Integrating Content Strategy & UX
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Transcript of Integrating Content Strategy & UX
All Rights Reserved © ethology, Inc.
Ethology
@ethology @AnnaBananaHrach @TQ_AZ #UXCS
thology
Integrating User Experience Design & Content StrategyE
All Rights Reserved © ethology, Inc.
Ethology
@ethology @AnnaBananaHrach @TQ_AZ #UXCS
thology
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Today’s Speakers
Anna Hrach Director of Content, Ethology
Tony QuirozUX Design Strategist, 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
ConsumerEngagement
Introduction to Ethology
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AgendaUX & 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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••••••••••••••••••••
••••••••••••••••••••
www.uxisnotui.com
helloerik.com/ui-is-not-ux
@Erik_UX
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Ethology
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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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“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
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Content Strategy 101E
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Purposeful Content: Crafting the User Experience
BRAND USERSSupports Business
Objectives
FulfillsAudience
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 HalvorsonAuthor, 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 PulizziAuthor, Epic Content Marketing
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Ethology
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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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Content marketing typically looks at:
• What
• When
• How
• Where
In Other Words…
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Ethology
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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 Content Marketing
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CS / UX Common GroundE
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Ethology
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CS & UX Skill Sets
New Business
Dev.
AccountManager
ProjectManager
WebAnalyst
Producer
BusinessAnalyst
UX
ContentStrategist
InfoArchitect
SEO
Designer
Production Assistant
Front-EndDev
Back-EndDev
ServerAdmin
ITWeb
Writer
WebEditor
UsabilitySpecialist
Skillset.org
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Ethology
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UX Skill Sets
New Business
Dev.
AccountManager
ProjectManager
WebAnalyst
Producer
UX
ContentStrategist
InfoArchitect
SEO
Designer
Production Assistant
Front-EndDev
Back-EndDev
ServerAdmin
IT
UsabilitySpecialist
WebWriter
WebEditor
BusinessAnalyst
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Ethology
@ethology @AnnaBananaHrach @TQ_AZ #UXCS
CS Skill Sets
New Business
Dev.
AccountManager
ProjectManager
WebAnalyst
Producer
UX
ContentStrategist
InfoArchitect
SEO
Designer
Production Assistant
Front-EndDev
Back-EndDev
ServerAdmin
IT
UsabilitySpecialist
Web Editor
Web Writer
BusinessAnalyst
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Ethology
@ethology @AnnaBananaHrach @TQ_AZ #UXCS
CS & UX Overlapping Skillsets
New Business
Dev.
AccountManager
ProjectManager
WebAnalyst
Producer
Business Analyst
UX
ContentStrategist
InfoArchitect
SEO
Designer
Production Assistant
Front-EndDev
Back-EndDev
ServerAdmin
IT
UsabilitySpecialist
Web Editor
WebWriter
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Ethology
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UX & CS Overlapping Deliverables
PersonasJourney Mapping
NavigationWireframes
TestingBrand GuidesVoice & Tone
UI Kits
Content AuditsContent TemplatesContent WorkshopsEditorial Planning
Content GovernanceContent AnalyticsContent Writing
Heuristic EvaluationsMental ModelsDesign StudiosUser Research
Usability TestingInformation Architecture
Visual Design
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What’s The Problem?E
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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?
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Lorem ipsum ≠ Content
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HEADER: Use Title Caseneed.more.room.
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HEADER: Use Title Casetoo much.
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HEADER: Use Title Case
Build around the content, they said…
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At best, you duplicate efforts…
www.rsvlts.com
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HEADER: Use Title CaseAt 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
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Content Marketing Design Etc.
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Process Methods & Culture can be Silo Busters
Design Studios Opps Design
Anti-Meetings Content Workshops
Content Strategy
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Engineering + Industrial Design is Seamless
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Editorial + Design is Seamless
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How CS + UX Can Be Seamless
“Anti-Meetings”Design StudiosContent StrategyContent WorkshopsJourney 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 content.
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Content Workshops
• Reveal core reason 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
“No one cares how much
you know, until they know
how much you care”
- Theodore Roosevelt
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Empathy Mapping
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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Let’s Go to the Movies!
“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!
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!
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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
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
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 Takeaways E
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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 collaboration
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QUESTIONS:
?
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About Ethology and Convince & Convert
Digiday is a media company and community for digital media, marketing and advertising professionals. We focus on quality, not quantity, and honesty instead of spin. We cover the industry with an expertise, depth and tone you won’t find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry.
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Ethology is an integrated full-service digital marketing agency for evolving consumer brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services.
www.ethology.com