content strategy – integrating content in user experience design by neha singh and arunima saboo,...

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Content Strategy – An integral part of User Experience Design

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Session conducted on Saturday, October 23, 2010, at Red Chilli Solutions, Bangalore.

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Page 1: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

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ContentStrategy–AnintegralpartofUserExperienceDesign

Page 2: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

What is content

Agenda

Why it is tough

What is content

Examples of good content

What is content strategy

User Experience + Content Strategy

Want to be a Content Strategist

Page 3: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Text Data

Images

Videos

Audios

Forms

Content

Error Messages Metadata

What is content

Page 4: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

“Technically,Webcontentcanbeanythingthatappearsonawebsite,includingwords,pictures,video,sounds,downloadablefiles(PDF),buHons,icons,andlogos.”

—RichardSheffield,TheWebStrategist’sBible

Page 5: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Because content

Why it is tough

is too vast

takes time

is considered simple

is left to last minute

needs regular updates

needs many collaborations

gets immediate feedback

requires constant monitoring

Page 6: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Because content

Why it is tough

is too vast

takes time

is considered simple

is left to last minute

needs regular updates

needs many collaborations

gets immediate feedback

requires constant monitoring

isthereasonusersvisitwebsites!

Page 7: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Userdislikesthetoneortypeofcontent

Userenterswebsite

Userleavesthewebsite

Why it is tough

Page 8: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Userlikesthetoneandtypeofcontent

Userenterswebsite

Userstaysonthewebsite

Hetriesoutnewfeatures

Helikesthefeatures

Hesuggestsittocontacts/savesthewebsiteforrepeatvisit

Why it is tough

Page 9: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Userlikesthetoneandtypeofcontent

Userenterswebsite

Userstaysonthewebsite

Hetriesoutnewfeatures

Helikesthefeatures

Hesuggestsittocontacts/savesthewebsiteforrepeatvisit

Why it is tough

Page 10: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

SoContentisacriBcalbusinessasset!

Page 11: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Updated

Feelgood

Enjoyable

Framed

Usercentric

Engaging

Persuasive

Usable

Useful

Findable

Examples of good content

Page 12: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Feel good

Page 13: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

User centric

Page 14: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Persuasive

Page 15: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Engaging

Page 16: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Framed

Page 17: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Sorry,wecouldnotfindanyresultsmatching“Dixit”.

Usable

Page 18: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Updated

Page 19: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

How to make content work?

Develop a content strategy!

Page 20: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

What is Content Strategy?

“Contentstrategyistheprac6ceofplanningforthecrea6on,delivery,andgovernanceofuseful,usablecontent.”‐Kris6naHalvorson,BrainTraffic

Page 21: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Useful !

Content Strategy makes Content !

Informative!

Targeted!

What is Content Strategy?

Page 22: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Usable !

Content Strategy makes Content !

Findable!

Readable!

Accessible!

What is Content Strategy?

Page 23: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Inordertofacilitatetheirworkcontentstrategistsaskques6onslike:

•Why‐Whyisthecontentrequired

•How‐Howisthecontenttobeproduced

•Forwhom‐Whoistoreadthecontent

•Bywhom‐Whoistocreatethecontent

•Withwhat‐whatisthecontenttobecreatedwith

•When‐Timingofcontentcrea6on

•Where‐Whereisthecontenttobeplaced

•Howo1en‐HowoXenwillthecontentneedtobeproduced

•Whatnext‐Whatistobedoneoncethecontentis"outthere”

*Kris6naHalvorson

What is Content Strategy?

Page 24: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Just a thought

“ThesinglemostimportantthingmostWebsitescanoffertotheirusersiscontentthatthoseuserswillfindvaluable.”

—TheElementsofUserExperience,JesseJamesGarreH

Page 25: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Research

Requirements

IdeaBonDesign

ValidaBonUser

Experience Lifecycle

User Experience

Page 26: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

User Researcher Market Researcher

Content Strategist

Contentneedsofuser|Contentaudit|ContentInventory

Research

Requirements

IdeaBon

Design

ValidaBon

User Experience - Research

Page 27: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Iden6fyingcontentpreferencesoftheuser

User Experience - Research

Page 28: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Spreadsheetcolumnheading DescripBon/Notes

ExamplelinkURL Recordapageurlthatservesasagoodexampleofthistypeofcontent

Contentfiletype Thisisusuallythefileformat‐HTML,PDF,Flash,video(mp4),etc

Contentfunc6on Whatkindofcontentisit?Productdescrip6on/indexpage/pressrelease/applica6onhelp/etc

Contentvolume Approximatelyhowmanypagesofthiscontenttypeareonthesite

Keywords It’sagoodideatostartalistofkeywordsortopicsassociatedwitheachpieceofcontentfound.Thishelpsindefiningofficiallistofkeywordsandtaxonomyinfuture.

User Experience - Research

Contentauditofexis6ngcontent

* The web content strategist’s bible- Richard Sheffield

Page 29: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Research

Requirements

IdeaBon

Design

ValidaBon

Product manager Marketing manager Designers Editorial

Content Strategist

Contenteffortsizeandscope|EditorialProcessanalysis

User Experience - Requirements

Compe66vecontentanalysis|Contentgapanalysis

Page 30: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Research

Requirements

IdeaBon

Design

ValidaBon

Information Architect Designers ( IxD/ VisD ) Product Manager

Content Strategist

Personas|Taxonomyandcontentgroups|Voiceandtoneofcontent

User Experience - Ideation

Contentflows|Contenttemplate

Page 31: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Research

Requirements

Idea6on

Design

ValidaBon

Interaction Designer Visual Designer SEO Accessibility Specialist

Content Strategist

Contentscenarios|Editorialguidelines|EditorialCalendar

Websitemessaging|Metadadefini6on|Searchkeywords

User Experience - Design

Page 32: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Messaging – value adding content.!

* http://www.artinstitutes.edu/

User Experience - Design

Page 33: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

“Usingdummycontentorfakeinforma0onintheWebdesignprocesscanresultinproductswithunrealis0cassump0onsandpoten0allyseriousdesignflaws.Fakedatacanensureanicelookinglayoutbutitdoesn’treflectwhataliving,breathingapplica6onmustendure.Realdatadoes.”—LukeWroblewski

User Experience - Design

Page 34: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Research

Requirements

IdeaBon

Design

ValidaBonDesigners Prototyper/Engineer Usability specialist Product manager Marketing manager

Content Strategist

Overallcontentreview

User Experience - Validation

Page 35: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

• Ensurescontentaccountability–Engageallstakeholders• Assessesusergoals–Determinewhatistobeaccomplishedwithcontent.

• Alignswithbusinessgoals• Collaborateswithdesign–Toderivethelanguagefornewfeatures• Setsstandards–Createthemes,toneandvoiceguidelines

• Ensurescontentusability–Createguidelinesforreadablecontent• Analyzescontent–Reviewcontentandsubmitrecommenda6onsforimprovement

What Content Strategist does – in short

Page 36: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Want to be a Content Strategist?

EducaBonandProfessionalBackground

*LibraryandinformaBonsciences

*Computersciences

*CreaBveandperformingarts

*AdverBsingandmarkeBng

*RhetoricandcomposiBon

*TechnicalwriBngandcommunicaBon

*Journalism

*Professionaleditorsandwriters

*CommunicaBons

*Liberalarts

*ManagementconsulBng

http://knol.google.com/k/content-strategy

Page 37: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!
Page 38: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Afewgoodreads:

• TheWebContentStrategist’sBible–RichardSheffild• ContentStrategyfortheWeb–KrisBnaHalovorson• Le\ngGooftheWords‐GinnyRedish

Page 39: Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

Contactus

Neha Singh – [email protected]

ArunimaSaboo–[email protected]