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
   

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2. Who the heck is this guy?
   

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3. Photo credit: Jeff Croft
   Employer
   TBA on Oct 28th
   Personal Site
   NickFinck.com
   Twitter
   @nickf
   Notable
   UX toreador
   

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4. #CSUX
   (a rather unfortunate hash tag)
   

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5. Overview
   ● Some bullshit about me
   ● A warning label
   ● OMGWTFUX?!
   ● Workflow
   ● Deliverables
   ● Shit hitting the fan
   

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6. !
   A Brief
   Disclaimer
   

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9. CONTENT
   STRATEGY
   Information
   Architecture
   &
   for the Web
   

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10. CONTENT
    STRATEGY
    Information
    Architecture
    &
    for the Web
    

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11. Understanding the
    user experience
    

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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?
    

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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?
    

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14. Photo by G Brummett
    

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15. Photo by G Brummett
    

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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
    

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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
    

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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
    

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19. So what really is the user
    experience?
    

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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?
    

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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
    

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22. Understanding Information Structure
    Behavior Aesthetics Measurement
    Distilling Down the Disciplines of UX
    

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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
    

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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
    

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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”
    

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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
    

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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...
    

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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
    

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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
    

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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
    

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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
    

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32. So how does content
    strategy fit in?
    

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33. Please drink responsibly... especially when dealing with difficult clients or bosses!
    

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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
    

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35. Message Map
    Content Style Guide
    Content Production Schedule
    Brand Strategy
    Brand Style Guide
    Brand
    Manager
    Content
    Strategist
    Copywriter
    Editor
    Content
    Messaging
    

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36. Interaction
    Content Flow Schematic
    User Flows
    Page Table
    Zone Diagrams
    UX Strategy
    Interaction
    Designer
    User
    Experience
    Director
    Content
    Strategist
    Storyboards
    Wireframes
    Copywriter
    Content
    

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37. Search
    Message Map
    CMS Architecture
    Marketing Strategy
    Marketing Campaign
    Marketing
    Manager
    Content
    Strategist
    Copywriter
    Developer
    Content
    SEO
    Specialist
    Metadata Framework
    

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38. What key deliverables
    should we ask for?
    

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39. Personas
    

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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
    

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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
    

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42. Zone
    Diagrams /
    Page
    Schematics
    

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43. When should we get involved
    in the project?
    

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44. Photo by Kristin Farwell
    Kickoff Meetings
    

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45. Stakeholder Interviews
    

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46. Usability Testing
    

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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
    

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48. The DIKW Hierarchy
    

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49. Data
    Information
    Knowledge
    Wisdom
    Awesomeness
    Understanding
    Connectedness
    understanding
    relations
    understanding
    patterns
    understanding
    principals
    

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50. Data
    Information
    Knowledge
    Wisdom
    Awesomeness
    Understanding
    Connectedness
    understanding
    relations
    understanding
    patterns
    understanding
    principals
    

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51. Data
    Information
    Knowledge
    Wisdom
    Awesomeness
    Understanding
    Connectedness
    understanding
    relations
    understanding
    patterns
    understanding
    principals
    

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52. Data
    Information
    Knowledge
    Wisdom
    Awesomeness
    Understanding
    Connectedness
    understanding
    relations
    understanding
    patterns
    understanding
    principals
    

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53. Data
    Information
    Knowledge
    Wisdom
    Awesomeness
    Understanding
    Connectedness
    understanding
    relations
    understanding
    patterns
    understanding
    principals
    

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54. Photo by Håkon Dahle
    DIKWA!
    

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55. Why should we do this
    and what’s next?
    

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56. Getty Images's Hulton Archive
    60,000,000 images & 30,000 hours of footage
    

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57. One of Amazon AWS's Data Warehouses
    Only god knows how much data is stored in places like these
    

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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!
    

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59. Certified
    Awesome!
    

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60. The Transparency Movement
    This message was brought to you by your friends at PRISM
    

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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
    

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63. We are not surviving,
    we are barely existing.
    

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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
    

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65. We used to seek a Work/Life balance,
    times have changed and now we seek
    a Work/Life/Technology balance.
    

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66. We can't solve
    problems by using
    the same kind of
    thinking we used
    when we created
    them.
    - Albert Einstein
    

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67. The future is not
    about FINDING
    information, it’s
    about MAKING
    SENSE of it.
    

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68. Thank you!
    

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69. Questions?
    

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70. ● Personal Site: NickFinck.com
    ● Email: nickfinck@gmail.com
    ● Twitter: @nickf
    Contact me
    

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