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The Moment for ContentPutting content center stage in customerexperience and touchpoint designBas Evers
3•       Content Designer at        Informaat•       Content Strategist•       Fellow Initiator        ContentCafé
4    What I’ll discuss    1. Content in CX/UX    2. Content in the Touchpoint Design Process    3. Examples of Content Iss...
5    I. Content in CX/UX
6
7User experienceencompasses allaspects of the end-user’s interactionwith the company,its services, and itsproducts        ...
880, maybe 90%of the userexperience isdetermined bythe content                Gerry McGovern
9               Customer               experience is the               perception that               customers have of    ...
10In order to really impactour users’ experiences,we need to move beyondthe interface and intobusiness at large(Interactio...
11             Id like a little             relevant content             with my responsive             design, pleaseScot...
12         II. Content in the     Touchpoint Design Process
13     The point is you better figure     out what you want to “say”     before you start pushing     pixels around, or yo...
14               dialogs withRahel Bailie
15Communication goalsare the foundationalelements that informvisual design,content strategy,editorial strategy,nomenclatur...
16        A content model documents all the different types of        content you will have for a given project        It ...
17IAs & IXDs• Does the page design    accommodate all the    content types?• What bits of text and    media will be    ava...
18 III. Examples of Content Issues
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25Content Issues Addressed• Flickr’s metadata filtering options• WWF’s responsive design limited to navigation• Amazon off...
26     IV. Our Challenge
27     Jonathan Kahn
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32@everbass@informaat@contentcafe_nl
33Related Links•    Scott Abel - Id Like a Little Relevant Content With My Responsive Design, Please•    Rahel Anne Bailie...
34Image Sources3, 4: Kamiel Martinet (Informaat)7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg8: http://i.ytimg...
The Moment for Content #twab2012
The Moment for Content #twab2012
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The Moment for Content #twab2012

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Putting content center stage in customer experience and touchpoint design. Presentation at The Web and Beyond 2012 (Amsterdam).

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The Moment for Content #twab2012

  1. 1. The Moment for ContentPutting content center stage in customerexperience and touchpoint designBas Evers
  2. 2. 3• Content Designer at Informaat• Content Strategist• Fellow Initiator ContentCafé
  3. 3. 4 What I’ll discuss 1. Content in CX/UX 2. Content in the Touchpoint Design Process 3. Examples of Content Issues 4. Our Challenge
  4. 4. 5 I. Content in CX/UX
  5. 5. 6
  6. 6. 7User experienceencompasses allaspects of the end-user’s interactionwith the company,its services, and itsproducts Donald Norman, 1995
  7. 7. 880, maybe 90%of the userexperience isdetermined bythe content Gerry McGovern
  8. 8. 9 Customer experience is the perception that customers have of their interactions with an organizationBruce Temkin
  9. 9. 10In order to really impactour users’ experiences,we need to move beyondthe interface and intobusiness at large(Interactions are not beingdesigned yet in CX) Peter Bogaards
  10. 10. 11 Id like a little relevant content with my responsive design, pleaseScott Abel
  11. 11. 12 II. Content in the Touchpoint Design Process
  12. 12. 13 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
  13. 13. 14 dialogs withRahel Bailie
  14. 14. 15Communication goalsare the foundationalelements that informvisual design,content strategy,editorial strategy,nomenclature, andarchitecture Margot Bloomstein
  15. 15. 16 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 otherRachel Lovinger
  16. 16. 17IAs & 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?
  17. 17. 18 III. Examples of Content Issues
  18. 18. 19
  19. 19. 20
  20. 20. 21
  21. 21. 22
  22. 22. 23
  23. 23. 24
  24. 24. 25Content Issues Addressed• Flickr’s metadata filtering options• WWF’s responsive design limited to navigation• Amazon offering easy access to negative reviews
  25. 25. 26 IV. Our Challenge
  26. 26. 27 Jonathan Kahn
  27. 27. 28
  28. 28. 29
  29. 29. 30
  30. 30. 31
  31. 31. 32@everbass@informaat@contentcafe_nl
  32. 32. 33Related Links• Scott Abel - Id 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
  33. 33. 34Image Sources3, 4: Kamiel Martinet (Informaat)7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg8: http://i.ytimg.com/vi/Q6fkNcMiyXM/0.jpg9: http://a0.twimg.com/profile_images/1453576481/Bruce_Headshot_2.jpg10: 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.jpg14: http://a0.twimg.com/profile_images/1487594013/Rahel_Bailie_2011.jpg15: http://www.flickr.com/photos/carlodemarchis/5038896142/sizes/o/in/photostream/16: http://media.tumblr.com/tumblr_lx830rpASF1r3y0ey.jpg17: 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.png23: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png24: http://www.amazon.com/Google-Nexus-Tablet-16-GB/product-reviews/B008M04V1E/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=126: http://www.gadgets-weblog.com/wp-content/uploads/topgear.jpg27: http://lucidplot.com/media/2012/07/Multi-source-dynamic-content.png28: http://www.5tendesign.com/images/process_diagram.jpg29: http://designinformer.com/wp-content/uploads/lorem-ipsum/no-lorem.jpg32: http://brandonclaybon.comlu.com/wp-content/uploads/2011/12/thank-you-blackboard.jpg

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