@scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
Design like a Content Strategist
Jan 27, 2015
My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt
This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak.
The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.
This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak.
The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.
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Transcript
@scottrocketship
Scott Kubie - HighEdWeb Michigan
Design like a Content Strategist
#VMT
Hooray, I’m a content strategist!
#VMT
#VMT
Now what?
CONTENTPROBLEM AVALANCHE!
#VMT
Why […] ? (x infinity)
I don’t know.
#VMT
#VMT
I don’t understand.
#VMT
Never delegate understanding.
- Charles Eames
Clarity is empowering.
#VMT
#VMT
Stop.Step back.Abstract.
#VMT
V M T
TMV
TMV
V M T
VISION MISSION TARGETS
V M T
V M T
VISION MISSION TARGETS
V M T
Business
V M T
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
Organization Project Context
Stop. Step back. Abstract.
#VMT
An Interlude:!5 PROJECTS FROM HELL
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Grilled Cheese
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Sales Project
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Technical Founder
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONEThe We Need
To Be on Pinterest
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The C-Suite
VISION
Visions are realized.
Clear visions are ambitious.
Rework p. 44, 2010
When you don’t know what you believe, everything becomes an argument.
- Jason Fried and David Heinemeier Hansson
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
ManifestoTOOL
WHO needs WHAT because WHY
Problem Statement
Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem-
putting-purpose-back-into-your-projects
TOOL
VOICE
A voice is found.
A clear voice is unique.
As predicted in her closing plenary at the 2013 IA Summit
In 30 years... !
Every business is digital. !
Every business is in the user experience business.
- Karen McGrane
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
A really good name.FOCUS ON:
A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.
- Jeff Bridges is The DudeThe Big Lebowski
Elevator Pitch WorkshopTOOL
Theme AuditTOOL
Select a group of key pages/documents (10-30) and highlight common themes in different colors.
MISSIONMISSION
Missions are accomplished.
Clear missions have an end.
There’s nothing worse than a sharp image of a fuzzy concept.
- Ansel Adams, photographer
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Concept ModelingTOOL
Give the abstract more substance with a structured diagram focused on relationships.
MoSCoWTECHNIQUE
MoSCoWTECHNIQUE
Must Include
MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
Won’t Include
(in this version, at least)
Good start: UIE article on “short form creative brief”
CREATIVE BRIEFSTOOL
MESSAGE
A message is designed.
A clear message has structure.
People who think well, write well. !
Woolly minded people write woolly memos, woolly letters and woolly speeches.
- David Ogilvy
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Message ArchitectureTECHNIQUE
Identify conflicting priorities and identify important messages with a cardsorting workshop.
Message ArchitectureTECHNIQUE
CORE + PATHS DIAGRAMTECHNIQUE
TARGETS
Targets are chosen.
Clear targets are specific.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
PERSONASTOOL
It’s 3 a.m. Do you know how many domains your organization has registered?
CHANNEL INVENTORYTOOL
TONE
Tone is responsive.
Clear tone is appropriate.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
EMPATHY MAPTOOL
THINKING FEELING
HEARING SEEING
DOING
I don’t understand.
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
That’s all. Thank you.
#VMT
?Questions?
kubie.co/vmt
#VMT
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