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Beyond words - using content strategy for better ux


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Presentation to UX Brisbane about embedding empathy, systems and good team culture into your content strategy.

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Beyond words - using content strategy for better ux

  1. 1. UX Brisbane | 5 August 2019 @snappysentences Beyond words: Using content strategy for better UX
  2. 2. <insert content here> empathy content systems teams
  3. 3. EMPATHETIC CONTENT = content in the right tone that people can read and understand
  4. 4. table
  5. 5. Having completed our review of your claim, we have avoided the cover due to the Late <insert insured person’s name>’s breach of their duty of disclosure in their application for the <name of product> Policy. As a result of this decision, no benefits are payable.
  6. 6. USER RESEARCH Ask content questions from the start
  7. 7. BUSINESS RESEARCH Define your voice and tone
  8. 8. If <name> was a dinner party guest… You’d describe us as the person with stories of fun, friends and fabulous places.We’d come across as a thinker and a creator, someone who is approachable, friendly and who loves a good laugh.We could be trusted to keep a secret and be counted on to point out that piece of spinach between your teeth before anyone else sees.
  9. 9. IS IT READABLE? Use Hemingway App to score readability
  10. 10. DO THEY UNDERSTAND? Assess comprehension with cloze tests Your networks and connections. We collect information about the people and groups you are connected to and how you interact with them, such as the people you communicate with the most or the groups you like to share with. We also collect contact information that you provide if you upload, sync or import this information (such as an address book) from a device. Information about payments. If you use our Services for purchases or financial transactions (e.g. when you buy something on Facebook, make a purchase in a game or make a donation), we collect information about the purchase or transaction. This includes your payment information, such as your credit or debit card number and other card information, and other account and authentication information, as well as billing, shipping and contact details.
  11. 11. LANGUAGE CAN HURT Alex catches insensitive, inconsiderate writing
  12. 12. A UNIVERSAL STYLE GUIDE Contribute to the readability project
  13. 13. CONTENT SYSTEMS = infrastructure that enables people to use content the way they want Photo by Nick Fewings on Unsplash
  14. 14. CONTENT SYSTEMS = Information architecture and navigation Metadata Content models and content types Calls to action Content prioritisation Taxonomy and tagging Author experience in the CMS
  15. 15. GREAT TEAMS = processes and culture that enable smart content decisions
  16. 16. People, process & community Roles & responsibilities Approvals & workflows Training & skills development Recruitment & team structure Community of practice
  17. 17. Role Is responsible for: Chief Digital Officer • Overall strategic vision and priorities of the content strategy • Approving major changes to site or content structure Digital Leadership Group • Endorsing functionality, enhancement and initiative requests from business areas Digital Communication Manager • Approving minor changes to site or content structure • Approving content as per the Digital Communications approval guide • Approving changes to home page • Overseeing analytics program • Coordinating Digital Leadership Group Digital Communication team • Providing advice on messaging, structure and style • Reviewing and editing content associated with a communication plan • Coordinating Content Development Group • Coordinating training as required Business area line manager • Reviewing content for accuracy and providing timely feedback • Approving minor and low risk content as per the Digital Communications approval guide Business area content creator • Planning content with the user in mind • Creating content that adheres to the style guide • Selecting imagery that reflects the brand • Publishing final content, including any required meta data • Reviewing content at set review dates • Looking for ways to enhance or improve existing content • Keeping content up to date • Measuring the success of content • Removing and archiving old content
  18. 18. How the work gets done is as important as doing it
  19. 19.
  20. 20. üeditorial üempathy ücontent systems üteams = better UX
  21. 21. Thank you! Sally Bagshaw