ncmpr 2015 | rally marketing group | designing across platforms
TRANSCRIPT
Hello.
THE CRITICAL ROLE OF CONTENT STRATEGY
DESIGNING ACROSS PLATFORMS
SOME THINGS I HOPE YOU’LL TAKE AWAY
Current situation and what responsive design is all about
Why prioritization is key, especially in the two-year college environment
A look at creating user personas
A look at creating a content audit and assessment
Debunking the myth of expensive content
A look into the importance of a good, public style guide
HOW DID I GET HERE?AND YOU MAY ASK YOURSELF, WELL...
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
“WHEN THINGS SETTLE DOWN”
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
“WHEN THINGS SETTLE DOWN” is a fantasy.
WE TALK ABOUT MOBILEWHAT WE TALK ABOUT WHEN
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
“Mobile was the final front in the access revolution. It has erased the digital divide. A mobile device is the internet for many people.”
— Susannah Fox, Pew Research Center
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
AS OF JANUARY, 2014
90% of American adults have a cell phone
58% of American adults have a smartphone
32% of American adults own an e-reader
42% of American adults own a tablet computer
— Pew Internet Project, 2014http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
YOU DON’T HAVE A CHOICE :)
RESPONSIVE DESIGNTHE NEW NORMAL
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
SO. MANY. SCREENS.
Source: http://datenform.de/blog/wp-content/uploads/2013/02/graphic-arrays-6-2000.jpg
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
“Fluid grids, flexible images, and media queries are the three technical ingredients for responsive web design...”
— Ethan Marcotte in his seminal essay “Responsive Web Design” in A List Aparthttp://alistapart.com/article/responsive-web-design
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
The advent of responsive design impels us to create content that is
CLEAR, NECESSARY AND PRIORITIZED
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
Source: http://bntp-production.imgix.net/uploads/photos/file/1765/justin-bieber-and-miley-cyrus.jpg
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
#PRETTYISNOTENOUGH
YOUR FRIENDCONTENT STRATEGY IS
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
“While organizations have struggled for decades — centuries even — to make sense of their content, they were always able to keep the chaos (and the consequences) to themselves. Then came websites, which created the perfect content strategy storm. Suddenly, organizations had to put all of their content in one place. For the first time. For the world to see. And, it hurt.”
— Kristina Halvorson from the introduction to her book Content Strategy for the Web
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
WHO NEEDS WHAT, AND WHEN?THE ART OF USER PERSONAS
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
NEED STATE
PERSONA NAMEAGE, LEVEL OF EXPERIENCE, PRIMARY MODES OF USE (e.g. DESKTOP, RESEARCH)
Paragraph describing this persona and some contextual information that will helpshed light into why and how she will use the college website.
CONTEXT
EMOTIONAL TRIGGERS
SATISFACTION
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
NEED STATE
PERSONA NAMEAGE, LEVEL OF EXPERIENCE, PRIMARY MODES OF USE (e.g. DESKTOP, RESEARCH)
Paragraph describing this persona and some contextual information that will helpshed light into why and how she will use the college website.
CONTEXT
EMOTIONAL TRIGGERS
SATISFACTION
Look up the core classes needed to completeprerequisites prior to transferring.
Compare two instructors. Look up detailed campus informationand find public transportation routes.
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
NEED STATE
PERSONA NAMEAGE, LEVEL OF EXPERIENCE, PRIMARY MODES OF USE (e.g. DESKTOP, RESEARCH)
Paragraph describing this persona and some contextual information that will helpshed light into why and how she will use the college website.
CONTEXT
EMOTIONAL TRIGGERS
SATISFACTION
Look up the core classes needed to completeprerequisites prior to transferring.
Enrollment deadlines are coming up and shewants to make decisions while options are stillopen. Her transfer window is coming up.
Juggling work and school is difficult, andscheduling is a complicated, potentiallystressful process.
Easily search by course number and compareclass times from within a single page view.
Compare two instructors.
Choosing between two different class offerings.
Has had much more success with experienced,long-tenured instructors and feels morecomfortable in the classroom given thatexperience.
Can link to instructor bio pages from theclass offering pages.
Look up detailed campus informationand find public transportation routes.
Deciding between similar classes at twodifferent campus locations.
Can’t always rely on her own car and needsto fit travel into her busy schedule.
Finds individual pages for each campus andlinks to the bus lines that service them.
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
KNOW WHAT LIVES ON YOUR SITE,AND WHO OWNS IT.
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
Adapted from: http://www.brightercollective.com/content-strategy/discovery-content-audit-inventory-stakeholder-interviews/
AUDIT, ASSESS, EDIT
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
AUDIT, ASSESS, EDIT
Qualitative Audit Factors
FINDABILITY
USABILITY
ACTIONABILITY
AUDIENCE
ACCURACY
Paragraph length, subheadings, understandable language,quantity of text links, clear graphics and images that supportthe text.
How easy is it to find this content? Is it in the navigation? Doesit appear in search results?
Can the user take action after comprehending the content? Howclear is the call to action? Can you share, respond to or take furtheraction from this page?
With user personas as your guide, list the primary (and secondary,if useful) audience for this content.
Is this content still accurate, or has it fallen out of date?
COMPLETENESS
CLARITY
VOICE AND STYLE
If the purpose of the content is clear, does this version containeverything it needs (and nothing more)?
Is there additional or unnecessary content? Could a user confusethis content for something that is better represented elsewhere?
Does the copy adhere to brand style, sentence structure andpoint of view?
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
Adapted from: http://www.brightercollective.com/content-strategy/discovery-content-audit-inventory-stakeholder-interviews/
AUDIT, ASSESS, EDIT
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
BY ALL MEANS AND WHENEVER POSSIBLE,CREATE CONTENT BEFORE BUILDING THE CONTAINER.
CICERO EXCUSES HIMSELF FORHAVING WRITTEN A LONG LETTER,BY SAYING HE HAD NO TIMETO MAKE IT SHORTER
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
THREE ESSENTIALS OF RESPONSIVE-READY CONTENT
WAYFINDING: “WHERE AM I?”
BREVITY: CUT, CUT, CUT—THINK LIKE A READER
AUGMENTATION: LINK CONTENT TOGETHER
CONTENT IS EXPENSIVE
CONTENT IS EXPENSIVE
DOESN’T HAVE TO BE
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
WHERE ARE YOU RICH?
ANALYSTINTERNS
Data gathering and quantitative
assessment.
Provide tools and desired
outcomes.
STUDENTCREATORS
Photographers, writers, editors, videographers.
Win-win.
Provide guidelines to ensure success.
EVENTS
Plan events with an
eye toward content.
Know what you want out
of events, and be open to surprise.
Create and capture
news-worthy moments in your
community.
Collaborate with like-minded
businesses and orgs.
RELATIONSHIPS
NCMPR 2015 CONFERENCE | DESIGNING ACROSS PLATFORMS
CLEAR, CONSISTENT GUIDELINES AND SINGULAR FOCUS ARE
ESSENTIAL TO PUTTING YOUR RICHES TO WORK.
