Integrating Content Strategy & UX

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Ethology

@ethology @AnnaBananaHrach @TQ_AZ #UXCS

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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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www.uxisnotui.com

helloerik.com/ui-is-not-ux

@Erik_UX


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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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• 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 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


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

WebWriter

WebEditor

BusinessAnalyst


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CS Skill Sets

New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

UX

ContentStrategist

InfoArchitect

SEO

Designer


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

Web Editor

Web Writer

BusinessAnalyst


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CS & UX Overlapping Skillsets

New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

Business Analyst

UX

ContentStrategist

InfoArchitect

SEO

Designer


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

Web Editor

WebWriter


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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?

Image courtesey of http://www.shutterstock.com


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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!

Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/


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Um…


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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.

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

http://www.digiday.com


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