How Content Strategy Fits Into the User Experience - LavaCon 2013

Presented at LavaCon 2013 in Portland, OR, USA

In this session, Nick Finck will explore the topic of content strategy and its role in relation to the overall user experience. This is a high-level talk on seeing the bigger picture of what it means to ensure your customers have a good experience and what is necessary to achieve that be it for websites, mobile apps, in-store, in-car, or in the living room. He will explain how to integrate content strategy into your existing digital design practice and beyond.

Transcript

1. Presented by Nick Finck October 22nd, 2013 How Content Strategy fits into UX
2. Who the heck is this guy?
3. Photo credit: Jeff Croft Employer TBA on Oct 28th Personal Site NickFinck.com Twitter @nickf Notable UX toreador
4. #CSUX (a rather unfortunate hash tag)
5. Overview • Some bullshit about me • A warning label • OMGWTFUX?! • Workflow • Deliverables • Shit hitting the fan
6. ! A Brief Disclaimer
9. CONTENT STRATEGY Information Architecture & for the Web
10. CONTENT STRATEGY Information Architecture & for the Web
11. Understanding the user experience
12. Understand and identify the core problems first Identify possible solutions and plan execution Create designs that resolve the core problems Develop functional code based on the designs Review, test, and analyze effectiveness of the design Discover Plan Design Build Evaluate Where does UX happen?
13. Understand and identify the core problems first Identify possible solutions and plan execution Create designs that resolve the core problems Develop functional code based on the designs Review, test, and analyze effectiveness of the design Discover Plan Design Build Evaluate UX happens here?
14. Photo by G Brummett
15. Photo by G Brummett
16. We are the makers of our own state and… individuals who realize the fact need not, ought not, to wait for collective action. - Mahatma Gandhi
17. Understand and identify the core problems first Identify possible solutions and plan execution Create designs that resolve the core problems Develop functional code based on the designs Review, test, and analyze effectiveness of the design Discover Plan Design Build Evaluate UX really happens here
18. Understand and identify the core problems first Identify possible solutions and plan execution Create designs that resolve the core problems Develop functional code based on the designs Review, test, and analyze effectiveness of the design Discover Plan Design Build Evaluate UX also happens here
19. So what really is the user experience?
20. ”The User Experience Honeycomb" by Peter Morville Findable Desirable Useful Usable Valuable Accessible Credible User Experience (UX) is about how a person feels about using a system or device. It is not: • Designed • Objective • Procedural • Static It is: • Designed for • Subjective • Philosophical • Dynamic What is the User Experience?
21. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. The Six Core Disciplines of User Experience
22. Understanding Information Structure Behavior Aesthetics Measurement Distilling Down the Disciplines of UX
23. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. Just Like Cookies, UX Comes In Many Flavors
24. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. You Can Wear All The Hats & Be A Generalist
25. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. We Call These Generalists “UX Designers”
26. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. Or You Can Wear Some Hats
27. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. Rather Than Call You A IA/IXD/Content Strategist...
28. Identifying and organizing information within a product or system in a purposeful & meaningful way. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Measuring the quality of a user’s experience when interacting with a product or system. User Research UX Designer UX Designer UX Designer Visual Design Usability & Analytics Understanding the people who use a product or system through observations. We Just Use The UX Designer Title
29. Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Usability & Analytics Understanding the people who use a product or system through observations. Or We Can Specialize
30. Usability & Analytics Designing the interactive behaviors of a product or system with a specific focus on their use. Designing the visual qualities of a product or system in an aesthetically pleasing way. Planning for the creation, delivery, and governance of useful, usable content. Identifying and organizing information within a product or system in a purposeful & meaningful way. Measuring the quality of a user’s experience when interacting with a product or system. User Research Content Strategy Information Architecture Interaction Design Visual Design Understanding the people who use a product or system through observations. At A Granular Level
31. Taxonomy Findability Search Information Analysis Information Architecture Library Science Information Design Wayfinding Information Strategy Identifying and organizing information within a product or system in a purposeful & meaningful way. Information Architecture At A Granular Level
32. So how does content strategy fit in?
33. Please drink responsibly... especially when dealing with difficult clients or bosses!
34. Page Table Zone Diagrams UX Strategy Information Architect User Experience Director Content Strategist Wireframes Sitemap Content Inventory Content Template Map Page Description Diagrams Copywriter Content Architecture
35. Message Map Content Style Guide Content Production Schedule Brand Strategy Brand Style Guide Brand Manager Content Strategist Copywriter Editor Content Messaging
36. Interaction Content Flow Schematic User Flows Page Table Zone Diagrams UX Strategy Interaction Designer User Experience Director Content Strategist Storyboards Wireframes Copywriter Content
37. Search Message Map CMS Architecture Marketing Strategy Marketing Campaign Marketing Manager Content Strategist Copywriter Developer Content SEO Specialist Metadata Framework
38. What key deliverables should we ask for?
39. Personas
40. Page Description Diagrams (PDDs) Main call to action Gets users thinking about the brand and specific actions they can make. Sign-up A call to action that encourages peo- ple to sign up for recently added con- tent on the site. Featured article or essay Shows the first paragraph of an article with associated image, as well as the day it was published and the number of comments made. Latest entries A short listing of the latest articles or essays that have been posted. There should be between 5-7 shown on the home page. The featured article should not be displayed in this list. Search A useful site search should always be available on the page to allow users an alternative method for finding your content. Link list A list of semi-recently added link con- tent. This list should contain 5-7 links with date and comment meta infor- mation for each. About company An outline of what your company is all about. Privacy, Terms of Use, Etc. Most of the information that is cur- rently listed in the footer should re- main there. The contact and address information can easily be moved to the contact page, though. We also recommend adding in some naviga- tional links, where possible. Notes The homepage has been shifted to emphasize content that’s currently buried elsewhere in your site. The pro- posed navigation structure reinforces this goal. The home page should provide a clean path to the various sections of the site. Monday, September 24, 2007 Ycl\  ]cXmfi Sample Company Name Page Description Diagrams 1 2 3 Highest Priority Lowest Priority Home Page
41. Sitemaps a Key a Link to separate section Secondary navigation Primary navigation a Future navigation a Separate sub-site SXSW.com About SXSW History Sponsors Sustainability News & Information Brochures and Forms (PDFs) Mailing Lists Subscribe International Merchandise Glossary Interactive Film Music Register Market at SXSW Trade Shows Tools Video Hotels for SXSWeek 2008 Travel Discounts Online Reg Directory Music Exhibition iF! Exhibition SXSWorld Magazine My SXSWorld Stories SXSW SMS Gydget Facebook Opera Mini Utterz Music News & Information The Daily Chord Schedule Talks Shows Carver Center Parties & Play Press Talks Artists SXSW Live Day Stage Cafe Press Releases Auditorium Shores Stage Getting Around Austin Map Interactive News & Information FAQ Schedule Talks ScreenBurn Gaming Fest Parties & Play Web Awards Interactive Hub Press Dewey Award Talks Speakers Panel Picker Winners Finalists Ceremony FAQ Press Kit Press Releases Press Credentials Photo Policy Film News & Information The News Reel FAQ Schedule Talks FIlms Parties & Play Press Talks Speakers Global Doc Days Speaking Opportunities Films Film Trailers Past Winners Press Releases Music Player Contact Panel Picker Getting Around Austin Map Parties & Play Parties & Play Shows Getting Around Getting Around Austin Map Conference Center Austin Map Any additional venues Speakers Flatstock Poster Show Parties & Play Conference Center Conference Center Conference Center Keynote Mentor Sessions Quickies Sessions Demo Listening Sessions CLE Opening Remarks Keynotes Book Readings Core Conversations Podcasts Video Podcasts FAQ Video Podcasts Speaking Opportunities FAQ Press Kit Press Credentials Photo Policy FAQ Press Kit Press Credentials Photo Policy
42. Zone Diagrams / Page Schematics
43. When should we get involved in the project?
44. Photo by Kristin Farwell Kickoff Meetings
45. Stakeholder Interviews
46. Usability Testing
47. Understand and identify the core problems first Identify possible solutions and plan execution Create designs that resolve the core problems Develop functional code based on the designs Review, test, and analyze effectiveness of the design Discover Plan Design Build Evaluate Where Content Strategists are involved
48. The DIKW Hierarchy
49. Data Information Knowledge Wisdom Awesomeness Understanding Connectedness understanding relations understanding patterns understanding principals
50. Data Information Knowledge Wisdom Awesomeness Understanding Connectedness understanding relations understanding patterns understanding principals
51. Data Information Knowledge Wisdom Awesomeness Understanding Connectedness understanding relations understanding patterns understanding principals
52. Data Information Knowledge Wisdom Awesomeness Understanding Connectedness understanding relations understanding patterns understanding principals
53. Data Information Knowledge Wisdom Awesomeness Understanding Connectedness understanding relations understanding patterns understanding principals
54. Photo by Håkon Dahle DIKWA!
55. Why should we do this and what’s next?
56. Getty Images's Hulton Archive 60,000,000 images & 30,000 hours of footage
57. One of Amazon AWS's Data Warehouses Only god knows how much data is stored in places like these
58. The naked transparency movement marries the power of network technology to the radical decline in the cost of collecting, storing, and distributing data. - Lawrence Lessig Invisible watermelon!
59. Certified Awesome!
60. The Transparency Movement This message was brought to you by your friends at PRISM
62. It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. - Charles Darwin
63. We are not surviving, we are barely existing.
64. “We’re in a technology tsunami. Whether you love it or hate it, ultimately we have to figure out how to survive it and make it work for us.” - Peggy Klaus Photo by Jean Guichard
65. We used to seek a Work/Life balance, times have changed and now we seek a Work/Life/Technology balance.
66. We can't solve problems by using the same kind of thinking we used when we created them. - Albert Einstein
67. The future is not about FINDING information, it’s about MAKING SENSE of it.
68. Thank you!
69. Questions?
70. • Personal Site: NickFinck.com • Email: nickfinck@gmail.com • Twitter: @nickf Contact me