Content Design: Use Cases

Presentation made to the Geneva digital strategy and UX meetup - 7 May 2019

Transcript

1. CONTENT DESIGN: A USE CASE Applying content design at the International Labour Organization Alex Faundez 7 May 2019 Digital Strategy and UX Meetup - Geneva
2. BACKGROUND Background in Linguistics, Communication Science and Media Website builder, content publisher, content manager, web project manager, UX specialist, intranet content manager, digital governance, information architect, content designer. Content Strategist, Content Designer
3. WHAT IS CONTENT DESIGN?
4. our services CONTENT DESIGN & CONTENT STRATEGY Process of using data and evidence to give the audience the content they need, at the time they need it, and in a way they expect. Source: https://www.braintraffic.com/blog/new-thinking-brain-traffics-content-strategy-quad https://contentdesign.london/book/ https://storyneedle.com/what-is-content-design/ Content strategy: guides the creation, delivery, and governance of useful, usable content.
5. our services WHAT IS CONTENT DESIGN? Editorial elements: voice and tone, target audiences, and brand guidelines. Experience elements: user needs, customer journeys, and content format. Source: https://www.uxbooth.com/articles/complete-beginners-guide-to-content-strategy/ https://hippodigital.co.uk/2019/04/content-design-what-is-it-all-about/
6. our services WHAT IS CONTENT DESIGN? gov.uk www.healthyworkinglives.scot www.iamsterdam.com/en www.citizensadvice.org.uk www.co-operative.coop 18f.gsa.gov www.ontario.ca/page/government www.australia.gov.au www.oslo.kommune.no user-centered content-first
7. SO HOW DO YOU DO CONTENT DESIGN?
8. our services CONTENT DESIGN PROCESS (SIMPLIFIED) User needs Content creation Structure Layout Build -> User stories, personas -> Copy -> Information architecture -> Mockups, wireframes, etc. -> Page/Site Source: https://contentdesign.london/book/
9. EXAMPLES
10. our services INTRANET User needs Content creation Structure Layout Build
11. our services INTRANET User needs Analysed touchpoints, asked users and team to provide list of top five requests, analysed vocabulary used, captured information via user stories
12. our services INTRANET User needs User story: As a [person in a particular role] I want to [perform an action or find something out] So that [I can achieve my goal of…] As a new ILO staff member I want to get all the information for new staff I need So that I can take care of all the important admin tasks As an ILO staff member with children who attend a private school I want to know whether I am entitled to an education grand So that I can submit the proper request form
13. our services INTRANET Content creation 80% of the copy was re-done, to adapt to today's content needs, using plain English, crit sessions, and web writing techniques
14. our services INTRANET Content creation The Staff Operations Branch (HR/OPS) is responsible for day-to-day HR operations including contracts administration for staff, the administration of entitlements and benefits (other than social benefits) and the coordination of staff planning and mobility. HR/OPS is the operational interface with staff and managers and assists field- based HR staff in the implementation of HR strategies, policies and practices. We support your work by providing HR information, simpler, clearer and faster. The Staff Operations Branch (HR/OPS) supports staff and managers in dealing with day-to-day HR operations including: Administration of contracts for staff Administration of entitlements and benefits (other than social benefits) Coordination of staff planning and mobility Implementation of HR strategies, policies and practices
15. our services INTRANET Structure By working on key messages and user stories, we created a structure, using a "W" model (What, Who, When, How)
16. our services INTRANET Layout Using the structure and content prioritization, we created wireframes
17. our services INTRANET Build Collaborated with SharePoint Intranet team to build the structure and pages
18. our services INTRANET
19. our services INTRANET
20. our services INTRANET
21. our services HISTORY OF THE ILO (PUBLIC SITE)
22. our services HISTORY OF THE ILO (PUBLIC SITE) +31.09% Pageviews +10.48% Average time on page -5.01% Bounce rate Period comparison: Jan 1, 2019 - Mar 31, 2019 / Oct 3, 2018 - Dec 31, 2018
23. our services LESSONS What worked: What could have been better: Content owners welcomed the inclusive process Good alternative to inventory / content cleanup process (start from today’s user/business needs) Easy to remove unnecessary / old content (test: does it serve a purpose?) Allows non-specialists to understand the process Better integration to a content strategy Take down silos!
24. our services TAKEAWAYS Content design: Puts user needs first Puts content first (build pages around content, not the other way around) Is agile (short sprints/iterations for most tasks) Is inclusive (team effort and cross-disciplines) Produces less content = reduces maintenance cost Is SEO-friendly (SEO is included from beginning) Is linked to content strategy
25. our services RESOURCES Content Design, by Sarah Richards, 2017 - https://contentdesign.london/book/ Content Design London blog - https://contentdesign.london/blog/ #ContentDesign on Twitter and LinkedIn Writing for the Web, 2nd edition, by Kristina Halvorson & Melissa Rach, 2012
26. our services
27. THANK YOU! Let's talk: Alex Faundez Twitter: @faundez_alex LinkedIn: linkedin.com/in/faundez Digital Strategy and UX Meetup - Geneva