Integrating Content Strategy into Your User Experience (UX) Design Process

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a presentation by October 2, 2014 Kate Eyler-Werve Integrating Content Strategy and UX

description

The content we put on our websites is an afterthought, lumped in with marketing that happens after a site is built. But a great content strategy starts during the wireframing process and continues long after a site design is finished. This deck is geared towards giving content strategists some practical tips to propose to your teams to make sure that you can carve out space and time in a project so that you can do your work well. It includes two real life examples AND some Super Mario references.

Transcript of Integrating Content Strategy into Your User Experience (UX) Design Process

Page 1: Integrating Content Strategy into Your User Experience (UX) Design Process

a presentation by

October 2, 2014

Kate Eyler-Werve

Integrating Content Strategy and UX

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About Mightybytes

We solve problems by:

• UX research and strategy

• Responsive web design and development

• Content strategy

• Digital marketing and SEO

• Motion graphics

• Product development

• Drupal, Wordpress, Expression Engine

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Who We Work WithMightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals.

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Is your content strategy Princess Peach?

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People Process

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How to do “Content First” web design

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Phase

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The People

• Project Manager • Developer

• Content Strategist • UX Designer

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The Process

Sketch

Audience Goals MetricsBusiness Goals

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The Project Phase: Concepting

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Documentation and Deliverables

Annotated Wireframes

Site Maps

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Example 1: Building a new site

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SmartPowerIllinois.org

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SmartPowerIllinois.org: Wireframes

Learn about the smart grid

Rank high in SEO

Page 1, Google Search

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SmartPowerIllinois.org: Wireframes

Process: Joint wireframe sketch session

Deliverable: Annotated Wireframes

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SmartPowerIllinois.org: Site Map

When do I get the smart meter?

Rank high in SEO

Page 1, Google Search

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SmartPowerIllinois.org: Site Map

Process: Joint site mapping

Deliverable: Landing page

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Example 2: Iterating an existing site

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Mightybytes.com: Homepage Design

Can Mightybytes solve my problem?

Showcase our expertise without a slider

Clicks throughs

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Plan A: The Grid

Approach: Grid Result: 6% click through rate

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Plan B: Single Call to Action

Approach: Single CTA

Result: 21% click through rate

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Mightybytes.com: Reduce Pages

Can Mightybytes solve my problem?

Minimize number of website pages

Eliminate low click pages

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404 Page Not Found

Plan A: Remove “Services” Page

Approach: Cut page w/ 2% views

Result: Moz rank crash

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Plan B: Add “Capabilities” Section

Approach: Add capabilities

Result: Moz rank recovery

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The Thrilling Conclusion!

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People Process

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It’s dangerous to go alone. Take this!

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Phase

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Presentation by Kate Eyler-Werve