SlideShare a Scribd company logo
1 of 42
Download to read offline
Content Strategy and IA
IA-Konferenz :: 11. – 12. 05.2012
Nikki Tiedtke :: Senior Interaction Architect
“IA without
content strategy
is just giving a
garbage can a
better signage.”
Contents




  1.  Content and IA: The 3 second elevator pitch

  2.  What is content and content strategy?

  3.  Where we work together

  4.  How we work together


USEEDS° user centred thinking                       3
Content and IA: The 3 seconds
        elevator pitch
USEEDS° user centred thinking   5
Possible user questions after visiting Geezeo


                                      What are my
                                       benefits?
   What do they
    talk about?
                                                         What do they
                                                           offer?

                       Why should I
                         care?
                                              What should I
                                                  do?


USEEDS° user centred thinking                                           6
USEEDS° user centred thinking   7
Ah!

USEEDS° user centred thinking         8
What is content?
Content is…
  Available in many formats and surely not just text




  Text                          Text is…                Channels could be …
                                                        Website
                                                        Customer Support
  Graphics                      UI copy                 Mobile
                                Error messages          TV
  Videos / Animations           Alt tags                Radio, etc.
                                Metadata
                                                        Formats could be…
  Games / Widgets               Forms                   Online articles
                                Search results          Banners
  Audio                         Help pages              eBooks
                                Marketing pages         Videos
                                                        Infographics
  Images                        Emails
                                                        Podcasts
                                Customer Service copy   PDFs
                                Terminology, etc.       Case studies
                                                        Trial downloads, etc.
USEEDS° user centred thinking                                                   10
What is content strategy?
“Content strategy plans for the
    creation, delivery and governance of
    useful, usable content”

                                         Kristina Halvorson,
                                Content Strategy for the Web



USEEDS° user centred thinking                                  12
“Content strategy ensures that…
                                Business strategy
                                  Brand strategy
                                 Editorial strategy
                                Publishing strategy
                      … are included in digital UX
                               strategy.”
USEEDS° user centred thinking                         13
Content Strategy and IA – where
       we work together
Content strategy and Information Architecture




               CS               IA                              CS




               CS               IA                              CS   IA



Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                             15
Core strategy: How content supports business and user
  goals




Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                   16
Substance: What content and why? Which channels and
  formats?




Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                   17
Structure: How is content structured, accessed and
  designed?




Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                   18
Workflow: How do we create and implement content?
  With what teams, processes and tools?




Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                   19
Governance: How do we measure success and maintain
  content?




Content Strategy Definition and graphic by Brain Traffic 2010
USEEDS° user centred thinking                                   20
Bing! The elevator waits again…
USEEDS° user centred thinking   22
I want to see, not read


                                       Unrelevant copy

               Filler content:

        Das Richtige…
      Massgeschneidert…           Erm…where is the
                                     product?
          Exklusiv…
         Jederzeit…



USEEDS° user centred thinking                            23
USEEDS° user centred thinking   24
Ah!

USEEDS° user centred thinking         25
How we work together
Where does Content Strategy support IA?

                        Contextual inquiry        Customer journey        Content audit


IA


                        What contents do users    What are the users’     What are the content
                        need / expect?            questions?              heuristics?


                        How do they talk about    With what content can   What content do we have
CS                      their needs?              we answer them?         and where?


                                                  Which channel and       In what shape is the
                        What words do they use?
                                                  format makes sense?     content, the metadata?


                        Do they interact with                             Who owns each page? Is
                        content? Where? How?                              it relevant, outdated?



USEEDS° user centred thinking                                                                       27
Example: Customer Journey & Content Strategy


Steps                        Unaware                Aware               Evaluate                    Buy   Use


Questions              1.  __________
                       2.  __________
                       3.  __________



Answers                1.     i.e. what stories / topics / themes
                       2.  __________
                       3.  __________


Format /               1.     i.e. Text & Video on website
                       2.  __________
Channel
                       3.  __________




 * Adapted from Barbra Gagos Content Mapping Templates: http://barbragago.com/what-is-content-mapping/
 USEEDS° user centred thinking                                                                                  28
Where does Content Strategy support IA?

                                                Competitive &
                        Web-Analytics                                   Personas
                                                trends analysis

IA


                        Which contents are      What contents do        What topics do they care
                        used?                   competitors offer?      about?


                        How do users interact   How do people speak     How much content do
CS                      with content?           about a topic? Where?   they need?


                        How do users rate       What are common         What channels and
                        content?                themes, words?          formats do they use?


                                                                        What writing style would
                                                                        suit them?



USEEDS° user centred thinking                                                                      29
Example: Personas & Content Strategy

                                Persona Name & Type
                                Age
                                Product usage


     Quote


     Main goals                                             Motivations                                Pain points




     Content needs                                          Formats                                    Channels
     •    What information?                                 •    Which formats would the               •    Which channels would
     •    In what depth?                                         persona use?                               the persona use?




Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/
USEEDS° user centred thinking                                                                                                                     30
Where does Content Strategy support IA?

                        Scenarios & user           Information
                                                                               Wireframing
                        flows                      Architecture

IA


                        What content supports      What is the content goal    How is the priority &
                        the user goals?            for each page?              hierarchy of content?

                        What are the core          What are the key
                                                                               What is the real copy for
CS                      contents & key             messages and CTAs for
                                                                               Wireframes?
                        messages?                  each page?
                                                                               Are there possible
                        Where in the flow should   What are the labels? Do
                                                                               localization issues?
                        they appear?               they fit the Style Guide?

                        Where do we need
                                                   What is the SEO
                        contextual, supporting
                                                   strategy?
                        content?


USEEDS° user centred thinking                                                                              31
Example: Scenarios & Content Strategy
                                                                                                                       Where will
                                                                            List of                                    a tank of
  Content                                                                  accesso-                                     gas get
  require-                                                                   ries                                        him?
                                                                                                Need: “I
    ment
                           Need                                                                  want a
                                                                                               balance of
                                                                                                features
                                                                                                and fuel
                                                                                               economy”
                                                                                                                          Feature
                                                                                                                            list,
                                                      User Goal: “ I                                                       Video
                                Content
                                require-             need to replace                         Safety
                                  ment                                                      features
                                                        my car.”




   Content                      Need
   require-
     ment                                           Content
                                                    require-
                                                      ment




Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/
USEEDS° user centred thinking                                                                                                                      32
Example: Scenarios & Content Strategy

                        Scenario:




                        User goal:



                                                                                                            Product detail
          Homepage                         Search results                   Product category                page




         Key contents
         Key messages

         Contextual contents



Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/
USEEDS° user centred thinking                                                                                                                      33
Example: IA & Content Strategy: Message hierarchy


                                Call to action                             What do I
                                                                           need to do?



                                  Primary
                                                                           Why?
                                  message



                                  Secondary                                How?
                                  message                                  When?




Based on Karen McGrane, Bond art + science: http://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy
USEEDS° user centred thinking                                                                                         34
The message is the core



                                Flow                       Website
                                structure                  structure




                                                  Core
                                                 message


                                 Page                      Page
                                 design                    structure
                                 (conceptual &
                                 visual)




USEEDS° user centred thinking                                          35
Example: Page table
  Can be used to define contents and hierarchy on pages
    Page ID:
    Page name:

    Page objective:
    Main call to action:
    Secondary call to action:

    Main message: Why do I need to read ths page? What can I do here?

    Key message / user benefit 1: What’s my benefit?
    Objective reasons to believe: Why should I believe this is beneficial
    for me?

    Key message / user benefit 2:
    Objective reasons to believe:

    Key message / user benefit 3:
    Objective reasons to believe:




USEEDS° user centred thinking                                               36
Where does Content Strategy support IA?

                        UX-Guidelines                             Usability Testing


IA

                        What are content
                                                                  What content do we need
                        guidelines for UI
                                                                  to test?
                        patterns?

                        What is the Editorial
CS                      Styleguide?
                                                                  How can we test it?


                        What are Content                          How can we measure our
                        Usability Guidelines?                     content’s success?




Extracted from http://blog.greenonions.com/2010/06/05/letter-to-a-content-strategist/
USEEDS° user centred thinking                                                               37
We face the same challenges
Then…                                       Now…

 Static websites = static content             Websites are dynamic = content has to be
                                              adaptive

 Few publishing channels: Print, online,      Multiple publishing channels across different
 radio, TV                                    devices: Social, Video, Mobile etc.

 Brands have central ownership about their    Content can be shared and published by
 content                                      everyone

 Digital media was a solitary experience      Digital media is interactive


 Publishing tools where costly, complicated   Publishing tools are freely available
 and had to be built

 Using digital media was a niche              Digital media is mainstream = higher
                                              expectations



USEEDS° user centred thinking                                                                 39
My wishes for 2012 and beyond

                                          Don’t debate who’s
         More IAs do CS.                  more important in UX.
                                          It’s always the user.
         More CS do IA.

                                Think holistically
                  Embrace similarities
                                                 Group hug
          We are all in publishing now.
          Let’s go for it!




USEEDS° user centred thinking                                     40
Say hello. Don’t wave goodbye.


  E-Mail:
  nikki.tiedtke@useeds.de

  Slideshare:
  http://www.slideshare.net/nikkitiedtke/

  Facebook content strategy & user experience group:
  https://www.facebook.com/groups/contentstrategyandux/

  Twitter:
  @NikkiTiedtke

  XING:
  http://www.xing.com/profile/Nikki_Tiedtke

  Linkedin:
  http://www.linkedin.com/in/nikkitiedtke



USEEDS° user centred thinking                             41
© USEEDS° GmbH | Chausseestr. 123 | 10115 Berlin
 Tel.: + 49 (0)30 340 6005-0 | Fax: + 49 (0)30 340 6005-49


           ron.hofer@useeds.de l www.useeds.de




Wir schicken Ihnen gerne ergänzendes Informationsmaterial,
    Projektbeispiele oder unseren Schulungskatalog zu!

More Related Content

Similar to USEEDS° :: Content Strategy and IA

Overlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureOverlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureChris Moritz
 
The content journey from Creation to Collaboration and Engagement
The content journey from Creation to Collaboration and EngagementThe content journey from Creation to Collaboration and Engagement
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
 
Collaboration between design and engineering
Collaboration between design and engineeringCollaboration between design and engineering
Collaboration between design and engineering吉閔 鄭
 
UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2John Hutchings
 
Intro to Content Strategy: January 2013
Intro to Content Strategy: January 2013Intro to Content Strategy: January 2013
Intro to Content Strategy: January 2013James Callan
 
A Crash Course in Content Strategy
A Crash Course in Content StrategyA Crash Course in Content Strategy
A Crash Course in Content StrategyJames Callan
 
A Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing SuccessA Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing SuccessChicago AMA
 
"Creating user-centered websites that drive results" by Savage at the HiMA IS...
"Creating user-centered websites that drive results" by Savage at the HiMA IS..."Creating user-centered websites that drive results" by Savage at the HiMA IS...
"Creating user-centered websites that drive results" by Savage at the HiMA IS...Robin Tooms
 
Milking the MOST Value From Your Content Marketing Strategy
Milking the MOST Value From Your Content Marketing StrategyMilking the MOST Value From Your Content Marketing Strategy
Milking the MOST Value From Your Content Marketing StrategyRuiz McPherson Media
 
Content Strategy for UX Designers
Content Strategy for UX DesignersContent Strategy for UX Designers
Content Strategy for UX DesignersGatherContent
 
Content Strategies with Drupal
Content Strategies with Drupal Content Strategies with Drupal
Content Strategies with Drupal Steve Kessler
 
Mapping the Way Forward
Mapping the Way ForwardMapping the Way Forward
Mapping the Way ForwardDomlc
 
Nttd interactive 20120601
Nttd interactive 20120601Nttd interactive 20120601
Nttd interactive 20120601Dana Helland
 
Understanding Information Architecture
Understanding Information ArchitectureUnderstanding Information Architecture
Understanding Information ArchitectureTejinder Singh
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveEngagement Media
 

Similar to USEEDS° :: Content Strategy and IA (20)

Digital strategy
Digital strategyDigital strategy
Digital strategy
 
Overlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information ArchitectureOverlappings and Underpinnings - Content Strategy and Information Architecture
Overlappings and Underpinnings - Content Strategy and Information Architecture
 
Getting Started with Content Strategy
Getting Started with Content StrategyGetting Started with Content Strategy
Getting Started with Content Strategy
 
The content journey from Creation to Collaboration and Engagement
The content journey from Creation to Collaboration and EngagementThe content journey from Creation to Collaboration and Engagement
The content journey from Creation to Collaboration and Engagement
 
Collaboration between design and engineering
Collaboration between design and engineeringCollaboration between design and engineering
Collaboration between design and engineering
 
UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2
 
User Experience
User ExperienceUser Experience
User Experience
 
Intro to Content Strategy: January 2013
Intro to Content Strategy: January 2013Intro to Content Strategy: January 2013
Intro to Content Strategy: January 2013
 
A Crash Course in Content Strategy
A Crash Course in Content StrategyA Crash Course in Content Strategy
A Crash Course in Content Strategy
 
A Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing SuccessA Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing Success
 
Neumann Final
Neumann FinalNeumann Final
Neumann Final
 
"Creating user-centered websites that drive results" by Savage at the HiMA IS...
"Creating user-centered websites that drive results" by Savage at the HiMA IS..."Creating user-centered websites that drive results" by Savage at the HiMA IS...
"Creating user-centered websites that drive results" by Savage at the HiMA IS...
 
Milking the MOST Value From Your Content Marketing Strategy
Milking the MOST Value From Your Content Marketing StrategyMilking the MOST Value From Your Content Marketing Strategy
Milking the MOST Value From Your Content Marketing Strategy
 
Content Strategy for UX Designers
Content Strategy for UX DesignersContent Strategy for UX Designers
Content Strategy for UX Designers
 
Content Strategies with Drupal
Content Strategies with Drupal Content Strategies with Drupal
Content Strategies with Drupal
 
Mapping the Way Forward
Mapping the Way ForwardMapping the Way Forward
Mapping the Way Forward
 
Nttd interactive 20120601
Nttd interactive 20120601Nttd interactive 20120601
Nttd interactive 20120601
 
Kickstart Your Digital Marketing
Kickstart Your Digital MarketingKickstart Your Digital Marketing
Kickstart Your Digital Marketing
 
Understanding Information Architecture
Understanding Information ArchitectureUnderstanding Information Architecture
Understanding Information Architecture
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing Live
 

More from USEEDS GmbH

Smartwatch Insights
Smartwatch InsightsSmartwatch Insights
Smartwatch InsightsUSEEDS GmbH
 
USEEDS ways of user engagement
USEEDS ways of user engagementUSEEDS ways of user engagement
USEEDS ways of user engagementUSEEDS GmbH
 
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...USEEDS GmbH
 
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...USEEDS GmbH
 
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen Kontext
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen KontextHerausforderungen für UX-Teams in Responsive Design-Projekten am agilen Kontext
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen KontextUSEEDS GmbH
 
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.de
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.deUSEEDS° :: Lean Experiment - Produktkonzepte mit mobile.de
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.deUSEEDS GmbH
 
USEEDS° :: So funktioniert Design Thinking.
USEEDS° :: So funktioniert Design Thinking.USEEDS° :: So funktioniert Design Thinking.
USEEDS° :: So funktioniert Design Thinking.USEEDS GmbH
 
USEEDS° :: Responsive Design im Projektalltag bei mobile.de
USEEDS° :: Responsive Design im Projektalltag bei mobile.deUSEEDS° :: Responsive Design im Projektalltag bei mobile.de
USEEDS° :: Responsive Design im Projektalltag bei mobile.deUSEEDS GmbH
 
USEEDS° :: Customer Journey Maps
USEEDS° :: Customer Journey MapsUSEEDS° :: Customer Journey Maps
USEEDS° :: Customer Journey MapsUSEEDS GmbH
 
USEEDS° :: I'm not having this - better understand peoples reaction to chang...
USEEDS° :: I'm not having this  - better understand peoples reaction to chang...USEEDS° :: I'm not having this  - better understand peoples reaction to chang...
USEEDS° :: I'm not having this - better understand peoples reaction to chang...USEEDS GmbH
 
USEEDS° :: Busines Model Design for Designers, Jim Kalbach
USEEDS° :: Busines Model Design for Designers, Jim KalbachUSEEDS° :: Busines Model Design for Designers, Jim Kalbach
USEEDS° :: Busines Model Design for Designers, Jim KalbachUSEEDS GmbH
 

More from USEEDS GmbH (11)

Smartwatch Insights
Smartwatch InsightsSmartwatch Insights
Smartwatch Insights
 
USEEDS ways of user engagement
USEEDS ways of user engagementUSEEDS ways of user engagement
USEEDS ways of user engagement
 
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...
„Hello bank!“ – Integration von Nutzern in On- und Offline Co-Creation auf de...
 
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...
USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline ...
 
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen Kontext
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen KontextHerausforderungen für UX-Teams in Responsive Design-Projekten am agilen Kontext
Herausforderungen für UX-Teams in Responsive Design-Projekten am agilen Kontext
 
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.de
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.deUSEEDS° :: Lean Experiment - Produktkonzepte mit mobile.de
USEEDS° :: Lean Experiment - Produktkonzepte mit mobile.de
 
USEEDS° :: So funktioniert Design Thinking.
USEEDS° :: So funktioniert Design Thinking.USEEDS° :: So funktioniert Design Thinking.
USEEDS° :: So funktioniert Design Thinking.
 
USEEDS° :: Responsive Design im Projektalltag bei mobile.de
USEEDS° :: Responsive Design im Projektalltag bei mobile.deUSEEDS° :: Responsive Design im Projektalltag bei mobile.de
USEEDS° :: Responsive Design im Projektalltag bei mobile.de
 
USEEDS° :: Customer Journey Maps
USEEDS° :: Customer Journey MapsUSEEDS° :: Customer Journey Maps
USEEDS° :: Customer Journey Maps
 
USEEDS° :: I'm not having this - better understand peoples reaction to chang...
USEEDS° :: I'm not having this  - better understand peoples reaction to chang...USEEDS° :: I'm not having this  - better understand peoples reaction to chang...
USEEDS° :: I'm not having this - better understand peoples reaction to chang...
 
USEEDS° :: Busines Model Design for Designers, Jim Kalbach
USEEDS° :: Busines Model Design for Designers, Jim KalbachUSEEDS° :: Busines Model Design for Designers, Jim Kalbach
USEEDS° :: Busines Model Design for Designers, Jim Kalbach
 

Recently uploaded

Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.francesco barbera
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServiceRenan Moreira de Oliveira
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
20200723_insight_release_plan
20200723_insight_release_plan20200723_insight_release_plan
20200723_insight_release_planJamie (Taka) Wang
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 

Recently uploaded (20)

Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
20200723_insight_release_plan
20200723_insight_release_plan20200723_insight_release_plan
20200723_insight_release_plan
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 

USEEDS° :: Content Strategy and IA

  • 1. Content Strategy and IA IA-Konferenz :: 11. – 12. 05.2012 Nikki Tiedtke :: Senior Interaction Architect
  • 2. “IA without content strategy is just giving a garbage can a better signage.”
  • 3. Contents 1.  Content and IA: The 3 second elevator pitch 2.  What is content and content strategy? 3.  Where we work together 4.  How we work together USEEDS° user centred thinking 3
  • 4. Content and IA: The 3 seconds elevator pitch
  • 6. Possible user questions after visiting Geezeo What are my benefits? What do they talk about? What do they offer? Why should I care? What should I do? USEEDS° user centred thinking 6
  • 10. Content is… Available in many formats and surely not just text Text Text is… Channels could be … Website Customer Support Graphics UI copy Mobile Error messages TV Videos / Animations Alt tags Radio, etc. Metadata Formats could be… Games / Widgets Forms Online articles Search results Banners Audio Help pages eBooks Marketing pages Videos Infographics Images Emails Podcasts Customer Service copy PDFs Terminology, etc. Case studies Trial downloads, etc. USEEDS° user centred thinking 10
  • 11. What is content strategy?
  • 12. “Content strategy plans for the creation, delivery and governance of useful, usable content” Kristina Halvorson, Content Strategy for the Web USEEDS° user centred thinking 12
  • 13. “Content strategy ensures that… Business strategy Brand strategy Editorial strategy Publishing strategy … are included in digital UX strategy.” USEEDS° user centred thinking 13
  • 14. Content Strategy and IA – where we work together
  • 15. Content strategy and Information Architecture CS IA CS CS IA CS IA Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 15
  • 16. Core strategy: How content supports business and user goals Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 16
  • 17. Substance: What content and why? Which channels and formats? Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 17
  • 18. Structure: How is content structured, accessed and designed? Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 18
  • 19. Workflow: How do we create and implement content? With what teams, processes and tools? Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 19
  • 20. Governance: How do we measure success and maintain content? Content Strategy Definition and graphic by Brain Traffic 2010 USEEDS° user centred thinking 20
  • 21. Bing! The elevator waits again…
  • 22. USEEDS° user centred thinking 22
  • 23. I want to see, not read Unrelevant copy Filler content: Das Richtige… Massgeschneidert… Erm…where is the product? Exklusiv… Jederzeit… USEEDS° user centred thinking 23
  • 24. USEEDS° user centred thinking 24
  • 26. How we work together
  • 27. Where does Content Strategy support IA? Contextual inquiry Customer journey Content audit IA What contents do users What are the users’ What are the content need / expect? questions? heuristics? How do they talk about With what content can What content do we have CS their needs? we answer them? and where? Which channel and In what shape is the What words do they use? format makes sense? content, the metadata? Do they interact with Who owns each page? Is content? Where? How? it relevant, outdated? USEEDS° user centred thinking 27
  • 28. Example: Customer Journey & Content Strategy Steps Unaware Aware Evaluate Buy Use Questions 1.  __________ 2.  __________ 3.  __________ Answers 1.  i.e. what stories / topics / themes 2.  __________ 3.  __________ Format / 1.  i.e. Text & Video on website 2.  __________ Channel 3.  __________ * Adapted from Barbra Gagos Content Mapping Templates: http://barbragago.com/what-is-content-mapping/ USEEDS° user centred thinking 28
  • 29. Where does Content Strategy support IA? Competitive & Web-Analytics Personas trends analysis IA Which contents are What contents do What topics do they care used? competitors offer? about? How do users interact How do people speak How much content do CS with content? about a topic? Where? they need? How do users rate What are common What channels and content? themes, words? formats do they use? What writing style would suit them? USEEDS° user centred thinking 29
  • 30. Example: Personas & Content Strategy Persona Name & Type Age Product usage Quote Main goals Motivations Pain points Content needs Formats Channels •  What information? •  Which formats would the •  Which channels would •  In what depth? persona use? the persona use? Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/ USEEDS° user centred thinking 30
  • 31. Where does Content Strategy support IA? Scenarios & user Information Wireframing flows Architecture IA What content supports What is the content goal How is the priority & the user goals? for each page? hierarchy of content? What are the core What are the key What is the real copy for CS contents & key messages and CTAs for Wireframes? messages? each page? Are there possible Where in the flow should What are the labels? Do localization issues? they appear? they fit the Style Guide? Where do we need What is the SEO contextual, supporting strategy? content? USEEDS° user centred thinking 31
  • 32. Example: Scenarios & Content Strategy Where will List of a tank of Content accesso- gas get require- ries him? Need: “I ment Need want a balance of features and fuel economy” Feature list, User Goal: “ I Video Content require- need to replace Safety ment features my car.” Content Need require- ment Content require- ment Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/ USEEDS° user centred thinking 32
  • 33. Example: Scenarios & Content Strategy Scenario: User goal: Product detail Homepage Search results Product category page Key contents Key messages Contextual contents Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/ USEEDS° user centred thinking 33
  • 34. Example: IA & Content Strategy: Message hierarchy Call to action What do I need to do? Primary Why? message Secondary How? message When? Based on Karen McGrane, Bond art + science: http://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy USEEDS° user centred thinking 34
  • 35. The message is the core Flow Website structure structure Core message Page Page design structure (conceptual & visual) USEEDS° user centred thinking 35
  • 36. Example: Page table Can be used to define contents and hierarchy on pages Page ID: Page name: Page objective: Main call to action: Secondary call to action: Main message: Why do I need to read ths page? What can I do here? Key message / user benefit 1: What’s my benefit? Objective reasons to believe: Why should I believe this is beneficial for me? Key message / user benefit 2: Objective reasons to believe: Key message / user benefit 3: Objective reasons to believe: USEEDS° user centred thinking 36
  • 37. Where does Content Strategy support IA? UX-Guidelines Usability Testing IA What are content What content do we need guidelines for UI to test? patterns? What is the Editorial CS Styleguide? How can we test it? What are Content How can we measure our Usability Guidelines? content’s success? Extracted from http://blog.greenonions.com/2010/06/05/letter-to-a-content-strategist/ USEEDS° user centred thinking 37
  • 38. We face the same challenges
  • 39. Then… Now… Static websites = static content Websites are dynamic = content has to be adaptive Few publishing channels: Print, online, Multiple publishing channels across different radio, TV devices: Social, Video, Mobile etc. Brands have central ownership about their Content can be shared and published by content everyone Digital media was a solitary experience Digital media is interactive Publishing tools where costly, complicated Publishing tools are freely available and had to be built Using digital media was a niche Digital media is mainstream = higher expectations USEEDS° user centred thinking 39
  • 40. My wishes for 2012 and beyond Don’t debate who’s More IAs do CS. more important in UX. It’s always the user. More CS do IA. Think holistically Embrace similarities Group hug We are all in publishing now. Let’s go for it! USEEDS° user centred thinking 40
  • 41. Say hello. Don’t wave goodbye. E-Mail: nikki.tiedtke@useeds.de Slideshare: http://www.slideshare.net/nikkitiedtke/ Facebook content strategy & user experience group: https://www.facebook.com/groups/contentstrategyandux/ Twitter: @NikkiTiedtke XING: http://www.xing.com/profile/Nikki_Tiedtke Linkedin: http://www.linkedin.com/in/nikkitiedtke USEEDS° user centred thinking 41
  • 42. © USEEDS° GmbH | Chausseestr. 123 | 10115 Berlin Tel.: + 49 (0)30 340 6005-0 | Fax: + 49 (0)30 340 6005-49 ron.hofer@useeds.de l www.useeds.de Wir schicken Ihnen gerne ergänzendes Informationsmaterial, Projektbeispiele oder unseren Schulungskatalog zu!