The Moment for Content

Putting content center stage in customer

experience and touchpoint design

Bas Evers

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• Content Designer at Informaat

• Content Strategist • Fellow Initiator

ContentCafé

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What I’ll discuss 1. Content in CX/UX 2. Content in the Touchpoint Design Process 3. Examples of Content Issues 4. Our Challenge

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I. Content in CX/UX

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User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products

Donald Norman, 1995

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80, maybe 90% of the user experience is determined by the content

Gerry McGovern

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Customer experience is the perception that customers have of their interactions with an organization

Bruce Temkin

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In order to really impact our users’ experiences, we need to move beyond the interface and into business at large

(Interactions are not being designed yet in CX)

Peter Bogaards

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I'd like a little relevant content with my responsive design, please

Scott Abel

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II. Content in the Touchpoint Design Process

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The point is you better figure out what you want to “say” before you start pushing pixels around, or you’re in a whole mess of trouble

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dialogs with

Rahel Bailie

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Communication goals are the foundational elements that inform visual design, content strategy, editorial strategy, nomenclature, and architecture

Margot Bloomstein

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A content model documents all the different types of content you will have for a given project It contains detailed definitions of each content type’s elements and their relationships to each other

Rachel Lovinger

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IAs & IXDs • Does the page design

accommodate all the content types?

• What bits of text and media will be available for the page?

Developers • How to match the

desired content type with the way the CMS works?

Content Producers • What content to create? • Content workflow? • How to enter it into the CMS?

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III. Examples of Content Issues

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Content Issues Addressed

• Flickr’s metadata filtering options

• WWF’s responsive design limited to navigation

• Amazon offering easy access to negative reviews

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IV. Our Challenge

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Jonathan Kahn

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@everbass @informaat @contentcafe_nl

Related Links

• Scott Abel - I'd Like a Little Relevant Content With My Responsive Design, Please

• Rahel Anne Bailie - Big Content: Content Strategy as a Design Framework

• Margot Bloomstein - Content Strategy at Work

• Peter Bogaards - Customer experience: The natural ally for UX in business

• Kyle Fiedler - Lorem Ipsum is Killing Your Designs

• Informaat (Google+) - Informaat experience design

• Jonathan Kahn - Digital-first companies thrive on mobile disruption. Everyone else

struggles.

• Rachel Lovinger - Content Modelling: A Master Skill

• Gerry McGovern - Content is an enabler

• Karen McGrane - Integrating Content Strategy into Your Design Process

• Jeffrey Zeldman - Content Precedes Design

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Image Sources

3, 4: Kamiel Martinet (Informaat)

7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg

8: http://i.ytimg.com/vi/Q6fkNcMiyXM/0.jpg

9: http://a0.twimg.com/profile_images/1453576481/Bruce_Headshot_2.jpg

10: Danny Bloemendaal (Informaat)

11: http://www.flickr.com/photos/sonnycohen/3640809202/sizes/o/in/photostream/

12: http://consentdigital.com/blog/wp-content/uploads/2010/10/content.jpg

14: http://a0.twimg.com/profile_images/1487594013/Rahel_Bailie_2011.jpg

15: http://www.flickr.com/photos/carlodemarchis/5038896142/sizes/o/in/photostream/

16: http://media.tumblr.com/tumblr_lx830rpASF1r3y0ey.jpg

17: http://www.alistapart.com/articles/content-modelling-a-master-skill/

21: http://www.flickr.com/photos/chi-nederland/archives/date-posted/2011/07/12/

22: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png

23: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png

24: http://www.amazon.com/Google-Nexus-Tablet-16-GB/product-reviews/B008M04V1E/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=1

26: http://www.gadgets-weblog.com/wp-content/uploads/topgear.jpg

27: http://lucidplot.com/media/2012/07/Multi-source-dynamic-content.png

28: http://www.5tendesign.com/images/process_diagram.jpg

29: http://designinformer.com/wp-content/uploads/lorem-ipsum/no-lorem.jpg

32: http://brandonclaybon.comlu.com/wp-content/uploads/2011/12/thank-you-blackboard.jpg

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