Download pdf - Platform ≠ Content

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PlatformContent

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Thank you to my smart friends: Callie NeylanJeremy PennycookPaulo LopezMax PfennighausPatrick CooperBenjamin DauerWes LindamoodJosh HatchJoel SuchermanKinsey WilsonMiranda MulliganMichael Yoch

Ian AdelmanTyson EvansBill CouchMatt MansfieldJustin FerrellBryan HaggertyMatt ThompsonRon CoddingtonMichael ManessLaura RamosIrakli NadareishviliMarc Lavallee

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Louisville Slugger

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About me

•Newseum

•Knight-Ridder/Tribune

•SmartBrief

•USA TODAY

•NPR

•Twitter

Rockwell

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CONTENT

Newseum

KRT

USA TODAY

NPR

Twitter

PLATFORM

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Understanding the differences between the platforms is essential to creating good work.

Content design and platform design are different beasts.

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ContentExploratory

Specific

Custom

Storytelling

Pacing

PlatformRigid

General

Template-driven

Distribution

Wayfinding

The perfect page The perfect system

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What is the best way to tell this story?

What problem am I helping this reader solve?

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reporting the story

bandwidth

readabilitypacing

illustration

graphics

metrics

wayfinding

CMS

scale

sharing

CONTENT

PLATFORM

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“...like trying to make one pair of shoes fit everybody’s feet.”Jony IveFastCoDesign.com

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Digital news design is still broken.

•Many story pages still feel the same.

•Pages are filled with unnecessary junk.

•Things don’t work on mobile.

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Samey

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152 choices in the top nav.

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Unsolicited NYTimes redesign by Andy Rutledge

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Your competitive set?

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Gmail = ubiquitous

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News / Information Consumption

News Orgs → ← Tech Orgs

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Jim Roberts Is Mashable’s Exective Editor and Chief Content OfficerMashable October 30, 2013

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Source: wikipedia

Jeff Bezos Says Washington Post Could Take a Page From AmazonABC NewsSeptember 25, 2013

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The battle for audience retention will be fought on the platform.

Design plays a crucial role in helping news organizations make digital products.

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How might design help create better experiences?

We must create beautiful spaces in which our audiences want to spend time.

Lots of time.

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Design thinking can help

•Context

•Research

•Empathy (user-centered)

•Synthesis → Insights

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Why?

•Answer the right questions

•Better answers, faster

•Proactive, not reactive

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Building great products can’t happen in dysfunction.

Our organizational structures are kryptonite to innovation.

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The baggage:

Paid to manage risk.

Distribution Content

Paid to tell stories.

vs.

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TechnologistsBetter!

ProductShepherds

User Experience

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Good experiences thrive in organizations where design is respected.

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Visual journalists are ready-made problem solvers.

•Ask questions

•Observation helps challenge status-quo

•Readers are fickle

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If you’re not agile, you’re doing it wrong.

•Small

•Multidisciplinary

•Empowered

•Accountable

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Fertilizer for Agile

•Clear strategic direction

•Co-location

•Mutual understanding

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Evaluate and iterate

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Tappable prototype

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Understand how things work.

We say “build” for a reason.

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Handing a PSD to a developer does not make you a platform designer.

Knowledge of how things work is critical to making informed design decisions.

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Start small:

•Little experiments

•Skunk works can be cheap

•Google is free

•Show, don’t tell

•SHIP IT.

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Understanding the differences between the platforms is essential to creating good work.

Experience is everywhere.

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Thanks!

@dwjr


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