Content Strategy + UX Go Together Like PB & J
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Not unlike peanut butter and jelly, content strategy and user experience design can be consumed separately—but the results are so much tastier when you put them together. This presentation will cover how the PB&J strategy took shape in two, very different, projects: one an information-heavy site for medical students and physicians and the other an entertainment site that promoted a TV movie. The content strategist and UX designer will talk about their collaboration, their process for each case study, how their approach changed between projects, how they came to form their successful partnership, and what they have learned along the way.
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Content Strategy + UX Go Together Like PB & J
- 1. Content + UX Go Together Like PB&J
- 2. Krista Siniscarco Assoc. Dir, UX Strategy BEAM Interactive @KristaSinis Caroline Roberts Content Strategist iFactory @pepperypen
- 3. mu//en M U L L E N L O W E G R O U P January 2014 - March 2015
- 4. How our relationship began...
- 5. We were working in parallel Content Strategy User Experience
- 6. and discovered there was a lot of overlap. Content Strategy User Experience
- 7. So, we started working as a team. Content + UX
- 8. Case Studies
- 9. Medicine + the Military U.S. Department of Defense Challenge: ● Design an informational site to help recruit medical doctors into the Military. ● Bring together content scattered across multiple sources into one place. ● Present all aspects of military life without favoring any specific branch or type of enlistment.
- 10. Primary & Secondary Research 156 Web Pages Explored 36 Government Documents 24 Market Segments 14 Interviews 11 Government PowerPoints 5 Competitors Evaluated 4 Survey Results 2 Podcasts = 252 Sources
- 11. Primary & Secondary Research 156 Web Pages Explored 36 Government Documents 24 Market Segments 14 Interviews 11 Government PowerPoints 5 Competitors Evaluated 4 Survey Results 2 Podcasts 1,931 Unique Facts/Perspectives Discovered 815 Unique Facts Used on Site 79 Acronyms Encountered 6 Personas Weeks Taken to Research: ~ 15 weeks, or 3 months and 17 days
- 12. Gap Analysis
- 13. Flow Chart
- 14. Archetypes
- 15. Site Map
- 18. Killing Jesus National Geographic Channel Challenge: ● Design a digital storytelling experience to complement the television event. ● Create engaging and informative content for both a secular and religious audience. ● Tell the story in a new way, and make is beautiful and responsive.
- 20. Top-down Content Strategy Chapter | Crown | Character Perspective | Scene | Moment | Supporting Content
- 21. Top-down Content Strategy Chapter | Crown | Character Perspective | Scene | Moment | Supporting Content 8 Chapters 3 Crowns (thorns, headdress, laurels) 16 Perspectives 24 Scenes 77 Moments 97 Pieces of Supporting Content
- 22. Story Mapping
- 23. Content Mapping
- 26. What we learned along the way... • Content Strategy + UX = Art + Copy • Working with UX automatically emphasizes audience when creating content • Less lorem ipsum when wireframing - we know what we’re working with • Helps to focus the design process • Cross-training between Content Strategy + UX • Easier to provide evidence for decisions • Reduced surprises during production phase
- 27. Thank you. Caroline Roberts @pepperypen Krista Siniscarco @KristaSinis http://medicineandthemilitary.com/ http://killingjesus.nationalgeographic.com/
- 28. Bios
- 29. Caroline Roberts Content Strategist iFactory @pepperypen LinkedIn Website Caroline Roberts just started as a content strategist at iFactory. She was a senior content manager at Mullen Lowe Boston, where she works on such brands as the Department of Defense, Ernst & Young, the National Geographic Channel and PepsiCo. Before joining an ad agency, Caroline worked for Fidelity Investments, and she managed the Careers & Money and Technology channels for the how-to website Life123.com. In a past life, she supervised writers and content managers for a video search service in San Francisco, where she also indexed and managed content for AOL, the NFL and PBS. Since she enjoys organizing content and finding patterns, she never met a spreadsheet she didn’t like.
- 30. Krista Siniscarco Assoc. Dir, UX Strategy BEAM Interactive @KristaSinis LinkedIn Website Krista is the Associate Director, UX Strategy at BEAM Interactive. Krista’s focus on research and strategy, combined with her background in user experience design, allows her to bridge the strategy and design practices at BEAM. She has worked on brands such as American Greetings, Department of Defense, National Geographic Channel and Fidelity Investments. Before making the transition to an agency, Krista worked for several years in higher education as an educational technologist specializing in instructional design, visual design and media literacy. She combines her background in teaching and learning with design research, design thinking, service design and strategy to advocate for the user and design user-centric digital experiences.
Editor's Notes
- CR
- CR/KS
- KS
- Grain Foods Foundation (KS, CR to chime) lobbying foundation for wheat two websites, one for a campaign, one internal: Should it be one site or two sites?
- KS, CR to chime CR: audit KS: research, card sorting
- KS, CR to chime lots of content, easier to determine what to keep/delete/revise by looking at it through the lens of the user realized we could merge our brains together
- KS, CR to chime A team from the very beginning Our immediate supervisors supported this type of collaboration Resourced
- CR joke about bread
- CR
- CR: You need to know what you have first before you make new content. KS: This is insane. We tag-teamed on the reading.
- Date Content Research Started to Date of Creative Concepting CR
- CR broad categories and narrower subjects based on research and issues that came up during stakeholder interviews the red indicates that we had a lot of content creating to do
- KS: living, breathing document, walk through the flow chart with the subject-matter experts CR: made stakeholder interviews more efficient and productive. know what you need from the start, don’t waste any time.
- KS: archetypes, life-stage focused, which aspects of the 360 life would appeal
- KS, C to chime C: labeling C: a brief overview of each page to ensure we have the content we need
- both CR: start, doing the research makes it easier to write
- KS CR: Our overall framework still holds up DO NOT CLICK ON THE LINKS
- KS: Bill O’Reilly, TV movie, second-screen experience. “Jesus is a sensitive topic.”
- CR: Standards & Practices, have the research approved ahead of time academics, religious writers, etc. divided up the work and got to reading, discovered Bahai
- CR
- CR: Again, universal to the particular
- KS: War room. Each board represented one chapter, specific scenes and moments, thinking of the perspective and how each scene moved along Lived in this room for several months When it was time to write content, we knew what we had to write and source Served as the basis for the direction we gave the illustrator, who was off-site
- KS: Once illustrations arrived, we mapped secondary content to specific points in the scene. CR: Developers had an idea of how much content to expect
- CR: copy deck on Google docs, including sources of information. KS: took a more active role in copy, actually religious, the “Biblical scholar” of the team.
- CR: DO NOT CLICK ON THE LINKS
- CR: transition equals Art + Copy design process: not limiting, built a foundation on which they can build a beautiful site, raw materials KS: Could make changes for each other, learned a lot from each other, wearing more hats now KS: evidence for decisions, “we won more than we lost” CR: knowing what to expect can be a psychological boost for the entire team KS: the strategy led the creative, not the other way around