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CS FORUM 2016, MELBOURNE
THE VALUE OFCONTENT DESIGN
HAWK THOMPSON, CONTENT DIRECTOR, FJORD AUSTIN · 10/06/16
CONTENT IS A BIG TENT.
• Content Strategy• Content Marketing• Information Architecture• Editorial Planning
• Content Architecture• Content Engineering
STRATEGIC TECHNICAL
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• Content Design• Copywriting• UX Writing
CREATIVE
Image: wocintechchat.com
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CONTENT IS A BIG TENT.
• Content Strategy• Content Marketing• Information Architecture• Editorial Planning
• Content Management• Content Governance• Content Architecture• Content Engineering
STRATEGIC TECHNICAL• Content Design• Content Creation• Copywriting• UX Writing• Content Production
CREATIVE
Image: wocintechchat.com
CONTENT IS A BIG TENT.
• Content Strategy• Content Marketing• Information Architecture• Editorial Planning
• Content Architecture• Content Engineering
STRATEGIC TECHNICAL
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• Content Design• Copywriting• UX Writing
CREATIVE
Image: wocintechchat.com
THIS ISCONTENT.
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A unique dedicated global team thatguides clients to people-centricity and
design prowess, as well as coachingour own design teams
• Hartsfield-Jackson International
• Created by a team probably
• Numbers are the hero?
• Words, icons and logos
• Copy as content
• LAX International Terminal
• Created by 400-person team
• 40 short films
• Seven features
• One vision
• No words
THIS IS ALSOCONTENT.
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A unique dedicated global team thatguides clients to people-centricity and
design prowess, as well as coachingour own design teams
Image: Creators Project
“DESIGNING IS FIGURING OUT THE PURPOSE OF YOUR PRODUCT AND
HOW YOU ORIENT EVERYTHING ELSE AROUND IT.”
-SAHIL LAVINGIA
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CONTENT ISCONNECTIVE TISSUE.
• Business Objectives• Extensible Solutions• Operational Efficiencies• Return on Investment
• Contextually Relevant• Accessible Everywhere• Usable and Intuitive• Informative and Engaging
CLIENTS USERS• Seamless Collaboration• Streamlined Communication• End-to-End Consistency• Optimal Creative Output
TEAMS
Image: Ashley
A SYSTEMATIC APPROACH TO INTEGRATING CONTENT
REQUIREMENTS THAT DELIVER ON BUSINESS OBJECTIVES INTO EVERY PRODUCT AND SERVICE.
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C
TU
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CONTENT ISINTEGRAL TO DESIGN.
• Unified Vocabulary• Complete Consideration Set• Disconnect Mitigation• Scope Creep Minimization
• Shared Vision• Clear Priorities• Aesthetic Alignment• Unified Design Language
COMMUNICATION CONSENSUS• Client to Team• Discipline to Discipline• Teammate to Teammate• Client to Team to User
CONNECTION
Image: AshleyImage: Daniel Johnston
SPECIAL THANKS TO:IVAN COOKTIM IRVINE
JENNIFER MCCUTCHENKEVIN HEUBUSCHPAIGE MAGUIRE
ANDREW FALCONOWEN GRIFFITHSSALLY BAGSHAWLENNIE BEATTIE
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