The document discusses the value of content design. It defines content design as an iterative design process applied throughout the product lifecycle to define content requirements, structure narratives, and move projects from ambiguity to clarity. Content design takes a comprehensive approach, collaborating across teams from service design through digital product creation to deliver unified, consistent content that achieves business objectives and provides meaningful experiences.

1. CS FORUM 2016, MELBOURNE
THE VALUE OF
CONTENT DESIGN
HAWK THOMPSON, CONTENT DIRECTOR, FJORD AUSTIN · 10/06/16

2. 2
It me: @hawkt

3. WHAT IS CONTENT?
3

4. ACATALEPSY (N.):
INCOMPREHENSIBLENESS.
4

5. CONTENT IS A BIG TENT.
• Content Strategy
• Content Marketing
• Information Architecture
• Editorial Planning
• Content Architecture
• Content Engineering
STRATEGIC TECHNICAL
5
• Content Design
• Copywriting
• UX Writing
CREATIVE
Image: wocintechchat.com

6. 6
CONTENT IS A BIG TENT.
• Content Strategy
• Content Marketing
• Information Architecture
• Editorial Planning
• Content Management
• Content Governance
• Content Architecture
• Content Engineering
STRATEGIC TECHNICAL
• Content Design
• Content Creation
• Copywriting
• UX Writing
• Content Production
CREATIVE
Image: wocintechchat.com

7. 7

8. CONTENT IS A BIG TENT.
• Content Strategy
• Content Marketing
• Information Architecture
• Editorial Planning
• Content Architecture
• Content Engineering
STRATEGIC TECHNICAL
8
• Content Design
• Copywriting
• UX Writing
CREATIVE
Image: wocintechchat.com

9. CONTENT IS EVERYTHING.
9

10. THIS IS
CONTENT.
10
A unique dedicated global team that
guides clients to people-centricity and
design prowess, as well as coaching
our own design teams
• Hartsfield-Jackson International
• Created by a team probably
• Numbers are the hero?
• Words, icons and logos
• Copy as content

11. • LAX International Terminal
• Created by 400-person team
• 40 short films
• Seven features
• One vision
• No words
THIS IS ALSO
CONTENT.
11
A unique dedicated global team that
guides clients to people-centricity and
design prowess, as well as coaching
our own design teams
Image: Creators Project

12. CONTENT IS NOTHING.
12

13. 13

14. 14
😬

15. THIS IS WHY WE
DESIGN CONTENT:
TO GIVE IT PURPOSE.
15

16. “DESIGNING IS FIGURING OUT THE
PURPOSE OF YOUR PRODUCT AND
HOW YOU ORIENT EVERYTHING
ELSE AROUND IT.”
-SAHIL LAVINGIA
16

17. 17
CONTENT IS
CONNECTIVE TISSUE.
• Business Objectives
• Extensible Solutions
• Operational Efficiencies
• Return on Investment
• Contextually Relevant
• Accessible Everywhere
• Usable and Intuitive
• Informative and Engaging
CLIENTS USERS
• Seamless Collaboration
• Streamlined Communication
• End-to-End Consistency
• Optimal Creative Output
TEAMS
Image: Ashley

18. CONTENT DESIGN
CONNECTS EVERYTHING
WE DESIGN AND BUILD.
18

19. 19

20. 20

21. 21

22. 22

23. “WORDS ARE OUR LOWEST-COST,
LOWEST-RISK WAY TO DESIGN.”
-STEPH HAY
23

24. WHAT IS CONTENT
DESIGN?
24

25. 25

26. 26

27. 27
Content Design Lead @fluxistrad

28. ITERATIVE DESIGN THINKING
APPLIED TO CONTENT
STRATEGICALLY THROUGHOUT
THE PRODUCT LIFECYCLE.
28

29. A COMPREHENSIVE APPROACH TO
CONTENT FROM SERVICE DESIGN
TO DIGITAL PRODUCT CREATION.
29

30. COLLABORATIVE.
CONSISTENT.
COHESIVE.
CREATIVE.
CONTENT.
30

31. WHAT DO CONTENT
DESIGNERS DO?
31

32. WE DEFINE CONTENT
REQUIREMENTS.
32

33. WE OWN THE STORY
AND ITS STRUCTURE.
33

34. WE MOVE THINGS FROM
AMBIGUITY TO CLARITY.
34

35. FROM SERVICE DESIGN
AND STRATEGY
DIGITAL PRODUCT
CREATION
35
THROUGH DIGITAL
PRODUCT CREATION

36. CONTENT DESIGN
TAKES US
DIGITAL PRODUCT
CREATION
36
FROM AMBIGUITY
TO CLARITY

37. WE COLLABORATE
ACROSS TEAMS.
37

38. 38
CONTENT
DESIGN
INTERACTION
DESIGN
VISUAL
DESIGN
PRODUCTION
DESIGN
MOTION
DESIGN

39. 39
DESIGN
TEAM

40. 40
DESIGN
THINKING

41. WE ARE ONE.
41

42. CONTENT DESIGN VS.
CONTENT STRATEGY
42

43. CONTENT DESIGN STANDS ON
ITS OWN AS A DISCIPLINE.
43

44. HOW WE APPLY
CONTENT DESIGN
44

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48. 48

49. THERE IS NO SUCH THING AS A
“CONTENT-HEAVY” PROJECT OR A
“CONTENT-LIGHT” PROJECT.
49

50. THE PRODUCTS AND SERVICES
WE DESIGN AND BUILD ARE
MADE OF AND MAKE CONTENT.
50

51. 51

52. THE VALUE OF
CONTENT DESIGN
52

53. MEASURE TWICE, CUT ONCE.
53

54. 54
Clients
TeamsUsers

55. A SYSTEMATIC APPROACH TO
INTEGRATING CONTENT
REQUIREMENTS THAT DELIVER
ON BUSINESS OBJECTIVES INTO
EVERY PRODUCT AND SERVICE.
55
C
TU

56. CONTENT SYSTEMS
DESIGNED TO BE MODULAR,
EXTENSIBLE AND EFFICIENT.
56
C
TU

57. EVERYONE IS DEDICATED TO
REALIZING A SHARED VISION.
57
C
TU

58. MEANINGFUL, MEMORABLE
EXPERIENCES EVERYWHERE.
58
C
TU

59. 59
CONTENT IS
INTEGRAL TO DESIGN.
• Unified Vocabulary
• Complete Consideration Set
• Disconnect Mitigation
• Scope Creep Minimization
• Shared Vision
• Clear Priorities
• Aesthetic Alignment
• Unified Design Language
COMMUNICATION CONSENSUS
• Client to Team
• Discipline to Discipline
• Teammate to Teammate
• Client to Team to User
CONNECTION
Image: AshleyImage: Daniel Johnston

60. CONTENT DESIGN IS
AN INTEGRAL PART OF
THE DESIGN PROCESS.
60

61. SPECIAL THANKS TO:
IVAN COOK
TIM IRVINE
JENNIFER MCCUTCHEN
KEVIN HEUBUSCH
PAIGE MAGUIRE
ANDREW FALCON
OWEN GRIFFITHS
SALLY BAGSHAW
LENNIE BEATTIE
61

62. THANK YOU
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