2. The Moment for Content
Putting content center stage in customer
experience and touchpoint design
Bas Evers

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• Content Designer at
Informaat
• Content Strategist
• Fellow Initiator
ContentCafé

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What I’ll discuss
1. Content in CX/UX
2. Content in the Touchpoint Design Process
3. Examples of Content Issues
4. Our Challenge

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I. Content in CX/UX

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User experience
encompasses all
aspects of the end-
user’s interaction
with the company,
its services, and its
products
Donald Norman, 1995

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80, maybe 90%
of the user
experience is
determined by
the content
Gerry McGovern

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Customer
experience is the
perception that
customers have of
their interactions
with an
organization
Bruce Temkin

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In order to really impact
our users’ experiences,
we need to move beyond
the interface and into
business at large
(Interactions are not being
designed yet in CX)
Peter Bogaards

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I'd like a little
relevant content
with my responsive
design, please
Scott Abel

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II. Content in the
Touchpoint Design Process

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The point is you better figure
out what you want to “say”
before you start pushing
pixels around, or you’re in a
whole mess of trouble

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dialogs with
Rahel Bailie

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Communication goals
are the foundational
elements that inform
visual design,
content strategy,
editorial strategy,
nomenclature, and
architecture
Margot Bloomstein

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A content model documents all the different types of
content you will have for a given project
It contains detailed definitions of each content type’s
elements and their relationships to each other
Rachel Lovinger

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IAs & IXDs
• Does the page design
accommodate all the
content types?
• What bits of text and
media will be
available for the
page?
Developers
• How to match the
desired content type Content Producers
with the way the CMS • What content to create?
works? • Content workflow?
• How to enter it into the CMS?

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III. Examples of Content Issues

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Content Issues Addressed
• Flickr’s metadata filtering options
• WWF’s responsive design limited to navigation
• Amazon offering easy access to negative reviews

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IV. Our Challenge

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Jonathan Kahn

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@everbass
@informaat
@contentcafe_nl

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Related Links
• Scott Abel - I'd Like a Little Relevant Content With My Responsive Design, Please
• Rahel Anne Bailie - Big Content: Content Strategy as a Design Framework
• Margot Bloomstein - Content Strategy at Work
• Peter Bogaards - Customer experience: The natural ally for UX in business
• Kyle Fiedler - Lorem Ipsum is Killing Your Designs
• Informaat (Google+) - Informaat experience design
• Jonathan Kahn - Digital-first companies thrive on mobile disruption. Everyone else
struggles.
• Rachel Lovinger - Content Modelling: A Master Skill
• Gerry McGovern - Content is an enabler
• Karen McGrane - Integrating Content Strategy into Your Design Process
• Jeffrey Zeldman - Content Precedes Design

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Image Sources
3, 4: Kamiel Martinet (Informaat)
7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg
8: http://i.ytimg.com/vi/Q6fkNcMiyXM/0.jpg
9: http://a0.twimg.com/profile_images/1453576481/Bruce_Headshot_2.jpg
10: Danny Bloemendaal (Informaat)
11: http://www.flickr.com/photos/sonnycohen/3640809202/sizes/o/in/photostream/
12: http://consentdigital.com/blog/wp-content/uploads/2010/10/content.jpg
14: http://a0.twimg.com/profile_images/1487594013/Rahel_Bailie_2011.jpg
15: http://www.flickr.com/photos/carlodemarchis/5038896142/sizes/o/in/photostream/
16: http://media.tumblr.com/tumblr_lx830rpASF1r3y0ey.jpg
17: http://www.alistapart.com/articles/content-modelling-a-master-skill/
21: http://www.flickr.com/photos/chi-nederland/archives/date-posted/2011/07/12/
22: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png
23: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png
24: http://www.amazon.com/Google-Nexus-Tablet-16-GB/product-reviews/B008M04V1E/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=1
26: http://www.gadgets-weblog.com/wp-content/uploads/topgear.jpg
27: http://lucidplot.com/media/2012/07/Multi-source-dynamic-content.png
28: http://www.5tendesign.com/images/process_diagram.jpg
29: http://designinformer.com/wp-content/uploads/lorem-ipsum/no-lorem.jpg
32: http://brandonclaybon.comlu.com/wp-content/uploads/2011/12/thank-you-blackboard.jpg