useeds° :: content strategy and ia
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Content Strategy and IA IA-Konferenz :: 11. – 12. 05.2012 Nikki Tiedtke :: Senior Interaction Architect
“IA without content strategy is just giving a garbage can a better signage.”
USEEDS° user centred thinking
Contents
1. Content and IA: The 3 second elevator pitch 2. What is content and content strategy?
3. Where we work together
4. How we work together
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Content and IA: The 3 seconds elevator pitch
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What are my benefits?
What do they offer?
Why should I care? What should I
do?
Possible user questions after visiting Geezeo
What do they talk about?
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Ah!
What is content?
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Content is…
Text Graphics Videos / Animations Games / Widgets Audio Images
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Available in many formats and surely not just text
Text is… UI copy Error messages Alt tags Metadata Forms Search results Help pages Marketing pages Emails Customer Service copy Terminology, etc.
Channels could be … Website Customer Support Mobile TV Radio, etc. Formats could be… Online articles Banners eBooks Videos Infographics Podcasts PDFs Case studies Trial downloads, etc.
What is content strategy?
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“Content strategy plans for the creation, delivery and governance of useful, usable content”
Kristina Halvorson, Content Strategy for the Web
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“Content strategy ensures that…
Business strategy Brand strategy
Editorial strategy Publishing strategy
… are included in digital UX strategy.”
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Content Strategy and IA – where we work together
USEEDS° user centred thinking 15 Content Strategy Definition and graphic by Brain Traffic 2010
Content strategy and Information Architecture
CS IA
CS IA CS IA
CS
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Core strategy: How content supports business and user goals
Content Strategy Definition and graphic by Brain Traffic 2010
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Substance: What content and why? Which channels and formats?
Content Strategy Definition and graphic by Brain Traffic 2010
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Structure: How is content structured, accessed and designed?
Content Strategy Definition and graphic by Brain Traffic 2010
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Workflow: How do we create and implement content? With what teams, processes and tools?
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Governance: How do we measure success and maintain content?
Content Strategy Definition and graphic by Brain Traffic 2010
Bing! The elevator waits again…
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I want to see, not read
Unrelevant copy
Filler content:
Das Richtige… Massgeschneidert…
Exklusiv… Jederzeit…
Erm…where is the product?
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Ah!
How we work together
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Where does Content Strategy support IA?
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IA
CS
Contextual inquiry
What contents do users need / expect?
How do they talk about their needs?
What words do they use?
Do they interact with content? Where? How?
Customer journey
What are the users’ questions?
With what content can we answer them?
Content audit
What are the content heuristics?
What content do we have and where?
In what shape is the content, the metadata?
Who owns each page? Is it relevant, outdated?
Which channel and format makes sense?
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Example: Customer Journey & Content Strategy
* Adapted from Barbra Gagos Content Mapping Templates: http://barbragago.com/what-is-content-mapping/ 28
Unaware Aware Evaluate Buy Use
1. __________ 2. __________ 3. __________
Steps
Questions
Answers
Format / Channel
1. i.e. what stories / topics / themes 2. __________ 3. __________
1. i.e. Text & Video on website 2. __________ 3. __________
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Where does Content Strategy support IA?
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IA
CS
Web-Analytics
Which contents are used?
How do users interact with content?
How do users rate content?
Competitive & trends analysis
What contents do competitors offer?
How do people speak about a topic? Where?
What are common themes, words?
Personas
What topics do they care about?
How much content do they need?
What channels and formats do they use?
What writing style would suit them?
USEEDS° user centred thinking
Example: Personas & Content Strategy
Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/01/context-in-content-strategy-personal-behavioral-context/ 30
Persona Name & Type Age Product usage
Quote
Main goals Motivations Pain points
Content needs • What information? • In what depth?
Formats • Which formats would the
persona use?
Channels • Which channels would
the persona use?
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Where does Content Strategy support IA?
Scenarios & user flows
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IA
CS
What content supports the user goals?
What are the core contents & key messages?
Where in the flow should they appear?
Information Architecture
What is the content goal for each page?
What are the key messages and CTAs for each page?
What are the labels? Do they fit the Style Guide?
What is the SEO strategy?
Wireframing
How is the priority & hierarchy of content?
What is the real copy for Wireframes?
Are there possible localization issues?
Where do we need contextual, supporting content?
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Example: Scenarios & Content Strategy
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User Goal: “ I need to replace
my car.”
Need: “I want a
balance of features and fuel
economy”
Need
Need
Where will a tank of gas get
him?
Feature list,
Video
List of accesso-
ries
Safety features
Content require-
ment
Content require-
ment Content require-
ment
Content require-
ment
Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/
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Example: Scenarios & Content Strategy
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Scenario:
User goal:
Homepage Search results Product category Product detail page
Key contents Key messages Contextual contents
Adapted from Daniel Eizans: „Context in Content Strategy“: http://danieleizans.com/2011/02/context-in-content-strategy-personal-situational-context/
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Example: IA & Content Strategy: Message hierarchy
Secondary message
How? When?
Primary message Why?
Call to action What do I need to do?
Based on Karen McGrane, Bond art + science: http://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy 34
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The message is the core
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Core message
Flow structure
Website structure
Page design (conceptual & visual)
Page structure
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Example: Page table
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Can be used to define contents and hierarchy on pages
Page ID: Page name: Page objective: Main call to action: Secondary call to action: Main message: Why do I need to read ths page? What can I do here? Key message / user benefit 1: What’s my benefit? Objective reasons to believe: Why should I believe this is beneficial for me? Key message / user benefit 2: Objective reasons to believe: Key message / user benefit 3: Objective reasons to believe:
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Where does Content Strategy support IA?
UX-Guidelines Usability Testing
Extracted from http://blog.greenonions.com/2010/06/05/letter-to-a-content-strategist/ 37
IA
CS
What are content guidelines for UI patterns?
What is the Editorial Styleguide?
What are Content Usability Guidelines?
What content do we need to test?
How can we test it?
How can we measure our content’s success?
We face the same challenges
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Then… Now…
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Static websites = static content Websites are dynamic = content has to be adaptive
Few publishing channels: Print, online, radio, TV
Multiple publishing channels across different devices: Social, Video, Mobile etc.
Brands have central ownership about their content
Content can be shared and published by everyone
Digital media was a solitary experience Digital media is interactive
Publishing tools where costly, complicated and had to be built
Publishing tools are freely available
Using digital media was a niche Digital media is mainstream = higher expectations
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My wishes for 2012 and beyond
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More IAs do CS. More CS do IA.
Think holistically
Don’t debate who’s more important in UX. It’s always the user.
Embrace similarities We are all in publishing now. Let’s go for it!
Group hug
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Say hello. Don’t wave goodbye.
E-Mail: [email protected] Slideshare: http://www.slideshare.net/nikkitiedtke/ Facebook content strategy & user experience group: https://www.facebook.com/groups/contentstrategyandux/ Twitter: @NikkiTiedtke XING: http://www.xing.com/profile/Nikki_Tiedtke Linkedin: http://www.linkedin.com/in/nikkitiedtke
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