Upgrade to Pro — share decks privately, control downloads, hide ads and more …

CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?

CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?

The great communicators and designers of the world start their projects in the proper place: content first, always. This thinking tends to make content strategists happy, but rarely are they included in the design process. Content-first design demands the inclusion of those content strategists and creators from the start. Imagine a university website rebuilt with narrative as its guiding light. Consider the new audience engagement opportunities created when content strategist are considered as creative partners. But how do those responsible for content and story-telling ensure that they’re not just relegated to filling in boxes that a designer has determined for them?

In this session, we will examine a content-first approach in other high-engagement business sectors and look at how focusing on content before any technical or design considerations are made can help improve our digital communications in higher education. You will leave this session with new ideas and a solid path forward to making content strategy crucial to design projects at your institutions.

Key takeaways

1. A working definition of content-first design and its benefits to higher education marketing and communications.
2. A mental framework for considering content strategy work as central and crucial to the entire design process.
3. Practical ways to include their content work in the design process.

73f37978c35c14c7a59245e7687207cd?s=128

Joel G Goodman

June 14, 2018
Tweet

Transcript

  1. CONTENT-FIRST DESIGN BRAVERY.CO #contented18 WHAT DOES IT REALLY MEAN AND

    HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?
  2. JOEL G GOODMAN PRINCIPAL, BRAVERY MEDIA

  3. None
  4. Bravery is a service design and product development studio planted

    squarely in the higher education sector. We create daring solutions to the core challenges facing institutions of higher learning.
  5. @JOELGOODMAN BRAVERY.CO | @BRAVERYMEDIA

  6. CONTENT-FIRST DESIGN BRAVERY.CO #contented18 WHAT DOES IT REALLY MEAN AND

    HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?
  7. WHAT IS 
 CONTENT-FIRST DESIGN? BRAVERY.CO #contented18

  8. Content-first design is the practice of putting users first by

    addressing their content needs before assuming their visual wants. BRAVERY.CO #contented18
  9. THE TYPICAL APPROACH TO WEB REDESIGNS IN HIGHER EDUCATION BRAVERY.CO

    #contented18
  10. THE TYPICAL APPROACH TO WEB REDESIGNS IN HIGHER EDUCATION BRAVERY.CO

    #contented18 oversimplified
  11. Leadership Mandate Get Bids orAssign In-house Design! Content Migration Fill-in

    the content gaps! Option 1 Option 2
  12. Leaving content till last guarantees this web project launches in

    a suboptimal state. BRAVERY.CO #contented18
  13. THE PROBLEM HERE… BRAVERY.CO #contented18

  14. User Experience / UX Images VIDEO Microcopy Information Architecture CONVERSION

    RATE OPTIMIZATION / CRO Visual Design User Journey Maps Competitor Audits Usability Studies Interaction Design User Personae BRAND VOICE CONTENT PORTABILITY Accessibility Search Engine Optimization / SEO Content Engineering Content Gap Analysis Governance CHANNEL DISTRIBUTION Metadata Strategy User Acceptance Macro Copy
  15. WHY CONTENT-FIRST? BRAVERY.CO #contented18

  16. 1. Our content is the actual product. BRAVERY.CO #contented18

  17. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study
  18. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study
  19. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study SERVICES ARE A FUNCTION OF OUR CONTENT
  20. AND WHAT ABOUT OUR WEBSITES? BRAVERY.CO #contented18

  21. Design is a function of the content it is meant

    to convey. BRAVERY.CO #contented18
  22. “Content precedes design. Design in the absence of content is

    not design, it's decoration.” BRAVERY.CO #contented18 Jeffrey Zeldman
 5 May 2008, Twitter
  23. 2. Content can lend clarity to our goals. BRAVERY.CO #contented18

  24. GOALS GET YOU STARTED BRAVERY.CO #contented18

  25. GOALS KEEP YOU FOCUSED BRAVERY.CO #contented18

  26. When you know that your new website, email, or microsite

    is meant to increase applicants, enquiries, or fundraising amounts your copy can be written with purpose and your media chosen for maximum impact. BRAVERY.CO #contented18
  27. GOALS REVEAL YOUR AUDIENCES BRAVERY.CO #contented18

  28. 3. Content helps designers do their jobs better. BRAVERY.CO #contented18

  29. Lorem ipsum dolor amet poutine everyday carry dreamcatcher, bespoke yr

    jianbing small batch tumeric heirloom affogato. Master cleanse chillwave viral succulents hoodie kickstarter tacos lyft. Man bun small batch PBR&B tilde yr everyday carry vexillologist cornhole intelligentsia tousled swag cardigan readymade messenger bag. Slow-carb austin direct trade biodiesel butcher. Ramps small batch food truck gastropub. Copper mug tote bag pitchfork kickstarter pabst kogi. Pug helvetica tacos authentic shoreditch food truck mustache. Skateboard shabby chic quinoa, keffiyeh bicycle rights chambray distillery keytar master cleanse hashtag freegan banh mi tattooed meh. VHS biodiesel whatever austin, salvia yuccie banh mi hammock food truck cloud bread cred. Letterpress actually sartorial literally four dollar toast air plant mlkshk you probably haven't heard of them green juice hell of williamsburg hoodie venmo. Fam kombucha salvia ugh green juice retro chicharrones palo santo HIPSTER IPSUM
  30. I'm speaking with myself, number one, because I have a

    very good brain and I've said a lot of things. You’re disgusting. The concept of Lorem Ipsum was created by and for the Chinese in order to make U.S. design jobs non- competitive. I’m the best thing that ever happened to placeholder text. Look at that text! Would anyone use that? Can you imagine that, the text of your next webpage?! Trump Ipsum is calling for a total and complete shutdown of Muslim text entering your website. Be careful, or I will spill the beans on your placeholder text. I know words. I have the best words. Does everybody know that pig named Lorem Ipsum? She's a disgusting pig, right? I'm speaking with myself, number one, because I have a very good brain and I've said a lot of things. You're telling the enemy exactly what you're going to do. No wonder you've been fighting Lorem Ipsum your entire adult life. TRUMP IPSUM
  31. Hodor hodor. HODOR hodor, hodor. Hodor, hodor, hodor hodor. HODOR

    hodor, hodor. Hodor hodor! Hodor! Hodor hodor. Hodor hodor HODOR! Hodor. Hodor hodor. Hodor? HODOR HODOR! HODOR HODOR! Hodor hodor! Hodor, hodor. Hodor. Hodor... Hodor hodor. Hodor hodor. Hodor hodor. HODOR HODOR! Hodor hodor. Hodor, hodor. Hodor. Hodor. Hodor? Hodor hodor. HODOR hodor, hodor. Hodor hodor! Hodor hodor HODOR! Hodor. Hodor, hodor, hodor hodor. HODOR? Hodor! Hodor hodor. Hodor? Hodor, hodor. Hodor. HODOR hodor, hodor. HODOR? Hodor, hodor. Hodor. Hodor! Hodor hodor. Hodor, hodor, hodor hodor. Hodor hodor! Hodor... Hodor hodor. Hodor! Hodor hodor. Hodor hodor! Hodor! Hodor hodor. Hodor hodor! Hodor? HODOR HODOR! Hodor hodor! Hodor, hodor, hodor hodor. Hodor hodor. Hodor, hodor. HODOR IPSUM
  32. (LOADS MORE GENERATORS AT LOREMIPSUM.IO) BRAVERY.CO #contented18

  33. SERIOUSLY, THOUGH. BRAVERY.CO #contented18

  34. DESIGNERS NEED PARAMETERS BRAVERY.CO #contented18

  35. DESIGNERS NEED PARAMETERS BRAVERY.CO #contented18 (I can say this because

    I am one)
  36. LET’S LOOK AT THE GAMING SECTOR BRAVERY.CO #contented18

  37. “Game designers start with the story. What they add to

    the experience complements and builds on the core story; it doesn’t distract from the priority of ‘accomplish goal,’ even when that takes a year longer than expected…” BRAVERY.CO #contented18 Steph Hay
 29 April 2015, A List Apart
  38. WHAT STORY DO YOU NEED TO TELL? BRAVERY.CO #contented18

  39. WHAT CONVERSATION DO YOU WANT TO HAVE WITH YOUR AUDIENCE?

    BRAVERY.CO #contented18
  40. WHAT CAN YOUR VISITORS LEARN THROUGH ACTIONS? BRAVERY.CO #contented18

  41. MAPPING ACTIONS TO YOUR NARRATIVE IS KEY BRAVERY.CO #contented18

  42. HOW TO START DOING THIS NOW! BRAVERY.CO #contented18

  43. 1. Talk to your designers at the project start. BRAVERY.CO

    #contented18
  44. APPROACH IT 
 AS A PARTNERSHIP BRAVERY.CO #contented18

  45. YOU’RE ALL 
 IN THIS TOGETHER. BRAVERY.CO #contented18

  46. 2. Include your stakeholders, but not too much. BRAVERY.CO #contented18

  47. YOU’LL BE RESEARCHING WHILE BUILDING BRIDGES BRAVERY.CO #contented18

  48. CONTENT INSIGHTS COME FROM INSIDER KNOWLEDGE BRAVERY.CO #contented18

  49. DON’T LET OUTSIDERS TAKE OVER. BRAVERY.CO #contented18

  50. 3. Start writing as soon as possible. BRAVERY.CO #contented18

  51. YOUR STAKEHOLDERS CAN HELP YOU IDENTIFY CONTENT GAPS BRAVERY.CO #contented18

  52. REFERENCE CONTENT EXPERTS IN-FLOW RATHER THAN 
 DURING FINAL REVISIONS

    BRAVERY.CO #contented18
  53. USE TEMPLATES AND PROTOTYPES TO HELP IDENTIFY DESIGN NEEDS BRAVERY.CO

    #contented18
  54. bonus. These practices can actually cause an IA to naturally

    reveal itself. BRAVERY.CO #contented18
  55. Content-first design is the practice of putting users first by

    addressing their content needs before assuming their visual wants. BRAVERY.CO #contented18
  56. QUESTIONS? BRAVERY.CO #contented18

  57. None