Content is a big part of customer experience design. How can you integrate content considerations into your existing customer and user experience design processes? This presentation shows you how you content can be considered in all experience activities, at all design stages.

1. WhatAbouttheContent?
Integrating Content into your Customer Experience Processes
Melissa Breker
Kathy Wagner
October 23, 2014
Information Development World
Content Strategy Inc

2. AboutUs
Content strategy
CX Research
Tech Comm
Content strategy
Marketing
Intnl. Business
Co-Founders of Content Strategy Inc

3. What is Content Strategy?
AboutUs
We change the way people think about content.
Recent clients include:

4. What is Content Strategy?
Agenda
CX process
Why integrate content?
How do you do it?
Resources
Questions
Joinusforajourney

5. Discovery
Design
Validation
Development
Improvement
What’stheCXProcess?

6. Discovery
Design
Validation
Development
Improvement
•Stakeholder interviews
•User surveys
•Focus groups
•Card sorting
•Observation
•Contextual inquiry
•Task analysis
•Personas
•User journeys
•Mind maps
•Wireframes
•Prototypes
•Storyboarding
•Usability testing
•Heuristic evaluations
•Design patterns
•Style guides
•Usability testing
•Heuristic evaluations
•Satisfaction testing
What’stheCXProcess?

7. Why?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

8. Tokickbutt!

9. Tocreategreatexperiences

10. Content is often the reason users come to your site.
~ Jesse James Garrett
http://www.adaptivepath.com/about/team/jesse-james-garrett/

11. Content is at the center of many experience successes and failures.
~ Jared Spool
http://www.webstock.org.nz/talks/anatomy-design-decision/

12. Tobuildloyalty

13. 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.
~ Forrester
https://www.linkedin.com/pulse/article/20140515123533-64515439-17-important-customer-experience-statistics-for-the-call-center
Becauseit’sgoodbusiness

14. How do you do it?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

15. What about the content?
Askyourself…

16. Discovery
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

17. How can content…
Discovery

18. What’s the good, the bad, and the ugly?
Andalso…
http://www.imdb.com/media/rm221220608/ch0038741

19. How do you create content?
What’s great, and what sucks?
What does content HAVE to deliver?
Stakeholderinterviews

20. Tip: Categorize & prioritize content questions.
Stakeholderinterviews

21. UserSurveys
What topics interest you?
What channels and devices do you use?
What are your priorities?
What terminology resonates?

22. Identifies user needs.
Resolves stakeholder disputes.
UserSurveys

23. CardSorting
Yes, traditional card sorting.
But also

24. CardSorting

25. Design
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

26. OK, but…
Personas
http://blog.mailchimp.com/new- mailchimp-user-persona-research/
https://www.behance.net/gallery/18514629/DOW-JONES-COMANY-Design

27. Whataboutthecontent?

28. What topics interest them?
What channels do they use?
What format do they prefer?
What messages motivate them?
Personas

29. Personas
© Brain Traffic

30. CustomerJourneys
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

31. CustomerJourneys
How can content support them along the way?
What content…

32. CustomerJourneys

33. CustomerJourneys
© Brain Traffic

34. MindMaps
What content will help …

35. MindMaps

36. What are the content requirements and guidelines for each area?
Wireframes

37. Wireframes

38. Validation
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

39. Yes, they can useit. BUT…
UsabilityTesting

40. WhatAbouttheContent?
http://www.stripersonline.com/g/i/1396043/banksy-thinking-monkey-jpg-jpeg/

41. Will you read it?
Can you understand it?
Can you act on it?
UsabilityTesting

42. UsabilityTesting

43. HeuristicEvaluation
How can you apply these to content?
http://adityabhandari.com/user-research/usability-evaluation-of-olark-com/

44. HeuristicEvaluation

45. Development
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

46. http://eightshapesunify.s3.amazonaws.com/CreatingAUXDesignLibrary.Final.pdf
Patterns&SupportTools

47. Hay!WhatAbouttheContent?

48. Content style guides
Content models
Content processes
Patterns&SupportTools

49. Improvement
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #InfoDevWorld

50. OngoingResearch&Testing
https://uxpa.org/jus/article/adapting-web-10-evaluation-techniques-e-government-second-life

51. OngoingResearch&Testing

52. Usability&Satisfaction
http://iqcontent.com/blog/2013/05/putting-a-number-on-usability/

53. Usability&Satisfaction

54. Tosumitup…

55. Content Strategy Inc Blogs:
Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr.
ContentStrategyResources
Content Strategy Books

56. content
Thanks.
Questions?

57. @MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com
Stayintouch