storymapping: a macgyver approach to content strategy
DESCRIPTION
** Authored and presented with Lis Hubert ** Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach. Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals. In this session you will learn: • How to do quality content strategy work even when constraints are many • How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you • How storymaps can be used across different touchpoints and content areas to improve the user experience.TRANSCRIPT
STORYMAPPING A MACGYVER APPROACH TO CONTENT STRATEGY
DONNA LICHAW @DLICHAW GREATNORTHELECTRIC.COM
LIS HUBERT @LISHUBERT ELISABETHHUBERT.COM
2
HELLO.
EASEEVERYDAY ARTS IN SPECIAL EDUCATION
WE GET THESE QUESTIONS OFTEN
NEEDLESS TO SAY, WE WERE VERY
EXCITED
BUT THERE WAS A CATCH…
BUDGET TIME
RESOURCES
USER INTERVIEWS STAKEHOLDER INTERVIEWS CONTENT AUDIT GAP ANALYSIS TASK ANALYSIS PERSONAS SCENARIOS CONTENT PRIORITIZATION CONTENT ROADMAP
CONTENT STRATEGY
USER INTERVIEWS STAKEHOLDER INTERVIEWS CONTENT AUDIT GAP ANALYSIS TASK ANALYSIS PERSONAS SCENARIOS CONTENT PRIORITIZATION CONTENT ROADMAP
BUDGET TIME RESOURCES
CONTENT STRATEGY
WHAT WOULD MACGYVER DO?
STORYMAPPING (WHAT MACGYVER WOULD DO)
A LONG, LONG TIME AGO… IN A UNIVERSE FAR AWAY
North by Northwest storyboard/film comparison one1more2time3.wordpress.com
STORYBOARDING
BUDGET TIME
RESOURCES
“Opening iTunes Details” transition using basic Post-it Notes. Hinman, Rachel. 2012. !The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
NOT TO BE CONFUSED WITH…
Jeff Patton – http://www.agileproductdesign.com/blog/the_new_backlog.html
AGILE STORY MAPPING
Beginning Middle End
NARRATIVE ARC
Beginning Middle End
NARRATIVE ARC
Beginning Middle End
NARRATIVE ARC
Inciting Incident
Climax
Falling Action
Rising Action
Exposition
Resolution
Crisis
Journey Chase Search
( )
EXPOSITION
INCITING INCIDENT
RISING ACTION
CRISIS
CLIMAX
FALLING ACTION
RESOLUTION
UX STORIES
ENGAGEMENT
PRODUCT DEFINITION What is this product or feature? Why should users care or want to use it?
PRODUCT DISCOVERY How might users find us? What value/affordances do we show?
USEHow should this flow, um, flow?
BUDGET TIME RESOURCES
CHEAP FAST EASY
WHAT WE DID
DAY 1
DAY 2
DAY 3
DID IT WORK?
THE GOOD
THE BAD
MIA DESIGNERS
DEVELOPERS EDUCATORS STUDENTS
MIA COMPREHENSIVE RESEARCH
STORYMAP AS HYPOTHESIS
STORYMAP AS{ EDUCATED GUESS }
WE HAD A STORY*
*GOOD FOR WRITING GRANT APPLICATIONS
WHAT’S NEXT
ROADMAP VISION CONSENSUS
CHEAP FAST EASY}
DONNA LICHAW @DLICHAW
GREATNORTHELECTRIC.COM
LIS HUBERT @LISHUBERT
ELISABETHHUBERT.COM
THANK YOU.