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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
An Example LEGEND MILESTONE DELIVERABLE
An Example LEGEND MILESTONE DELIVERABLE
An Example LEGEND MILESTONE DELIVERABLE
An Example LEGEND MILESTONE DELIVERABLE
An Example LEGEND MILESTONE DELIVERABLE
An Example LEGEND MILESTONE DELIVERABLE
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An Example LEGEND MILESTONE DELIVERABLE Developing Successful Content Management Solutions

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An Example LEGEND MILESTONE DELIVERABLE IDEA REVIEW CHECKPOINT Product / Software / Web Design Process Guide KEY MEETING INFORM PHASES concept discover definition refinement developmen conceptual MILESTONES start concept approval proposal approval and scheduling design review PRD approval UI design approval committed schedule Communicate business needs Communicate business needs Brand Positioning Review Promotional & Marketing Needs Business developm & brand identity & brand identity { Mockups to markeNote: In some companies these roles are business ownersencompassed by one person Collect team input Product Roadmap Promotion plan Describe problem or needs, Develop strategic rationale, business case, proposed solution, and benefits. financial analysis, policy considerations, implementation plans. Research: Solicit input from Business owners/ Point release plan product Gather information for and brands - contact other associated stakeholders (legal, customer support, international) manager create the Concept Document Gather supporting market research, etc. Write Draft PRD and Review Gather information for and create the Deliverables: ROLES Proposal Document Project kickoff Product Requirements Document Review user feedback on previous product Refine design concepts (PRD) Wireframes and navigation maps UIs and analyze competitive products. (authored by a { ui/id/ia Develop navigation model and Product Manager) Product prototype, e.g. paper, HTML, director, or flash refine scenarios design Provide input for level of effort UI Design Approvalor two people. i.e. ui may do user research or visual designers may do ia, etc. and Idea Deliverable: Deliverable: Deliverable: Define personas, usage scenarios, user Proposal Templates Concept goals, and perform task analysis I T E R AT I O N S I T E R AT I O Document Document Concept Design Review & Develop usage scenarios this step Navigation and/or design concepts Concept and / or may be (authored byNote: In some companies these roles are blended into one optional Design UI / ID / IA Design) Provide input for level of effort Visual design explorations Refined Visual design explorations Art direction Materials Leads brainstorming Concept (authored by visual Prototype blended design design team) Provide input for level of effort UCD research contd. (i.e. paper prototyping, Competitive usability testing Prototype usability test Prototype testing participatory design, field studies, surveys, etc. Define personas, usage scenarios, user user goals, and perform task analysis. research production Provide input for level of effort credits Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA. 16

Publicada em: Tecnologia, Design

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