72
Content Strategy in Action Taming a 5,000 Page Franken-site Rebecca Blakiston User Experience Librarian Shoshana Mayden Web Content Strategist University of Arizona Libraries September 30, 2014 #edui_frankensite

Content Strategy in Action: Taming a 5,000 Page Franken-site

Embed Size (px)

DESCRIPTION

Learn how a band of fearless library professionals are ripping the guts out of their website using content strategy. When we started this project in early 2014, the University of Arizona Libraries website was a monster—5,000 unwieldy web pages of outdated, irrelevant, and unfriendly content. After sorting through all of the squishy entrails captured in our content audit, we left the lab to learn about our users and stakeholders—their needs, expectations, and priorities. With data in hand, we decided what content to kill and bury, what could be resurrected, and how to focus our content efforts going forward. We are now working with a dozen content managers to revamp the web pages they hold dear and make our content more human. To keep the beast at bay, we are creating a system of workflows, standards, and accountability and giving our managers the training and tools they need to be successful. Presented by Rebecca Blakiston and Shoshana Mayden at edUi 2014 in Richmond, Virginia, September 30th.

Citation preview

Page 1: Content Strategy in Action: Taming a 5,000 Page Franken-site

Content Strategy in ActionTaming a 5,000 Page Franken-site

Rebecca BlakistonUser Experience LibrarianShoshana MaydenWeb Content StrategistUniversity of Arizona Libraries September 30, 2014

#edui_frankensite

Page 2: Content Strategy in Action: Taming a 5,000 Page Franken-site

Rebecca Blakiston@blakistonr

UX librarianInstructional designerFacilitatorProject managerMad user researcherAspiring ethnographerYogi

Page 3: Content Strategy in Action: Taming a 5,000 Page Franken-site

Shoshana Mayden@shosh1530

WriterEditor

Environmental scientistWeb content strategist

Spreadsheet masterYogi

Page 4: Content Strategy in Action: Taming a 5,000 Page Franken-site

Our franken-site in a nutshell

Page 5: Content Strategy in Action: Taming a 5,000 Page Franken-site

Main Drupal

site

Staff director

yNews

& event

s

Hours

Feedback form

Databases

Tutorials

Digital collectio

ns

Video contes

t

Exhibits

Interlibrary loan

Library resource organize

r

Catalog

Discovery tool

Collections

Streaming video

Exception slip

Guides

FAQs

Meet our franken-site

Page 6: Content Strategy in Action: Taming a 5,000 Page Franken-site

Where to even begin?

Page 7: Content Strategy in Action: Taming a 5,000 Page Franken-site

Re-Digital User eXperience

reworkredo

rethink

reenvision

redesign

rebuild

rewrite

revitalize

reenergize

reorganize

rearchitect

refocus

reconsider

rebrand

redefinereconnect

Project Redux

Page 8: Content Strategy in Action: Taming a 5,000 Page Franken-site

Franken-dux!

Page 9: Content Strategy in Action: Taming a 5,000 Page Franken-site

Goals

1. Content focused2. Accessible3. Usable4. Findable5. Familiar6. Engaging7. Understandable8. Credible9. Human

Page 10: Content Strategy in Action: Taming a 5,000 Page Franken-site

Principles & Plan

1. Do user research.2. Get stakeholder feedback.3. Define audience and primary tasks.4. Get a grip on our content.5. Content first, design second.6. Integrate franken-parts into Drupal.7. Make it easy & fun.8. Provide workflows & training.9. Only create what we can maintain.10.Take the time to do it right.

Page 11: Content Strategy in Action: Taming a 5,000 Page Franken-site

We will evaluate every piece of content.

We will not

migrate content.

Page 12: Content Strategy in Action: Taming a 5,000 Page Franken-site

We will rip the guts out of our

franken-site.

Page 13: Content Strategy in Action: Taming a 5,000 Page Franken-site

Talking to actual users

Page 14: Content Strategy in Action: Taming a 5,000 Page Franken-site

Focus groups

Page 15: Content Strategy in Action: Taming a 5,000 Page Franken-site

Open card sorting

Page 16: Content Strategy in Action: Taming a 5,000 Page Franken-site

Closed card sorting

Page 17: Content Strategy in Action: Taming a 5,000 Page Franken-site

Treejack

Page 18: Content Strategy in Action: Taming a 5,000 Page Franken-site

Survey

Page 19: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 20: Content Strategy in Action: Taming a 5,000 Page Franken-site

Personas

The MonsterNicknames: FrankieAge: 6 months

Major: UndeclaredLives: Dungeon off-campus

Uses the library for:• Terrifying freshman• Quiet study space

Challenges:• Tech novice• Afraid of fire

Page 21: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 22: Content Strategy in Action: Taming a 5,000 Page Franken-site

Story Development

Page 23: Content Strategy in Action: Taming a 5,000 Page Franken-site

What is that?

Dissecting all the parts

Page 24: Content Strategy in Action: Taming a 5,000 Page Franken-site

Content Audit Questions

Page 25: Content Strategy in Action: Taming a 5,000 Page Franken-site

Content Audit Questions

Page 26: Content Strategy in Action: Taming a 5,000 Page Franken-site

We have a lot of content…

20% poor usability

Page 27: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 28: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 29: Content Strategy in Action: Taming a 5,000 Page Franken-site

Next Steps

25% not relevant

Page 30: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 31: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 32: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 33: Content Strategy in Action: Taming a 5,000 Page Franken-site

RIP: We’ve buried 100 pages so far!

Page 34: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 35: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 36: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 37: Content Strategy in Action: Taming a 5,000 Page Franken-site

Rewiring our monster

Page 38: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 39: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 40: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 41: Content Strategy in Action: Taming a 5,000 Page Franken-site

Content strategy

Page 42: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 43: Content Strategy in Action: Taming a 5,000 Page Franken-site

We champion student and faculty success by giving them access to the spaces, technology, collections and expertise needed for their research, teaching, studying and collaboration.

Page 44: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 45: Content Strategy in Action: Taming a 5,000 Page Franken-site

We will capture your ideas then send to all staff for a sort.

helpful

friendly

reliable

people-focused

traditional

unmoving

fun

Who we are

fun

Page 46: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 47: Content Strategy in Action: Taming a 5,000 Page Franken-site

45 staff members did our online sorting exercise

now:knowledgeable

friendlyhelpful

academiccustomer-focused

future:easy-to-usecutting-edgeconsistentengagingpeople-focused

Page 48: Content Strategy in Action: Taming a 5,000 Page Franken-site

exclusivestaticold

schooltradition

alquirky

Page 49: Content Strategy in Action: Taming a 5,000 Page Franken-site

funny?witty?cool?hip?

Page 50: Content Strategy in Action: Taming a 5,000 Page Franken-site

A ghastly example

Page 51: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 52: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 53: Content Strategy in Action: Taming a 5,000 Page Franken-site

databases are specialized search tools

including:

• library subscriptions

• trial databases

•open-access

Page 54: Content Strategy in Action: Taming a 5,000 Page Franken-site

wants to find maps & GIS data

wants to find databases in ecology

wants to see popular databases

wants to see trial databases

Page 55: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 56: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 57: Content Strategy in Action: Taming a 5,000 Page Franken-site

Next steps…

Page 58: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 59: Content Strategy in Action: Taming a 5,000 Page Franken-site

Subject

Liaison

DevTeam

DatabaseLead

ContentStrategis

t

Workflows

Page 60: Content Strategy in Action: Taming a 5,000 Page Franken-site

Point People

Page 61: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 62: Content Strategy in Action: Taming a 5,000 Page Franken-site

Embracing the

monster

Page 63: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 64: Content Strategy in Action: Taming a 5,000 Page Franken-site

LibGuides

LibAnswers

Summon

strategic planning

new web exhibits

security updates

newcampus branding

UA Mobile 2.0

organizational

restructuring

Page 65: Content Strategy in Action: Taming a 5,000 Page Franken-site

incremental deployment

Page 66: Content Strategy in Action: Taming a 5,000 Page Franken-site

new.library.arizona.edu

Page 67: Content Strategy in Action: Taming a 5,000 Page Franken-site
Page 68: Content Strategy in Action: Taming a 5,000 Page Franken-site

usability testing

Page 69: Content Strategy in Action: Taming a 5,000 Page Franken-site

Coming in October…

Page 70: Content Strategy in Action: Taming a 5,000 Page Franken-site

Defining scope and prioritizing based on user impact

Page 71: Content Strategy in Action: Taming a 5,000 Page Franken-site

Letting go of perfection

Page 72: Content Strategy in Action: Taming a 5,000 Page Franken-site

Questions?

Rebecca [email protected] @blakistonr

Shoshana [email protected]

du @shosh1530…….