Content Strategy Consortium report for NYC IA Summit Redux 2009
Content Strategy and IA: what the Hell?
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@marsinthestars #LavaCon Content Strategy and Information Architecture: What the Hell?! Marli Mesibov
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In 2007 Rachel Lovinger said, “Content strategy is to copywriting as information architecture is to design.” But today, the fields of both content strategy and IA have grown, and practitioners face a new challenge: discovering where one leaves off and the other begins. As content strategists we need to understand our role, but we also need to listen to IAs so that we can move from frustrations to mutual respect and communication.
Transcript of Content Strategy and IA: what the Hell?
@marsinthestars #LavaCon
Content Strategy and Information Architecture: What the Hell?!
Marli Mesibov
@marsinthestars #LavaCon
About the Speaker
• Boston-based content strategist
• UX specialist
• What does that mean?
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An Evolving Field
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An Evolving Field
The first content strategy conference
The first information architecture book
The first Masters in user experience
The first content strategy classThe first user research
department
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An Evolving Field
“Content strategy is to copywriting as information architecture is to design.”
– Rachel Lovinger, 2007 (Boxes and Arrows)
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An Evolving Field
• Both CS and IA deal with the design and management of information
• Both CS and IA examine experiences from the user’s perspective
• Both CS and IA incorporate ongoing governance tactics
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Whose Job Is It?
Enhances information architecture team accomplishments and competence by planning delivery of solutions; answering technical and procedural questions for less experienced team members; teaching improved processes; mentoring team members.
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Whose Job Is It?
Identifies user requirements by researching and analyzing user needs, preferences, objectives, and working methods; studying how users consume content, including data categorization and labeling; meeting with focus groups.
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Whose Job Is It?
Candidate is expected to have at least seven years related business experience (marketing, advertising, publishing, business consulting, business communications, etc.)
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Whose Job Is It?
Validates content delivery by developing and completing usability test plans; evaluating user flows traffic patterns; studying user feedback; coordinating with Usability Specialists.
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Whose Job Is It?
Candidate will develop content and data information attributes and classification schemes.
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Whose Job Is It?
Understanding of relational databases is desirable.
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Whose Job Is It?
Candidate must develop and maintain sitemap and wireframe mockups, usage scenarios, prototypes, content specifications and other design documents to communicate design ideas.
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Whose Job Is It?
Create wireframes that illustrate site layout, navigation, controls, and content prioritization.
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Whose Job Is It?
Competitive site analysis and benchmarking in content breadth, organization and presentation.
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Whose Job Is It?
Responsible for defining research requirements for web strategy.
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Where We Came From
How did IA evolve?
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• Information architecture was first defined in 1976
• Coined by Richard Saul Wurman, co-founder of TED
• Wurman was an architect and graphic designer
Where We Came From
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“The presentation of information can be more important than the information itself.”
– Gary Wolf, 2000 (Wired)
Where We Came From
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Where We Came From
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Where We Came From
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“Information architecture is the stuff that is never rendered in pixels and it’s never rendered in code.”
– Dan Klyn, 2013 (Adaptive Path)
Where We Came From
How did CS evolve?
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Where We Came From
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“Content strategy plans for the creation, publication, and governance of useful, usable content.”
(obligatory Kristina Halvorson shout out)
Where We Came From
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“Content is king.”
– Bill Gates, 1996 (Microsoft Site)
“Content is king!!!”
– Every Content Strategist, 2011(Everywhere)
Where We Came From
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Where We Are
Where are we now?
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Where We Are
We can’t live in silos
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Where We Are
• Silos duplicate work
• Silos waste time and money
• Silos prevent learning from others
• Silos increase the likelihood of flawed ideas coming to fruition
What’s wrong with silos?
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Where We Are
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Complementary skillsets
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Where We Are
• Do you trust your teammates?
• Are you overwhelmed by your workload?
• Do you have time for your highest priorities?
• Have you communicated your expectations?
The Teamwork Checklist:
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Where We Are
True Collaboration
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Where We Are
• Setting meeting goals.
• Pre-collaboration preparation.
• Listening to others – and hearing.
• Asking questions instead of making assumptions.
• Involving a facilitator or final decision maker.
Collaboration requires:
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Where We’re Headed
What will the future hold?
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Where We’re Headed
• We separate personal preferences from our decision making.
• We start every project with user research.
• We ask: What does the user need?
• We seek the intersection of user needs and business goals.
• We maintain consistency.
Our similarities…
Where We’re Headed
No one can be an expert in everything. We have to pick and choose our specializations.
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Where We’re Headed
Our different backgrounds…
user research architecture
voice and tone
business analysiswireframes
functional design
interaction design
visual design
persona creation
content audits
content hierarchies
site mappingempathy mapping
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Where We’re Headed
1. Identify the overlap early on
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Where We’re Headed
2. Agree on an end product
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Where We’re Headed
3. Err on the side of too much context
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Where We’re Headed
4. Beware the dreaded cliques© Homestar Runner 2010
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An Evolving Field
Thank you!Marli Mesibov
@marsinthestars
www.marli.us
