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The Nightmare Before Content: Surviving Redesign Hell
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Getting teams to communicate during a redesign or major site migration can be a major clusterfail. Company structure, outdated systems, and egos can all get in the way. Even with more and more companies adopting lean principles and design thinking, the vast majority still struggle to document and implement a basic content strategy. There is another way, and it doesn't suck. This talk will provide the following actionable takeaways: - Where and how communication breaks down among most UX teams (and how to overcome it) - How to get key stakeholders to communicate their insights and value in a centralized, constructive and distilled manner - How to integrate critical SEO considerations without completely mutilating your copy - Specific tools, resources, and proven processes to overcome these common woes
Steve FloydFollow
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The Nightmare Before Content: Surviving Redesign Hell
Editor's Notes
- The Nightmare Before Content: Surviving Redesign Hell by Steve Floyd – CEO of AXZM – stevefloyd.me/about/
- Hello, my name is Steve Floyd. How are you.
- I’ve had a lot of different titles over the years, but there is only really one that I think accurately defines my condition. I don’t claim to be an expert or guru. My experience was forged from a lifetime of trial and error. My goal is to share some of the things I’ve found that work in hopes that you can avoid a few of the bumps and bruises I’ve had to endure along the way.
- Let’s get into this… Once Upon a Redesign…
- So we’ve all been there (or soon will be). Bossman comes in like “Let’s design the shit out this fucking website!”
- Naturally being the diligent practitioner that you are, you ask such questions as: Who What Why Where and; When
- So we’ve all been there (or soon will be). Bossman comes in like “Let’s design the shit out this fucking website!”
- So we’ve all been there (or soon will be). Bossman comes in like “Let’s design the shit out this fucking website!”
- So we’ve all been there (or soon will be). Bossman comes in like “Let’s design the shit out this fucking website!”
- We’ll get everyone involved!
- We’ll get everyone involved!
- It’s going to rock so f’ing hard!
- Running an agency over the years, I’ve had to wear quite a few hats. As stressful as it’s been at times - I wouldn’t trade it for the world. You’re really able to see things from a lot of different perspectives in the process when you are in stakeholder position. I think anyone out there who runs a small to mid sized agency can probably relate to seeing those perspectives differently once you’ve not just done the job, but also managed other people doing the job.
- Running an agency over the years, I’ve had to wear quite a few hats. As stressful as it’s been at times - I wouldn’t trade it for the world. You’re really able to see things from a lot of different perspectives in the process when you are in stakeholder position. I think anyone out there who runs a small to mid sized agency can probably relate to seeing those perspectives differently once you’ve not just done the job, but also managed other people doing the job.
- The bigger fight internally is usually between designers and devs vs sales and marketing. But they all fight among themselves too.
- Ultimately, I’ve learned regardless of the professional bias, the conflicts usually centered around what people value.
- Whether you are on the agency side or in-house, we are all fighting to get our projects approved, funded and shipped by leadership. We don’t do much without their approval, so we are fighting for the same things.
- Whether you are on the agency side or in-house, we are all fighting to get our projects approved, funded and shipped by leadership. We don’t do much without their approval, so we are fighting for the same things.
- Whether you are on the agency side or in-house, we are all fighting to get our projects approved, funded and shipped by leadership. We don’t do much without their approval, so we are fighting for the same things.
- I think providing books on content strategy for your team is a great first step, but in practice people simply do not read any of it.
- I think providing books on content strategy for your team is a great first step, but in practice people simply do not read any of it.
- Smaply is a great tool for documenting stakeholder interviews and user research as it relates to content.
- Frontify is where it’s at for branding guides.
- Another option to create personas.
- A great free tool by Xtensio.
- There is no better way to gather content.
- URL profiler is the best for finding the widest range of data on a particular URL.
- Cant forget content insights!
- Back in 2014 Corey Stern introduced a brilliant user experience model called CUBI. In my opinion it is one of the best frameworks for integrating all the various concerns of a modern, web based digital project.
- Another great project is North by Sam Richard. It provides a git repository of best practices for any web team to follow.
- Another great resource for modern UX processes that facilitate content is the design studio method by my friend Brian K Sullivan from Dallas / Big Design.
- About Me For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed.
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