Using structured content to create a better user experience
<ul><li>How does your organization view your content?  </li></ul><ul><ul><li>Pain point  in a cost center? </li></ul></ul>...
<ul><li>Beyoncé, I Am ... Sasha Fierce,  Single Ladies (Put A Ring On It)  </li></ul><ul><li>Learn to “work it” from the m...
<ul><li>What goes into a musical experience? </li></ul><ul><li>Blair Douglas, Brave Hearts,  Nelson Mandela's Welcome to t...
<ul><li>www.itunes.com </li></ul><ul><li>Compare user experience of popular music services: </li></ul><ul><ul><li>iTunes <...
Some key UX differences iTunes.com Pandora.com AllMusic.com Downloadable tracks, cover art, preview clip, sortable metadat...
<ul><li>Content types: </li></ul><ul><li>At least 8 on this page </li></ul>www.allmusic.com Blog posts Genre lists Genre d...
<ul><li>How do they automate: </li></ul><ul><ul><li>A UX that involves multiple incoming content types? </li></ul></ul><ul...
<ul><li>Critical pieces: </li></ul><ul><ul><li>Presentation layer controls the user experience </li></ul></ul><ul><ul><li>...
<ul><li>- Melissa Harrison, interviewing Stephen Baker, author of  The Numerati  , for SXSWorld, February 2008 </li></ul><...
Music is no longer “just a track” Think about formats and variants
<ul><li>Kirsty MacColl, Tropical Rainstorm, These Shoes </li></ul>Metadata for a  single track in iTunes Allows for a rich...
<ul><li>The content needs: </li></ul><ul><ul><li>Re-use potential </li></ul></ul><ul><ul><li>Semantic properties </li></ul...
<ul><li>- Cliff Hunt, Yangaroo’s COO </li></ul><ul><li>Yangaroo’s Digital Media Distribution System compiles singles from ...
<ul><li>Another consideration: </li></ul><ul><ul><li>How do we listen to music? </li></ul></ul><ul><ul><li>On the Web? Pro...
<ul><li>How does the device affect our content? </li></ul><ul><ul><li>By default, websites appear in pint-sized versions, ...
<ul><li>Christopher Cashdollar, Creative Director,  Happy Cog Studios </li></ul><ul><li>“ Nothing can deter confidence qui...
<ul><li>Brady Hester, interviewing Lane Becker,  SXWorld, Nov 2008 </li></ul><ul><li>Lane Becker (the founder of  Get Sati...
<ul><li>In the spirit of “necessity is the mother of invention” ... </li></ul><ul><li>Hard economic times drive innovation...
<ul><li>When times get tough: </li></ul><ul><ul><li>You can’t afford to be complacent </li></ul></ul><ul><ul><li>It’s not ...
<ul><li>Tough times demand: </li></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li...
<ul><li>This doesn’t apply only to the music industry </li></ul><ul><li>Doesn’t just apply to entertainment content </li><...
<ul><li>This is,  in essence, a product portal </li></ul>www.allmusic.com
<ul><li>Same idea, different industry </li></ul>This is,  as well, a product portal
<ul><li>By making the customer experience user-focused, they’ve created a better experience. </li></ul><ul><li>Better expe...
<ul><li>End content needs to be </li></ul><ul><li>Enjoyable  (if it doesn’t lend itself to being) </li></ul><ul><li>Entert...
<ul><li>How do your audiences use your content?  Example: </li></ul><ul><ul><li>First, there was Twitter. </li></ul></ul><...
<ul><li>Is there a gap to be filled? </li></ul><ul><li>Exploit the potential of your content </li></ul><ul><ul><li>Structu...
<ul><li>Some people make a first impression in just 50 milliseconds </li></ul><ul><li>Know your users – do they exhibit th...
<ul><li>Use the music industry as a benchmark (or inspiration). </li></ul><ul><li>How does your content measure up? </li><...
<ul><li>Vampire Weekend,  Vampire Weekend,  Cape Cod Kwassa Kwassa </li></ul><ul><li>Contact info: </li></ul><ul><li>Rahel...
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Making Your Content Work For You

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A better user experience can be created by innovative use of your content. Using the music industry as an example of an industry that gets the most from its content, this presentation illustrates ways to make your content be both useful and a delight to your customers.

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  • Making Your Content Work For You

    1. 1. Using structured content to create a better user experience
    2. 2. <ul><li>How does your organization view your content? </li></ul><ul><ul><li>Pain point in a cost center? </li></ul></ul><ul><ul><li>Corporate asset in a profit center? </li></ul></ul><ul><li>Learn from industries that run on content. </li></ul>
    3. 3. <ul><li>Beyoncé, I Am ... Sasha Fierce, Single Ladies (Put A Ring On It) </li></ul><ul><li>Learn to “work it” from the music industry </li></ul>
    4. 4. <ul><li>What goes into a musical experience? </li></ul><ul><li>Blair Douglas, Brave Hearts, Nelson Mandela's Welcome to the City of Glasgow </li></ul><ul><li>Zachary Richard, Mardi Gras, C'est Bon Djé </li></ul><ul><li>OK Go, Here It Goes Again </li></ul><ul><li>Fantasia, Walt Disney Productions </li></ul>MP3 file Track + Cover art Track + Cover art + VIdeo Track + Cover art + Video + Film + Game + Value-add content
    5. 5. <ul><li>www.itunes.com </li></ul><ul><li>Compare user experience of popular music services: </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Pandora </li></ul></ul><ul><ul><li>All Music Group </li></ul></ul>
    6. 6. Some key UX differences iTunes.com Pandora.com AllMusic.com Downloadable tracks, cover art, preview clip, sortable metadata Listen for free online Recommends similar tracks through Genius sidebar Recommends similar tracks through Music Genome project Recommends tracks through community (reviews, related items, editorial) Focus on guiding users to check-out Focus on expanding musical tastes Focus on learning about chosen music
    7. 7. <ul><li>Content types: </li></ul><ul><li>At least 8 on this page </li></ul>www.allmusic.com Blog posts Genre lists Genre descriptions Navigation data Cover art Music files Music labels Ads
    8. 8. <ul><li>How do they automate: </li></ul><ul><ul><li>A UX that involves multiple incoming content types? </li></ul></ul><ul><ul><li>Tens of thousands of incoming content components per day? </li></ul></ul><ul><ul><li>Make sure content is findable? </li></ul></ul>
    9. 9. <ul><li>Critical pieces: </li></ul><ul><ul><li>Presentation layer controls the user experience </li></ul></ul><ul><ul><li>Underlying content management handles automation </li></ul></ul><ul><ul><li>Taxonomy handles the searchability </li></ul></ul>
    10. 10. <ul><li>- Melissa Harrison, interviewing Stephen Baker, author of The Numerati , for SXSWorld, February 2008 </li></ul><ul><li>Picture your iTunes library. The song file itself is the data, and all of its defining characteristics – album art, play count, genre – are the metadata. </li></ul><ul><li>Given this information, iTunes is able to analyze, categorize and manage your music. </li></ul><ul><li>Shuffle? Not so random, actually. It speaks to the truth behind metadata: by comprehending its parts, we can better control the whole. </li></ul>
    11. 11. Music is no longer “just a track” Think about formats and variants
    12. 12. <ul><li>Kirsty MacColl, Tropical Rainstorm, These Shoes </li></ul>Metadata for a single track in iTunes Allows for a rich UX
    13. 13. <ul><li>The content needs: </li></ul><ul><ul><li>Re-use potential </li></ul></ul><ul><ul><li>Semantic properties </li></ul></ul><ul><ul><li>Structure (XML, microformats) </li></ul></ul><ul><li>...so you can dream up a value-add UX like this: </li></ul>
    14. 14. <ul><li>- Cliff Hunt, Yangaroo’s COO </li></ul><ul><li>Yangaroo’s Digital Media Distribution System compiles singles from artists and bundles them into an email that includes bio details, tour dates, and other support information. </li></ul><ul><li>The tracks can be downloaded directly to iTunes and synched with an iPod so the songs are portable and sharable – like their CD counterparts – and their WAV format means the songs are immediately ready for terrestrial, Internet, HD and satellite radio broadcast. </li></ul><ul><li>Once the song goes out, the system also lets you know which songs are reviewed, including the listened time and date. </li></ul>
    15. 15. <ul><li>Another consideration: </li></ul><ul><ul><li>How do we listen to music? </li></ul></ul><ul><ul><li>On the Web? Probably not </li></ul></ul><ul><ul><li>Likely on the move: </li></ul></ul><ul><ul><ul><li>Car radio </li></ul></ul></ul><ul><ul><ul><li>Music player </li></ul></ul></ul><ul><ul><ul><li>Mobile phone </li></ul></ul></ul>
    16. 16. <ul><li>How does the device affect our content? </li></ul><ul><ul><li>By default, websites appear in pint-sized versions, with text generally being illegible. </li></ul></ul><ul><ul><li>The novelty of gestural interfaces wears off fast </li></ul></ul>
    17. 17. <ul><li>Christopher Cashdollar, Creative Director, Happy Cog Studios </li></ul><ul><li>“ Nothing can deter confidence quicker than a broken experience.” </li></ul><ul><li>With social media, broken experiences can damage brands faster. </li></ul>
    18. 18. <ul><li>Brady Hester, interviewing Lane Becker, SXWorld, Nov 2008 </li></ul><ul><li>Lane Becker (the founder of Get Satisfaction , an online service that helps to improve service and communication between companies and customers) says that to get the most from current economic nose-dive, look at folks who took advantage of the downturn of 2000 to really explore the medium they’d been working on for years. They created all sorts of new projects and ideas that ended up driving the innovation that the 2.0 boom depended on. </li></ul>
    19. 19. <ul><li>In the spirit of “necessity is the mother of invention” ... </li></ul><ul><li>Hard economic times drive innovation – from energy to manufacturing to technology </li></ul>
    20. 20. <ul><li>When times get tough: </li></ul><ul><ul><li>You can’t afford to be complacent </li></ul></ul><ul><ul><li>It’s not enough to be competent </li></ul></ul><ul><ul><li>It’s not enough to do a good job </li></ul></ul>
    21. 21. <ul><li>Tough times demand: </li></ul><ul><ul><li>Inspiration </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>INITIATIVE </li></ul></ul>
    22. 22. <ul><li>This doesn’t apply only to the music industry </li></ul><ul><li>Doesn’t just apply to entertainment content </li></ul>
    23. 23. <ul><li>This is, in essence, a product portal </li></ul>www.allmusic.com
    24. 24. <ul><li>Same idea, different industry </li></ul>This is, as well, a product portal
    25. 25. <ul><li>By making the customer experience user-focused, they’ve created a better experience. </li></ul><ul><li>Better experience is a market differentiator. </li></ul><ul><li>It says “we care about our customers”. </li></ul>
    26. 26. <ul><li>End content needs to be </li></ul><ul><li>Enjoyable (if it doesn’t lend itself to being) </li></ul><ul><li>Entertaining </li></ul>
    27. 27. <ul><li>How do your audiences use your content? Example: </li></ul><ul><ul><li>First, there was Twitter. </li></ul></ul><ul><ul><li>Then came TweetDeck. </li></ul></ul><ul><ul><li>Then came TinyTweet. </li></ul></ul><ul><li>The UX gap was filled by others. </li></ul><ul><li>Is that OK for your brand? </li></ul>
    28. 28. <ul><li>Is there a gap to be filled? </li></ul><ul><li>Exploit the potential of your content </li></ul><ul><ul><li>Structure </li></ul></ul><ul><ul><li>Findable </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><li>...to deliver a rich UX. </li></ul>
    29. 29. <ul><li>Some people make a first impression in just 50 milliseconds </li></ul><ul><li>Know your users – do they exhibit this behavior? </li></ul>
    30. 30. <ul><li>Use the music industry as a benchmark (or inspiration). </li></ul><ul><li>How does your content measure up? </li></ul><ul><li>Do you have a strategy to move to the next level? </li></ul>
    31. 31. <ul><li>Vampire Weekend, Vampire Weekend, Cape Cod Kwassa Kwassa </li></ul><ul><li>Contact info: </li></ul><ul><li>Rahel Anne Bailie </li></ul><ul><li>[email_address] </li></ul><ul><li>Office: </li></ul><ul><li>Intentional Design Inc. </li></ul><ul><li>+1.604.837.0034 </li></ul><ul><li>www.IntentionalDesign.ca </li></ul><ul><li>Social media: </li></ul><ul><li>rahelab </li></ul>© 2008 Intentional Design Inc.

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