CS FORUM 2016, MELBOURNE

THE VALUE OFCONTENT DESIGN

HAWK THOMPSON, CONTENT DIRECTOR, FJORD AUSTIN · 10/06/16

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It me: @hawkt

WHAT IS CONTENT?

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ACATALEPSY (N.): INCOMPREHENSIBLENESS.

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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

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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

CONTENT IS EVERYTHING.

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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

CONTENT IS NOTHING.

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😬

THIS IS WHY WE DESIGN CONTENT:

TO GIVE IT PURPOSE.

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“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

CONTENT DESIGN CONNECTS EVERYTHINGWE DESIGN AND BUILD.

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“WORDS ARE OUR LOWEST-COST, LOWEST-RISK WAY TO DESIGN.”

-STEPH HAY

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WHAT IS CONTENT DESIGN?

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Content Design Lead @fluxistrad

ITERATIVE DESIGN THINKING APPLIED TO CONTENT

STRATEGICALLY THROUGHOUT THE PRODUCT LIFECYCLE.

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A COMPREHENSIVE APPROACH TO CONTENT FROM SERVICE DESIGN TO DIGITAL PRODUCT CREATION.

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COLLABORATIVE.CONSISTENT.

COHESIVE.CREATIVE.CONTENT.

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WHAT DO CONTENT DESIGNERS DO?

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WE DEFINE CONTENT REQUIREMENTS.

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WE OWN THE STORY AND ITS STRUCTURE.

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WE MOVE THINGS FROM AMBIGUITY TO CLARITY.

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FROM SERVICE DESIGN AND STRATEGY

DIGITAL PRODUCT CREATION

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THROUGH DIGITAL PRODUCT CREATION

CONTENT DESIGN TAKES US

DIGITAL PRODUCT CREATION

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FROM AMBIGUITY TO CLARITY

WE COLLABORATE ACROSS TEAMS.

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CONTENTDESIGN

INTERACTIONDESIGN

VISUALDESIGN

PRODUCTIONDESIGN

MOTIONDESIGN

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DESIGNTEAM

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DESIGNTHINKING

WE ARE ONE.

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CONTENT DESIGN VS. CONTENT STRATEGY

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CONTENT DESIGN STANDS ON ITS OWN AS A DISCIPLINE.

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HOW WE APPLY CONTENT DESIGN

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THERE IS NO SUCH THING AS A “CONTENT-HEAVY” PROJECT OR A

“CONTENT-LIGHT” PROJECT.

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THE PRODUCTS AND SERVICES WE DESIGN AND BUILD ARE

MADE OF AND MAKE CONTENT.

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THE VALUE OF CONTENT DESIGN

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MEASURE TWICE, CUT ONCE.

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Clients

TeamsUsers

A SYSTEMATIC APPROACH TO INTEGRATING CONTENT

REQUIREMENTS THAT DELIVER ON BUSINESS OBJECTIVES INTO EVERY PRODUCT AND SERVICE.

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C

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CONTENT SYSTEMS DESIGNED TO BE MODULAR, EXTENSIBLE AND EFFICIENT.

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EVERYONE IS DEDICATED TO REALIZING A SHARED VISION.

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MEANINGFUL, MEMORABLE EXPERIENCES EVERYWHERE.

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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

CONTENT DESIGN IS AN INTEGRAL PART OF THE DESIGN PROCESS.

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SPECIAL THANKS TO:IVAN COOKTIM IRVINE

JENNIFER MCCUTCHENKEVIN HEUBUSCHPAIGE MAGUIRE

ANDREW FALCONOWEN GRIFFITHSSALLY BAGSHAWLENNIE BEATTIE

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