ux and content: the power of process

UX and Content: The Power of Process

@meaningmeasure

Misty WeaverPortent

Content Strategy Lead

AgendaDisclaimerAskDefinitionsThe Main Event

Scope

@meaningmeasure

ALL the things

3E6699Your mileage might vary

@meaningmeasure

Do SOME of the things!

Some of the things

Audits

Workflows

Handoffs

Interface Copywriting

Inverted Pyramid

Definitions

is a distributed activitynot just a job title

Content Strategy

@meaningmeasure

is a plan for the creation, publication, and governance of useful, usable content

Content Strategy

@meaningmeasure

“Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”

– From Content Strategy for the Web by Kristina Halvorsonhttp://contentstrategy.com

http://www.uxpassion.com/wp/wp-content/uploads/2012/01/Services_Content-Development_Content-Strategy.png

Make Sensehttp://abbytheia.com/makesense/

Karen McGrane We Are All Content Strategists Now http://karenmcgrane.com/2010/11/03/we-‐are-‐all-‐content-‐strategists-‐now/

drives collaboration

http://www.richardingram.co.uk/2010/08/approaches-‐to-‐web-‐content-‐strategy/

http://www.richardingram.co.uk/downloads/content_strategy_app_2038.pnghttp://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success

How we come to content strategy

3E6699

Confessions of a website manager

Requirements

Plan

Production

Promotion

https://www.allyde.com/blog/marketer-‐corner/calling-‐all-‐agencies

Requirements

Plan

Production

Promotion

Listening

Analyzing

Executing

Cheerleading

@meaningmeasure#UXContent

Business + AudienceResources

= Plan

Resources

What are our assets?

Resources

Richard Kirk http://bit.ly/1LIvDHO

#1: You can’t skip it

THAN DO A CONTENT AUDIT

http://bit.ly/1e84opR

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The internet is full. Please stop.

@meaningmeasure

why ARE we doing a content audit?

Know where you are and plan where you’re going.

What does it look like?

https://www.smashingmagazine.com/2014/10/improving-‐information-‐architecture-‐card-‐sorting-‐beginners-‐guide/

Quantitative InventoryQualitative AuditSelective Assessment

There are types

Main motivations

Refresh

Redesign

Migration

Care & Feeding

Content Inventory

Find quick fixes Orphans Duplicates

URL structures Basic hierarchy Missing metadata

1. Quantitative Inventory

http://content-insight.com/

Business goalsAudience needs & tasks

Define quality

Can you audit TOO MUCH?

Content inventory: map your assets

https://uxmag.com/articles/from-‐content-‐audit-‐to-‐design-‐insight

Can you do just a little?

Is the content accurate and functional?

http://bit. ly/1JwQwm2

#2 The work must flow

Pandemic

@meaningmeasure#UXContent http://www.amazon.com/Z-‐Man-‐Games-‐7021ZMG-‐Pandemic/dp/B0013OBXG2

Roles and tasksCreate

Creators

Edit Editors

ApproveApprovers

PublishPublishers

DistributeDistributors

Update,Archive

Managers

http://intentionaldesign.ca/2011/03/29/content-‐workflow-‐diagram/

Workflow at AdoptUsKids

Featured in Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/

Vanessa Casavant@casavant

http://www.britopian.com/2012/08/12/operationalize-‐your-‐content-‐marketing-‐strategy/

http://www.contentstrategyinc.com/how-‐to-‐use-‐a-‐raci-‐chart-‐to-‐define-‐content-‐roles-‐and-‐responsibilities/

@team_CS_inc

What do we get out of it?

#3 Plan the handoffs

@meaningmeasure

Because there will be trade-offs

Tasks… it gets complicated

Approve

Approve

Approve

Approve

Set standards for handoffs

I’ll know it when I see it.

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Priority, purpose, and importance

http://factorfirm.com/

Collaborative Research

Critique

http://www.uxforthemasses.com/design-‐critiques/

Briefs

https://www.smashingmagazine.com/2013/01/effectively-‐planning-‐ux-‐design-‐projects/

Page Description Diagrams

https://uxmag.com/articles/re-‐introducing-‐page-‐description-‐diagrams

Interface copywriting

Calls to Action

Not just for buttons!

Describe next steps!

Listen to Nicole Fenton http://nicolefenton.com/interface-‐writing/

“From navigation links and buttons to product tours, forms, and error messages—every string in your database is an instruction. These are your signposts, and they grab your reader’s attention.”

Listen to Nicole Fentonhttp://nicolefenton.com/interface-writing/

http://mailchimp.com/about/style-guide/

Patterns vs. LoremIpsum

http://www.slideshare.net/dmolsenwvu/death-‐of-‐lorem-‐ipsum-‐and-‐pixelperfect-‐content-‐minnewebcon-‐version

http://www.uxbooth.com/articles/using-‐proto-‐content-‐for-‐a-‐better-‐user-‐experience/

@RobertMills

Inverted pyramid

People don’t scrollPeople don’t read

Above the Fold

Edward Baldwinhttp://www.wearerecurve.com/blog/the-‐inverted-‐pyramid-‐a-‐content-‐framework/

Help your creators understand:

Relevancy

Priority

Next steps

Some of the things.

@eaton @halvorson

Design and Content

http://designcontentconf.com/win-2016/

“misty” gets 15% off through end of April

BooksContent Audits and Inventories, Paula Landhttp://xmlpress.net/content-strategy/audits-and-inventories/

Content Strategy at Work, Margot Bloomstein

http://appropriateinc.com/book/

Nicely Said, Nicole Fenton and Kate Kiefer Lee http://www.nicelysaid.co/

Pandemic, Board Gamehttp://www.zmangames.com/pandemic-universe.html

All the links! Will one day be here http://www.slideshare.net/mdawnweaverhttp://contentstrategy.comhttp://abbytheia.com/makesense/http://karenmcgrane.com/2010/11/03/we-are-all-content-strategists-now/http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/ https://searchenginewatch.com/sew/how-to/2269352/designing-a-content-strategy-to-destroy-your-seo-nemesishttp://content-insight.com/https://uxmag.com/articles/from-content-audit-to-design-insighthttps://muyiwaokeola.wordpress.com/2012/04/10/how-to-experience-positive-transformation-3/http://appropriateinc.com/book/http://www.britopian.com/2012/08/12/operationalize-your-content-marketing-strategy/http://www.contentstrategyinc.com/how-to-use-a-raci-chart-to-define-content-roles-and-responsibilities/http://www.uxforthemasses.com/design-critiques/https://www.smashingmagazine.com/2013/01/effectively-planning-ux-design-projects/https://uxmag.com/articles/re-introducing-page-description-diagramshttp://nicolefenton.com/interface-writing/http://mailchimp.com/about/style-guide/http://www.slideshare.net/dmolsenwvu/death-of-lorem-ipsum-and-pixelperfect-content-minnewebcon-versionhttp://www.uxbooth.com/articles/using-proto-content-for-a-better-user-experience/http://www.wearerecurve.com/blog/the-inverted-pyramid-a-content-framework/

Thank you!

Misty Weaver@meaningmeasure

Melissa Soeung@melissasanerd

ux and content: the power of process

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