digiday sept 2015 webinar .pptx
TRANSCRIPT
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Integrating User Experience Design & Content StrategyE
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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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What does UX do?You’re the UI guys, right?
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How UX wants to be seen
• Field research
• Face-to-face interviewing
• Creation of user tests
• Gathering & organizing statistics
• Creating personas
• Product design
• Requirement writing
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
• Interface design
• Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting & speaking
• Brainstorm coordination
• Design culture evangelism
How UX is typically seen
• Field research
• Face-to-face interviewing
• Creation of user tests
• Gathering & organizing statistics
• Creating personas
• Product design
• Requirement writing
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
• Interface design
• Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting & speaking
• Brainstorm coordination
• Design culture evangelism
“UI is not UX.”- Eric Flowers, Intuit
www.uxisnotui.com
helloerik.com/ui-is-not-ux
@Erik_UX
Well yeah, but...
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Big Picture Design = Building Context
• Business objectives
• User behavior and motivations
• When, where, & how technology is used
• Tailoring design to marry the above
• Involving real users along the way
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Users will instinctively bypass designs that they don’t like.
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The business impact can be significant:
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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1
2
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User Experience 101
“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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What does UX do?
● Understand the human factors.
● Identify key information needs and tasks.
● Integrate business goals and messaging.
● Craft experiences that ‘just work’ for the customers, optimized for the moments that matter most.
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What does UX do?
And the UI!
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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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• 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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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
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Content Marketing
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CS / UX Common GroundE
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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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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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CS Skill Sets
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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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CS & UX Overlapping Skillsets
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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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UX & CS Overlapping Deliverables
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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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Often times we’re asked to:
• Design without content
• Create content strategy without the context of the entire user experience.
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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 Case
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need.more.room.
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HEADER: Use Title Case
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too much.
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HEADER: Use Title Case
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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 Case
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At 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
51
Opps Design
Anti-Meetings Content Workshops
Content Strategy
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Engineering + Industrial Design is Seamless
52
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Editorial + Design is Seamless
53
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How CS + UX Can Be Seamless
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“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 about content.
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Content Workshops
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• Reveal core reasons 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
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“No one cares how much
you know, until they know
how much you care”
- Theodore Roosevelt
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Empathy Mapping
60
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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• A Journey Map makes the customer experience visible and tangible by injecting thoughts, actions, and feelings into the process.
• It also helps us pinpoint key ‘Moments of Truth’ where decisions are made and positive vs. negative impressions are set -- so we can give those special attention.
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Let’s Go to the Movies!
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http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023
“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!
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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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Um…
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That’s more like it.
66
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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
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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
69
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Cross-Discipline Design Studios
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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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?
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Thanks for hanging out with us...