SlideShare a Scribd company logo
AIN’T HERDING CATS
Paul Souders // @axoplasm
flickr/ceardach
Content-first design
DESIGN DIRECTOR
Ryan Kang/Daily Emerald
TRENDS
flickr/schoffer
Less designer control
flickr/theclaytaurus
One touch visits
flickr/wtlphotos
Walled gardens
Curation & plucking
You can’t game Google
flickr/torek
RESPONSES
flickr/studiocurve
flickr/moonlightbulb
Simplify
flickr/ncbrian
Design for scrapers first
flickr/john-schilling
Information architecture
flickr/gazeronly
Call to action
It’s all about the cat food
flickr/janwillemsen
CASE STUDY
flickr/chrisheuer
Mercy Corps homepage
Mercy Corps content (blog)
IRL
https://medium.com/@axoplasm
“Your Information Architecture is mostly
navel-gazing.”
“Your Information Architecture is mostly
navel-gazing.”
@axoplasm
@resmini @jarango
http://www.jarango.com/blog/2013/06/28/for-the-world-
wide-web/
https://twitter.com/axoplasm/status/3506717515
14030082
How I read @jarango’s exc. post this am.
How do I architect this experience? ←not
rhetorical. @resmini #reframeia
• Design the content space first
• Don’t deliver empty shells; design
with (real!) placeholder content
• Reserve space inside content for
calls to action
• Advanced structure your content
Paul Souders
@axoplasm

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Content first-design

Editor's Notes

  1. design director, opensourcery formerly mercy corps, ad/branding agencies, software shops; archaeology freelance since 1999 “Blue collar” design: nonprofits, small biz, small budgets = NO $$$ FOR FANCY UXD
  2. 1st noticed these trends in MC traffic ca 2011–2012. Informed our mobile-first redesign 2012–2013. Scared me mightily post-MC.
  3. 20 yr trend away from publishers. Magazines/newspapers/books → desktop browsers → mobile browsers → (mobile) apps → content scrapers (e.g. Instapaper) → robots
  4. Most ppl who actually visit your site are one touch & out via social or search. Navigation, ads, distractions drive users to mobile/walled gardens
  5. Walled gardens proliferating. FB Paper. FB & Pinterest trend overall, G+ strategy. Your content will appear inside their design & serve their revenue interests
  6. Curation (Tumblr) and plucking (Pinterest) supplant browsing. Few ppl browse from home pages (this has always been true). Social media traffic = “bouncy” users. You can’t own other service’s IA, UX or design.
  7. Search is increasingly ungameable, SEO returns now negative. Search traffic declining e.g. MetaFilter. Search is basically for pros now, or via location services i.e. gmaps
  8. Have awesome content. Your content on FB > no eyeballs at all. But how to design?
  9. Focus on content. e.g. vox, verge, outside. Hip right now. Strip away superfluous elements: navigation, touts, etc. Reserve footer for browsing, pro users, or hide off-canvas
  10. Design for scrapers first. Strip away everything. Assume no control over IA, presentation, context
  11. Don’t overthink IA. Shallow & simple. Plan for bounciness. Expose depth of content on landing pages. “Your information architecture is mostly navel gazing.”
  12. Incorporate Calls to Action into content itself. Make product pages worth sharing. Put links in your videos, watermark photos with vanity URLs. Hyperlinks in text. Strategy = write your content around your CTA. Designers: always put CTA in designs
  13. This used to scare me. But empowers designers, we’re not beholden to IA & “the site” Design for 1993. Involve yrself w/content, no empty websites, kill lorem ipsum always have a CTA & incorporate
  14. result of mobile-first strategy
  15. result of mobile-first strategy
  16. pervasive information architecture