user experience and content strategy: two great things that go great together

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USER EXPERIENCE & CONTENT STRATEGY SO HAPPY TOGETHER Monday, April 15, 13

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Meghan Casey and Zack Naylor

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Page 1: User Experience and Content Strategy: Two Great Things That Go Great Together

USER EXPERIENCE &CONTENT STRATEGY

SO HAPPY TOGETHER

Monday, April 15, 13

Page 2: User Experience and Content Strategy: Two Great Things That Go Great Together

CONTENT STRATEGY &USER EXPERIENCE

SO HAPPY TOGETHER

Monday, April 15, 13

Page 3: User Experience and Content Strategy: Two Great Things That Go Great Together

Hi.

Monday, April 15, 13

Page 4: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN CASEY

@MEGHSCASE

ZACK NAYLOR

@ZACKNAYLOR

Hi.

Monday, April 15, 13

Page 5: User Experience and Content Strategy: Two Great Things That Go Great Together

Monday, April 15, 13

Page 6: User Experience and Content Strategy: Two Great Things That Go Great Together

User Experience is the creation of an experience through designed artifacts that supports the goals and needs of a business or organization and the people they serve.

Monday, April 15, 13

Page 7: User Experience and Content Strategy: Two Great Things That Go Great Together

Content strategy is how an organization provides the right content, to the right people, at the right time with the aim of achieving established business goals.

Monday, April 15, 13

Page 8: User Experience and Content Strategy: Two Great Things That Go Great Together

TWO PROCESSES CONVERGE

Discovery DesignDefinition

Monday, April 15, 13

Page 9: User Experience and Content Strategy: Two Great Things That Go Great Together

JUGGLE UPMonday, April 15, 13

Page 10: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY

Monday, April 15, 13

Page 11: User Experience and Content Strategy: Two Great Things That Go Great Together

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

ZACK WANTS TO KNOW:

Monday, April 15, 13

Page 12: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

ZACK WANTS TO KNOW:

Monday, April 15, 13

Page 13: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

Monday, April 15, 13

Page 14: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 15: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 16: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 17: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

5. Why do they think children aren't getting involved with juggling now?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 18: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

5. Why do they think children aren't getting involved with juggling now?

6. Who are the target audiences and what are their concerns?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 19: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

5. Why do they think children aren't getting involved with juggling now?

6. Who are the target audiences and what are their concerns?

7. What would make them want to get involved with juggling?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 20: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

5. Why do they think children aren't getting involved with juggling now?

6. Who are the target audiences and what are their concerns?

7. What would make them want to get involved with juggling?

8. How does JU encourage children to get into juggling now?

9. What is and isn't working?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 21: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN WANTS TO KNOW:ZACK WANTS TO KNOW:

1. Why/how did Juggle Up get started?

2. What are JU's business goals and how do they measure success?

3. Who are the internal stakeholders and what do they care about?

4. What are the trends in the world of juggling?

5. Why do they think children aren't getting involved with juggling now?

6. Who are the target audiences and what are their concerns?

7. What would make them want to get involved with juggling?

8. How does JU encourage children to get into juggling now?

9. What is and isn't working?

10. How will things be different if the site is successful?

1. Why does Juggle Up want a website?

2. What is not being accomplished with the current website, or lack of website?

3. What should the website do for their organization?

4. How will we know that the website is successful?

5. Who is the target audience for the website of Juggle Up?

6. What should the target audience be able to do from the website?

7. What content would communicate the intended message to the target audience of Juggle Up?

8. What language and categorization of that content is easiest to use for the target audience?

9. How often would the audience want/need this information?

10. How is the audience getting this information now?

Monday, April 15, 13

Page 22: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

Monday, April 15, 13

Page 23: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

Monday, April 15, 13

Page 24: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS WORKSHOPS

Monday, April 15, 13

Page 25: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

Monday, April 15, 13

Page 26: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

Monday, April 15, 13

Page 27: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

ANALYTICSREVIEW

Monday, April 15, 13

Page 28: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

ANALYTICSREVIEW USER RESEARCH

Monday, April 15, 13

Page 29: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

ANALYTICSREVIEW USER RESEARCH

INDUSTRY RESEARCH

Monday, April 15, 13

Page 30: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

ANALYTICSREVIEW USER RESEARCH

INDUSTRY RESEARCH

CONTENT INVENTORY

Monday, April 15, 13

Page 31: User Experience and Content Strategy: Two Great Things That Go Great Together

DISCOVERY ACTIVITIES

STAKEHOLDER INTERVIEWS

DOCUMENTATIONREVIEWWORKSHOPS

COMPETITIVE REVIEW

ANALYTICSREVIEW USER RESEARCH

INDUSTRY RESEARCH

CONTENT INVENTORY

HEURISTIC ANALYSIS

Monday, April 15, 13

Page 32: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITION

Monday, April 15, 13

Page 33: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITIONPROBLEM SITUATION

Monday, April 15, 13

Page 34: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITIONUSER SCENARIOS

Monday, April 15, 13

Page 35: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITIONCORE CONTENT STRATEGY

Monday, April 15, 13

Page 36: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITIONMESSAGE FRAMEWORK

Monday, April 15, 13

Page 37: User Experience and Content Strategy: Two Great Things That Go Great Together

DEFINITIONSITE MAP

Monday, April 15, 13

Page 38: User Experience and Content Strategy: Two Great Things That Go Great Together

DESIGN

Monday, April 15, 13

Page 39: User Experience and Content Strategy: Two Great Things That Go Great Together

A CONTENT FORWARD APPROACH

Sketch the content Apply designCreate wireframes

Monday, April 15, 13

Page 40: User Experience and Content Strategy: Two Great Things That Go Great Together

Sketch the content

Monday, April 15, 13

Page 41: User Experience and Content Strategy: Two Great Things That Go Great Together

Create wireframes

Monday, April 15, 13

Page 42: User Experience and Content Strategy: Two Great Things That Go Great Together

Apply design

Monday, April 15, 13

Page 43: User Experience and Content Strategy: Two Great Things That Go Great Together

WRAP UP & QUESTIONS

Monday, April 15, 13

Page 44: User Experience and Content Strategy: Two Great Things That Go Great Together

Monday, April 15, 13

Page 45: User Experience and Content Strategy: Two Great Things That Go Great Together

MEGHAN CASEY

@MEGHSCASE

ZACK NAYLOR

@ZACKNAYLOR

Monday, April 15, 13