object-oriented content strategy

IN ABOUT 11 STEPS

Object-Oriented Content Strategy

What is it?Object-oriented content strategy is a way of identifying project and user goals, and then defining features. It’s organized, mobile-first, and it makes us strategists look cool.

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Why should I care?UXers, information architects, copywriters, and digital strategists set the pace for the project.

• For project managers: Documentation and Components • For designers: Components • For developers: Components!! • For QA: Components

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Can you give us an example?Of course! The rest of this presentation is an example using a hypothetical redesign for the PRPL website.

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OBJECT-ORIENTED CONTENT STRATEGY

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1. PROJECT DISCOVERY

Work with the client to define the problem(s) and create high-level solution(s). Usually the RFP and SOW already contain major user story clues.

Additionally, you’ll want to interview stakeholders to fill in the holes.


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2. USER RESEARCH

There are two sides to every story. You’ve heard the client’s side, but there’s no real substitute for user research.

• In terms of user research, ask users what they’re trying to accomplish and find ways to group tasks together.

• For e-commerce sites, ask what information is needed to purchase.

• Plan out your research methods to answer specific gaps in knowledge.

• Document top performing pages to ensure they don’t get nixed in the redesign.

• Document bottom performing pages to ensure they do get nixed in the redesign, or the content is merged with other pages.

• Find common flows/paths to determine pages that might contain the same information or where users drop off in a funnel.

USER INTERVIEWS & SURVEYS GOOGE ANALYTICS

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REF ID PAGE TITLE URLCONTENT

TYPESOURCES OF

CONTENTCONTENT OWNER

FUNCTIONALITY AND FORMS

FILES AND MEDIA

Number /relative or Post type CMS, Data, etc. Dynamic?

PAGE SESSIONS

KEY MESSAGES

ACCURACY / RELEVANCE

CONTENT QUALITY

ARCHIVE / MICGRATION READINESS

RED FLAG NOTES

from GA or Page Goal Good/Bad? Good/Bad? Edit?

3. AUDIT ALL CONTENT


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4. IDENTIFY BUSINESS GOALS

Through discovery, extract key objectives that define success for this product.

• Share ideas, struggles, opinions, epiphanies, and stories about PRPL employee internal / project adventures.

• Attract clients with needs in key verticals that match our specialties and services with larger budgets and potentially longer partnerships.

• Attract prospective employees with relevant skills and experience who fit our culture and can develop our services.

• Gain the kind of clients with forward-thinking and holistic digital needs and more innovative services by positioning a consultancy that can understand problems, needs, business goals, and offer solutions.


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5. CONVERT BUSINESS GOALS TO USER STORIES

Think critically about each goal and rework some of the phrasing. The main nouns from your goals will later become “content objects.”

• Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL internal and project adventures.

• Clients with needs in key verticals, with larger budgets, and with potentially longer partnerships want to explore our specialties and services.

• Prospective employees with relevant skills and experience who fit our culture and can develop our services want to learn about our company and process.

• Clients with forward-thinking and holistic digital needs require more innovative services from a consultancy that can understand problems, business goals, and offer solutions.


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6. IDENTIFY USER GOALS; WRITE USER STORIES

After thorough research, extract key tasks that users are trying to accomplish with this product. Go ahead and write them as user stories from the beginning.

• Followers from multiple disciplines need to filter articles, tools, and resources on topics and in formats that appeal to them.

• Prospective clients need to learn what a partnership with PRPL looks like for their company. • Learn what it would be like to work for PRPL. • Apply to work at PRPL.


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7. EXTRACT NOUNS FROM USER STORIES

• Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL internal and project adventures.

• Clients w/ needs in key verticals, w/ larger budgets, and with potentially longer partnerships want to explore our specialties and services.

• Prospective employees w/ relevant skills and experience who fit our culture and can develop our services want to learn about our company and process.

• Clients w/ forward-thinking and holistic digital needs require more innovative services from a consultancy that can understand problems, business goals, and offer solutions.

• Followers from multiple disciplines need to filter articles, tools, and resources on topics and in formats that appeal to them.

• Prospective clients need to learn what a partnership with PRPL looks like for their company. • Prospective employees want to learn what it would be like to work for PRPL. • Prospective employees want to apply to work at PRPL.


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8. DEFINE RELATIONAL CONTENT AND METADATA

Think in terms of what information users are trying to access and what purpose it serves, rather than “body content.” Also think in relevant terms of the CMS structure, which will help you later.

Overview content

Overview content

Overview content

Need

Case Study

Service

Need(s)

Client

Service(s)

Case Stud(ies)

Need(s)

Case Study

Service(s)

Client

Employee(s) Employee(s)

Client

Service

Case Stud(ies)

Need(s)

Overview content

Client


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9. DEFINE RELATIONSHIPS WITH OBJECTS

Consider the ways each object will later talk to one another.

Overview content

Overview content

Overview content

Need

Case Study

Service

Need(s)

Client

Service(s)

Case Stud(ies)

Need(s)

Case Study

Service(s)

Client


Client

Service

Case Stud(ies)

Need(s)

Overview content

Client


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10. PRIORITIZE OBJECTS

This isn’t “order” on the page, but rather importance. Considering we’re not designing the page yet, or have a working layout, we can determine what is most important to least important.

Overview content

Overview content

Overview content

Need

Case Study

Service

Need(s)

Client

Service(s)

Case Stud(ies)

Need(s)

Case Study

Service(s)

Client


Client

Service

Case Stud(ies)

Need(s)

Overview content

Client


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11. ORGANIZE INTO SITEMAP

PAGE NUMBER

PAGE TITLE PAGE GOALCONTENT OUTLINE

KEY INTERNAL/EXTERNAL

LINS

TEMPLATE NOTES OLD PAGES


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SOURCES

• Object Oriented UX by Sophia Voychehovski

• Content Audit by GatherContent.com

http://alistapart.com/article/object-oriented-ux

http://GatherContent.com

Rad Kalaf ([email protected]) /// Tricia D’Antin ([email protected])

Thanks!PRPL HQ 189 S. Orange Ave., Suite 2020 Orlando, FL 32801

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www.prpl.rs

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