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Hi!   I’m Karen McGranefrom Bond Art + Science    @karenmcgrane                          1
Concept ruthlessly stolen from Heather Champ @hchampVia Flickr User swirlspice under a Creative Commons License   2
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CONTENT?INFORMATIONARCHITECTURE                   VISUAL                               DESIGN               INTERACTION   ...
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WHY CONTENT STRATEGY?WHY NOW?                        6
FROM          TOStatic        DynamicCentralized   DecentralizedWalled        SocialCostly        CheapGeeky         Mains...
USER EXPERIENCE                       Information                       Architecture                       CONTENT        ...
NAMING A PAIN POINT.                       10
DEFINING A PROCESS.                      11
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Current Site AuditStakeholder &                                                      Competitive &User Interviews         ...
User Experience Design Process: Critical Path                                                                             ...
An Example                                                                                                                ...
PHASE              1                                                                                      PHASE           ...
THE CONTENT STRATEGY PROCESS                          18
1. THINK BEYOND THE TEMPLATE.                           19
Ron represents a flavorings manufacturer. One                                of his big customers is in Burlington, VT, an...
Travel booking      Boutique sitesengines             deliver on styleaggressively        preferences forpromote          ...
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We opted to go livewith the existing content.                             25
Buy-in for that decision stretchedto the highest levels of the organization.                                             26
We knew the content sucked. We just believed there wasnothing we could do about it.                                27
Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.Complaint c...
7000 pages.      The upside is that the second45 people.        launch was very successful.Six weeks.     Still, I cant sa...
HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen....
1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.                           31
http://www.flickr.com/photos/carlaarena/3188139819/   32
DON’T LET THIS BE THE FATEOF YOUR WEB CONTENT    http://www.getittogetherinc.net/images/storage%20before.JPG   33
From Flickr User 2493™   34
Mythbusters, Polishing a Turd   37
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HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s ...
1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.3. PLAN FOR THE FUTURE.                           40
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TRUNCATION IS NOT ACONTENT STRATEGY                      44
BLOBS vs. CHUNKS                   47
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
Metadata is the new art direction.                  Ethan Resnick, @studip101   53
MAKE IT FUTURE-FRIENDLY_We can’t afford to think about writing content for any one platform._If we’re going to be able to ...
FIRST:YOU WILL ADVOCATEFOR CONTENT.
SECOND:YOU WILL PARTNER WITHA CONTENT STRATEGIST.
THIRD:YOU WILL PLAN FOR THEFUTURE OF CONTENT.
THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
User Experience Design Process: Critical
User Experience Design Process: Critical
User Experience Design Process: Critical
User Experience Design Process: Critical
User Experience Design Process: Critical
User Experience Design Process: Critical
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User Experience Design Process: Critical Developing Successful Content Management Solutions

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User Experience Design Process: Critical Path Kickoff Project Initiation Initial Design Cyc l e Design Iteration / Testing / Itera Meeting Project is Product Marketing Prod. Marketing does P&L, content evaluation, Product Team meets - inititated by Product creates materials that describe needs, goals, Marketing with Prod. Mktg. feeds team Design presents functional objectives, dependencies, partnerships, user flow, potential user Program business issues and any other relev a n t any results from Marke t Management scenarios and high level content or functionality issues, pulls together Resear c h screens need e d cross-functional tea m Approval cycle h e r e Feasability Studies / Field Resear c h Expert advice on Usability What do Users w a n t previous research a n d feedback cyc l e How do they want to do it Meeting new research need e d (Usability Conceptual Phase) (Usability 2nd Phase) coordinated by Program feedback cy Management UE Team member Create D e s i g n assigned to Spec/Creative Rapid prototype forExperience Design project Brie f proof of concept attends meeting UE Team Material is from and early testing w / brainstorm with Initial concept MRP/PRD and Early functionality usability brainstorms wit h Takes input from Usability - led by brainstorming notes designs and all members as project team Product Marketing to and other definitions of Could be paper UE Team member assigned related to UI member collect and gather requirements, distills pages needed for prototype, functional to project design requirements and info, looks at developed static HTML, Flash whats the best understand competitive functionality interaction, Receives Requirements scenario fo r competitive landscape landscape, rev i e w s Mockups/ Document use r s scope in context of Wireframes as Needs: network and sit e image maps List of team precedenc e members, contact info, initial schedule, approval process Initial exposure to (people) scope of design and functionality HTML Assess techn i c a l limitations and alternatives Engineering Engineering might begin coding work from initial functionality spe c sCredits: Erin Malone: Designed for AltaVista November 10, 2000 15

Publicada em: Tecnologia, Design

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