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![Content journey
“Too often, when an organization looks at design [ process, touchpoint, content ] they do it in the
context of a single interaction, process, or piece of content.
They don’t think in terms of a holistic customer experience. As a result, while they may deliver a
great experience at one touchpoint, the overall experience may still suck.
Content has a significant role to play when we approach the design of the customer experience
holistically. And yet content has long been neglected. It’s time to change that. Content strategy, by
designing experiences with content, can have a significant impact on an organization’s bottom line.”
Joyce Hostyn, 2011
42](https://image.slidesharecdn.com/masterclasscontentjourneysfinalversion-161103141003/85/Masterclass-Content-Journeys-45-320.jpg)
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Masterclass Content Journeys
The masterclass by Jantine Geldof, Jesse Grimes, and Xander Roozen focuses on applying content strategy to enhance customer journeys and service design. It discusses the challenges of information overload and the importance of a structured content model to create meaningful user experiences. Key takeaways include the need for holistic content strategies that align with customer expectations and technology complexities.
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Masterclass Content Journeys
- 1. Jantine Geldof, JesseGrimes & Xander Roozen Masterclass. October 26, 2016, Amsterdam Learn how to apply content strategy to customer journeys, enriching one of the best-known service design deliverables with critically important new layers. Content Journeys
- 2. Part 1: Aminimally viable set of content related topics
- 3. What this masterclassis not about
- 4. What it iswhen we talk about content
- 5. Content has anidentity problem 5
- 6. Too much? 6 ”Everytwo days now, we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 Google CEO
- 7. Poor “We are drowningin information but starved for knowledge” 7 John Naisbitt, 1982 Megatrends
- 8. Information overload? If you… •…decide you want to buy a new laptop, will you find the time to research it? • …decide you want to send your child to the best school in your area, will you find the time to do the leg-work? • …are looking for a job in your career field, will you find the time to search for it? 8
- 9. Content has anidentity problem "Everyone spoke of an information overload, but what there was in fact was a non-information overload." Richard Saul Wurman, Founder of TED
- 10. Content drives theexperience 11 abcdefghijklmnopqrstuvwxyz “At your public library they’ve got these arranged in ways that can make you cry, giggle, hate, wonder, ponder and understand.” Charles Piccirillo National Library Week, 1961
- 11. “When television isgood, nothing - not the theater, not the magazines or newspapers - nothing is better. But when television is bad, nothing is worse.” 12And it always did Newton N. Minow The Wasteland Speech, 1961
- 12. Digital added extraorders of order
- 13.
- 14. A Content Framework FromThe YouTube Playbook
- 15. Hero content //Dove Real Beauty Sketches 15 Hero content is big bold push content that grabs immediate attention and generates awareness
- 16. Hub content //Bandcamp Weekly 16 Hub content is regularly scheduled pull and bond content designed to engage with consumers through passion points and get them coming back to your platform and brand
- 17. Hygiene content //Verizon data plans 17 Hygiene content is pull content that allows you to be found on the internet when people are searching for topics related to your category
- 18. Micro content //A bank brand shirt in 2016? 18
- 19. Micro content //Good afternoon 19
- 20. Micro content //High fiving your moment 20
- 21. Micro content //Flying with Singapore Airlines 21
- 22. However, you areprobably not here by choice • Increasing customer expectations • Data explosion • Technology complexity 22 Casual Quick Focused Physical Organizations have to deal with
- 23. Gap “ Organizations investtremendous 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.” 23 Rahel Bailie
- 24. New York Times24 2009 2012 2014
- 25. Weak messages createbad situations* * Book title by David Shrigley 25 Xander Roozen
- 26. This is whatI* mean when I say “content strategy” “We’re talking about holistic experiences and how content enables experiences that help people succeed at their goals. We care about content as experience, which is why we focus on standards, voice and tone, governance, content inventories and audits, workflows, service design, systems and processes, metadata design, content modelling, delivery channels, and so on.” 27 * Jonathan Colman content strategist at Facebook
- 27. Just fixing thetypos, creating a style guide and maintaining a content calendar? 29 Content fulfils business objectives by meeting audience needs. It can include story, topic, brand elements, voice and tone Structure makes content findable and usable for users, and manageable for/responsive to technology Workflow creates efficiencies across content properties. It includes roles, processes, tools and team structure Governance holds people accountable for strategy and success. It includes content policies, standards and guidelines About peopleAbout content
- 28.
- 29. Identify and expresskey content relationships Looking at any given page • Figure out separate elements and think about how each element of information will be used. • Related content items can be linked to or embedded. • Example: band, artist and album will each have their own page. Note: not everything can and needs to be modelled 30
- 30. Content model //Landscape of content types 31 Artist profile Model inspired by Rachel Lovinger Album page SongChart High level diagram for Allmusic.com
- 31. The backbone ofa content strategy 32 Product name Product features Product images PRODUCT INFORMATION Target audience Business owner METADATA …. Publication date …. Short product description
- 32. Good experiences “You cancreate good experiences without knowing the content. What you can’t do is create good experiences without knowing your content structure.” 33 Mark Boulton
- 33. Activity 1 –Determining a content model
- 34. Part 2: MappingContent To A User Journey
- 35. Scene from ‘Her’(2013) 38 Mood Artist profile Album page SongChart
- 36.
- 37. IKEA Home Report// From Wake Up To Take Off (2014) 37
- 38. Marley Spoon //Preparation time 38 Preparation time 5 – 10 minutes Skills Easy
- 39. Marley Spoon //Kitchen utensils 41
- 40. 40 In a journeymap you will see the interaction of a person with service through touchpoints Content is experienced through touchpoints too. Adding content to the journey will give insights that drive the design of the content strategy elements
- 41. 46 Audit, analysis (Marley Spoon) Userresearch (IKEA) Insights (Her) Journey mapping - including content tracks Editorial plan, tone & voice guidelines Content model Metadata & information architecture UX component libraries Requirements for development Content strategy elements
- 42. Journey with contenttrack 49 + + A journey, with phases & touchpoints for a persona with content considerations 1. Goal, 2. Questions 3. Types & formats 4. Content depth
- 43. Activity 2 –Hands On with a Content Journey
- 44. Part 3: Summary& Final Thoughts For The Road
- 45. Content journey “Too often,when an organization looks at design [ process, touchpoint, content ] they do it in the context of a single interaction, process, or piece of content. They don’t think in terms of a holistic customer experience. As a result, while they may deliver a great experience at one touchpoint, the overall experience may still suck. Content has a significant role to play when we approach the design of the customer experience holistically. And yet content has long been neglected. It’s time to change that. Content strategy, by designing experiences with content, can have a significant impact on an organization’s bottom line.” Joyce Hostyn, 2011 42
- 46. What we havelearned Managing content is getting more and more complex, due to rising customer expectations, data explosion and technology complexity. Content strategy is a practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance. A central element of a content strategy is the content model. The content model helps bring the content strategy to life and takes the business user into account Content is experienced through touchpoints too. Content may exist at only one touchpoint, or at several touchpoints. This experience can only be delivered in a good and sustainable way when your content is properly structured. 46
- 47. 47 The ideais that there are processes in nature, which operate in different timescales and as a result there is little or no exchange of energy/mass/information between them. Stuart Brand transferred this intuition to buildings and noticed that traditional buildings were able to adapt because they allowed “slippage” of layers: i.e. faster layers (services) were not obstructed by slower ones (structure). Pace layering
- 48.
- 49. 49Information has noform. Short movie by Maya Design
- 50.
- 51. List* of recommendedreading & viewing 51 Rahel Bailie - Content Strategy: Connecting the dots between, business, brand and benefits (book) Stuart Brand – How buildings learn (book) Kristina Halvorson – Content strategy for the web (book) Colleen Jones – Clout. The art and science of influential web content (book) Spike Jonze – Her (movie) Rachel Lovinger – Nimble. A Razorfish report on publishing in the digital age (pdf) Casey Neistat – www.youtube.com/user/caseyneistat (vlog) Noz Urbina – Content strategy for decision makers (book) Kathy Wagner – Mapping Content to Customer Journeys (presentation video) * in alphabetical order
- 52. Sources images 52 •Slide 5 - Scribblelive.com, Shutterstock • Slide 6 - Yukai Du • Slide 7 - thethingswesay.com • Slide 8 - Yaroslav Zubko • Slide 9 - Lovely Creatures • Slide 18 - Bunq Facebook • Slide 20 - Mail chimp • Slide 32 - WoodWing • Slide 33 - 43 Marley Spoon • Slide 47 - Stewart Brand • Slide 48 - Casey Owen Neistat
- 53.
- 54. Creatief. Systematisch. Duurzaam. info@informaat.nl +3135 543 1222 Jacob van Lenneplaan 57 3743 AP Baarn @informaat Creatief. Systematisch. Duurzaam. info@informaat.nl +31 35 543 1222 Jacob van Lenneplaan 57 3743 AP Baarn @informaat Creatief. Systematisch. Duurzaam. info@informaat.nl +31 35 543 1222 Jacob van Lenneplaan 57 3743 AP Baarn @informaat Creatief. Systematisch. Duurzaam. info@informaat.nl +31 35 543 1222 Jacob van Lenneplaan 57, 3743 AP Baarn @informaat Thank you! #SDGC16 @informaat Creative. Systematic. Sustainable.
Editor's Notes
- #6 Mark Schaefer – Content Shock
- #7 Yukai Du: www.folioart.co.uk/yukaidu
- #9 Source - https://www.thesaleslion.com/problem-content-shock-marketing/ Image: Yaroslav Zubko
- #10 There is no such thing as information overload. There is just filter failure. Clay Shirkey
- #11 At your public library they’ve got these arranged in ways that can make you cry, giggle, hate, wonder, ponder and understand.
- #12 Image source: https://vimeo.com/38649304 https://en.wikiquote.org/wiki/Newton_N._Minow Newton N. Minow (born 1926), lawyer, author, activist on behalf of quality television, organizer of Presidential debates.
- #13 David Weinberger orders of order Physical stuff Index cards Digital representation, unlimited
- #14 Digital is trivial now So it’s post-digital Digitization has blurred the line between product & service blurring the lines between the physical and the digital Smart analogue: analogue experiences inspired by digital ones. (in use)
- #15 YouTube came up with this model content strategy as part of their playbook for brands using the video-sharing site. So there are two forms of content designed to bring new viewers to you (Hero and Hygiene) and one form which aims to keep viewers engaged with your content over the medium to long term (Hub content).
- #16 Dove Real Beauty Sketches | You’re more beautiful than you think (6mins) Published in 2013, has almost 7 million views This is your big-ticket, probably expensive-to-produce, featured content which aims to tap directly into your audience’s passions. It’s designed to be shared widely and bring new viewers to your content. Other examples: Red Bull Stratos (day of the supersonic jump by Felix Baumgartner), Vice Magazine
- #17 Interviews, product editorial, research, blogposts around themes
- #18 https://www.verizonwireless.com/plans/verizon-plan/
- #19 A totally new bank that pretends to be truly customer oriented. Transparency is key Founded by Ali Niknam T-shirts are signs of subculture, normally used by coders, gamers & skaters
- #20 www.ing.nl
- #21 Mailchimp
- #22 Singapore Airlines
- #23 Credits images: by Fbianchi Cengiz SARI Michal Beno Gregor Črešnar LAFS
- #25 Truck (2009) Image source https://www.flickr.com/photos/theredproject/3393304467 Snow fall (2012) http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek Leaked innovation report NY Times (2014)
- #26 It’s the ‘life-force’ of a brand AND to the consumer: all content IS brand content. Weak Messages create bad situations - Book by David Shrigley Mediocre content that don’t meet the user expectations
- #27 Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance. – Jeffrey MacIntyre (?) Content strategy is a repeatable system that defines the entire editorial content development process for a website development project. – Richard Sheffield (2009) Content strategy plans for the creation, publication, and governance of useful, usable content. Content strategy helps you understand not only what content needs to be created and published, but why. - Kristina Halvorson (2009) Content Strategy is the systematic, thoughtful approach to surfacing the most relevant, effective, and appropriate content at the most opportune time, to the appropriate user, for the purpose of achieving a company’s strategic business objectives. – Kevin Nichols and Anne Casson (2014) We’re talking about holistic experiences and how content enables experience that help people succeed at their goals. We care about content as experience, which is why we focus on standards, voice and tone, governance, content inventories and audits, workflows, service design, systems and processes, metadata design, content modelling, delivery channels, and so on. Content strategists use language, data, and systems to build better experiences for people that either IAs or designers can working by themselves. Ideally, all three discplines work together as part of a user experience team that puts the why before the how. So yes, we’re designers. Yes, we’re information architects. And yes, we’re builders too. This is what I mean when I say “content strategy”. - Jonathan Colman, content strategist at Facebook Definitions http://uniquecontentstrategies.com/latest-posts/16-definition-of-content-strategy/
- #29 Before you write for MailChimp, it’s important to think about our readers. Though our voice doesn’t change much, our tone adapts to our users’ feelings. This guide will show you how that works. Styleguide Mailchimp voiceandtone.com
- #30 Things are getting more complex. With more touchpoints. And more systems.
- #31 A content model is a formal representation of structured content as a collection of content types and their inter-relationships. Platforms must support concise, personal messages & context-driven problem solving
- #33 Quote: http://www.markboulton.co.uk/journal/structure-first-content-always
- #36 Scene from Her Spike Jonze 2013 Theodore Twombly (Joaquin Phoenix) talking to an intelligent computer operating system personified through a female voice. Change of the way we listen Genres for instance are a typical old world / record industry kind of structuring information Started with the iPod/iTunes > buy a single track (since 2001) Access instead of ownership Music (everything) has to fit your personal needs A mood is what a genre used to be, but now from a listener point of view This has huge consequences for the way we order information Skipping is part of the business model of Spotify
- #37 IKEA (furniture would fit perfect in a content model (same furniture in different countries, different countries, different languages even in the same country). This seems like a pretty straight forward model.
- #38 2014 IKEA Life At Home Report exploring people’s global morning behaviours – from wake up to take off. IKEA shares the insights about people in eight different cities. Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai & Stockholm http://lifeathome.ikea.com/home/
- #39 Marleyspoon.nl
- #42 A content strategy is a set of variables that need to be charged A mission or vision document in a company is (when it exist) often too high level Insights taken from journeys will help defining the necessary elements of a content strategy
- #46 Source quote http://www.joycehostyn.com/blog/2011/02/03/designing-experiences-with-content/
- #48 Stuart Brand - How Buildings Learn: What Happens After They're Built (1994) Underlying structures that inform the information Fast gets the attention, slow gets the power These layers need to co-exist, they have a different pace There is movement between up and down Pace Layering The idea is that there are processes in nature, which operate in different timescales and as a result there is little or no exchange of energy/mass/information between them. Brand transferred this intuition to buildings and noticed that traditional buildings were able to adapt because they allowed “slippage” of layers: i.e. faster layers (services) were not obstructed by slower ones (structure). The full stack: the entire distributed system. The front-end, the back-end, datastores, messages queues, networks, data centers…everything.
- #49 Casey Owen Neistat (1981) is an American YouTube personality, filmmaker, and co-founder of social media company Beme. His daily vlog has 5 million subscribers On September 19, 2016, Neistat published a vlog titled "THE $21,000 FIRST CLASS AIRPLANE SEAT," in which he experiences Emirates' First Class service. The video quickly gained media attention and is currently the most viewed video on Neistat's channel, as of October 8, 2016, with over 22.3 million views.
- #50 A short movie by Maya Design Video: https://vimeo.com/3248432
- #52 Rachel Lovinger - Nimble A Razorfish report on publishing in the digital age Rahel Bailie - Content Strategy: Connecting the dots between, business, brand and benefits Noz Urbina – Content strategy for decision makers Kristina Halvorson – Content strategy for the web Stuart Brand – How buildings learn Colleen Jones – Clout – The Art and science of influental web content Spike Jonze – Her (movie) Kathy Wagner – Mapping Content to Customer Journeys -
- #55 Creative. Systematic. Sustainable.