Integrating Content Strategy into Your User Experience (UX) Design Process
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Transcript of Integrating Content Strategy into Your User Experience (UX) Design Process
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a presentation by
October 2, 2014
Kate Eyler-Werve
Integrating Content Strategy and UX
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About Mightybytes
We solve problems by:
• UX research and strategy
• Responsive web design and development
• Content strategy
• Digital marketing and SEO
• Motion graphics
• Product development
• Drupal, Wordpress, Expression Engine
!
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Who We Work WithMightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals.
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Is your content strategy Princess Peach?
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People Process
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How to do “Content First” web design
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Phase
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The People
• Project Manager • Developer
• Content Strategist • UX Designer
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The Process
Sketch
Audience Goals MetricsBusiness Goals
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The Project Phase: Concepting
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Documentation and Deliverables
Annotated Wireframes
Site Maps
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a presentation by
Example 1: Building a new site
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SmartPowerIllinois.org: Wireframes
Learn about the smart grid
Rank high in SEO
Page 1, Google Search
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SmartPowerIllinois.org: Wireframes
Process: Joint wireframe sketch session
Deliverable: Annotated Wireframes
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SmartPowerIllinois.org: Site Map
When do I get the smart meter?
Rank high in SEO
Page 1, Google Search
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SmartPowerIllinois.org: Site Map
Process: Joint site mapping
Deliverable: Landing page
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a presentation by
Example 2: Iterating an existing site
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Mightybytes.com: Homepage Design
Can Mightybytes solve my problem?
Showcase our expertise without a slider
Clicks throughs
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Plan A: The Grid
Approach: Grid Result: 6% click through rate
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Plan B: Single Call to Action
Approach: Single CTA
Result: 21% click through rate
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Mightybytes.com: Reduce Pages
Can Mightybytes solve my problem?
Minimize number of website pages
Eliminate low click pages
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404 Page Not Found
Plan A: Remove “Services” Page
Approach: Cut page w/ 2% views
Result: Moz rank crash
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Plan B: Add “Capabilities” Section
Approach: Add capabilities
Result: Moz rank recovery
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a presentation by
The Thrilling Conclusion!
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People Process
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It’s dangerous to go alone. Take this!
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Phase
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!
Presentation by Kate Eyler-Werve