Reality Check: Using High Fidelity Content to Enhance Design and Content Strategy
Transcript of Reality Check: Using High Fidelity Content to Enhance Design and Content Strategy
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Reality checkUsing high fidelity content to enhance the design &
content strategy process
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Lisa M. Moore@writebyteUK
7 June 2016
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• Who am I?• How did we get here?• What's driving high fidelity content?• How do I get high fidelity content?• Why does HFC = better content strategy?
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• Child of an American engineer father and creative British mother
• Degrees in journalism, mass comms and HCI
• Journalist, rock critic, photographer• Working in digital content pre‐web• Content strategist since 1999• Own a CS consultancy based in London – work both client‐side and with agencies
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• Who am I? • How did we get here?• What's driving high fidelity content?• How do I get high fidelity content?• Why does HFC = better content strategy?
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What stakeholders want…What stakeholders want…
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…vs content reality…vs content reality
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Your contentYour
content
Your designYour design
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Just use your imagination…
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Using Lorem Ipsum is like
"… dressing your king before you know his size".
– Kyle Fiedler
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"Hey, everybody! We need a
content strategist!"
"Hey, everybody! We need a
content strategist!"
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"…teams must be adept at working transparently with clients that demand insights and prototype‐driven results in weeks, tangible ROI in months and elastic narratives that move at the speed of culture.”
"…teams must be adept at working transparently with clients that demand insights and prototype‐driven results in weeks, tangible ROI in months and elastic narratives that move at the speed of culture.”
Matt Lodder (MD, R/GA) article on how agencies will need to work in the connected age:
http://www.campaignlive.co.uk/article/year-ahead-digital-agencies/1378268
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• Who am I? • How did we get here?• What's driving high fidelity content?• How do I get high fidelity content?• Why does HFC = better content strategy?
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• Who am I? • How did we get here?• What's driving high fidelity content?• How do I get high fidelity content?• Why does HFC = better content strategy?
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A proper content audit
Recycle copy to make a case for:
and/orA competitor
review
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'Borrow' competitor content to move from fantasy to reality
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Remember: Your HFC is not set in stone!
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• Who am I? • How did we get here?• What's driving high fidelity content?• How do I get high fidelity content?• Why does HFC = better content strategy?
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5) HFC helps you keep legal on side
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4) HFC delivers better user testing feedback
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Finding: •People did not pay attention to ‘related’ content when they were focused on a task, e.g. using a calculator.
Recommendation: •Keep such panels/modules to a minimum on these types of pages. Ensure access to this supporting content via navigation and clear labelling.
Finding: •People were focused on using the tool. They did not immediately see the need or even the placement of the log in button.
Recommendation: •Business to decide at what points in the user journey to prompt for log in. We would suggest that we do not interrupt people mid-task. Either prompt before or after, but not during.
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3) HFC shines a spotlight on the current state
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Stakeholders see:
• Typos• Old tone of voice guidelines • Missing legal caveats
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Content strategist asks:
Do you think there's other content on your current pages that might also be out of sync with your:
• New guidelines;• Personas;• Target customer segments; or• Acquisition strategy?
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Stakeholders see:
• Dated blog posts on the proposed homepage
• Spam tweets in the 'social' module
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Content strategist asks:
Having social content is a great idea. But who:• Maintains that content for you now? • Will do it in the future? • At what frequency? • Decides? • Signs off…?
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Stakeholders see:
• People struggling with navigation labels during user testing with the HFP
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Content strategist asks:
• Do we need to do a cardsorting exercise? • Who maintains your taxonomy?
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2) HFC drives consensus with stakeholders
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• In the last round of testing, people really liked those 'how to' links on the product details page.
• But, we don't have anyone on staff who can write that type of content…
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• We offer something the competition doesn't (or do something better).
• How do we bring that message to the forefront?
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• This journey requires the user to go to a details page before converting.
• Is that what you had in mind? If we want them to convert sooner in the journey, what sort of content changes do we need to make to support that?
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1) HFC helps you create your content strategy framework
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• Gather requirements• Buy time to do a content audit• Define a messaging hierarchy• Refine your content model(s)• Clarify content (and business!) objectives• Address workflow and resource issues
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Thank you to all at LavaCon Dublin & our generous sponsors!
Lisa M. Moore @writebyteUKDirector, Writebyte Ltd.