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Content Strategy in ActionTaming a 5,000 Page Franken-site
Rebecca BlakistonUser Experience LibrarianShoshana MaydenWeb Content StrategistUniversity of Arizona Libraries September 30, 2014
#edui_frankensite
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Rebecca Blakiston@blakistonr
UX librarianInstructional designerFacilitatorProject managerMad user researcherAspiring ethnographerYogi
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Shoshana Mayden@shosh1530
WriterEditor
Environmental scientistWeb content strategist
Spreadsheet masterYogi
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Our franken-site in a nutshell
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Main Drupal
site
Staff director
yNews
& event
s
Hours
Feedback form
Databases
Tutorials
Digital collectio
ns
Video contes
t
Exhibits
Interlibrary loan
Library resource organize
r
Catalog
Discovery tool
Collections
Streaming video
Exception slip
Guides
FAQs
Meet our franken-site
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Where to even begin?
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Re-Digital User eXperience
reworkredo
rethink
reenvision
redesign
rebuild
rewrite
revitalize
reenergize
reorganize
rearchitect
refocus
reconsider
rebrand
redefinereconnect
Project Redux
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Franken-dux!
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Goals
1. Content focused2. Accessible3. Usable4. Findable5. Familiar6. Engaging7. Understandable8. Credible9. Human
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Principles & Plan
1. Do user research.2. Get stakeholder feedback.3. Define audience and primary tasks.4. Get a grip on our content.5. Content first, design second.6. Integrate franken-parts into Drupal.7. Make it easy & fun.8. Provide workflows & training.9. Only create what we can maintain.10.Take the time to do it right.
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We will evaluate every piece of content.
We will not
migrate content.
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We will rip the guts out of our
franken-site.
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Talking to actual users
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Focus groups
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Open card sorting
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Closed card sorting
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Treejack
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Survey
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Personas
The MonsterNicknames: FrankieAge: 6 months
Major: UndeclaredLives: Dungeon off-campus
Uses the library for:• Terrifying freshman• Quiet study space
Challenges:• Tech novice• Afraid of fire
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Story Development
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What is that?
Dissecting all the parts
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Content Audit Questions
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Content Audit Questions
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We have a lot of content…
20% poor usability
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Next Steps
25% not relevant
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RIP: We’ve buried 100 pages so far!
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Rewiring our monster
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Content strategy
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We champion student and faculty success by giving them access to the spaces, technology, collections and expertise needed for their research, teaching, studying and collaboration.
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We will capture your ideas then send to all staff for a sort.
helpful
friendly
reliable
people-focused
traditional
unmoving
fun
Who we are
fun
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45 staff members did our online sorting exercise
now:knowledgeable
friendlyhelpful
academiccustomer-focused
future:easy-to-usecutting-edgeconsistentengagingpeople-focused
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exclusivestaticold
schooltradition
alquirky
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funny?witty?cool?hip?
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A ghastly example
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databases are specialized search tools
including:
• library subscriptions
• trial databases
•open-access
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wants to find maps & GIS data
wants to find databases in ecology
wants to see popular databases
wants to see trial databases
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Next steps…
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Subject
Liaison
DevTeam
DatabaseLead
ContentStrategis
t
Workflows
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Point People
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Embracing the
monster
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LibGuides
LibAnswers
Summon
strategic planning
new web exhibits
security updates
newcampus branding
UA Mobile 2.0
organizational
restructuring
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incremental deployment
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new.library.arizona.edu
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usability testing
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Coming in October…
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Defining scope and prioritizing based on user impact
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Letting go of perfection