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Hi!
   I’m Karen McGrane
from Bond Art + Science

    @karenmcgrane




                          1
Concept ruthlessly stolen from Heather Champ @hchamp
Via Flickr User swirlspice under a Creative Commons License   2
3
CONTENT?



INFORMATION
ARCHITECTURE                   VISUAL
                               DESIGN
               INTERACTION
               DESIGN
                                        4
5
WHY CONTENT STRATEGY?
WHY NOW?



                        6
FROM          TO
Static        Dynamic

Centralized   Decentralized

Walled        Social

Costly        Cheap

Geeky         Mainstream


                              7
USER EXPERIENCE


                       Information
                       Architecture




                       CONTENT
                       STRATEGY

        Social Media                      Content
        Marketing                     Management


MARKETING                                       TECHNOLOGY




                                                             8
Developing Successful Content Management Solutions
NAMING A PAIN POINT.




                       10
DEFINING A PROCESS.




                      11
12
13
Current Site Audit
Stakeholder &                                                      Competitive &
User Interviews                                                   Market Research




           Vision
                                                        Insight



                                                         Design
                                                                                         Development
                                                                                                             QA
                  Requirements              IA Design              Creative
                                                                   Design




                                                     Usability Testing                     Post Launch
                                             Paper Prototype & Creative Comps             Analytics Report


                                                                         Test, Measure, and Optimize
User Experience Design Process: Critical Path
                                                                                                  Kickoff
                         Project Initiation                                                                               Initial Design Cyc l e                                                                              Design Iteration / Testing / Itera
                                                                                                  Meeting

                      Project is
  Product Marketing

                                                Prod. Marketing does P&L, content evaluation,                                                                                                                                      Product Team meets -
                      inititated by Product     creates materials that describe needs, goals,
                      Marketing with                                                                                        Prod. Mktg. feeds team                                                                                 Design presents functional
                                                objectives, dependencies, partnerships,                                                                                                                                            user flow, potential user
                      Program                   business issues and any other relev a n t                                   any results from Marke t
                      Management                                                                                                                                                                                                   scenarios and high level
                                                content or functionality issues, pulls together                             Resear c h
                                                                                                                                                                                                                                   screens need e d
                                                cross-functional tea m                                                                                                                                                             Approval cycle h e r e




                                                Feasability Studies / Field
                                                Resear c h                                                                                          Expert advice on
  Usability




                                                What do Users w a n t                                                                               previous research a n d                                                  feedback cyc l e
                                                How do they want to do it                         Meeting                                           new research need e d
                                                (Usability Conceptual Phase)                                                                        (Usability 2nd Phase)
                                                                                                  coordinated by
                                                                                                  Program
                                                                                                                                                                                                                                                   feedback cy
                                                                                                  Management

                                                                                                  UE Team member
                                                                                                                                 Create D e s i g n
                                                                                                  assigned to
                                                                                                                                 Spec/Creative                                                                                  Rapid prototype for
Experience Design




                                                                                                  project
                                                                                                                                 Brie f                                                                                         proof of concept
                                                                                                  attends meeting                                                  UE Team
                                                                                                                                 Material is from                                                                               and early testing w /
                                                                                                                                                                   brainstorm with
                        Initial concept                                                                                          MRP/PRD and                                                           Early functionality      usability
                        brainstorms wit h                                                         Takes input from                                                 Usability - led by
                                                                                                                                 brainstorming notes                                                   designs and
                                                                                                  all members as                                                   project team
                        Product Marketing to                                                                                     and other                                                             definitions of           Could be paper
                                                             UE Team member assigned              related to UI                                                    member
                        collect and gather                                                                                       requirements, distills                                                pages needed for         prototype, functional
                                                                   to project                     design
                        requirements and                                                                                         info, looks at                                                        developed                static HTML, Flash
                                                                                                                                                                   what's the best
                        understand                                                                                               competitive                                                           functionality            interaction,
                                                                                                  Receives Requirements                                            scenario fo r
                        competitive landscape                                                                                    landscape, rev i e w s                                                                         Mockups/
                                                                                                             Document                                              use r s
                                                                                                                                 scope in context of                                                                            Wireframes as
                                                                                                  Needs:
                                                                                                                                 network and sit e                                                                              image maps
                                                                                                  List of team
                                                                                                                                 precedenc e
                                                                                                  members,
                                                                                                  contact info, initial
                                                                                                  schedule,
                                                                                                  approval process
                                                                                                                                                                              Initial exposure to
                                                                                                  (people)
                                                                                                                                                                              scope of design and
                                                                                                                                                                              functionality
  HTML




                                                                                                                                                                              Assess techn i c a l
                                                                                                                                                                              limitations and
                                                                                                                                                                              alternatives
  Engineering




                                                                                                                                                                                   Engineering might
                                                                                                                                                                                   begin coding
                                                                                                                                                                                   work from initial
                                                                                                                                                                                   functionality
                                                                                                                                                                                   spe c s

Credits: Erin Malone: Designed for AltaVista November 10, 2000



                                                                                                                                                                                                                                            15
An Example                                                                                                                                                                                                                                 LEGEND                      MILESTONE
                                                                                                                                                                                                                                                                                                                                                                                       DELIVERABLE                    IDEA                      REVIEW CHECKPOINT



                                                                                  Product / Software / Web Design Process Guide                                                                                                                                                                                                                                                        KEY MEETING                     INFORM




                                                                                   PHASES                                          concept                                                           discover                                                                  definition                                                            refinement                                                                                                                 developmen
                                                                                                                                                                                                                                                                                                                                    conceptual
                                                                                   MILESTONES                                          start                                                            concept
                                                                                                                                                                                                        approval
                                                                                                                                                                                                                                                                                proposal approval and scheduling                    design
                                                                                                                                                                                                                                                                                                                                    review
                                                                                                                                                                                                                                                                                                                                                      PRD
                                                                                                                                                                                                                                                                                                                                                      approval
                                                                                                                                                                                                                                                                                                                                                                                                                                                            UI design
                                                                                                                                                                                                                                                                                                                                                                                                                                                            approval
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 committed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 schedule


                                                                                                                                        Communicate business needs                                        Communicate business needs                                             Brand Positioning                                                     Review Promotional & Marketing Needs                                                                                       Business developm
                                                                                                                                        & brand identity                                                  & brand identity




                                                                            {
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Mockups to marke
Note: In some companies these roles are




                                                                                             business
                                                                                             owners
encompassed by one person




                                                                                                                                                                                                                                                                                 Collect team input                                                    Product Roadmap                                                                                                            Promotion plan
                                                                                                                                        Describe problem or needs,                                        Develop strategic rationale, business case,
                                                                                                                                        proposed solution, and benefits.                                  financial analysis, policy considerations,
                                                                                                                                                                                                          implementation plans.                                                  Research: Solicit input from Business owners/                                                 Point release plan
                                                                                             product                                    Gather information for and
                                                                                                                                                                                                                                                                                 brands - contact other associated stakeholders
                                                                                                                                                                                                                                                                                 (legal, customer support, international)
                                                                                             manager                                    create the Concept Document                                       Gather supporting market research, etc.

                                                                                                                                                                                                                                                                                 Write Draft PRD and Review
                                                                                                                                                                                                          Gather information for and create the                                                                                     Deliverables:
                                                                                  ROLES




                                                                                                                                                                                                          Proposal Document
                                                                                                                                                                                                                                                                                 Project kickoff                                    Product
                                                                                                                                                                                                                                                                                                                                  Requirements
                                                                                                                                                                                                                                                                                                                                   Document
                                                                                                                                                                                                          Review user feedback on previous product                                Refine design concepts
                                                                                                                                                                                                                                                                                                                                     (PRD)             Wireframes and navigation maps
                                                                                                                                                                                                          UI's and analyze competitive products.                                                                                   (authored by a




                                                                            {
                                                                                             ui/id/ia                                                                                                                                                                             Develop navigation model and                    Product Manager)                                        Product prototype, e.g. paper, HTML, director, or flash
                                                                                                                                                                                                                                                                                  refine scenarios
                                                                                             design                                                                                                       Provide input for level of effort
                                                                                                                                                                                                                                                                                                                                                                                                                                UI Design Approval
or two people. i.e. ui may do user research or visual designers may do ia, etc.




                                                                                                                                                                                                                                                                                                                                        and
                                                                                                                         Idea                                                      Deliverable:                                                                 Deliverable:                                                                                                                                                                                Deliverable:
                                                                                                                                                                                                          Define personas, usage scenarios, user                 Proposal                                                                                                                                                                                 Templates
                                                                                                                                                                                   Concept                goals, and perform task analysis                                                                                                                                                           I T E R AT I O N S                                                              I T E R AT I O
                                                                                                                                                                                  Document                                                                      Document                           Concept Design Review
                                                                                                                                                                                                                                                                                                                                                                                                                                                              &
                                                                                                                                         Develop usage scenarios                                                                                                 this step                                                                                                                                                                                Navigation
                                                                                                                                         and/or design concepts                                                                                                                                                                     Concept
                                                                                                                                                                                    and / or                                                                      may be                                                                                                                                                                                    (authored by
Note: In some companies these roles are blended into one




                                                                                                                                                                                                                                                                 optional                                                            Design                                                                                                              UI / ID / IA Design)
                                                                                                                                                                                                          Provide input for level of effort                                      Visual design explorations                                                                                                       Refined Visual design explorations                             Art direction
                                                                                                                                                                                                                                                                                                                                    Materials
                                                                                                                                        Leads brainstorming                        Concept
                                                                                                                                                                                                                                                                                                                                    (authored by
                                                                                             visual                                                                               Prototype
                                                                                                                                                                                                                                                                                                                                   blended design
                                                                                             design                                                                                                                                                                                                                                    team)




                                                                                                                                                                                                          Provide input for level of effort                                      UCD research cont'd. (i.e. paper prototyping,                         Competitive usability testing                            Prototype usability test                                         Prototype testing
                                                                                                                                                                                                                                                                                 participatory design, field studies, surveys,
                                                                                                                                                                                                                                                                                 etc.
                                                                                                                                                                                                          Define personas, usage scenarios, user
                                                                                             user                                                                                                         goals, and perform task analysis.
                                                                                             research




                                                                                             production                                                                                                         Provide input for level of effort




                                                                                   credits   Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA.




                                                                                                                                                                                                                                                                                                                                                                                                                                                                        16
PHASE              1                                                                                      PHASE               2
Design Analysis                                                                                           Design Solutions


     TSDesign User Experience Audit                                                          SM
                                                                                                            Product Strategy and Product Design Strategy Blueprint*                                                                       Technology Audit
     description:
         •     an expert design analysis from the user’s perspective
                                                                                                            description:
                                                                                                                 •    define ‘what the product should be’ and ‘how it
                                                                                                                                                                                        1      understand                                 2       investigate                                                  3      define users                                     4      qualify features
                                                                                                                      should work’
     benefits:                                                                                                                                                                              corporate mission                                                                         persona                      user profiles                                           user, feature, objective matrix
         •     benchmarks the effectiveness of your site based upon stated                                  benefits:                                                                       core competencies
                                                                                                                 •    the achievement of clearly articulated, agreed-                                                                                                                                                   user profiles
               business objectives for the site and your users                                                                                                                              corporate goals
         •     analyzes the design of the site to find out if the benefits of use
                                                                                                                      upon and aligned mission, core competencies,
                                                                                                                                                                                            culture and values                            User Personae &
                                                                                                                      corporate goals, and objectives for the site
               are actually being delivered
                                                                                                                                                                                                                                          Profiling Module                                                                                               speculate &




                                                                                                                                                                                                                                                                                                + interviews
                                                                                                                                                                                                                                                                             SM
                                                                                                                                                                                            skills and methodologies
                                                                                                                 •    the articulation and understanding of your users,
         •     recommends methods for substantially improving your users
               experiences and meeting future business objectives
                                                                                                                      their needs and and your business objectives for
                                                                                                                                                                                            knowledge capital and experience              (UP&P)                                                                                                         innovate
                                                                                                                                                                                            people, processes & technology
                                                                                                                      establishing and extending relationships
                                                                                                                      with each one                                                         stakeholders and initiatives
                                                                                                                                                                                                                                                                                                                   Intentional User Experience table         •
                        TSDesign Analysis FrameworkSM
                                                                                                                 •    the definition of the organizational resources                        enterprise-wide challenges                        competitive and comparative analysis                                                                experience brief:
 1           Delivery of User Benefits            The intended value the organization
                                                                                                                      required to build and maintain the site                               Internet objectives                                                                                                                                      strategy story
                                                                                                                                                                                                                                                                                                                                                  and positioning
                                                  delivers to users and customers through its site.
                                                                                                                 •    the creation of a detailed blueprint for design or                    customers and users
                                                                                                                      redesign:
                                                  The sequence of questions, prompts, and results                          -    site organization (footprint)                               competitive landscape
 2           Transaction Flow                     that make up a task.                                                     -    useful and usable features and functions
                                                                                                                                for the users                                            * workbooks not shown
                                                  The degree to which a site affords the user to easily                    -    descriptions of intended functionality                                                     scope or
 3           Navigation & Hierarchy               navigate the environment and efficiently locate rele-
                                                                                                                           -    messaging strategy                                                                         rescope
                                                                                                                                                                                                                           relationship
                                                                                                                                                                                        5                                                                                                                      7
                                                  vant content.


                                                  The representation and support of the identity,
                                                                                                                 •    the receipt of a phased implementation plan with
                                                                                                                      associated costs                                                         innovate                                   6       refine                                                               describe
 4           Visual Language                      brand and information architecture through
                                                  visual elements and overall style.
                                                                                                                                                                                               new ideas                                      new footprint and reclustered content                                Product Strategy Blueprint/Functional Description
                                                                                                                                                                        existing
                                                  Audit comments:                                                                                                      and new
                                                  • Users arriving at the front page of the
                                                    site may not understand what information
                                                    is there for them.
                                                                                                                                                                     technology
                                                  • The names of the sections do not give
                                                    users a path to follow to find the informa-
                                                    tion they need.
                                                  • No specific path has been established for
                                                    each user type. Users must use their best
                                                    judgement to find the information they’re
                                                    looking for and often may not be successful.




     Identity and Visual Language Audit                                                                     Visual Identity Systems                                     visual language research



 description:                                                                                               description:
     •       By collecting and reviewing print, other tangible artifacts and                                 •       establish, with the client, a shared
             Web sites your company creates and disseminates, and                                                    understanding and common language for
             corporate standards (if they exist) we can then distill the basis                                       visual design and how it effectively
             for the visual language to be developed that is consistent with                                         communicates the brand
             the company's identity and product brands. This work is                                         •       define a visual language for the site
             continued in the Visual Systems Design phase.                                                                -    logo, logotype systems
                                                                                                                          -    typography
                                                                                                                          -    grid system
                                                                                                                          -    color palette
                                                                                                                          -    imagery style and usage

                                                                                                            benefits:
                                                                                                             •       provides the visual language components
                                                                                                                     with which to build the interface




                                                                                                                                                                                                                                                                                                                                                                                             17
THE CONTENT STRATEGY PROCESS




                          18
1. THINK BEYOND THE TEMPLATE.




                           19
Ron represents a flavorings manufacturer. One
                                of his big customers is in Burlington, VT, and he
                                visits their plant at least once every month or
                                two. Being a clever sort, Ron has emailed to
                                himself the hotel detail page for each of the
                                hotels he regularly visits. Prior to his trip, he
                                opens the email with “Burlington – Colchester”
                                as the subject, and clicks on the link to take him
                                immediately to the hotel detail page. He then
                                selects a non-smoking room with a king bed
Name:     Ron Buckley           from the list of room types, and is prompted to
Age:      47                    enter his stay dates, which he does. From the
Family:   Married, 2 children   room detail page, he clicks “Reserve” to book a
Job:      Manufacturing
Home:     Port Washington, NY
                                room, enters his guest information and rewards
Income:   $55,000/year          number. When he prints out his confirmation to
Travel:   2-3 times per month   conclude his transaction, he notes it took him
                                less than five minutes to complete.


                                                                                20
Travel booking      Boutique sites
engines             deliver on style
aggressively        preferences for
promote             travelers in-the-
air + hotel deals   know

Well-known
chains inspire      Next-generation
loyalty through     sites innovate to
brand experience    provide an easier-
and rewards         to-use interface




                                        21
22
23
24
We opted to go live
with the existing content.




                             25
Buy-in for that decision stretched
to the highest levels of the organization.




                                             26
We knew the content sucked.
 We just believed there was
nothing we could do about it.




                                27
Within an hour, the angry calls started. Client received
hundreds of angry calls from franchisees the first day.
Complaint call volume held steady over the next week
as people called back to check on status.
The client team was unprepared to make quick
changes to the content, and their slow response just
added fuel to the fire.
Site had to be rolled back to the previous version while
they came up with a plan to update the content.
http://www.flickr.com/photos/schoppa/3148751414        28
7000 pages.      The upside is that the second
45 people.        launch was very successful.
Six weeks.     Still, I can't say that I'd choose to
5400+ hours.            do it that way again. 




                                                       29
HOW TO THINK PAST TEMPLATES
_Talk about why it’s important to provide great
 content. Even when people don’t want to listen.
_Get content in the project plan, even if you’re not
 responsible for it.
_Scare people with the “giant spreadsheet of terror.”
_Prototype and test wireframes and designs with best
 and worst case example content.
_Start content migration early: first step, not the last.

                                                        30
1. THINK BEYOND THE TEMPLATE.
2. EVALUATE CONTENT QUALITY.




                           31
http://www.flickr.com/photos/carlaarena/3188139819/   32
DON’T LET THIS BE THE FATE
OF YOUR WEB CONTENT




    http://www.getittogetherinc.net/images/storage%20before.JPG   33
From Flickr User 2493™   34
Developing Successful Content Management Solutions
Developing Successful Content Management Solutions
Mythbusters, Polishing a Turd   37
38
HOW TO EVALUATE QUALITY
_Don’t just inventory: analyze your content. Don’t just
 look at what you have, assess whether it’s any good.
_Have a strategy for how to persuade stakeholders
 that your approach is valid.
_Conduct a gap analysis to compare what you have to
 what you need.
_You can usability test content too.



                                                      39
1. THINK BEYOND THE TEMPLATE.
2. EVALUATE CONTENT QUALITY.
3. PLAN FOR THE FUTURE.



                           40
41
42
Developing Successful Content Management Solutions
TRUNCATION IS NOT A
CONTENT STRATEGY



                      44
Developing Successful Content Management Solutions
Developing Successful Content Management Solutions
BLOBS vs. CHUNKS




                   47
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET


                                                   48
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     PRINT

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  49
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                      WEB

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  50
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     MOBILE

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  51
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET


                                                   52
Metadata is the new art direction.




                  Ethan Resnick, @studip101   53
MAKE IT FUTURE-FRIENDLY
_We can’t afford to think about writing content for
 any one platform.
_If we’re going to be able to create tailored designs
 for different platforms, we need a reusable,
 structured store of content to work from.
_Designers need to understand how pages get
 constructed using metadata and business rules.
_What might seem constraining actually gives us more
 flexibility in the future.

                                                    54
FIRST:
YOU WILL ADVOCATE
FOR CONTENT.
SECOND:
YOU WILL PARTNER WITH
A CONTENT STRATEGIST.
THIRD:
YOU WILL PLAN FOR THE
FUTURE OF CONTENT.
THANKS!

@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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Developing Successful Content Management Solutions

  • 1. Hi! I’m Karen McGrane from Bond Art + Science @karenmcgrane 1
  • 2. Concept ruthlessly stolen from Heather Champ @hchamp Via Flickr User swirlspice under a Creative Commons License 2
  • 3. 3
  • 4. CONTENT? INFORMATION ARCHITECTURE VISUAL DESIGN INTERACTION DESIGN 4
  • 5. 5
  • 7. FROM TO Static Dynamic Centralized Decentralized Walled Social Costly Cheap Geeky Mainstream 7
  • 8. USER EXPERIENCE Information Architecture CONTENT STRATEGY Social Media Content Marketing Management MARKETING TECHNOLOGY 8
  • 10. NAMING A PAIN POINT. 10
  • 12. 12
  • 13. 13
  • 14. Current Site Audit Stakeholder & Competitive & User Interviews Market Research Vision Insight Design Development QA Requirements IA Design Creative Design Usability Testing Post Launch Paper Prototype & Creative Comps Analytics Report Test, Measure, and Optimize
  • 15. User Experience Design Process: Critical Path Kickoff Project Initiation Initial Design Cyc l e Design Iteration / Testing / Itera Meeting Project is Product Marketing Prod. Marketing does P&L, content evaluation, Product Team meets - inititated by Product creates materials that describe needs, goals, Marketing with Prod. Mktg. feeds team Design presents functional objectives, dependencies, partnerships, user flow, potential user Program business issues and any other relev a n t any results from Marke t Management scenarios and high level content or functionality issues, pulls together Resear c h screens need e d cross-functional tea m Approval cycle h e r e Feasability Studies / Field Resear c h Expert advice on Usability What do Users w a n t previous research a n d feedback cyc l e How do they want to do it Meeting new research need e d (Usability Conceptual Phase) (Usability 2nd Phase) coordinated by Program feedback cy Management UE Team member Create D e s i g n assigned to Spec/Creative Rapid prototype for Experience Design project Brie f proof of concept attends meeting UE Team Material is from and early testing w / brainstorm with Initial concept MRP/PRD and Early functionality usability brainstorms wit h Takes input from Usability - led by brainstorming notes designs and all members as project team Product Marketing to and other definitions of Could be paper UE Team member assigned related to UI member collect and gather requirements, distills pages needed for prototype, functional to project design requirements and info, looks at developed static HTML, Flash what's the best understand competitive functionality interaction, Receives Requirements scenario fo r competitive landscape landscape, rev i e w s Mockups/ Document use r s scope in context of Wireframes as Needs: network and sit e image maps List of team precedenc e members, contact info, initial schedule, approval process Initial exposure to (people) scope of design and functionality HTML Assess techn i c a l limitations and alternatives Engineering Engineering might begin coding work from initial functionality spe c s Credits: Erin Malone: Designed for AltaVista November 10, 2000 15
  • 16. An Example LEGEND MILESTONE DELIVERABLE IDEA REVIEW CHECKPOINT Product / Software / Web Design Process Guide KEY MEETING INFORM PHASES concept discover definition refinement developmen conceptual MILESTONES start concept approval proposal approval and scheduling design review PRD approval UI design approval committed schedule Communicate business needs Communicate business needs Brand Positioning Review Promotional & Marketing Needs Business developm & brand identity & brand identity { Mockups to marke Note: In some companies these roles are business owners encompassed by one person Collect team input Product Roadmap Promotion plan Describe problem or needs, Develop strategic rationale, business case, proposed solution, and benefits. financial analysis, policy considerations, implementation plans. Research: Solicit input from Business owners/ Point release plan product Gather information for and brands - contact other associated stakeholders (legal, customer support, international) manager create the Concept Document Gather supporting market research, etc. Write Draft PRD and Review Gather information for and create the Deliverables: ROLES Proposal Document Project kickoff Product Requirements Document Review user feedback on previous product Refine design concepts (PRD) Wireframes and navigation maps UI's and analyze competitive products. (authored by a { ui/id/ia Develop navigation model and Product Manager) Product prototype, e.g. paper, HTML, director, or flash refine scenarios design Provide input for level of effort UI Design Approval or two people. i.e. ui may do user research or visual designers may do ia, etc. and Idea Deliverable: Deliverable: Deliverable: Define personas, usage scenarios, user Proposal Templates Concept goals, and perform task analysis I T E R AT I O N S I T E R AT I O Document Document Concept Design Review & Develop usage scenarios this step Navigation and/or design concepts Concept and / or may be (authored by Note: In some companies these roles are blended into one optional Design UI / ID / IA Design) Provide input for level of effort Visual design explorations Refined Visual design explorations Art direction Materials Leads brainstorming Concept (authored by visual Prototype blended design design team) Provide input for level of effort UCD research cont'd. (i.e. paper prototyping, Competitive usability testing Prototype usability test Prototype testing participatory design, field studies, surveys, etc. Define personas, usage scenarios, user user goals, and perform task analysis. research production Provide input for level of effort credits Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA. 16
  • 17. PHASE 1 PHASE 2 Design Analysis Design Solutions TSDesign User Experience Audit SM Product Strategy and Product Design Strategy Blueprint* Technology Audit description: • an expert design analysis from the user’s perspective description: • define ‘what the product should be’ and ‘how it 1 understand 2 investigate 3 define users 4 qualify features should work’ benefits: corporate mission persona user profiles user, feature, objective matrix • benchmarks the effectiveness of your site based upon stated benefits: core competencies • the achievement of clearly articulated, agreed- user profiles business objectives for the site and your users corporate goals • analyzes the design of the site to find out if the benefits of use upon and aligned mission, core competencies, culture and values User Personae & corporate goals, and objectives for the site are actually being delivered Profiling Module speculate & + interviews SM skills and methodologies • the articulation and understanding of your users, • recommends methods for substantially improving your users experiences and meeting future business objectives their needs and and your business objectives for knowledge capital and experience (UP&P) innovate people, processes & technology establishing and extending relationships with each one stakeholders and initiatives Intentional User Experience table • TSDesign Analysis FrameworkSM • the definition of the organizational resources enterprise-wide challenges competitive and comparative analysis experience brief: 1 Delivery of User Benefits The intended value the organization required to build and maintain the site Internet objectives strategy story and positioning delivers to users and customers through its site. • the creation of a detailed blueprint for design or customers and users redesign: The sequence of questions, prompts, and results - site organization (footprint) competitive landscape 2 Transaction Flow that make up a task. - useful and usable features and functions for the users * workbooks not shown The degree to which a site affords the user to easily - descriptions of intended functionality scope or 3 Navigation & Hierarchy navigate the environment and efficiently locate rele- - messaging strategy rescope relationship 5 7 vant content. The representation and support of the identity, • the receipt of a phased implementation plan with associated costs innovate 6 refine describe 4 Visual Language brand and information architecture through visual elements and overall style. new ideas new footprint and reclustered content Product Strategy Blueprint/Functional Description existing Audit comments: and new • Users arriving at the front page of the site may not understand what information is there for them. technology • The names of the sections do not give users a path to follow to find the informa- tion they need. • No specific path has been established for each user type. Users must use their best judgement to find the information they’re looking for and often may not be successful. Identity and Visual Language Audit Visual Identity Systems visual language research description: description: • By collecting and reviewing print, other tangible artifacts and • establish, with the client, a shared Web sites your company creates and disseminates, and understanding and common language for corporate standards (if they exist) we can then distill the basis visual design and how it effectively for the visual language to be developed that is consistent with communicates the brand the company's identity and product brands. This work is • define a visual language for the site continued in the Visual Systems Design phase. - logo, logotype systems - typography - grid system - color palette - imagery style and usage benefits: • provides the visual language components with which to build the interface 17
  • 18. THE CONTENT STRATEGY PROCESS 18
  • 19. 1. THINK BEYOND THE TEMPLATE. 19
  • 20. Ron represents a flavorings manufacturer. One of his big customers is in Burlington, VT, and he visits their plant at least once every month or two. Being a clever sort, Ron has emailed to himself the hotel detail page for each of the hotels he regularly visits. Prior to his trip, he opens the email with “Burlington – Colchester” as the subject, and clicks on the link to take him immediately to the hotel detail page. He then selects a non-smoking room with a king bed Name: Ron Buckley from the list of room types, and is prompted to Age: 47 enter his stay dates, which he does. From the Family: Married, 2 children room detail page, he clicks “Reserve” to book a Job:   Manufacturing Home: Port Washington, NY room, enters his guest information and rewards Income: $55,000/year number. When he prints out his confirmation to Travel: 2-3 times per month conclude his transaction, he notes it took him less than five minutes to complete. 20
  • 21. Travel booking Boutique sites engines deliver on style aggressively preferences for promote travelers in-the- air + hotel deals know Well-known chains inspire Next-generation loyalty through sites innovate to brand experience provide an easier- and rewards to-use interface 21
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  • 25. We opted to go live with the existing content. 25
  • 26. Buy-in for that decision stretched to the highest levels of the organization. 26
  • 27. We knew the content sucked. We just believed there was nothing we could do about it. 27
  • 28. Within an hour, the angry calls started. Client received hundreds of angry calls from franchisees the first day. Complaint call volume held steady over the next week as people called back to check on status. The client team was unprepared to make quick changes to the content, and their slow response just added fuel to the fire. Site had to be rolled back to the previous version while they came up with a plan to update the content. http://www.flickr.com/photos/schoppa/3148751414 28
  • 29. 7000 pages. The upside is that the second 45 people. launch was very successful. Six weeks. Still, I can't say that I'd choose to 5400+ hours. do it that way again.  29
  • 30. HOW TO THINK PAST TEMPLATES _Talk about why it’s important to provide great content. Even when people don’t want to listen. _Get content in the project plan, even if you’re not responsible for it. _Scare people with the “giant spreadsheet of terror.” _Prototype and test wireframes and designs with best and worst case example content. _Start content migration early: first step, not the last. 30
  • 31. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 31
  • 33. DON’T LET THIS BE THE FATE OF YOUR WEB CONTENT http://www.getittogetherinc.net/images/storage%20before.JPG 33
  • 34. From Flickr User 2493™ 34
  • 38. 38
  • 39. HOW TO EVALUATE QUALITY _Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s any good. _Have a strategy for how to persuade stakeholders that your approach is valid. _Conduct a gap analysis to compare what you have to what you need. _You can usability test content too. 39
  • 40. 1. THINK BEYOND THE TEMPLATE. 2. EVALUATE CONTENT QUALITY. 3. PLAN FOR THE FUTURE. 40
  • 41. 41
  • 42. 42
  • 44. TRUNCATION IS NOT A CONTENT STRATEGY 44
  • 48. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET 48
  • 49. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET 49
  • 50. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET 50
  • 51. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET 51
  • 52. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET 52
  • 53. Metadata is the new art direction. Ethan Resnick, @studip101 53
  • 54. MAKE IT FUTURE-FRIENDLY _We can’t afford to think about writing content for any one platform. _If we’re going to be able to create tailored designs for different platforms, we need a reusable, structured store of content to work from. _Designers need to understand how pages get constructed using metadata and business rules. _What might seem constraining actually gives us more flexibility in the future. 54
  • 56. SECOND: YOU WILL PARTNER WITH A CONTENT STRATEGIST.
  • 57. THIRD: YOU WILL PLAN FOR THE FUTURE OF CONTENT.