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From the 12 August meeting of Seattle IA/UX Meetup, this presentation features Misty Weaver and James Sweeney's materials from their interactive discussion on editorial strategy for IA and UX. Empathy for the (Internal) User In order to build experiences for external audiences, first we need to serve the people inside the organization who make the content, information, and experience happen. Systems, workflow, and process need to actually work and we need to genuinely care about the people who use the system we design. One way to think about editorial strategy is how to help people deliver content/experiences in a system on a schedule. We'll share examples of how we do this from UX and content strategy projects.
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Editorial Strategy as Empathy: Serving Internal Users
Misty Weaver@meaningmeasureSeattle IA/UX Meetup#SeattleUX
http://www.morguefile.com/creative/hotblack
Your content process starts with
1. External audience assessment
2. Content assessment and modeling
3. Tasks and roles
4. Workflow
5. Schedule
@meaningmeasure #SeattleUX
Provide the right content, for the right people,
in the right place, at the right time.
Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
Provide the right content, for the right people,
in the right place, at the right time,
with a system.
http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png
http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/
What we mean when we say content strategy
@meaningmeasure #SeattleUX
Content Strategy Shapes
Technical • Information
Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO
Editorial• Branding• Messaging• Voice and Tone• Content Creation and
Planning • Content for Human
Consumption
Project Management Always
Project
• Resource Assessment
• Workflows
• Scheduling
• Velvet Hammer
Part 1: What do those people need?
• To find relevant, helpful content
• Make a decision
• Take action
Creating a priority list for content
What information do you need to make a decision
about attending an IA meetup?
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to
me?• Location• Description
• Agenda• Menu (food allergies)• How many people are
going? Do I know any of them and/or like/dislike them?
• How to register
Content Checklist
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to me?• Location• Description • Agenda• Menu (food allergies)• How many people are going?
Do I know any of them and/or like/dislike them?
• Speaker Description and Bio• Art, visual collateral• Email Marketing • Social Media Marketing • Volunteers• Sponsors • Venue • Speaker slides • Post event email• Post event photos, video,
slides
Content Checklist
Part 2: What do I have?
http://www.morguefile.com/creative/wedhatted
Assess,Model,& Form Content
From Assessment to Content Model
http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
Event
Speaker
VenueDescription
• Title
• Time, Date
• Price
• Registration
• Agenda
• Description
Content Model
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
Part 3: What can we do?
http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
Relates to our internal systems as well as access we provide through distribution of content
http://intentionaldesign.ca/
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
• Creators
• Editors
• Approvers
• Publishers
• Distributors
• Managers
From Tasks to Roles
Part 4: How do we make the work flow?
@sjrosenbaum
http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/
Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/
Workflow at AdoptUsKidsVanessa Casavant
@casavant
Workflow at AdoptUsKids
Workflow at AdoptUsKids
What do we get out of it?
Part 5: Timing
Enjoy these links
• Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
• Richard Ingram http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/
• Cleve Gibbon http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
• Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
• Rahel Bailie http://intentionaldesign.ca/
• Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/
Tweet me about it @meaningmeasure
Making Things BetterA Content Strategy Case Study
James SweeneySeattle IA/UX Meetup#SeattleUX
http://www.morguefile.com/creative/hotblack
Technical CS
What does that look like in practice?
?
#SeattleUX
Content Strategy Shapes
Editorial• Branding• Messaging• Voice and Tone• Content Creation and
Planning • Content for Human
Consumption
Technical • Information
Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO
Project Management Always
Project
• Resource Assessment
• Workflows
• Scheduling
• Velvet Hammer
Recasting our questions:
1. What tools do we have?
2. What needs to get done?
3. Who is available?
4. How are we all working together?
5. What comes first?
#SeattleUX
Provide the right content, for the right people,
in the right place, at the right time,
with a system.
Misty Weaver(link to be updated once she posts her stuff)
What do INTERNAL users need to know?
• What needs to be done
• Who is doing it
• Why it is being done
Issue template for tasks
How do we get there?
http://www.morguefile.com/creative/wedhatted
• Baseline (Content Audit)
• Establish Goals (Internal & External)
• Evaluate Internal Realities
• Remediate / Consolidate / Build
• Schedule it / Execute
• Analyze / Refine
How do we get there?
Content Audit (Baseline)
• “Better User Experience”
• “Reduced Maintenance Cost”
• “Unicorns!”
Goals
• Usage based evaluation
• Systems / repository review
• Data driven review of controlled vocabulary
• Stakeholder & Resource interviews
Reality
• Retire content
• Establish synonym in search tools
• Decommission older systems
Remediate / Consolidate
• Repositories
• Workflows
• Websites
• Schedules
Build / Analyze / Refine
• Environments aren’t static
• Needs aren’t static
As Designed vs. As Built