie Semczuk

@talkanatalka

natalie@causeeffect.co

causeeffect.co

talkanatalka.com
A CASE
STUDY
A LARGE
PRODUCT
STARTUP NEEDED
A MARKETING
SITE FOR CLOUD-
BASED PRODUCT
OFFERINGS
SITE
CONSIDERATIONS
AND DISCOVERIES:
• Uses Craft CMS

• Has strong, clear company branding
guidelines

• Creates many one-off marketing
landing pages

• Uses CTA, product marketing, and
resource messaging repeatedly
throughout the site

• Has a content-heavy site, but with
new content offerings and a growing
marketing plan

• Relies on a small team & tight
deadlines to administer the site
WHAT WE
STARTED
WITH:
WHAT WE
STARTED
WITH:
• Individual pages with specialized
fields and elements
WHAT WE
STARTED
WITH:
• Individual pages with specialized
fields and elements

• Elements defined per page or
channel
INITIAL
IMPRESSIONS
BUT WE
REIMAGINED
THIS ALL
WE BEGAN
CONCEPTUALIZING
CONTENT AS A
SERIES OF
REPEATABLE,
FLEXIBLE BLOCKS
THIS WAS AN
ONGOING, AGILE-
LIKE PROCESS
WHY THIS
WORKED
THE RESULT
SITE IS FLEXIBLE,
CUSTOMIZABLE TO
ALMOST ALL
CONTENT
MANAGEMENT
NEEDS
CMS IS BEING EXTENDED
WITH ADVANCED
DEVELOPMENT TO
FURTHER CONTROL
CONTENT MANAGEMENT
EXPERIENCE AND
ORGANIZATION OF
CONTENT
CONTENT
MANAGER IS ABLE
TO GROW PAGES
AND CONTENT
WITH COMPANY’S
NEEDS
CONTENT
MANAGER CAN
SUPPORT MANY
NEW MARKETING
INITIATIVES
THE SITE IS NOW
SCALABLE FOR ALL
OF THE COMPANY’S
NEEDS IN THE
FORESEEABLE
FUTURE
THIS MEANS THE
CONTENT MANAGER IS
HAPPY, THE CONTENT
MANAGER’S COMPANY
IS HAPPY, AND THE
WEB DEVELOPMENT
TEAM IS HAPPY
EVERYONE WINS!

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