Webinar: How to integrate user experience with your content strategy

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Ethology
@ethology @AnnaBananaHrach @TQ_AZ #UXCS
thology
Integrating User Experience Design
& Content Strategy
E

Ethology
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Today’s Speakers
Anna Hrach
Director of Content, Ethology
Tony Quiroz
UX Design Strategist, Ethology

Ethology
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Founded in 2010, Ethology has offices in
Scottsdale (HQ), Chicago, Los Angeles,
and Portland.
Ranked #75 in the Inc. 5000.
Our goal is to optimize every part of the
digital experience to drive measurable
results.
Paid Media
& Search
Customer
Experience
Planning &
Analytics
Consumer
Engagement
Introduction to Ethology

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Agenda
UX & Content Strategy 101
So What’s the Problem?
Methods & Madness
Process & Collaboration
E
Q&A

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User Experience 101E

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What does UX do?
You’re the
UI guys,
right?

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How UX wants to be seen
• Field research
• Face-to-face interviewing
• Creation of user tests
• Gathering & organizing statistics
• Creating personas
• Product design
• Requirement writing
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
• Interface design
• Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting & speaking
• Brainstorm coordination
• Design culture evangelism
How UX is typically seen
• Field research
• Face-to-face interviewing
• Creation of user tests
• Gathering & organizing statistics
• Creating personas
• Product design
• Requirement writing
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
• Interface design
• Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting & speaking
• Brainstorm coordination
• Design culture evangelism
“UI is not UX.”
- Eric Flowers, Intuit
www.uxisnotui.com
helloerik.com/ui-is-not-ux
@Erik_UX
Well yeah, but...

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Big Picture Design = Building Context
• Business objectives
• User behavior and motivations
• When, where, & how
technology is used
• Tailoring design to marry the
above
• Involving real users along the way

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Users will
instinctively
bypass
designs
that they
don’t like.

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The business impact can be significant:
1. https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic
2. https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html
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2

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User Experience 101
“When creating great experiences, it’s not so
much about doing what users expect.
Instead, it’s about creating a
design that clearly meets
their needs at the instant
they need it.”
- Jared Spool
Writer, Speaker, Founder, User Interface Engineering

Ethology
What does UX do?
● Understand the human factors.
● Identify key information needs and tasks.
● Integrate business goals and messaging.
● Craft experiences that ‘just work’ for the customers,
optimized for the moments that matter most.

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What does UX do?
And the UI!

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Content Strategy 101E

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Purposeful Content: Crafting the User Experience
BRAND USERS
Supports
Business
Objectives
Fulfills
Audience
Needs

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It’s the same as content
marketing, right?

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HEADER: Use Title Case
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“Content strategy
guides planning for
the creation, delivery
and governance of
content.”
- Kristina Halvorson
Author, Content Strategy for the Web
https://twitter.com/halvorson

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“...the marketing and
business process for
creating and distributing
relevant and valuable
content…”
https://twitter.com/brennermichael
- Joe Pulizzi
Author, Epic Content Marketing

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• Content Strategy
• Supports holistic experiences
• More than just words, experiences
• Business goals vs. user needs
• Defines and oversees all content
development processes
Content Marketing
• Attract customers through content
• Branded content
• Owned vs. paid
• Defines and oversees publishing
efforts, creation needs
&

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@ethology @AnnaBananaHrach @TQ_AZ #UXCS 21
Content marketing typically looks at:
• What
• When
• How
• Where
In Other Words…

Ethology
Content strategy also looks at:
• What
• When
• How
• Where
In Other Words…
• Why
• For Whom
• By Whom
• With What
• How Often
• What Next

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Content Strategy
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Content Marketing

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CS / UX Common GroundE

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CS & UX Skill Sets
New
Business
Dev.
Account
Manager
Project
Manager
Web
Analyst
Producer
Business
Analyst
UX
Content
Strategist
Info
Architect
SEO
Designer
Production
Assistant
Front-End
Dev
Back-End
Dev
Server
Admin
IT
Web
Writer
Web
Editor
Usability
Specialist
Skillset.org

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UX Skill Sets
New
Business
Dev.
Account
Manager
Project
Manager
Web
Analyst
Producer
UX
Content
Strategist
Info
Architect
SEO
Designer
Production
Assistant
Front-End
Dev
Back-End
Dev
Server
Admin
IT
Usability
Specialist
Web
Writer
Web
Editor
Business
Analyst

Ethology
CS Skill Sets
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New
Business
Dev.
Account
Manager
Project
Manager
Web
Analyst
Producer
UX
Content
Strategist
Info
Architect
SEO
Designer
Production
Assistant
Front-End
Dev
Back-End
Dev
Server
Admin
IT
Usability
Specialist
Web
Editor
Web
Writer
Business
Analyst

Ethology
CS & UX Overlapping Skillsets
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New
Business
Dev.
Account
Manager
Project
Manager
Web
Analyst
Producer
Business
Analyst
UX
Content
Strategist
Info
Architect
SEO
Designer
Production
Assistant
Front-End
Dev
Back-End
Dev
Server
Admin
IT
Usability
Specialist
Web
Editor
Web
Writer

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UX & CS Overlapping Deliverables
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Personas
Journey Mapping
Navigation
Wireframes
Testing
Brand Guides
Voice & Tone
UI Kits
Content Audits
Content Templates
Content Workshops
Editorial Planning
Content Governance
Content Analytics
Content Writing
Heuristic Evaluations
Mental Models
Design Studios
User Research
Usability Testing
Information Architecture
Visual Design

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What’s The Problem?E

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Often times we’re asked to:
• Design without content
• Create content strategy without the context
of the entire user experience.

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Great Work Seamlessly Integrates Content + Design

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And Without Content…

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Great Work Seamlessly Integrates Content + Design

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And Without Content…

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So, Why Separate the Two?
Image courtesey of http://www.shutterstock.com

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Ethology
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Lorem ipsum ≠ Content

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need.more.room.

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too much.

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Build around the content, they said…

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At best, you duplicate efforts…
www.rsvlts.com

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At worst, you contradict each other.

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What’s The Solution?E

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People
Tools
Process

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Humans Naturally Silo
49

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Content Marketing Design Etc.

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Process Methods & Culture can be Silo Busters
Design Studios
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Opps Design
Anti-Meetings Content Workshops
Content Strategy

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Engineering + Industrial Design is Seamless
52

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Editorial + Design is Seamless
53

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How CS + UX Can Be Seamless
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“Anti-Meetings”
Design Studios
Content Strategy
Content Workshops
Journey Mapping
Facilitators =

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Content Workshops are hands-on,
interactive and engaging sessions, designed
to reveal a brand’s core content strategy.
Content workshops

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1. How does content achieve
business goals?
2. What content satisfies users
needs?
3. How effective, engaging and
strategic is your content?
Content workshops
Let’s chat about content.

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Content Workshops
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• Reveal core reasons for creating content in the first
place
• Gives us business goals to achieve
• Helps us understand customers and their needs
• Essential for creating the ideal brand experience
• Beginning of crafting the best possible customer
experiences

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Empathy Mapping
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“No one cares how much
you know, until they know
how much you care”
- Theodore Roosevelt

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Empathy Mapping
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CS & UX both require a deep understanding of the
users in order to connect:
• Motivations and context
• Wants and needs
• Pains and gains
• Thoughts and feelings

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Journey Mapping
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Journey Mapping
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• A Journey Map makes the customer experience visible
and tangible by injecting thoughts, actions, and feelings
into the process.
• It also helps us pinpoint key ‘Moments of Truth’ where
decisions are made and positive vs. negative
impressions are set -- so we can give those special
attention.

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Let’s Go to the Movies!
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http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023
“Consumers increasingly use smartphones for their purchases—in the case of movie tickets,
30 percent are bought on mobile phones, according to a new report from the Interactive
Advertising Bureau and InMobi. And 87 percent of moviegoers researched a movie on
smartphones after seeing an ad for that movie in another medium.”
From ADWEEK:

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Let’s go to the movies!
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So the customer journey may go something like this:
What am I going to
do this weekend?
Commercial for a new movie.
Sounds cool!
When is it playing
at my local
theater?
MOMENT OF TRUTH!
Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/

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Um…
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That’s more like it.
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Who is easier to do business
with?
More customer engagement
time = more opportunity.

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More on Journey Mapping
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CS and UX make great allies in this activity, too.
• Put yourself in the customer's shoes on an
even grander scale.
• Identify interaction points.
• Factor in thoughts, emotions, circumstance.
• Anticipate content needs and how to facilitate
success through good design.

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Cross-Discipline Design Studios
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Cross-Discipline Design Studios
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Yet another chance to collaborate.
• Put yourself in the customer’s shoes in context
of the design project.
• Identify workflows and interactions.
• Factor in thoughts, emotions, circumstance.
• Capture a shortlist of ideas to take to the next
round.

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We Even Created the Kit …
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6 Key TakeawaysE

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Partner up
on customer research

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Align deliverables to create a more informed strategy

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Use real content. No more lorem ipsum, please.

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Break down silos with co-creation and review cycles

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Learn from mature
industries and companies
that seamlessly integrate
form and function

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Hire T-shaped people for
more cross-disciplinary collaborationImage courtesey of http://www.shutterstock.com

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QUESTIONS:
79
?

Ethology
Thanks for hanging
out with us...

Webinar: How to integrate user experience with your content strategy

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Webinar: How to integrate user experience with your content strategy