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- The document discusses structuring content for an evolving website design, focusing on determining the content needs, gaps, and delivery structure before considering layouts. It emphasizes building an understanding of user types and mapping out the user experience through content. - The document also discusses content modeling, which involves collaboration across disciplines to design structured content. It provides examples of narrowing content categories and creating documentation to communicate content decisions. - Additionally, the document discusses using storytelling as a powerful design tool to guide the design process and engage users. It provides examples of websites that tell stories about their brands or products through their design.
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- 3. @emguane Structuring content inan evolving design Elizabeth McGuane, Content Strategist —— Context for the discussion - Honda website —— First steps –– Figure out platform –– Backbone - what kind of content? manually generated? feeds? etc –– Where are the gaps? —— Stop thinking about layouts - focus on content delivery —— Create structure to support content delivery
- 4. @emguane Building up thestory of a product —— As a UX/UI designer, you have to find the interesting story in everything —— Build awareness of all user types and what they want to see (interviews) —— The template would have to work across multi products —— Built up stories for each product —— Using this created “The story arc” - mapping out the users experience through interactions with the site
- 6. Sequential story telling ——Created a structure that would tell the story of the brand in a sequence —— Broadly categorised the content as follows
- 8. Content modelling —— Contentmodelling process –– What formats should we build? –– How much content variety does one site really need? —— How do you communicate these decisions? –– Keep clear documentation –– Own your own IA —— Tools - create page description diagram
- 11. Don’t be afraidto reduce —— Narrowed it down to –– Price –– Rate –– Service —— It worked because its –– Precise –– Reusable –– Needs based
- 12. Structure without goalsor needs is useless.
- 13. Structure and theCMS —— Structure and the CMS —— Working together –– Let the developers in on the aims of art direction –– Focus on immediate user rather than universal accessibility —— Structure is a common thread between disciplines
- 14. Structuring content inan evolving design Elizabeth McGuane, Content Strategist —— Where they went wrong –– Didn’t consider mobile at an early enough stage –– Wrote words early and looked to words already written
- 15. Content modeling is“the practice by which disciplines collaborate on the design of structured content”. - Cleve Gibbon & Rachel Lovinger
- 16. @mikekus Telling stories throughdesign Mike Kus - Graphic/Web Designer & Illustrator —— “The greatest commandment of a story is ‘make me care’ —— Storytelling as a powerful design tool to guide you in the design process IBM Smart ideas for smarter cities It tells a story about IBM that they are clever, creative and thoughtful
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- 18. Squarespace —— The re-designof Squarespace —— How often do you see a site with a list of benefits —— They created stories around a product —— Visualised the use cases for each user in the homepage —— Need to ask yourself “how can I reduce the complexity?”
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- 23. The process -MIXD —— Conducted interviews, looked for recurring themes in outcomes —— Look for hook/concept from which to capture the essence —— Created a strap line to sum up –– “Beautiful form, perfect function” —— Use of classic objects to encapsulate the concept
- 24. To sum up ——Storytelling is a powerful tool that we have at our disposal —— A good story is a perfect base from which to create a meaningful design —— Look at the storytelling masters for inspiration –– Advertising –– Photographers —— Strong and meaningful copy is the core of a good story
- 25. Making things ismessy Mark Boulton —— Redesign of the Cern site lessons learned —— A product which will in 18months help people to understand the universe. —— How can they translate this online?
- 26. Lessons learned —— Redesignof the Cern site lessons learned –– Don’t hide from content –– Understand what your content is made from –– Have continuous conversations with clients –– Good work is what happens when you work closely with clients –– When working with difficult people and inflated egos, just sit back and let time take its course. Don’t speak up you will win out in the end.
- 27. Digital is ourplayground Sid Lawrence —— Play is a path to fun and profit —— Instac.at - fun idea that generated business —— You need to break something up to know it’s limitations —— Every agency should allocate 20% time to discovery and learning —— Hackdays are important
- 28. What can welearn from this?