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Cozy Up to Content
FIRST, SOME BACKGROUND & DEFINITIONS

                          TODAY WE WILL
                          «  Talk about process
                          «  Identify opportunities for collaboration
                              and how to do it
                          «  Think creatively about integrating two
                              very important pieces of design


Dana Young
Sr. Content Strategist
Mad*Pow
WHAT IS CONTENT?
WHY IS CONTENT IMPORTANT?

“Dealing with content is messy. It’s complicated,
it’s painful, and it’s expensive.
And yet, the web is content. Content is the web. It
deserves our time and attention.”
-Kristina Halverson
PROBLEM #1
PROBLEM #2




             WRITERS   PHOTOGRAPHERS   DESIGNERS
IS THIS A REALISTIC MODEL?




                 WRITERS     MARKETING   DESIGNERS
CONUNDRUM: We Need Less
CONUNDRUM: More
LESSON #1 FIND COMMON GROUND




                               SWEET SPOT
SOME TOOLS CONTENT FOLKS USE
ê CONTENT   INVENTORY
ê MESSAGING   ARCHITECTURE
ê TONE   & STYLE GUIDE
ê CONTENT   AUDIT
ê CONTENT   STRATEGY
ê CONTENT   TEMPLATES
ê COPYWRITING
STAKEHOLDER INTERVIEWS
WITH CONTENT TEAM MEMBER
Include this team member in the interviews in person or at the very least collect some questions
they would ask if there were able to join.


WITHOUT
What are the top two messages you’d like your users to come away with?
Who are you as a company? Can you narrow it down to 5 words?
Who would you like to be as a company? Can you narrow it down to 5 words?
USER INTERVIEWS
WITH CONTENT TEAM MEMBER
If you can get a writer or content strategist to listen in on these with you they will have a head start
on their work and you will have a different perspective on the types of information users worked
through and what they need to be successful. You’ll want to ask them to bring that perspective to a
brainstorming session.
WITHOUT
How does the content make you feel? Give a few examples to lead: overwhelmed, informed,
confident, needing more?
Give me three words to describe your experience with this content?
What do you think this company is trying to communicate to you?
PERSONAS
WITH CONTENT TEAM MEMBER
Tell a complete story. Invite your content counterpart to participate in a brainstorm about creating a
narrative from both the persona’s point of view, as if the person is speaking to the reader, and then
from the company responding to the persona with the targeted tone and messaging.


WITHOUT
Think about the persona’s communication style – this has a huge impact on what content they will
need/want
Add a section on content consumption – not just for the experience you are designing, how much
they consume and when
LESSON #2 MAKE A PLAN
HERE IS ONE EXAMPLE
TASKS                      ROLES

STAKEHOLDER INTERVIEWS     UX
                           INSIGHT FROM CONTENT STRATEGIST
                           CLIENT
MESSAGING                  CONTENT STRATEGIST

USER INTERVIEWS            UX
                           INSIGHT FROM CONTENT STRATEGIST
TONE/STYLE DEVELOPMENT     CONTENT STRATEGIST

PERSONA SKETCHES           UX

TASK FLOW SCENARIOS        UX
                           INSIGHT FROM CONTENT STRATEGIST
EXPERIENCE DEFINITION      UX

INFORMATION ARCHITECTURE   UX
                           INSIGHT FROM CONTENT STRATEGIST
INTERFACE CONCEPTS         UX
                           INSIGHT FROM CONTENT STRATEGIST
WIREFRAME EXTENSIONS       UX
                           INSIGHT FROM CONTENT STRATEGIST
WHAT WORKED


    UX NEEDS            CONTENT
 ü  FINDABILITY
                         NEEDS
                     ü  BITE, SNACK,
 ü  INFORMATION
                         MEAL
     SCENT
                     ü  PRODUCT INFO,
 ü  CLEAR CALL TO
                         PRICING, PROOF,
     ACTION
                         PROMO
 ü  USABILITY
                     ü  FITS ALL
                         REQUIRED
                         STAKEHOLDER
                         CONTENT NEEDS
BE FLEXIBLE
LESSON #3 EVALUATION – CONTENT & DESIGN TOGETHER?




                              OR
STAKEHOLDER EVALUATIONS
INITIAL INTERACTION REVIEW
Stick with basic headings to show content areas and thought around content priorities but go with
the Greek! Too many people tend to get caught up in the content at this point and you won’t get the
design feedback you need.


ROUND TWO
Add suggested or approved tone/style to the headers, leave the Greek.


FINAL APPROVAL
Try to get the content as close to what you envision as possible so they get the complete picture. Use
this version and approval step to walk through the content areas individually and talk through it’s
appropriateness and how you/they plan on collecting, migrating or implementing.
USABILITY TESTING
ê Test   with content that is as close to the real deal as possible
ê If
    you are using or developing a new tone this is the perfect time to test it - ask those tone
  questions!
ê Ask about content needs and information needs up front and then compare that to what actually
  exists
Questions




        Email me at dyoung@madpow.net
              @wholelotacolada

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Cozy Up to Content

  • 1. Cozy Up to Content
  • 2. FIRST, SOME BACKGROUND & DEFINITIONS TODAY WE WILL «  Talk about process «  Identify opportunities for collaboration and how to do it «  Think creatively about integrating two very important pieces of design Dana Young Sr. Content Strategist Mad*Pow
  • 4. WHY IS CONTENT IMPORTANT? “Dealing with content is messy. It’s complicated, it’s painful, and it’s expensive. And yet, the web is content. Content is the web. It deserves our time and attention.” -Kristina Halverson
  • 6. PROBLEM #2 WRITERS PHOTOGRAPHERS DESIGNERS
  • 7. IS THIS A REALISTIC MODEL? WRITERS MARKETING DESIGNERS
  • 10. LESSON #1 FIND COMMON GROUND SWEET SPOT
  • 11. SOME TOOLS CONTENT FOLKS USE ê CONTENT INVENTORY ê MESSAGING ARCHITECTURE ê TONE & STYLE GUIDE ê CONTENT AUDIT ê CONTENT STRATEGY ê CONTENT TEMPLATES ê COPYWRITING
  • 12. STAKEHOLDER INTERVIEWS WITH CONTENT TEAM MEMBER Include this team member in the interviews in person or at the very least collect some questions they would ask if there were able to join. WITHOUT What are the top two messages you’d like your users to come away with? Who are you as a company? Can you narrow it down to 5 words? Who would you like to be as a company? Can you narrow it down to 5 words?
  • 13. USER INTERVIEWS WITH CONTENT TEAM MEMBER If you can get a writer or content strategist to listen in on these with you they will have a head start on their work and you will have a different perspective on the types of information users worked through and what they need to be successful. You’ll want to ask them to bring that perspective to a brainstorming session. WITHOUT How does the content make you feel? Give a few examples to lead: overwhelmed, informed, confident, needing more? Give me three words to describe your experience with this content? What do you think this company is trying to communicate to you?
  • 14. PERSONAS WITH CONTENT TEAM MEMBER Tell a complete story. Invite your content counterpart to participate in a brainstorm about creating a narrative from both the persona’s point of view, as if the person is speaking to the reader, and then from the company responding to the persona with the targeted tone and messaging. WITHOUT Think about the persona’s communication style – this has a huge impact on what content they will need/want Add a section on content consumption – not just for the experience you are designing, how much they consume and when
  • 15. LESSON #2 MAKE A PLAN
  • 16. HERE IS ONE EXAMPLE TASKS ROLES STAKEHOLDER INTERVIEWS UX INSIGHT FROM CONTENT STRATEGIST CLIENT MESSAGING CONTENT STRATEGIST USER INTERVIEWS UX INSIGHT FROM CONTENT STRATEGIST TONE/STYLE DEVELOPMENT CONTENT STRATEGIST PERSONA SKETCHES UX TASK FLOW SCENARIOS UX INSIGHT FROM CONTENT STRATEGIST EXPERIENCE DEFINITION UX INFORMATION ARCHITECTURE UX INSIGHT FROM CONTENT STRATEGIST INTERFACE CONCEPTS UX INSIGHT FROM CONTENT STRATEGIST WIREFRAME EXTENSIONS UX INSIGHT FROM CONTENT STRATEGIST
  • 17. WHAT WORKED UX NEEDS CONTENT ü  FINDABILITY NEEDS ü  BITE, SNACK, ü  INFORMATION MEAL SCENT ü  PRODUCT INFO, ü  CLEAR CALL TO PRICING, PROOF, ACTION PROMO ü  USABILITY ü  FITS ALL REQUIRED STAKEHOLDER CONTENT NEEDS
  • 19. LESSON #3 EVALUATION – CONTENT & DESIGN TOGETHER? OR
  • 20. STAKEHOLDER EVALUATIONS INITIAL INTERACTION REVIEW Stick with basic headings to show content areas and thought around content priorities but go with the Greek! Too many people tend to get caught up in the content at this point and you won’t get the design feedback you need. ROUND TWO Add suggested or approved tone/style to the headers, leave the Greek. FINAL APPROVAL Try to get the content as close to what you envision as possible so they get the complete picture. Use this version and approval step to walk through the content areas individually and talk through it’s appropriateness and how you/they plan on collecting, migrating or implementing.
  • 21. USABILITY TESTING ê Test with content that is as close to the real deal as possible ê If you are using or developing a new tone this is the perfect time to test it - ask those tone questions! ê Ask about content needs and information needs up front and then compare that to what actually exists
  • 22. Questions Email me at dyoung@madpow.net @wholelotacolada

Editor's Notes

  1. Dana IntroWhat we will cover
  2. COPY VS ContentIMAGESVIDEOSHEADERSCAPTIONSPDFSTITLESALT TAGSMETA DATAContent is the documentation of information. It is not just copy and it isn’t a stagnant piece that can just be plugged into a design anymore. It is living, breathing, evolving and dynamic – it is true knowledge transfer.
  3. People seek out something online or in an app to gather information and knowledgecontent is where they will find their answers!
  4. SOME DESIGNERS DESIGN TO LOREM IPSUM
  5. Content folks can work in silos and have done so successfully for hundreds of years.NewspapersStart with a format that has been in place for everWriters know what they need to deliverPhotographers just shoot and send it inCopy editors Designers/Layout brings it all together
  6. Unlike Newspapers, most experiences don’t use a standard template and if they did we would question the quality. So, what are these folks to do when you take out the template and the base knowledge of what we are writing or designing to
  7. HOW DO WE MOVE FROM WHAT COMES FIRST TO HOW CONTENT AND DESIGN COME TOGETHER TO INFORM EACH OTHER?
  8. HOW DO WE MOVE FROM WHAT COMES FIRST TO HOW CONTENT AND DESIGN COME TOGETHER TO INFORM EACH OTHER?
  9. Get to know one another!Where can you leverage each other’s talents?
  10. STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  11. STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  12. STAKEHOLDER INTERVIEWSUSER INTERVIEWSPERSONASUSER FLOWSIAWIREFRAMES
  13. COLLABORATION CAN BE ORGANIC BUT YOU NEED TO PLAN ON WHERE TO FIT IT INTO THE PROCESS SO YOU ENSURE IT HAPPENS
  14. HOW A RECENT PROJECT WAS APPROACHED FROM BOTH CONTENT & DESIGN
  15. WIREFRAMING WHITEBOARDING SESSIONShow whiteboard screenshot to wireframe to final layout for the main product pageTALK ABOUT what each different perspective brought to the table and how that impacted the final designMAIN GOAL HERE WAS CONVERSION
  16. To really find your content/designzen you have to be flexible. Every team is different and every project is different but being open to new ways of working together or thinking about solutions is essential to great work and that perfect balance. Try a few ways of collaborating and then set a framework for the process. If you know when you can come together you can feel free to improvise or add a new approach without losing site of your goal of integration.