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How Content Strategy Fits Into the User Experience - LavaCon 2013

Eb6ed5a43c9e971755ad26256fd3c954?s=47 Nick Finck
October 22, 2013

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.

Eb6ed5a43c9e971755ad26256fd3c954?s=128

Nick Finck

October 22, 2013
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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

  7. None
  8. None
  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
  61. None
  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