USER CENTERED

DESIGN

OF DIGITAL

EXPERIENCES

Content Strategy & UX

@olivierrenard

17/04/2013

1

What iscontent strategy

Content Strategy is not only about the what …

… but also about the

Why

For whom

When

How

With what means

Where

How often

What next

4

Processes

Governance

5

And how all content is managed

failMost organisations &

sites

to provide content adequately

7

# Content streams

Devices

Directions

8

9

navigation & search

designtechnology

content

Content first

10

11

12

13

14

Nice,but how can we use this in

User Experience or Information Architecture

Multi-disciplinary team

UX Content Strategy

UnderstandExploreDefineBuild

• Content audit (ROT) • Stakeholder agendas• Current style guide • Content owners• Content readability • Workflow and timelines• Search analytics • Metadata integrity• Legal requirements • Translation requirements• Channel requirements • Accessibility requirements

19

Well written

Not well written

RelevantNot relevant

Forget it

Forget it

Yes, Please!

Improve

Audun Rundberg – http://www.slideshare.net/audunrundberg/confab-london-audun-2013

20

gov.uk

45 000 kept

92 000 binned

UX Content Strategy

UnderstandExploreDefineBuild

• Messaging hierarchy• Workflow design• Page tables• Role descriptions• Content attributes• Editorial calendar• Metadata schema• Content migration specs

22

Source: Braintraffic

And what about prototyping?23

Sketching(paper)

Prototype (html)

Mockup(e.g. Axure,

Adobe)

UX Content Strategy

UnderstandExploreDefineBuild

• Core messaging• Workflow design• Style guide• Role descriptions• Topics / Transactions• Editorial calendar• Governance guidelines• Content migration specs

Source: Braintraffic

26

That’s itFor now - @olivierrenard