Do you sometimes wonder why your content doesn’t have the desired effect on your audience? Or why some content spreads virally when you wouldn’t expect it to? Do you know what the most important factors to success are?
I answered some of these questions in my "Content Design" Webinar.
What's inside:
✓ How to create content that is both useful to your audience and your business
✓ How the typical user experience design process works
✓ What Aristotle has to do with content marketing
I used this SlideDeck for my GoToWebinar session on February, 22nd 2018; available on-demand via https://bit.ly/Recording-Content-Design
Why you’re a Brand Shaper (knowingly or not) and what you can do about itRupert Platz
Held at IxDA Berlin, Nov 19 //
What do you feel when you hear the B-word?
The term „brand” often translates to us designers as “annoying regulations from the marketing department” or “some generic Powerpoint voodoo before we get to the real thing”.
But most of all, as Marty Neumeier put it, a brand is „a person‘s gut feeling about a product, a service, or an organization“. A gut feeling that will affect this person’s decisions and actions. That’s why organizations care about their brand and try to influence how people feel about them.
Now trying to influence people’s gut feelings about a product or service is something we’re quite familiar with – we call it “Experience Design”. That’s why we shouldn’t leave the task of caring about the brand to marketers alone and just grudgingly follow their style guides. The interactive products and services we design will influence our user’s brand perception more profoundly than award-winning campaigns or fancy image videos can.
So if brands are such a big deal and we’re all at least co-shapers of brand perceptions – deliberately or not -, why does the B-word almost never appear in our UX discussions and frameworks? In this talk, I’d like to share my ideas on how we can leverage the brand perspective to make sound design decisions and create better experiences.
UI DESIGN - Art of creating perfect products ( Part 1 )Shervin Mashayekh
This is a two part series of a UI Design workshop keynotes titled " UI DESIGN - Art of creating perfect products "
References :
.Web UI Design for human eye by UXPin
.Erik D. Kennedy post on Medium ( https://medium.com/@erikdkennedy/7-rules-for-creating-gorgeous-ui-part-1-559d4e805cda )
Why you’re a Brand Shaper (knowingly or not) and what you can do about itRupert Platz
Held at IxDA Berlin, Nov 19 //
What do you feel when you hear the B-word?
The term „brand” often translates to us designers as “annoying regulations from the marketing department” or “some generic Powerpoint voodoo before we get to the real thing”.
But most of all, as Marty Neumeier put it, a brand is „a person‘s gut feeling about a product, a service, or an organization“. A gut feeling that will affect this person’s decisions and actions. That’s why organizations care about their brand and try to influence how people feel about them.
Now trying to influence people’s gut feelings about a product or service is something we’re quite familiar with – we call it “Experience Design”. That’s why we shouldn’t leave the task of caring about the brand to marketers alone and just grudgingly follow their style guides. The interactive products and services we design will influence our user’s brand perception more profoundly than award-winning campaigns or fancy image videos can.
So if brands are such a big deal and we’re all at least co-shapers of brand perceptions – deliberately or not -, why does the B-word almost never appear in our UX discussions and frameworks? In this talk, I’d like to share my ideas on how we can leverage the brand perspective to make sound design decisions and create better experiences.
UI DESIGN - Art of creating perfect products ( Part 1 )Shervin Mashayekh
This is a two part series of a UI Design workshop keynotes titled " UI DESIGN - Art of creating perfect products "
References :
.Web UI Design for human eye by UXPin
.Erik D. Kennedy post on Medium ( https://medium.com/@erikdkennedy/7-rules-for-creating-gorgeous-ui-part-1-559d4e805cda )
Explore this presentation to comprehend the essential design theories, popular concepts, methodologies, and ideologies of UX Design. To explore more about UX, you can visit our UX/UI Design courses page - https://www.admecindia.co.in/ui-and-ux-courses
The terms UI and UX (design) are very often and
used as a single term by many people or designers.
The first thing we need to know straight is that UI
and UX are not the same.
Design is a rather broad and huge term. When
someone says “I’m a designer,” it is not that clear
what they actually do. There are a number of
different responsibilities term designer. There are
many aspects of design now a days.
UX 101: A quick & dirty introduction to user experience strategy & designMorgan McKeagney
A quick & dirty intro to UX strategy & design. Some context, some fundamentals, some current & emerging trends, and some useful resources for the absolute beginner.
First delivered @ the NDRC Launchpad startup accelerator in Dublin, Ireland, 16/10/2014. (www.ndrc.ie)
About Kazumi Terada
- Available for hire
- Born in Tokyo, Lived in Dallas, Lives in New York. US Citizen. Bilingual.
- Parsons School of Design, BFA in Architecture
- Work Experience: Panasonic, Shutterstock, Vibrant Media, Bertelsmann
- Building websites since the 90’s
- UX Design Immersive Certificate from General Assembly, May 2016
- Co-founder of a design firm and a non-profit
I am self-taught UX Designer and 3 years of experience in designing User Interface, Websites, Dashboards, Mobile Apps, Digital graphics and Corporate/Business Branding. Primary objectives are to continue to explore, develop and enjoy the challenge of design and technological advancements,to seek perfection and to expand my creative capacity in a professional style.
What are the web design trends for 2022Jane Brewer
With the year 2022, we are looking to embrace the future to seize new opportunities. What are the new web design trends that will pop up in 2022 and which ones will fade out? Let’s check out trends. https://bit.ly/32tjAPg
On Jan. 24, Renata Sinn presented on considerations for mobile sites and responsive design at a lunch and learn event at Creed Interactive in St. Paul, MN.
Keep hearing these buzz words: UX and UI? Want to get a better understanding of what User Experience is and how it effects your site? Take a look at this top-level overview from Network Affiliates, the legal marketing experts!
Short presentation I made to introduce bitmama's Information Interaction Design team. It goes through what is UX design, how it is carried out and why it is useful (mainly in terms of ROI).
Explore this presentation to comprehend the essential design theories, popular concepts, methodologies, and ideologies of UX Design. To explore more about UX, you can visit our UX/UI Design courses page - https://www.admecindia.co.in/ui-and-ux-courses
The terms UI and UX (design) are very often and
used as a single term by many people or designers.
The first thing we need to know straight is that UI
and UX are not the same.
Design is a rather broad and huge term. When
someone says “I’m a designer,” it is not that clear
what they actually do. There are a number of
different responsibilities term designer. There are
many aspects of design now a days.
UX 101: A quick & dirty introduction to user experience strategy & designMorgan McKeagney
A quick & dirty intro to UX strategy & design. Some context, some fundamentals, some current & emerging trends, and some useful resources for the absolute beginner.
First delivered @ the NDRC Launchpad startup accelerator in Dublin, Ireland, 16/10/2014. (www.ndrc.ie)
About Kazumi Terada
- Available for hire
- Born in Tokyo, Lived in Dallas, Lives in New York. US Citizen. Bilingual.
- Parsons School of Design, BFA in Architecture
- Work Experience: Panasonic, Shutterstock, Vibrant Media, Bertelsmann
- Building websites since the 90’s
- UX Design Immersive Certificate from General Assembly, May 2016
- Co-founder of a design firm and a non-profit
I am self-taught UX Designer and 3 years of experience in designing User Interface, Websites, Dashboards, Mobile Apps, Digital graphics and Corporate/Business Branding. Primary objectives are to continue to explore, develop and enjoy the challenge of design and technological advancements,to seek perfection and to expand my creative capacity in a professional style.
What are the web design trends for 2022Jane Brewer
With the year 2022, we are looking to embrace the future to seize new opportunities. What are the new web design trends that will pop up in 2022 and which ones will fade out? Let’s check out trends. https://bit.ly/32tjAPg
On Jan. 24, Renata Sinn presented on considerations for mobile sites and responsive design at a lunch and learn event at Creed Interactive in St. Paul, MN.
Keep hearing these buzz words: UX and UI? Want to get a better understanding of what User Experience is and how it effects your site? Take a look at this top-level overview from Network Affiliates, the legal marketing experts!
Short presentation I made to introduce bitmama's Information Interaction Design team. It goes through what is UX design, how it is carried out and why it is useful (mainly in terms of ROI).
Design Systems: Designing out Waste, Designing in ConsistencyEqual Experts
Design Systems help modern innovative companies build new software quickly without waste and with a consistent look and feel.
They are the single source of truth to allow the teams to design, realise and develop a product.
From our work with Design Systems for Equal Experts' clients we have many learnings to share about benefits and risks and what needs to be overcome to get a system live and adopted.
SPEAKER: David Hawdale. Product and UX person at Equal Experts.
Contact www.equalexperts.com
Contact David: david.hawdale@hawdale-associates.co.uk
Design Thinking Dallas by Chris BernardChris Bernard
These are the slides I gave for a keynote at a conference hosting by IMC2 for the Design Thinking Dallas Conference. Some of the content here is repetitive across other presentations I give.
Questions? Email me at chris.bernard@microsoft.com
Social Media Marketing: Strategy and Management (training)Jude Calvillo
This presentation, on social media marketing strategy and management, was for a workshop I held with some of DTLA's (Downtown Los Angeles') startups in early 2015. Unlike most such presentations, the recommendations herein are actually founded upon the principles of marketing, as well as the latest in consumer research. Part 2, which is forthcoming and aimed at larger organizations, will tackle advanced analytics and team management.
Held in conjunction with World IA Day 2018, this practical session was an introduction to the core skills and methods of thinking that you will use as part of your day to day work in IA.
Topics covered include the foundations of IA, the importance of a ‘content first’ approach, thinking like a user and how to present your work to clients.
The session was led by Jon Fisher, Head of UX at Nomensa, an award-winning UX design agency based in London, Bristol and Amsterdam.
Held in conjunction with World IA Day 2018, this practical session was an introduction to the core skills and methods of thinking that you can use as part of your day to day work in IA.
Topics covered included the foundations of IA, the importance of a ‘content first’ approach, thinking like a user and how to present your work to clients.
The session was led by Jon Fisher, Head of UX at Nomensa, an award-winning UX design agency based in London, Bristol and Amsterdam.
This is a free event recommended for those new to IA or looking for a refresher on fundamentals.
Following the event, Nomensa will be providing pizza and beers for delegates to enjoy and continue networking.
If you register, but are unable to attend, please give us 48 hours notice so we can reallocate your place.
People Over Process: Turning Assumptions into Shared Understandingmjovel
Every project is based on a number of assumptions. Assumptions about our users and assumptions that our team has a shared vision of what we are building and why we are building it. The longer we hold onto these assumptions, the greater we increase the risk of not meeting our users needs and ultimately, our project fails.
This talk will be about how we ensure we are meeting our users needs. In addition to learning project workflow, we will cover specific techniques that you can use to ensure that the user is at the center of our design and that you create a shared understanding among your team.
UX Designer's Toolkit - to design a better worldRachel Liu
Presented at the Creative Meetup: http://www.meetup.com/Creative-Class/events/162137382/ on 9th April 2014.
A UX Designer's Toolkit to design a better world with case studies of good and bad websites/apps as well as interactive exercises to understand the Lean UX process
With the increasingly rapid rate of change in technology, it comes with no surprise that we've seen a significant shift in what clients expect from user experience designers. Remember when UX was traditionally a deliverables-based practice? As a Director of User Experience, I’m always re-evaluating how I articulate what I do, how I deliver what I create, and how that output adds value to any given project. Designing user interfaces still requires the same amount of thinking and attention, but our typical UX deliverables (site map, user flows, wireframes) are often no longer as useful or even needed to quickly realize a finished product. At a recent presentation at FLUPA UX Day in Paris, I discussed the principles and methods I’ve found helpful in uncovering the "new UX deliverable.”
In the following presentation, I offer some examples and recommendations on how to successfully evolve your practice and process in response to new client expectations.
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
What drives Dharam in his professional life is practically proving how 'Good Design thinking' translates into 'Good Business' to entrepreneurs, business owners, and startups. He has acquired his master's in Branding from the University of the Arts London, United Kingdom, and is also an alumnus of the prestigious London College of Communication.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. .de
Robert Weller
Content Strategy Coach at
• Speaker (CMCX, Content World, CEBIT, BCM)
• Blogger (www.toushenne.de)
• Contributor (Adobe/CMO.com, Salesforce, Searchmetrics, HubSpot)
• Book Author (Blog Boosting & Content Design)
• Lecturer (Akademie der Deutschen Medien, Leipzig School of Media)
• Experience from self-employment, working in agencies,
e-commerce business and startup companies
• Studied management/marketing & design
3. .de
I invented nothing new. I simply assembled the
discoveries of other men behind whom were centuries
of work... Progress happens when all the factors that
make for it are ready and then it is inevitable.“
– Henry Ford
4. .de
@toushenne
www.toushenne.de
How Important is Design?
14% mention design as one of the top 3 content characteristics.
3% call it the most important.
Source: Adobe Content Consumer Report 2018
5. .de
@toushenne
www.toushenne.de
„Visual design aims to shape and improve
the user experience through considering
the effects of illustrations, photography,
typography, space, layouts, and color on
the usability of products and on their
aesthetic appeal.
What does „beautifully designed“ actually mean?
What is Design?
7. .de
@toushenne
www.toushenne.de
User Experience
User experience design is the process of enhancing user satisfaction
with a product by improving the usability, accessibility, and pleasure
provided in the interaction with the product.
Taking into account…
… before, during and after using a product (i.e. content).
Emotions Expectations Preferences Behaviours Reactions
8. .de
@toushenne
www.toushenne.de
User Experience Design
1. Satisfy user needs without delay;
2. Make consumption as convenient as possible;
3. Make it fun;
4. Add value;
5. Emphasise your authority.
Image: Interaction Design Foundation
Content Requirements
9. .de
@toushenne
www.toushenne.de
User Experience Design
1. Satisfy user needs without delay;
2. Make consumption as convenient as possible;
3. Make it fun;
4. Add value;
5. Emphasise your authority.
Frist focus area: Content & Interaction
Content
Interactions
UX
10. .de
@toushenne
www.toushenne.de
Design Best Practices
How to make your content more fun
• Offer opportunities to interact – best ones
that are beneficial to the user
• Embed videos, audios, presentations, galleries
• Develop quizzes and incentivize users to
partake (high scores or prizes)
Pro tip: Make it shareable!
• Plain simple: Try humour
11. .de
@toushenne
www.toushenne.de
Design Best Practices
How to increase your credibility / authority
• Quote thought/business leaders
• Publish and/or promote your content via
experts channels and specialist media
• Let your customers do the talking (how did
they profit from using your product or
service?)
• Show some numbers: customers, ratings,
subscribers, social shares etc.
12. .de
@toushenne
www.toushenne.de
Content Design describes the conceptual, technical
and visual design of (digital) content intented for
business growth; for example by optimizing the
user experience or increasing conversion rates.
A New Way of Thinking
„
If content is a new (marketing) standard, then we should think of „Content Design“
in a similar way we think of „Product Design“ or „Service Design“.
13. .de
@toushenne
www.toushenne.de
User-centered Design
Always ask questions like
• What does the user want?
• What would the user do?
• How would the user react?
• How would the user feel?
• …
If you have customers or access to potential
clients integrate them into your design process.
Create personas for future work.
L
14. .de
@toushenne
www.toushenne.de
But What About You?
Why would you want to publish content that‘s benficial to the
consumer alone? What about your own (marketing) goals?
The Content Design Challenge:
Aligning „what consumers want“ with „what you want“.
Second focus area: Business & User Goals
User
Goals
Business
Goals
UX
15. .de
@toushenne
www.toushenne.de
Combing All Four Dimensions
… in a model called „CUBI UX“, designed by Corey Stern.
He reverse-engineered hundreds of award-winning interactive
projects – to determine the elements of the experiences.
When familiar with CUBI UX it will help you
• produce creative content
• produce content more creatively
• speak a consistent voice (also in visual)
• collaborate across different teams
• find and close gaps in your design process
Source: cubiux.com
16. .de
@toushenne
www.toushenne.de
Driving Profitable Action
Looking at the intersections you see the process by which users
navigate through content through the provided interactions.
This “Action Cycle” consists of four steps:
1. Attraction
2. Reaction
3. Action
4. Transaction
Source: cubiux.com
17. .de
@toushenne
www.toushenne.de
Design Best Practices
Content Design along the „Action Cycle“:
1. Grab the users attention by picking searched
for keywords, superlatives or, if you have the
chance, contrasty images that stand out
2. Make the user say „yes“ mentally by asking
rhetorical questions or showing a picture
they can relate to.
3. Add a visually highlighted call-to-action (e.g.
a button)
4. Ensure the transaction through message
match and clear communication
It‘s a match!
18. .de
@toushenne
www.toushenne.de
Design Best Practices
How to drive attention through design
• Sizes (dominance), contrast and colour
• Directional cues (arrows, direction of view)
• Visual anomalies
• Visual highlighting
• Encapsulation and perspective
• Symmetry, alignment, continuation and
repetition
• People, especially eyes
• Be careful with motion. It can work, but it can
go terrible wrong, too!
19. .de
@toushenne
www.toushenne.de
Experience Factors
A second set of intersections reveals the “experience factors”. In
order to have an effective experience content needs to be
1. Comprehensive – both comprehendible (clear, organized,
no jargon…) and extensive (i.e. complete)
2. Useful – satisfy users needs and help them achieve their
goals
3. Usable – cross-device functionality, intuitive navigation,
direct feedback to users actions and opportunities to correct
mistakes
4. Branded – unique and consistent, credible, reputable,
reliable
Source: cubiux.com
20. .de
@toushenne
www.toushenne.de
CUBI UX Outer Ring
UX & Content Design fundamentals are actually
similar – if not the same – to what you know from
strategy, marketing or development:
• Target group analysis
• Competitive analysis
• Market analysis
• Brand strategy
• …
But be honest: Are you really working with all these on
a regular basis and company-wide?
25. .de
@toushenne
www.toushenne.de
My No #1 Tipp To Start: Start!
1. Build and Learn.
2. Test and Adapt.
3. Measure and Learn.
4. Repeat.
Think of it as a process, not a project.
Content Marketing does not end.
Content Design is a necessity. Always.
26. .de
Many thanks for your attention!
You may now take action… ;-)
Connect via Twitter
@toushenne
Connect via LinkedIn
robertmweller
27. Webinare als essentieller Bestandteil im Content-Marketing-MixContent is design, design is content: A holistic approach to a successful content strategy
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