How content strategy fits into the user experience
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#CSseattle - Content Strategy: Seattle How Content Strategy fits into the User Experience Nick Finck July 15, 2010
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#CSseattle - Content Strategy: Seattle
How Content Strategy fits into the User ExperienceNick FinckJuly 15, 2010
?Who the f#@k is this dude?
‣ Principal & Director of User Experience
‣ Over 15 years of experience working in the web field
‣ Has worked with Adobe, Boeing, CBS, Cisco, CitiGroup, Comcast, Fandango, FDIC, HP, IBM, and Microsoft
‣ Co-organized and curated more than 10 national and international web conferences & events
‣ Judged the Webby’s and several other web awards
‣ Founder of Digital Web Magazine
‣ Expertise in information architecture, interaction design, and user research
Blue FlavorNick Finck
‣ BlueFlavor.com
‣ NickFinck.com
‣ Google “Nick”
1) Some bullshit about me2) A warning label3) OMGWTFUX!?4) Workflow5) Deliverables6) Shit hitting the fan
!A brief disclaimer
CONTENTSTRATEGY
InformationArchitecture
&
for the Web
CONTENTSTRATEGY
InformationArchitecture
&
for the Web
?Understanding theuser experience
Understand and identify the core
problems first
Identify possible solutions and
plan execution
Create designs that resolve the
core problems
Develop functional code based on the
designs
Review, test, and analyze effectiveness
of the design
Discover Plan Design Build Evaluate
Where does UX happen?
Understand and identify the core
problems first
Identify possible solutions and
plan execution
Create designs that resolve the
core problems
Develop functional code based on the
designs
Review, test, and analyze effectiveness
of the design
Discover Plan Design Build Evaluate
UX happens here?
Photo by G Brummett - http://www.flickr.com/photos/grantbrummett/4464678620/
Photo by G Brummett - http://www.flickr.com/photos/grantbrummett/4469405610/
“We are the makers of our own state and…individuals who realize the fact need not, ought not, to wait for collective action.”
- Mahatma Gandhi
Understand and identify the core
problems first
Identify possible solutions and
plan execution
Create designs that resolve the
core problems
Develop functional code based on the
designs
Review, test, and analyze effectiveness
of the design
Discover Plan Design Build Evaluate
UX really happens here
Understand and identify the core
problems first
Identify possible solutions and
plan execution
Create designs that resolve the
core problems
Develop functional code based on the
designs
Review, test, and analyze effectiveness
of the design
Discover Plan Design Build Evaluate
UX also happens here
?So what really is the User
Experience?
“User Experience is a focus, a thread that runs through all of our disciplines, and which no discipline owns or controls.”
- The UXsters Explain UX
The User
Experience
User Interface Designer
Researcher
Visual DesignerAccessibility
Specialist
Copywriter
Interaction Designer
Project Manager
Web Analytics Specialist
SEO Specialist
Social Media
Specialist
Information Designer
Developer
Information Architect
Content Strategist
Usability Specialist
The User
Experience
User Interface Designer
Researcher
Visual DesignerAccessibility
Specialist
Copywriter
Interaction Designer
Project Manager
Web Analytics Specialist
SEO Specialist
Social Media
Specialist
Information Designer
Developer
Information Architect
Content Strategist
Usability Specialist
Morville’s Honeycomb
?So how does Content
Strategy fit in?
Please drink responsibly... especially when dealing with difficult clients or bosses!
Page Table
Zone Diagrams
UX Strategy
Information Architect
User Experience
Director
Content Strategist
Wireframes
Sitemap
Content Inventory
Content Template Map
Page Description Diagrams
Copywriter
Content Architecture
Message Map
Content Style Guide
Content Production Schedule
Brand Strategy
Brand Style Guide
Brand Manager
Content Strategist
CopywriterEditor
Content
Messaging
Content Flow Schematic
User Flows
Page Table
Zone Diagrams
UX Strategy
Interaction Designer
User Experience
Director
Content Strategist
Storyboards
Wireframes
Copywriter
Content Interaction
Message Map
CMS Architecture
Marketing Strategy
Marketing Campaign
Marketing Manager
Content Strategist
CopywriterDeveloper
Content
SEO Specialist
Metadata Framework
Search
?What key deliverables
should we ask for?
Personas
Page Description Diagrams
Main call to action
Gets users thinking about the brand and specific actions they can make.
Sign-up
A call to action that encourages peo-ple to sign up for recently added con-
tent on the site.
Featured article or essay
Shows the first paragraph of an article with associated image, as well as the
day it was published and the number of comments made.
Latest entries
A short listing of the latest articles or essays that have been posted. There
should be between 5-7 shown on the home page. The featured article should not be displayed in this list.
Search
A useful site search should always be available on the page to allow users an alternative method for finding your content.
Link list
A list of semi-recently added link con-tent. This list should contain 5-7 links with date and comment meta infor-mation for each.
About company
An outline of what your company is all about.
Privacy, Terms of Use, Etc.
Most of the information that is cur-rently listed in the footer should re-
main there. The contact and address information can easily be moved to the contact page, though. We also recommend adding in some naviga-tional links, where possible.
Notes
The homepage has been shifted to emphasize content that’s currently buried elsewhere in your site. The pro-posed navigation structure reinforces this goal.
The home page should provide a clean path to the various sections of the site.
Monday, September 24, 2007
Sample Company NamePage Description Diagrams
1 2 3
Highest Priority Lowest Priority
Home Page
Sitemaps
a
Key
a
Link to separate section
Secondary navigation
Primary navigation
a Future navigation
a Separate sub-site
SXSW.com
About SXSW
History
Sponsors
SustainabilityNews &
Information
Brochures and
Forms (PDFs)
Mailing Lists
Subscribe International
Merchandise
Glossary
Interactive Film MusicRegister
Market at SXSW
Trade Shows
Tools
Video
Hotels for
SXSWeek 2008
Travel Discounts
Online Reg
Directory
Music Exhibition
iF! Exhibition
SXSWorld
Magazine
My SXSWorld
Stories
SXSW SMS
Gydget
Opera Mini
Utterz
Music
News &
Information
The Daily Chord
Schedule Talks Shows
Carver Center
Parties & Play Press
Talks Artists
SXSW Live
Day Stage Cafe
Press Releases
Auditorium
Shores Stage
Getting Around
Austin Map
Interactive
News &
Information
FAQ
Schedule TalksScreenBurn
Gaming FestParties & Play Web Awards
Interactive Hub
Press
Dewey Award
Talks Speakers
Panel Picker
Winners
Finalists
Ceremony FAQ
Press Kit
Press Releases
Press Credentials
Photo Policy
Film
News &
Information
The News Reel
FAQ
Schedule Talks FIlms Parties & Play Press
Talks Speakers
Global Doc Days
Speaking
OpportunitiesFilms
Film Trailers
Past Winners
Press Releases
Music Player
Contact
Panel Picker
Getting Around
Austin Map
Parties & Play
Parties & Play
Shows
Getting Around
Getting Around
Austin Map
Conference
Center
Austin Map
Any additional
venues
Speakers
Flatstock Poster
Show
Parties & Play
Conference
Center
Conference
Center
Conference
Center
Keynote
Mentor Sessions
Quickies Sessions
Demo Listening
Sessions
CLE
Opening Remarks
Keynotes
Book Readings
Core
Conversations
Podcasts
Video
Podcasts
FAQ
Video
Podcasts
Speaking
Opportunities
FAQ
Press Kit
Press Credentials
Photo Policy
FAQ
Press Kit
Press Credentials
Photo Policy
Zone Diagrams
?When should we get involved in the
project?
Kickoff Meeting
Photo by Kristin Farwell - http://www.flickr.com/photos/bulldogsolutions/2220048417/
Stakeholder Interviews
Photo by Keith Morris - http://www.flickr.com/photos/standupbass/2103533585/
Usability Testing
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Understand and identify the core
problems first
Identify possible solutions and
plan execution
Create designs that resolve the
core problems
Develop functional code based on the
designs
Review, test, and analyze effectiveness
of the design
Discover Plan Design Build Evaluate
Where Content Strategists are involved
?Why should we do this &
what is next?
Getty Images's Hulton Archive60,000,000 images & 30,000 hours of footage
The transparency
movement
The Death of Lies
The naked transparency movement marries the power of network technology to the radical decline in the cost of collecting, storing, and distributing data.- Lawrence Lessig
“
”
The DIKW Hierarchy
Data
Information
Knowledge
Wisdom
Awesomeness
Understanding
Connectedness
understanding
relations
understanding
patterns
understanding
principals
Data
Information
Knowledge
Wisdom
Awesomeness
Understanding
Connectedness
understanding
relations
understanding
patterns
understanding
principals
Data
Information
Knowledge
Wisdom
Awesomeness
Understanding
Connectedness
understanding
relations
understanding
patterns
understanding
principals
Data
Information
Knowledge
Wisdom
Awesomeness
Understanding
Connectedness
understanding
relations
understanding
patterns
understanding
principals
Data
Information
Knowledge
Wisdom
Awesomeness
Understanding
Connectedness
understanding
relations
understanding
patterns
understanding
principals
DIKWA!
The future is not about FINDING information, its
about MAKING SENSE of it.
Thank you!
?Questions?
How Content Strategy fits into the User ExperienceNick Finck@[email protected]://blueflavor.com
