D4 d slidedeck_jakedimare-shortnotes-v1

www.cmsmyth.com @jakedimare
Jake DiMare
Senior Project Manager - ISITE Design
Contributing Editor – The CMS Myth
So Happy Together
(Experience Designers and Content Strategists are)

2 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com
My name is Jake…
Resources: www.cmsmyth.com/D4DBoston2013
Hashtags: #D4D
#SoHappy
Twitter: @jakedimare
@cmsmyth

5 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare

Talking Content
Strategy and
Experience Design
with @jakedimare at
#D4D Boston!
#SoHappy

Experience
Design
Content
Strategy
A
W
E
S
O
M
E

Scope

Schedule

Budget

Stakeholder expectations

Risk

7 WAYS
CONTENT CAN
‘CHOKE OUT’ A
WEB PROJECT

Content = scope…
#1 FAILURE TO
APPRECIATE THE
DEPTH AND
BREADTH OF A
PROJECT.

The Big Dig

The Big Dig
Originally scheduled for
completion: 1998 @ $2.8B

The Big Dig
Eventually completed in:
2007 @ 14.6B
Originally scheduled for
completion: 1998 @ $2.8B

#2 FAILURE TO
RECOGNIZE THE
VITAL
IMPORTANCE OF
CONTENT.
It’s all about the content…

#3 FAILURE TO
PLAN FOR
CREATING AND/OR
REVISING
CONTENT.
Ready or not…

The Writing
Process
Prewriting
Writing
Revising
Editing
Publishing
Promoting

#4 FAILURE TO
UNDERSTAND THE
CHALLENGES OF
DESIGNING WITH
DUMMY CONTENT.
For placement only (for dummies)…

Dummy text is for…
Lorem Ipsum is simply dummy text of the
printing and typesetting industry. It has been
the industry's standard dummy text ever since
the 1500s…
…the 1500’s…
…the1500’s…
…the 1500’s…

#5 FAILURE TO
PROPERLY PLAN
FOR CONTENT
MIGRATION.
Content on the move…

#6 FAILURE TO
RECOGNIZE THE
RELATIONSHIP
BETWEEN CONTENT
AND EXPERIENCE
Experience this…

#7 FAILURE TO
UNDERSTAND THE
GRAVITY OF THE
BUSINESS GOALS
AND OBJECTIVES.
Create the experience business needs...

Digital
Experience
Vision
Culture &
Governance
Technology
OptimizationContent
Operations
Plan
Customer
Insight
The seven gates for digital
change

6 THINGS YOU
CAN DO TO
MITIGATE
THESE RISKS

41 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimare

THE EVOLUTION OF WEB
DESIGN AND DEVELOPMENT
TEAMS

In the beginning…

1990-1995
Web team:
• Web Master(s)

2000
Web team:
• Web Developer(s)
• Web Designer(s)

2005
Web team:
• Web Designer(s)
• Information
Architect(s)

2005
Web team:
• Web Designer(s)
• Information
Architect(s)
• Project Manager

Present day
DX team:
• Engineer
• XD
• XA
• PM
• Digital Strategist
• MO Specialist
• Content Strategist

Defining success today…
Targeted
Portable
Mobile
Social
Responsive
Local
Global
Relevant

Activities, Milestones and
Deliverables
Discovery Design Development

Content audit
What: Detailed content inventory
and associated analysis
When: Scoping, Discovery
Why: The cone of uncertainty

Content Audit

Content audit pro tips
• Do Use Xenu!
• Don’t just run automated software
• Include UXA, UXD, MO, and business
stakeholders in the analysis
• Look for pockets of abandoned
content
• Compare audit against Analytics

Message architecture
What: Hierarchy of
communication goals
When: Discovery, Design
Why: Learnin’!

Message Architecture
Card
Sort

Card sort steps
1. Sort all cards into the three
columns
2. Remove ‘Who We’re Not’
3. Confirm remaining two columns
4. Remove ‘Who We Are’
5. Prioritize remainder
6. Record

Venn diagram steps
1. Place emotive words in the
brand attributes circle
2. Place emotive words in the
audience needs circle
3. Explore overlap
4. Record

Message architecture output
• Contrarian
– Provocative, yet optimistic
• Empowering
– Provide tools
– Inspire action
• Innovative
– Current
– Leading edge, not bleeding edge
• Egalitarian
– Build community
– Relationship oriented

Message architecture…
• Design Implications
– Use of Popular Memes for imagery
– No stock footage of people in offices
– Sans-Serif font for design elements
– User-centric navigation
• Copy Implications
– Use AP style guide
– Use humor liberally
– Longer sentence structures are acceptable

Message architecture pro tips
• Set up the room
–Get chairs out of the way
–Provide snacks and refreshment
–Write ground rules on white board
• Ground rules:
–This exercise is about the brand
–Perception = reality
–This is a safe environment

Migration planning
What: Documents detailing the
effort associated with content
integration
When: Design, Development
Why: Because migration is hard

Migration planning pro tips
• Start early, update often
• Be informed by genuine workflow
• Let stakeholders know this is a
living document. It doesn’t get
‘finished’
• Make sure everyone is working
from the same sheet music.
• Have a sign off column!

CMS governance
What: Documentation of rules,
vital information, etc.
When: Development
Why: Self preservation (Ever
Want to go on vacation?)

CMS governance
• Hosting information
• Support information
• Content management team information
• Measurement team information
• Advertising information
• Archiving
• Security
• Information architecture
• Hiring and training
• Standards and procedures
• Legal issues (Privacy, TOS, Etc.)

User Documentation
What: How to manual(s)
When: Development
Why: Self preservation
Also: Portfolio rot…

7 ways content can choke out
your project…
• #1 FAILURE TO UNDERSTAND SCOPE.
• #2 FAILURE TO RESPECT THE CONTENT
• #3 FAILURE TO PLAN FOR CONTENT CREATION.
• #4 FAILURE TO DESIGN WITH REAL COPY
• #5 FAILURE TO PLAN FOR CONTENT MIGRATION.
• #6 FAILURE TO PLAN FOR YOUR NEW CMS.
• #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.

6 Things you can do to mitigate
these risks…
• Hire a content strategist!
• Conduct a Content Audit
• Create a Message Architecture
• Migration Planning
• Write CMS Governance Documentation
• Write User Documentation

Building Bridges, Connecting Communities
Evaluate this session at:
portland2013.drupal.org/schedule.
Thank you!
and
What did you think?
Now who won those t-shirts?

Resources: www.cmsmyth.com/D4DBoston2013
Hashtags: #D4D
#SoHappy
Twitter: @jakedimare
@cmsmyth

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