how to integrate user experience and content strategy

All Rights Reserved © ethology, Inc.

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@ethology @DrJedi @kevingoldman #humanside 1

Integrating User Experience Design & Content Strategy

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ethology

All Rights Reserved © ethology, Inc. @ethology @DrJedi @kevingoldman #humanside

Today’s Speakers

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Kevin Goldman, Chief Design Architect | ethology

Dustin Diehl, Senior Content Strategist | ethology

MODERATORDavid Amrani, Asst. Editor, Content Studio |Digiday

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And if you didn’t hear…

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Fantastic Prize Giveaways!

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All attending audience members will be entered into a drawing for one of the following items (5 prizes in total):

• 1 Content Marketing Audit (value: $2,200)

• 1 half day Design Studio-virtual (value: $2,175)

• 1 of 3 Inkwell Design Toolkits (value $39/ea)

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Agenda

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UX & Content Strategy 101

The Problem

The Solution

Case Study

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Q&A


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User Experience Design 101e


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@ethology #humanside

UX: A Cross Disciplinary System

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Human Factors


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Human Factors


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Technology


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Human Factors

Marketing

Technology


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Human Factors

Marketing

TechnologyAesthetics


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Human Factors

Marketing


user empathy — skilled craft usability — science


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Human Factors

Marketing



OpportunityConstraint


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13

Human Factors

Marketing




StrategyTacticsValue


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Human Factors

Marketing




StrategyTacticsValue

PrinciplesTrends


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@ethology #humanside 15


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Digital experiences should be more human so that people can discover, create, and get on with life!

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Content Strategy 101e


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Purposeful Content: Crafting the User Experience

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BRAND USERS

Supports Business

Objectives

FulfillsAudience

Needs


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It’s the same as content marketing,

right?


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@ethology @DrJedi @kevingoldman #humanside

HEADER: Use Title Case

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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

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UX Skill Sets

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CS Skill Sets

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CS & UX Overlapping Skillsets

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CS & UX Overlapping Deliverables

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Content Audits

Content Templates

Content Workshops

Editorial Planning

Content Governance

Content Analytics

Content Writing

Audience Research

Personas, Customer

Journey Mapping, etc.

Testing

Navigation, Audits,

Wireframes, Testing

Governance

Brand Guides, Voice &

Tone, Style, UI Kits, etc.

Heuristic Evaluations

Mental Models

Design Studios

User Research

Usability Testing

Information Architecture

Visual Design

UI Kits


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What’s The Problem?e


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Often times we’re asked to:

Design without contentCreate 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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Lorem ipsum ≠ Content


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I can haz more room?


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Um, okai, 2 much roomz


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Build around the content, they said…


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‹#›@ethology #humanside

At best, you duplicate efforts…


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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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People


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Process


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Human Naturally Silo

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Content Marketing Design Etc.


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Process Methods & Culture That Can Be Silo Busters

Design Studios

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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

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Anti-MeetingsDesign StudioOpps DesignContent StrategyContent Workshops

Facilitator =


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Tools


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Cross Discipline Design & Content Studios

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We Even Created the Kit …

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Case Studye


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"Content is embraced as a business asset, and as a

design impact. All of our content designers are integral

parts of the design process.”

— Aaron Burgess, Content Director, Global User Experience Design, PayPal

Case Study: PayPal


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"Design and content are equal parts, neither of which is

replaceable nor subservient to each other. Everyone

has input on each other's work."

— Jonathan Mann, Senior Design Manager, PayPal

Case Study: PayPal


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• Creating a seamless interplay between design and content is crucial to PayPal’s ability to support its customers.

• Content Designers at PayPal work seamlessly with UX designers, UX researchers and many other disciplines.

• All groups at PayPal have UX + CS + UI

• Content is a business asset

• UX Design is a business asset”

Case Study: PayPal


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"Integrating content and design does not come down to

an organizational structure. It comes down to simply

facilitating the ability of your customer to interact with

great content."

— Aaron Burgess, Content Director, Global User Experience Design, PayPal

Case Study: PayPal


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6 Key Takeaways e


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1. Don’t put your content creators in a box.

2. Don’t force your designers to design without content

3. Break down silos.

4. Use simple tools that all disciplines understand.

5. Learn from mature industries that seamlessly integrate.

6. Hire T-shaped people for more cross disciplinary collaboration.

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QUESTIONS:

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?

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Fantastic Prize Giveaways!

65

All attending audience members will be entered into a drawing for one of the following items (5 prizes in total):

• 1 Content Marketing Audit (value: $2,200)

• 1 half day Design Studio-virtual (value: $2,175)

• 1 of 3 Inkwell Design Toolkits (value $39/ea)

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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.

www.digiday.com

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

http://www.digiday.com/