how to integrate user experience and content strategy
DESCRIPTION
More and more brands are investing in content marketing, but larger budget allocations don't always yield successful content. Poor user experience and design are often to blame for poor ROI. The solution: a strong relationship between content strategy and user experience integration. In this webinar, you'll learn how this bond should work and how moving beyond silos to real collaboration can advance brand objectives and delight customers. Speakers: Kevin Goldman, Chief Design Architect - ethology Dustin Dehl, Senior Content Strategiest -ethologyTRANSCRIPT
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Integrating User Experience Design & Content Strategy
e
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ethology
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Today’s Speakers
2
Kevin Goldman, Chief Design Architect | ethology
Dustin Diehl, Senior Content Strategist | ethology
MODERATORDavid Amrani, Asst. Editor, Content Studio |Digiday
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ethology
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And if you didn’t hear…
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ethology
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Fantastic Prize Giveaways!
4
All attending audience members will be entered into a drawing for one of the following items (5 prizes in total):
• 1 Content Marketing Audit (value: $2,200)
• 1 half day Design Studio-virtual (value: $2,175)
• 1 of 3 Inkwell Design Toolkits (value $39/ea)
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Agenda
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UX & Content Strategy 101
The Problem
The Solution
Case Study
e
Q&A
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User Experience Design 101e
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UX: A Cross Disciplinary System
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Human Factors
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Human Factors
UX: A Cross Disciplinary System
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Technology
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UX: A Cross Disciplinary System
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Human Factors
Marketing
Technology
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UX: A Cross Disciplinary System
10
Human Factors
Marketing
TechnologyAesthetics
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UX: A Cross Disciplinary System
11
Human Factors
Marketing
TechnologyAesthetics
user empathy — skilled craft usability — science
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UX: A Cross Disciplinary System
12
Human Factors
Marketing
TechnologyAesthetics
user empathy — skilled craft usability — science
OpportunityConstraint
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UX: A Cross Disciplinary System
13
Human Factors
Marketing
TechnologyAesthetics
user empathy — skilled craft usability — science
OpportunityConstraint
StrategyTacticsValue
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UX: A Cross Disciplinary System
14
Human Factors
Marketing
TechnologyAesthetics
user empathy — skilled craft usability — science
OpportunityConstraint
StrategyTacticsValue
PrinciplesTrends
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Digital experiences should be more human so that people can discover, create, and get on with life!
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Content Strategy 101e
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Purposeful Content: Crafting the User Experience
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BRAND USERS
Supports Business
Objectives
FulfillsAudience
Needs
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It’s the same as content marketing,
right?
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HEADER: Use Title Case
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Content Strategy
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Content Marketing
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CS / UX Common Grounde
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CS & UX Skill Sets
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UX Skill Sets
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CS Skill Sets
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CS & UX Overlapping Skillsets
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CS & UX Overlapping Deliverables
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Content Audits
Content Templates
Content Workshops
Editorial Planning
Content Governance
Content Analytics
Content Writing
Audience Research
Personas, Customer
Journey Mapping, etc.
Testing
Navigation, Audits,
Wireframes, Testing
Governance
Brand Guides, Voice &
Tone, Style, UI Kits, etc.
Heuristic Evaluations
Mental Models
Design Studios
User Research
Usability Testing
Information Architecture
Visual Design
UI Kits
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What’s The Problem?e
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Often times we’re asked to:
Design without contentCreate content strategy without the context of the
entire user experience.
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Great Work Seamlessly Integrates Content + Design
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And Without Content ….
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Lorem ipsum ≠ Content
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HEADER: Use Title Case
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I can haz more room?
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Um, okai, 2 much roomz
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HEADER: Use Title Case
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Build around the content, they said…
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At best, you duplicate efforts…
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HEADER: Use Title Case
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At worst, you contradict each other.
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What’s The Solution?e
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People
Tools
Process
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People
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Process
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Human Naturally Silo
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Content Marketing Design Etc.
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Process Methods & Culture That Can Be Silo Busters
Design Studios
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Opps Design
Anti-Meetings Content Workshops
Content Strategy
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Engineering + Industrial Design is Seamless
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Editorial + Design is Seamless
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How CS + UX Can Be Seamless
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Anti-MeetingsDesign StudioOpps DesignContent StrategyContent Workshops
Facilitator =
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Tools
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Cross Discipline Design & Content Studios
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We Even Created the Kit …
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Case Studye
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"Content is embraced as a business asset, and as a
design impact. All of our content designers are integral
parts of the design process.”
— Aaron Burgess, Content Director, Global User Experience Design, PayPal
Case Study: PayPal
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"Design and content are equal parts, neither of which is
replaceable nor subservient to each other. Everyone
has input on each other's work."
— Jonathan Mann, Senior Design Manager, PayPal
Case Study: PayPal
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• Creating a seamless interplay between design and content is crucial to PayPal’s ability to support its customers.
• Content Designers at PayPal work seamlessly with UX designers, UX researchers and many other disciplines.
• All groups at PayPal have UX + CS + UI
• Content is a business asset
• UX Design is a business asset”
Case Study: PayPal
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"Integrating content and design does not come down to
an organizational structure. It comes down to simply
facilitating the ability of your customer to interact with
great content."
— Aaron Burgess, Content Director, Global User Experience Design, PayPal
Case Study: PayPal
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6 Key Takeaways e
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1. Don’t put your content creators in a box.
2. Don’t force your designers to design without content
3. Break down silos.
4. Use simple tools that all disciplines understand.
5. Learn from mature industries that seamlessly integrate.
6. Hire T-shaped people for more cross disciplinary collaboration.
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QUESTIONS:
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?
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Fantastic Prize Giveaways!
65
All attending audience members will be entered into a drawing for one of the following items (5 prizes in total):
• 1 Content Marketing Audit (value: $2,200)
• 1 half day Design Studio-virtual (value: $2,175)
• 1 of 3 Inkwell Design Toolkits (value $39/ea)
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About ethology and Convince & Convert
Digiday is a media company and community for digital media, marketing and advertising professionals. We focus on quality, not quantity, and honesty instead of spin. We cover the industry with an expertise, depth and tone you won’t find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry.
www.digiday.com
ethology is an integrated full-service digital marketing agency for evolving consumer brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services.
www.ethology.com
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