content strategy – integrating content in user experience design by neha singh and arunima saboo,...
DESCRIPTION
Session conducted on Saturday, October 23, 2010, at Red Chilli Solutions, Bangalore.TRANSCRIPT
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ContentStrategy–AnintegralpartofUserExperienceDesign
What is content
Agenda
Why it is tough
What is content
Examples of good content
What is content strategy
User Experience + Content Strategy
Want to be a Content Strategist
Text Data
Images
Videos
Audios
Forms
Content
Error Messages Metadata
What is content
“Technically,Webcontentcanbeanythingthatappearsonawebsite,includingwords,pictures,video,sounds,downloadablefiles(PDF),buHons,icons,andlogos.”
—RichardSheffield,TheWebStrategist’sBible
Because content
Why it is tough
is too vast
takes time
is considered simple
is left to last minute
needs regular updates
needs many collaborations
gets immediate feedback
requires constant monitoring
Because content
Why it is tough
is too vast
takes time
is considered simple
is left to last minute
needs regular updates
needs many collaborations
gets immediate feedback
requires constant monitoring
isthereasonusersvisitwebsites!
Userdislikesthetoneortypeofcontent
Userenterswebsite
Userleavesthewebsite
Why it is tough
Userlikesthetoneandtypeofcontent
Userenterswebsite
Userstaysonthewebsite
Hetriesoutnewfeatures
Helikesthefeatures
Hesuggestsittocontacts/savesthewebsiteforrepeatvisit
Why it is tough
Userlikesthetoneandtypeofcontent
Userenterswebsite
Userstaysonthewebsite
Hetriesoutnewfeatures
Helikesthefeatures
Hesuggestsittocontacts/savesthewebsiteforrepeatvisit
Why it is tough
SoContentisacriBcalbusinessasset!
Updated
Feelgood
Enjoyable
Framed
Usercentric
Engaging
Persuasive
Usable
Useful
Findable
Examples of good content
Feel good
User centric
Persuasive
Engaging
Framed
Sorry,wecouldnotfindanyresultsmatching“Dixit”.
Usable
Updated
How to make content work?
Develop a content strategy!
What is Content Strategy?
“Contentstrategyistheprac6ceofplanningforthecrea6on,delivery,andgovernanceofuseful,usablecontent.”‐Kris6naHalvorson,BrainTraffic
Useful !
Content Strategy makes Content !
Informative!
Targeted!
What is Content Strategy?
Usable !
Content Strategy makes Content !
Findable!
Readable!
Accessible!
What is Content Strategy?
Inordertofacilitatetheirworkcontentstrategistsaskques6onslike:
•Why‐Whyisthecontentrequired
•How‐Howisthecontenttobeproduced
•Forwhom‐Whoistoreadthecontent
•Bywhom‐Whoistocreatethecontent
•Withwhat‐whatisthecontenttobecreatedwith
•When‐Timingofcontentcrea6on
•Where‐Whereisthecontenttobeplaced
•Howo1en‐HowoXenwillthecontentneedtobeproduced
•Whatnext‐Whatistobedoneoncethecontentis"outthere”
*Kris6naHalvorson
What is Content Strategy?
Just a thought
“ThesinglemostimportantthingmostWebsitescanoffertotheirusersiscontentthatthoseuserswillfindvaluable.”
—TheElementsofUserExperience,JesseJamesGarreH
Research
Requirements
IdeaBonDesign
ValidaBonUser
Experience Lifecycle
User Experience
User Researcher Market Researcher
Content Strategist
Contentneedsofuser|Contentaudit|ContentInventory
Research
Requirements
IdeaBon
Design
ValidaBon
User Experience - Research
Iden6fyingcontentpreferencesoftheuser
User Experience - Research
Spreadsheetcolumnheading DescripBon/Notes
ExamplelinkURL Recordapageurlthatservesasagoodexampleofthistypeofcontent
Contentfiletype Thisisusuallythefileformat‐HTML,PDF,Flash,video(mp4),etc
Contentfunc6on Whatkindofcontentisit?Productdescrip6on/indexpage/pressrelease/applica6onhelp/etc
Contentvolume Approximatelyhowmanypagesofthiscontenttypeareonthesite
Keywords It’sagoodideatostartalistofkeywordsortopicsassociatedwitheachpieceofcontentfound.Thishelpsindefiningofficiallistofkeywordsandtaxonomyinfuture.
User Experience - Research
Contentauditofexis6ngcontent
* The web content strategist’s bible- Richard Sheffield
Research
Requirements
IdeaBon
Design
ValidaBon
Product manager Marketing manager Designers Editorial
Content Strategist
Contenteffortsizeandscope|EditorialProcessanalysis
User Experience - Requirements
Compe66vecontentanalysis|Contentgapanalysis
Research
Requirements
IdeaBon
Design
ValidaBon
Information Architect Designers ( IxD/ VisD ) Product Manager
Content Strategist
Personas|Taxonomyandcontentgroups|Voiceandtoneofcontent
User Experience - Ideation
Contentflows|Contenttemplate
Research
Requirements
Idea6on
Design
ValidaBon
Interaction Designer Visual Designer SEO Accessibility Specialist
Content Strategist
Contentscenarios|Editorialguidelines|EditorialCalendar
Websitemessaging|Metadadefini6on|Searchkeywords
User Experience - Design
Messaging – value adding content.!
* http://www.artinstitutes.edu/
User Experience - Design
“Usingdummycontentorfakeinforma0onintheWebdesignprocesscanresultinproductswithunrealis0cassump0onsandpoten0allyseriousdesignflaws.Fakedatacanensureanicelookinglayoutbutitdoesn’treflectwhataliving,breathingapplica6onmustendure.Realdatadoes.”—LukeWroblewski
User Experience - Design
Research
Requirements
IdeaBon
Design
ValidaBonDesigners Prototyper/Engineer Usability specialist Product manager Marketing manager
Content Strategist
Overallcontentreview
User Experience - Validation
• Ensurescontentaccountability–Engageallstakeholders• Assessesusergoals–Determinewhatistobeaccomplishedwithcontent.
• Alignswithbusinessgoals• Collaborateswithdesign–Toderivethelanguagefornewfeatures• Setsstandards–Createthemes,toneandvoiceguidelines
• Ensurescontentusability–Createguidelinesforreadablecontent• Analyzescontent–Reviewcontentandsubmitrecommenda6onsforimprovement
What Content Strategist does – in short
Want to be a Content Strategist?
EducaBonandProfessionalBackground
*LibraryandinformaBonsciences
*Computersciences
*CreaBveandperformingarts
*AdverBsingandmarkeBng
*RhetoricandcomposiBon
*TechnicalwriBngandcommunicaBon
*Journalism
*Professionaleditorsandwriters
*CommunicaBons
*Liberalarts
*ManagementconsulBng
http://knol.google.com/k/content-strategy
Afewgoodreads:
• TheWebContentStrategist’sBible–RichardSheffild• ContentStrategyfortheWeb–KrisBnaHalovorson• Le\ngGooftheWords‐GinnyRedish