The document outlines Karen McGrane's presentation on how to do content strategy. It discusses some common problems with content like having insufficient, inadequate, or inappropriate content despite investing in design and infrastructure. It emphasizes that content strategy deserves its own process and covers topics like defining business objectives, users needs, content structure, and governance. The presentation provides an overview of the key aspects of developing an effective content strategy.
SXSW Interactive is amazing this year! I’m talking VR, AR, IoT, enter next acronym here, and even the P.O.T.U.S. made an appearance.
SXSW plays an increasingly important role in revolutionizing interactive media. While often known as a hotbed for tech startups, it’s the discussions around practical applications of such media, the opportunities they present, and the surrounding implications that have attracted the attention of a growing number of brands, platforms, and creators each year.
In this webinar we share key takeaways from SXSW 2016 and discuss what each means for the year ahead.
Whether you are an indie practitioner, agency design lead or internal designer at a large company, you have no doubt experienced difficulites selling UX activities or Experience Design as a whole to clients, partners or bosses. Beyond touting the wonderful and magical ROI UX brings to the table, there are concrete strategies you can use to get your point accross and they aren't what you think. Learn how to identify and overcome common barriers to achieving a unified approach to user centered design.
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
Day 2 slides from a two-day workshop on UX Foundations by Meg Kurdziolek and Karen Tang. Day 2 covered research methods that can be used throughout the design process to evaluate and validate design.
VISION-STRATEGY-PRODUCT (VSP) Yacht: An Agile Plan to Rapidly Achieve Problem...Rod King, Ph.D.
It will soon be the third anniversary of the publication of Eric Ries's book, "The Lean Startup." The Lean Startup Method is the tsunami that will sweep all domains and levels of innovation. Yet sub-optimal tools like the BUSINESS MODEL CANVAS and LEAN CANVAS don't do justice to the power and versatility of the Lean Startup Method. The Vision-Strategy-Product (VSP) Yacht - which is based on Ries's VSP pyramid - visually presents a framework for comprehensively, rapidly, and correctly applying the Lean Startup Method.
http://goo.gl/m3iGdI
Developed a comprehensive UX writing roadmap, elucidating the value that UX writing brings and providing a clear blueprint for its successful execution
SXSW Interactive is amazing this year! I’m talking VR, AR, IoT, enter next acronym here, and even the P.O.T.U.S. made an appearance.
SXSW plays an increasingly important role in revolutionizing interactive media. While often known as a hotbed for tech startups, it’s the discussions around practical applications of such media, the opportunities they present, and the surrounding implications that have attracted the attention of a growing number of brands, platforms, and creators each year.
In this webinar we share key takeaways from SXSW 2016 and discuss what each means for the year ahead.
Whether you are an indie practitioner, agency design lead or internal designer at a large company, you have no doubt experienced difficulites selling UX activities or Experience Design as a whole to clients, partners or bosses. Beyond touting the wonderful and magical ROI UX brings to the table, there are concrete strategies you can use to get your point accross and they aren't what you think. Learn how to identify and overcome common barriers to achieving a unified approach to user centered design.
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
Day 2 slides from a two-day workshop on UX Foundations by Meg Kurdziolek and Karen Tang. Day 2 covered research methods that can be used throughout the design process to evaluate and validate design.
VISION-STRATEGY-PRODUCT (VSP) Yacht: An Agile Plan to Rapidly Achieve Problem...Rod King, Ph.D.
It will soon be the third anniversary of the publication of Eric Ries's book, "The Lean Startup." The Lean Startup Method is the tsunami that will sweep all domains and levels of innovation. Yet sub-optimal tools like the BUSINESS MODEL CANVAS and LEAN CANVAS don't do justice to the power and versatility of the Lean Startup Method. The Vision-Strategy-Product (VSP) Yacht - which is based on Ries's VSP pyramid - visually presents a framework for comprehensively, rapidly, and correctly applying the Lean Startup Method.
http://goo.gl/m3iGdI
Developed a comprehensive UX writing roadmap, elucidating the value that UX writing brings and providing a clear blueprint for its successful execution
Product roadmaps are an important product management tool. But traditionally, they map features onto a timeline that often extends many months into the future. This makes them hard to apply in an agile context where change and uncertainty are present. My talk shows how you can use agile product roadmaps, roadmaps that describe the value the product should create, align the stakeholders and development teams, and unburden the product backlog while avoiding premature commitments and preserving the ability to inspect and adapt.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Stop UX Research being a Blocker. How to fit UX research into agile teams.
UX research can’t be rushed but it also can’t be uncapped.
Some research activities will take longer than others, but it’s most important to differentiate between research that provides specific value in the moment vs. research that pays off strategically in the long run.
Foundational research methods will help you decide where you want to go, while directional methods will give you turn by turn directions for how to get there.
Creation and refinement of the product backlog can be achived in different ways.
Roman Pichler, in is post originally written in Jul, 16 2012 - http://www.romanpichler.com/blog/agile-product-innovation/the-product-canvas , has proposed a really interesting approach: use canvas to create and share product vision and product backlog creation and refinement.
I used this approach for a while with cool results.
These slides are a step-by-step introduction of the tool.
Please send me feedbacks to correct and improve it!
You can use these slides under Creative Commons Attribution-ShareAlike 3.0 Unported License.
Taken from Future of Web Design (#FOWD), London 2015 Conference. http://futureofwebdesign.com/london-2015
Reports are in from Twitter, Medium, and the like; we can’t make full comps, use Photoshop, or even utter the phrase 'visual design' anymore. What’s a designer to do? Has our role evaporated? Fear not! Dan Mall will help redefine the tasks of the modern day designer in light of the multi -device world that snuck up on us.
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
Behind every great product is a great team doing work in a way that guarantees results. They are following a roadmap from the starting point to the end product. But a product roadmap can be elusive. This talk addresses why it is important and presents an approach to make one.
Impact mapping is a visual, collaborative technique that streamlines and guides project/product planning and implementation. A team of business and technical decision makers work together to create the map. They use it to test mutual understanding of goals and expected outcomes and to maintain the focus on business value as they plan and prioritize the work. This presentation describes impact map components and shows how they fit into the hierarchy. It also presents a simple example of how an agency and client could use impact mapping to plan a minimum viable product.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Presented at Web Unleashed on September 16-17, 2015 in Toronto, Canada
More info at www.fitc.ca/webu
Measuring UX
with Hira Javed
OVERVIEW
User experience is the sum of a series of interaction. It’s about motivations, expectations, behaviours and attitudes, and that’s hard to quantify. In order to know whether something is working, a signal or an indication of progress is needed, and progress cannot be measured without a clear sense of what success looks like. Metrics are the signals that show whether a UX strategy is working or not. But signals can be ambiguous.
This presentation will focus on going beyond basic metrics for evaluating the impact of UX changes, and identifying effective KPIs for measuring the quality of UX.
OBJECTIVE
To understand the limitations of basic traffic metrics when it comes to measuring UX, and discuss Google’s HEART Framework for a holistic measure of quality UX.
TARGET AUDIENCE
Anyone involved in strategizing and creating user experiences.
FIVE THINGS AUDIENCE MEMBERS WILL LEARN
Challenges with measuring UX
Limitations of basic traffic metrics
Characteristics of effective UX KPIs
Google’s HEART Framework for measuring the quality of UX
Applying the HEART Framework
11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content strategy into your web design process.
Here's how to clean up your content strategy in 12 brutal yet sensible steps - inspired by #atomicdesign
Summary? The key to untie the content strategic knot and/or declutter your content strategy is to be found in its most fundamental component: your answers to the top of your (future) customer’s FAQ list.
An ‘atomic’ content strategy will answer FAQ #1 first, proceed to answer one question at a time, tag each answer systematically with their why, who, how, when, whereto and where… and scrum from there...
Product roadmaps are an important product management tool. But traditionally, they map features onto a timeline that often extends many months into the future. This makes them hard to apply in an agile context where change and uncertainty are present. My talk shows how you can use agile product roadmaps, roadmaps that describe the value the product should create, align the stakeholders and development teams, and unburden the product backlog while avoiding premature commitments and preserving the ability to inspect and adapt.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Stop UX Research being a Blocker. How to fit UX research into agile teams.
UX research can’t be rushed but it also can’t be uncapped.
Some research activities will take longer than others, but it’s most important to differentiate between research that provides specific value in the moment vs. research that pays off strategically in the long run.
Foundational research methods will help you decide where you want to go, while directional methods will give you turn by turn directions for how to get there.
Creation and refinement of the product backlog can be achived in different ways.
Roman Pichler, in is post originally written in Jul, 16 2012 - http://www.romanpichler.com/blog/agile-product-innovation/the-product-canvas , has proposed a really interesting approach: use canvas to create and share product vision and product backlog creation and refinement.
I used this approach for a while with cool results.
These slides are a step-by-step introduction of the tool.
Please send me feedbacks to correct and improve it!
You can use these slides under Creative Commons Attribution-ShareAlike 3.0 Unported License.
Taken from Future of Web Design (#FOWD), London 2015 Conference. http://futureofwebdesign.com/london-2015
Reports are in from Twitter, Medium, and the like; we can’t make full comps, use Photoshop, or even utter the phrase 'visual design' anymore. What’s a designer to do? Has our role evaporated? Fear not! Dan Mall will help redefine the tasks of the modern day designer in light of the multi -device world that snuck up on us.
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
Behind every great product is a great team doing work in a way that guarantees results. They are following a roadmap from the starting point to the end product. But a product roadmap can be elusive. This talk addresses why it is important and presents an approach to make one.
Impact mapping is a visual, collaborative technique that streamlines and guides project/product planning and implementation. A team of business and technical decision makers work together to create the map. They use it to test mutual understanding of goals and expected outcomes and to maintain the focus on business value as they plan and prioritize the work. This presentation describes impact map components and shows how they fit into the hierarchy. It also presents a simple example of how an agency and client could use impact mapping to plan a minimum viable product.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Presented at Web Unleashed on September 16-17, 2015 in Toronto, Canada
More info at www.fitc.ca/webu
Measuring UX
with Hira Javed
OVERVIEW
User experience is the sum of a series of interaction. It’s about motivations, expectations, behaviours and attitudes, and that’s hard to quantify. In order to know whether something is working, a signal or an indication of progress is needed, and progress cannot be measured without a clear sense of what success looks like. Metrics are the signals that show whether a UX strategy is working or not. But signals can be ambiguous.
This presentation will focus on going beyond basic metrics for evaluating the impact of UX changes, and identifying effective KPIs for measuring the quality of UX.
OBJECTIVE
To understand the limitations of basic traffic metrics when it comes to measuring UX, and discuss Google’s HEART Framework for a holistic measure of quality UX.
TARGET AUDIENCE
Anyone involved in strategizing and creating user experiences.
FIVE THINGS AUDIENCE MEMBERS WILL LEARN
Challenges with measuring UX
Limitations of basic traffic metrics
Characteristics of effective UX KPIs
Google’s HEART Framework for measuring the quality of UX
Applying the HEART Framework
11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content strategy into your web design process.
Here's how to clean up your content strategy in 12 brutal yet sensible steps - inspired by #atomicdesign
Summary? The key to untie the content strategic knot and/or declutter your content strategy is to be found in its most fundamental component: your answers to the top of your (future) customer’s FAQ list.
An ‘atomic’ content strategy will answer FAQ #1 first, proceed to answer one question at a time, tag each answer systematically with their why, who, how, when, whereto and where… and scrum from there...
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
Content Strategy Summit 2014: Polishing Your Content Publishing ProcessLisa Maria Martin
Presented at the Content Strategy Summit, August 19, 2014.
You're starting to incorporate content strategy into your organization, building up (or elbowing your way into) a process that shepherds content from concept to implementation.
And yet: there are bottlenecks and broken tools, slowdowns and workarounds. Despite the big ideas and deliverables, the process of producing and publishing content is still awfully messy.
Luckily, you've got the skills to improve it. The content strategy work you're already doing can help identify and untangle the knots in your team and workflow, and lead to a more sustainable content production process.
What is content strategy and what do content strategists do? Isn’t content strategy just copywriting? And why is content strategy so focused on people and systems?
In this presentation, we take a look at content strategy and learn how it can help you build and design better experiences and bring them to market. Content strategy, UX, and product design can work hand in hand to create delight while driving business growth. And when you’re doing it right, it’s hard to tell where content ends and design begins.
By focusing on the entire system and workflow from the beginning, you’ll create better content—which means a better experience for the people using your products or web site.
You’ll learn about:
● What content strategy is (and isn’t!)
● Why “content” means more than just words
● The 8 core components of content strategy
● The 5 key impacts of a strong content strategy
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 201497th Floor
Execute a flawless content strategy by getting more mileage out of your existing efforts. Don't think harder, think smarter. Use what you are already doing and repurpose or upcycle to hit all social sites in their native content medium. Create interactive marketing apps to disrupt and engage with your audience. Pull them away from the day to day stream of nonsense with your well thought out interactive content.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
10 Content strategy visuals that changed the worldSue Davis
Lightning talk slides from London Content Strategy Meetup 26 February 2013. Accompanying video of me talking through it is here: https://togetherlondon.com/talks/meetup/2013-02-26/davis
Storymapping: A MacGyver Approach to Content StrategyDonna Lichaw
** Authored and presented with Lis Hubert **
Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach.
Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals.
In this session you will learn:
• How to do quality content strategy work even when constraints are many
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you
• How storymaps can be used across different touchpoints and content areas to improve the user experience.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)
Understanding Content: The Stuff We Design ForKaren McGrane
We design websites for users, but if we don't also have a deep and thorough grasp of the content that will be served up to those users, we're not going to be able to create optimal experiences for them. Learn how to do Content Research to augment your User Research.
Design groups the world over are littered with the remains of design process initiatives gone horribly useless. But, unless you are a one man band — and, let’s face it, few of us are — getting a group of designers, developers, and business owners to get a design out the door can feel like herding cats.
What’s a designer to do? Change our framework. Design process is not a technical problem to be solved (like designing a clock) but an living emergent system (like a cloud) to be exposed, evaluated and iterated.
It doesn’t matter if you’re a one-person freelancer, a budding 5-10 person agency, or an established small to mid-sized company - you will always contend with the challenges of growth. This month, key employees from Raleigh-based web shop Atlantic BT (ABT) will share their experiences on how to build and maintain a foundation for growth in light of pressures from increasing demand.
COO, Software Development Manager, and Creative Director will share some patterns that triggered growth, and how each handled them.
Among Oracle database administrators (DBAs), "Agile" is widely regarded as a dirty word, a synonym for "sloppy programming." But in the most commercially and technically successful projects I've ever worked on, the principles of the Agile Manifesto have defined our work (specifically, the implementation of the Agile Manifesto called Extreme Programming (XP), as explained by Kent Beck). In fact, further than that: the principles of Agile, implemented as XP, have profoundly enriched my entire life—not just professionally, but personally. The contradiction between the typical DBA's perception of "Agile" and my own is, thus, stunning.
This session describes my experiences with Agile values and our implementation of them. I describe the circumstances that have led me to believe passionately that it's XP that will best assure the success of my projects. I describe what has worked for me and why, and I describe what hasn't worked and why.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Putting Design Back into Instructional DesignCammy Bean
With such a focus on instruction, we've forgotten about Design. Or perhaps never even learned what Design is. Let's put the design back into instructional design! These are my slides from a presentation at DevLearn 2013 in Las Vegas, NV.
Web content: it's the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be "somebody else's problem."
These are session keynote Karen McGrane's slides from her portion of the presentation. Thanks for coming!
Matt Howell, President of Modernista!, presents his vision for the new brand team, individual roles, and the process necessary to go from making messages to building platforms.
最近はマーケティング視点から、私たちがコミュニケーションデザイナーへの変貌を遂げる必要性が説かれるようになりました。しかし、Web に関わる仕事が「コミュニケーションデザイナー」という役割一つでまかなえるわけではありません。また、今 Web の仕事に就いている人たちのキャリアの道筋も、それぞれの資質や経験・スキルを活かし、もっと多様な可能性をもてるはずです。
当セミナーでは、今後必要とされるであろう Web プロフェッショナルの姿をテクノロジー視点、クリエイティブ視点から紹介していきます。年初め、5 年後、10 年後のご自身のキャリアを考えてみませんか。
Adaptive: Content, Context, and ControversyKaren McGrane
What’s the difference between responsive and adaptive? While responsive design embraces an ethos of “One Web,” adaptive solutions aim to serve different information based on what we know about the person or the device. When people say they want to go “beyond responsive,” they often mean they want to implement adaptive solutions. In this talk Karen unpacks what people really mean when they talk about adaptive designs or adaptive content. She outlines scenarios in which it makes sense to target information to the device or context—and when it doesn’t.
You don't get to decide which device people use to access your content: they do. By 2015, more people will access the internet via mobile devices than on traditional computers. In the US today, one-third of people who browse the internet on their mobile phone say that's the only way they go online—for teens and young adults, those numbers are even higher. It's time to stop avoiding the issue by saying "no one will ever want to do that on mobile; "chances are, someone already wants to. In this session, Karen will discuss why you need to deliver content wherever your customer wants to consume it — and what the risks when you don't make content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.
Friends, a zombie apocalypse is upon us: an onslaught of new mobile devices, platforms, and screen sizes, hordes of them descending every day. We're outmatched. There aren't enough designers and developers to battle every platform. There aren't enough editors and writers to populate every screen size. Defeating the zombies will require flexibility and stamina—in our content. We'll have to separate our content from its form, so it can adapt appropriately to different contexts and constraints. We'll have to change our production workflow so we're not just shoveling content from one output to another. And we'll have to enhance our content management tools and interfaces so they're ready for the future. Surviving the zombie apocalypse is possible. In this talk Karen will explain how: by developing a content strategy for mobile.
Thriving in a world of change: Future-friendly content with DrupalKaren McGrane
There's always another redesign. There's always another new must-have front-end design effect. There's always another platform, a new screen resolution, the latest device. Underneath it all, there's content. What if we could get away from the cyclical churn, the constant reinvention? What if we could stop throwing the baby out with the bathwater? Instead of trying to get all new content every time there's a redesign (or worse, shoving crappy old content into stylish new clothes) it's time to plan for the future.
In this session, Karen will explain how Drupal is the future of adaptive content. She's not saying that like she's some kind of Drupal fangirl (though she is.) She's saying that as a long-time information architect, content strategist, and user experience designer, who sees content through the eyes of the people who create it and maintain it. She'll explain why—from her perspective—Drupal's content modeling tools and flexible UI make it a powerful tool in our fight against the future.
Uncle Sam Wants You (To Optimize Your Content For Mobile)Karen McGrane
President Obama recently directed all government agencies to optimize their content for mobile, saying "Americans deserve a government that works for them anytime, anywhere, and on any device." Government has a responsibility to make its content available to all Americans equally. What about your organization? If the government has mandated its agencies to develop a content strategy for mobile, isn't it time you did too?
In this session, Karen will discuss why it's important to think holistically about publishing your content in whatever channel or device your customer wants to consume it — and what the risks are in not making content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.
Full transcript available here: https://karenmcgrane.com/talks/adapting-ourselves-to-adaptive-content/
For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.
For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.
Web content: it’s the meat in the sandwich, not the icing on the cake. So why does planning for useful, usable content get short shrift in the design and development process? Thinking about the content is always left until the last minute, always thought to be “somebody else’s problem.” Teams are forced into crisis mode at the 11th hour, trying to deal with content that arrives too late, doesn't fit in the designs, or fails to live up to user expectations. In this session, User Experience expert Karen McGrane will talk about why we fail to plan for content, and how everyone involved can help make the process run more smoothly.
For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.
The Way Forward: What's next for content strategyKaren McGrane
Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes, and incentive systems don’t fit the realities of modern web teams.
In this talk, Karen outlines some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She explains what matters most for our field, and what we can do as practitioners to fix the content problem.
How do you convince people they need content strategy? Karen has been persuading organizations they need it since 1998. In this session, she'll discuss different approaches for talking about content strategy with people who have never heard of it and don't know why they should care. You'll leave with techniques you can use to evangelize the importance of content in your company or agency.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
30. “
Organizations invest tremendous resources on
developing the framework for a great user
experience — fabulous design, robust content
management infrastructure.
Yet when it comes to the content itself, there's
often a gap.
The end result is that the value proposition for
customers can't be delivered because the
content is insufficient, inadequate, and
inappropriate.
— RAHEL BAILIE
26
31. We already have
most of the content. Copywriting just isn’t
that big of a deal.
We can figure the
content out later.
We pretty much know
what we want to say.
Our marketing intern is
handling the content.
Kristina Halvorson, Brain Traffic 27
36. Codename Logo Features Browse Our Sites About Us Sign Up Login Support
Feature Name
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esse molestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis dolore.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad.
Find out more about:
Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 30
47. IMAGINE DEBRIEF
ENVISION LAUNCH
DEFINE DESIGN DEVELOP DEPLOY
Dubberly Design Office, How Do You Design? 37
48. ENGAGE IMAGINE DEBRIEF
DISCOVER ENVISION LAUNCH
DEFINE DESIGN DEVELOP DEPLOY
Dubberly Design Office, How Do You Design? 37
49. ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
Dubberly Design Office, How Do You Design? 37
50. ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
ANALYZE
PLAN
Dubberly Design Office, How Do You Design? 37
51. ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
ANALYZE EVALUATE
PLAN TEST
Dubberly Design Office, How Do You Design? 37
52. ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
INCEPTION ELABORATION CONSTRUCTION TRANSITION
ANALYZE EVALUATE
PLAN TEST
Dubberly Design Office, How Do You Design? 37
53. CONTENT?
ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
INCEPTION ELABORATION CONSTRUCTION TRANSITION
ANALYZE EVALUATE
PLAN TEST
Dubberly Design Office, How Do You Design? 37
54. CONTENT!
ENGAGE IMAGINE DEBRIEF ENHANCE
DISCOVER ENVISION LAUNCH MAINTAIN
DEFINE DESIGN DEVELOP DEPLOY
INCEPTION ELABORATION CONSTRUCTION TRANSITION
ANALYZE EVALUATE
PLAN TEST
Dubberly Design Office, How Do You Design? 37
56. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
STRATEGY
38
57. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
DE
SIG
N
STRATEGY
• How will users interact with it?
• How will it be structured?
• What will it look like?
38
58. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
DE
SIG
N
STRATEGY
• How will users interact with it?
• How will it be structured?
• What will it look like?
TECHNOLOGY
• How will we build it?
• Who will maintain it?
38
59. • What are my business objectives?
• What do my users want to do?
• What does my brand stand for?
DE E NT
SIG
N O NT
C
STRATEGY
• How will users interact with it? • What do we want to say?
• How will it be structured? • Where will we get the content?
• What will it look like? • Who will maintain it?
TECHNOLOGY
• How will we build it?
• Who will maintain it?
38
68. DEFINE DESIGN DEVELOP DEPLOY
PLAN
PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES
_Business Strategy
_Brand Strategy
_Personas + Scenarios Content strategy
_Competitive Analysis can contribute to all
of these activities.
_Web Analytics
_Technical Assessment
_Creative/UX Brief
43
69. BUSINESS STRATEGY
_ Content strategy isn’t
What business about creating content
are we in?
“just because you can.”
_ It’s about aligning a
publishing model with
ENGAGEMENT COMPETENCY business goals.
_ Understanding how
content aligns with
business goals is the
“strategy” part of
Who are our ALIGNMENT How do we content strategy.
constituents? create value?
Marigo Raftopoulous,
Business Strategy Fundamentals 44
70. BRAND STRATEGY
Content strategy ensures
POSITIONING
that brand strategy carries
through to:
VISION
_Messaging
MISSION
_Tone of voice
_Content creation
_Content style guide
45
71. PERSONAS +
SCENARIOS
_ Personas document the
user’s information needs.
_ Content strategy goes
“the last mile” to make
sure we actually deliver
that information.
Steve Mulder and Ziv Yaar,
The User is Always Right 46
72. PERSONAS +
SCENARIOS
_ Personas document the
user’s information needs.
_ Content strategy goes
Learn more about the “the last mile” to make
home-buying process, sure we actually deliver
including jargon, that information.
realtors, mortgages,
insurance, and how to
evaluate houses.
Steve Mulder and Ziv Yaar,
The User is Always Right 46
73. COMPETITIVE
ANALYSIS
Competitive audits tend to
answer the following:
_What features do our
competitors offer?
_How are their sites
architected and designed?
Content strategy can
answer:
_What messages do they
communicate?
_How does the content
deliver value?
47
74. WEB ANALYTICS
Use analytics data to
inform:
_Content inventories
_Content audits
Search engine data is quite
useful in developing:
_Naming/Labeling systems
_SEO-friendly content
48
75. TECH ASSESSMENT
_ CMS evaluations in
particular tend to focus
on features and technical
architecture.
_ Content strategy looks at
the CMS like a user,
evaluating interfaces and
task flow.
cmsmatrix.org 49
76. CREATIVE/UX BRIEF
The brief summarizes the
project inputs and defines
the “vision” for the site.
Be sure content is
reflected:
_How content helps meet
business goals and user
needs
_How tone of voice and
messaging supports brand
strategy
_Who will own and
maintain content
BBH
via The Planning Lab 50
77. EXERCISE 1A:
USER NEEDS
_ Review the sample user persona and scenario on Page 3 of your
handout.
_ Write down a list of user needs on the worksheet on Page 2.
_ What does this user need or expect to find when he does his research?
51
78. EXERCISE 1B:
BUSINESS GOALS
_ Review the sample case study on Page 5 of your handout.
_ Write down a list of business goals on the worksheet on Page 4.
_ What does this company expect to achieve by putting information on
the web?
52
79. AGENDA
MODULE 1: PLANNING 9:30–10:30
Exercise 1: User Needs and Business Goals
Break 10:30–11:00
MODULE 2: ANALYSIS 11:00–12:00
Exercise 2a: Content Inventory
Lunch 12:00–1:00
MODULE 2: ANALYSIS (continued)
Exercise 2b: Content Audit
1:00–3:30
MODULE 3: CREATION
Exercise 3: Messaging and Content Annotations
Break 3:30–4:00
MODULE 4: RESEARCH + TESTING 4:00–5:00
Exercise 4: User Interviews
53
81. DEFINE DESIGN DEVELOP
PLAN ANALYZE
PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES
_Requirements _Content inventory
_Page inventory _Content audit
_Sitemap _Gap analysis
_Data model _Sourcing plan
55
82. CONTENT COMES
FIRST!
_ Content inventory
informs the page
inventory and sitemap
_ Content gap analysis and
sourcing plan are
analogous to the
functional requirements
56
83. GIANT
SPREADSHEET FTW!
Separate activities,
evolving document:
_Content inventory:
Quantitative list of all the
content on the site
_Content audit: Subjective
assessment of quality
_Gap analysis: What’s
missing that you need?
_Sourcing plan: Who, how
and where you’re going to
get new content
57
84. CONTENT INVENTORY
WHAT CONTENT DO YOU HAVE?
Look at (all) the pages of the site
Make choices about what content to evaluate:
_How deep do you need to go?
_How do you ensure you see examples of all the different content types?
_What are common pathways that users are likely to take?
_Can you find content that has been lost or hidden?
Assume this will be a living document you use throughout your process
85. EXERCISE 2A:
CONTENT INVENTORY
_ Go to http://www.cisco.com/
_ Inventory the content related to business collaboration and
videoconferencing
_ Make choices about what to evaluate and how to document it
_ A sample spreadsheet has been provided to get you started
59
86. EXERCISE 2A:
WRAP-UP
Why do a content inventory? When is it useful?
_To understand the story the site is trying to tell
_To get a sense of the range of pages that need to be designed
_To determine the range of content types the site will support
_To decide what content to eliminate or migrate
When is a content inventory unnecessary? Why not do this?
_You can learn 80% of what you need to know by sampling representative
content
_When the site is too large for a full inventory
_Consider automated tools to index the site
60
87. AUTOMATED INVENTORIES
Use tools to gather information Benefits of Automated Tools
_Power Mapper _When you just need a page count
_SiteOrbiter (for Macs) _Helps find “lost” pages
_HTTrack (For PCs) _Useful when scanning thousands
of similar pages (products, articles)
Get help from the CMS team
_Output data or metadata from the Limitations of Automated Tools
CMS _May only index to a certain depth
_Results may not be organized in a
meaningful way
_You don’t get firsthand insights
about the content
61
88. AGENDA
MODULE 1: PLANNING 9:30–10:30
Exercise 1: User Needs and Business Goals
Break 10:30–11:00
MODULE 2: ANALYSIS 11:00–12:00
Exercise 2a: Content Inventory
Lunch 12:00–1:00
MODULE 2: ANALYSIS (continued)
Exercise 2b: Content Audit
1:00–3:00
MODULE 3: CREATION
Exercise 3: Messaging and Content Annotations
Break 3:00–3:30
MODULE 4: RESEARCH + TESTING 3:30–5:00
Exercise 4: User Interviews
62
89. CONTENT QUALITY
HOW GOOD IS THE CONTENT?
Ask yourself:
_Do you have all the content that needs to be there?
_Is the content up-to-date? Are the examples presented fresh?
_Is it communicating clearly?
_Is the content relevant to its intended audience?
_Is the tone and style appropriate for your goals and reader? Is it
appropriate for your brand?
_Is it meeting your business needs?
There is no overall definition of content quality—only quality within your
business and user context.
63
90. EXERCISE 2B:
CONTENT AUDIT
_ Working off the inventory you just completed, assess the quality of this
content
_ Make decisions about how to assess “quality.” What evaluation criteria
will you use?
_ How will you document your findings? What columns would you add to
your spreadsheet?
_ How will you persuade your stakeholders that your findings are valid?
64
91. EXERCISE 2B:
WRAP-UP
Why do this?
_To determine what content needs to be eliminated or updated
_To evaluate if content is meeting business and user needs
_To establish an editorial calendar and messaging strategy
_To create a sustainable content strategy that can be supported by your
staff
_To set guidelines for tone and style
65
92. AGENDA
MODULE 1: PLANNING 9:30–10:30
Exercise 1: User Needs and Business Goals
Break 10:30–11:00
MODULE 2: ANALYSIS 11:00–12:00
Exercise 2a: Content Inventory
Lunch 12:00–1:00
MODULE 2: ANALYSIS (continued)
Exercise 2b: Content Audit
1:00–3:30
MODULE 3: CREATION
Exercise 3: Messaging and Content Annotations
Break 3:30–4:00
MODULE 4: RESEARCH + TESTING 4:00–5:00
Exercise 4: User Interviews
66
95. SCHEMATICS +
WIREFRAMES
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69
96. TASK FLOWS
B. Friends - TurnTo
Without Facebook
3.4.2.B 3.6.1.B
3.5.1.1.B
Sign Up
1.3.x or 1.4.x TurnTo Email If past Member Header
Connect with
Friends Widget
Friends
No connections
Registration no
CAPTCHA
Authenticate purchases found Manage
Purchases Interaction design or
3.6.2
No connections
No purchases
3.6.3.B
Member Header
No Purchases
business analysts typically
map out transaction flows
On close
error
Found
C. Ask - Facebook
purchases found
Content strategy may need
Connect with
3.1.1 3.4.2.C IF NEEDED 3.6.1.C
Facebook
Facebook 3.5.1.1.C IF NEEDED
If past
Ask Widget TurnTo 3.1.2.D Member Header
Connect Connect with Email
Registration Registration no Question Not Manage
Overlay
Service
CAPTCHA
Friends
Sent Overlay
Authenticate
Purchases
to document and track
No purchases
On close
3.6.3.C
Member Header
No Purchases
different conditional
D. Ask - TurnTo
Found
messages, for example:
purchases found
_Create password vs. Forgot
Without Facebook
3.1.1 3.4.1.D 3.6.1.D
3.5.1.1.D 3.1.2.D
Sign Up
If past
Ask Widget TurnTo Email Member Header
Connect with Question Not
Registration Registration with Authenticate Manage
Friends Sent Overlay
Overlay CAPTCHA Purchases
3.6.3.D
password
_Add vs Edit
Member Header
No purchases
No Purchases
On close
Found
E. Answer - Facebook
Same functionality, but
purchases found
Connect with
3.3.2 3.4.2.E IF NEEDED 3.6.1.E
3.5.1.1.E
Facebook
Facebook IF NEEDED
If past
Answer TurnTo 3.2.4.D Member Header
Connect Connect with Email
Registration Registration no Answer Not Sent Manage
Overlay
Service
CAPTCHA
Friends
Overlay
Authenticate
Purchases
different messaging!
3.6.3.E
No purchases Member Header
On close No Purchases
Found
70
97. MOODBOARDS +
DESIGN COMPS
_ Moodboards offer a good
opportunity for
collaboration around visual
identity and tone of voice.
_ Content strategy should
ensure designers are
working with “real
content.”
_ Another opportunity to
work through best/worst
case scenarios for content
sizing.
_ Both content and design
contribute to style guide
71
98. PROTOTYPING
Interaction prototypes
_Evaluate the designs with real content, or a representative sample of real
content.
_Evaluate where the designs might break or places where the content
dump is not aligned.
Prototypes for testing
_ Selecting the right subset of content to test is one of the most important
(and time consuming) aspects of prototype testing.
_ Content strategy should work closely with the user researcher to plan the
test script so the study is an accurate representation of the experience.
_ Plan enough time to actually get the content into the prototype.
72
99. ANNOTATIONS +
SPECS
You can annotate
content with more
than just “text“
and “dynamic.”
73
106. MESSAGING ARCHITECTURE
CALL TO
ACTION What next?
PRIMARY What?
MESSAGE
Why?
SECONDARY
MESSAGES
75
107. MESSAGING ARCHITECTURE
CALL TO
ACTION What next?
PRIMARY What?
MESSAGE
Why?
Who?
SECONDARY How?
MESSAGES When?
How much?
75
108. EXERCISE 3A:
MESSAGING ARCHITECTURE
Based on your understanding of business goals and user needs, what
should Cisco say about its business collaboration products?
Using the worksheet on Page 9 of your handout, develop the following:
_ Primary message: Should capture the essence of “what” and “why”
_ Secondary messages: Provide supporting information and context,
answering questions like “who” and “how” and “when” and “how much”
_ Call to action: What change should happen in the user’s mind based on
seeing this information? (Hint: this probably isn’t “Buy Now!”)
76
109. EXERCISE 3B:
CONTENT ANNOTATIONS
Look at the wireframes on Pages 11–13 of your handout.
These depict the following templates from Cisco.com:
_Solutions Landing Page
_Product Landing Page
_Product Page
Provide direction to a copywriter about how to communicate your
primary and secondary messages.
If you’ve ever written annotations for wireframes, you might think of
these as annotation for content rather than interaction.
77
111. NAMING/LABELING
Content strategy presents
multiple options for site
nomenclature:
_Navigation system
_Buttons + Links
_Headings
In some cases the labeling
discussion will change the
overall architecture
79
112. TAXONOMY +
METADATA + SEO
_ Strong arguments
for considering
these deliverables
as part of content
strategy
_ May also be
managed by
information
architecture or
SEO experts;
definitely need
content
participation
80
113. COPY DECK /
WORKBOOK
_ Content strategists aren’t
necessarily copywriters —
any more than interaction
designers are developers
_ Content strategists do
provide the tools that
copywriters use to create
content
_ Content annotations can be
used to support a copy
deck (in Word) or a
workbook (in Excel)
81
114. AGENDA
MODULE 1: PLANNING 9:30–10:30
Exercise 1: User Needs and Business Goals
Break 10:30–11:00
MODULE 2: ANALYSIS 11:00–12:00
Exercise 2a: Content Inventory
Lunch 12:00–1:00
MODULE 2: ANALYSIS (continued)
Exercise 2b: Content Audit
1:00–3:30
MODULE 3: CREATION
Exercise 3: Messaging and Content Annotations
Break 3:30–4:00
MODULE 4: RESEARCH + TESTING 4:00–5:00
Exercise 4: User Interviews
82
116. DEFINE DESIGN DEVELOP DEPLOY
PLAN ANALYZE CREATE GOVERN
RESEARCH + TESTING
84
117. USER RESEARCH
_ Research and testing
take a variety of forms
(too many to cover here)
_ One of the most basic
and useful is a listening
or “think aloud” protocol
_ It can be used for initial
research or for testing
throughout the process
85
118. EXERCISE 4:
USER INTERVIEWS
Working in pairs, select one person to be the participant and one to act
as moderator.
If you’re the participant:
_Pretend you’re Anthony, the IT Director persona.
_You’ll be working off the whitepaper starting on Page 15.
If you’re the moderator:
_Work from the moderator guide on Page 18.
_It may help you to quickly read through the whitepaper before you start.
86
119. DEBRIEF AND FINDINGS
In a more formal test environment, it’s likely that you would record the
interview for later review, and perhaps have a note-taker sit in on the
session.
During your debrief, you might notice that participants:
_Used headings and subheadings to predict what the document would say
_Monitored their own comprehension, noticing where they got confused
_Read ahead to try and clear up their confusion
_Made analogies to other topics to try and explain unfamiliar material
_Create images or mental models of the topic or task
87
121. DEFINE DESIGN DEVELOP DEPLOY
PLAN ANALYZE CREATE GOVERN
PROJECT ACTIVITIES CONTENT STRATEGY ACTIVITIES
_Front-end development _Governance model
_Back-end development _Editorial calendar
_QA Testing _Style guide
_Beta Testing _Maintenance plan:
_Design comps • Analytics/SEO review
_Launch • Taxonomy review
_Post-launch review • Ongoing testing
89
122. GOVERNANCE
MODEL
Plan for “Day 2” with a
governance model that
outlines:
_Is content ownership
centralized or decentralized?
_Who owns “core” content?
_What’s the approval process?
How do you deal with
bottlenecks or absences?
_Who can authorize changes
to templates? To workflows?
Randy Woods
Defining a Model for Content Governance 90
123. EDITORIAL
CALENDAR
If you’re going think like a
publisher, then you need
an editorial calendar.
Develop a plan for:
_Content focus for each
day, week, or month
_Strategies for social
publishing
_Advertising targets, if
appropriate
editflow.org 91
124. STYLE GUIDE
Make it usable
One page. Or a simple wiki.
Demonstrate your voice
Show what you mean.
Avoid vague descriptors like
“authentic” or “friendly.”
Don’t reinvent the wheel
Use existing style guides for
common grammar issues.
Put someone in charge
That style guide isn't going
to update itself.
92
125. MAINTENANCE
PLAN
Old content doesn’t just
fade away — it must die.
Set a schedule to review:
_Analytics data to evaluate
engagement (by segment)
_SEO data so you don’t spill
your Google juice
_User-generated tags to add
to taxonomy or prune
_Need for user testing to
confirm findings
Plan for a peaceful afterlife.
93
Fairy Tale Fantasy, Neuschwanstein Castle, Bavaria, Germany , WallpaperMe.com\n
The cartoon is by Hugh Haynie of The (Louisville) Courier-Journal. Courtesy Princeton University Archives\n
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Researchers started evaluating people’s expectations for the space, and planned how people would navigate\n
But what about the art?\n
But what about the art?\n
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Chose the paint colors\nPlanned where all the descriptive cards would go\nIdentified typefaces\n
But what about the art?\n\n
Kristina Halvorson, Brain Traffic\n
Defining frames and mattes, choosing how the \nThey were very careful to choose frames of lots of different sizes, \n
What about the ART?\n
What about the ART?\n
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What about the ART?\n
Defining frames and mattes, choosing how the \nThey were very careful to choose frames of lots of different sizes, \n
Chose the paint colors\nPlanned where all the descriptive cards would go\nIdentified typefaces\n
Researchers started evaluating people’s expectations for the space, and planned how people would navigate\n
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Kristina Halvorson, Brain Traffic\n
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Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n
Any content that doesn’t meet these needs is just getting in the way.\nAvoid wasting money on designing, creating and maintaining unnecessary content.\n