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Hello
I’ve 10 years of experience working in UX (usability, information architecture, research and content strategy) for diverse clients including global ecommerce sites, financial systems, medical software & charities. I’m now a Product Manager at Immediate Media, where I look after BikeRadar.com, Cyclingnews.com, HistoryExtra.com, Countryfile.com and a host of other passion-driven brand sites.
USER EXPERIENCE
Usability
Information Architecture
Interaction Design
Content Strategy
Visual Design
Service Design
The problem with UX & content
• We forget that content matters most • Without good quality, appropriate,
findable content, digital services are not fit for purpose
• No matter how much stylish design patterns you layer on bad content, it stays bad content
“It’s pointless to design a user experience without a deep understanding of the content that will fuel that experience”
- KRISTINA HALVORSON
Digital Content
• Digital media (images, videos, audio etc)
• Words! Written text is the MOST IMPORTANT part of the internet
CONTENT
WHAT IS IT?
HOW IS IT DESCRIBED?
WHAT RELATIONSHIPS DOES IT HAVE?
HOW WILL IT BE FOUND?
WHERE DOES IT COME FROM?
Structured Content:
• High level: the site wide structure, how all the content is structured
• Grouped: How a group of content types are structured
• Specific: How a piece of content is structured
Findability
Search Engines:
• Keywords • Content Quality • Data
Site Navigation:
• Menus • Filters • On site search
Other Content:
• Relationships • Link Strategy • Content Types
Social Media:
• Titles • Visual Assets • Sharability
Grouped content structures
Taxonomies: controlled vocabularies & labels Content types: relationships
CHEDDAR
BRIE
MOZZARELLA
CAMEMBERT
RED LEICESTER
PARMESAN
STILTON
ROQUEFORT
WENSLEYDALE
FETA
GORGONZOLA
EMMENTAL
HALLOUMI
GOUDA
ARDRAHAN
BURREN GOLD
DUBLINER
CHEESE
CHEESE
CHEDDAR BRIE MOZZARELLA
CAMEMBERT RED LEICESTER
PARMESAN STILTON ROQUEFORT
WENSLEYDALE
FETA
GORGONZOLA
EMMENTAL
HALLOUMI
GOUDA
ARDRAHAN
BURREN GOLD
DUBLINER
BRITISH ITALIAN FRENCH
DUTCH
GREEK
IRISH
CYPRIOT
CHEESE
CHEDDAR
BRIE
MOZZARELLA CAMEMBERT
RED LEICESTER
PARMESAN
STILTON
ROQUEFORT
WENSLEYDALE
FETA
GORGONZOLA
EMMENTAL HALLOUMI
GOUDA
ARDRAHAN
BURREN GOLD
DUBLINER
HARD CHEESE SOFT CHEESE SEMI SOFT CHEESE
CHEESE
CHEDDAR BRIE
MOZZARELLA
CAMEMBERT RED LEICESTER
PARMESAN
STILTON
ROQUEFORT
WENSLEYDALE
FETA
GORGONZOLA
EMMENTAL
HALLOUMI
GOUDA ARDRAHAN
BURREN GOLD
DUBLINER
CHEESES I LIKE CHEESES I DON’T LIKE CHEESES I’VE NOT TRIED
CHEESES I’VE NOT YET RATED
Taxonomy
Term list: A standardised, controlled list of terms or tags that are used consistently Hierarchy: A structured taxonomy of terms that have a structural relationship with each other (e.g: Parent --- Child) Thesaurus: Maps relationships between items to help systems understand how they relate
CYAN
Controlled Vocabularies
Controlling vocabularies used in taxonomy term lists helps us avoid poor experiences, such as:
Sprawling terminology
Reduced findability
Miss-match with user’s language
BRIGHT BLUE
0 Results
Wellingtons
Gum boots
AZURE
CHEESE
LOCATION
CONTINENT
COUNTRY
TYPE
HARD
SEMI SOFT
SOFT
BLUE
MILK TYPE
COW
SHEEP
GOAT
BUFFALO
PASTURISED
UNPASTURISED
ACTIVITY #2
We have a lot of different content about cheeses. What sort of content types might these be? How might these content types relate to each other?
Content Models
1. Create a set of ‘things’ associated with the
domain (get a domain expert to work with you)
2. Join the ‘things’ together based on their relationships e.g:
RECIPE <- - - -> INGREDIENT
Making a simple content model
REVIEW
NEWS STORY
PRESS RELEASE
PRODUCT RECIPE
CASE STUDY
TRAVEL GUIDE
DIET
CONTENT TYPES
THIS IS A SIMPLE CONTENT MODEL
Sample Site Map 1
PRODUCTS RECIPES
A – Z
CONTINENT
COUNTRY
TYPE
MILK
EASY
INTERMEDIATE
EXPERIENCED
HOME
Faceted Navigation
FIXED: e.g: • Geographic • Alphabetical
These are closely linked to you domain and established conventions
AMBIGUOUS: e.g: • Task-based • Audience type
These are closely linked to your specific audience’s mental model
Faceted Navigation:
AUDIENCE SUBJECT PRODUCT FORMAT
e.g: ‘Beginner’
e.g: ‘How to guide’
e.g: ‘Brand’ ‘Price’ ‘Features’
e.g: ‘Video’
In Summary
You need to plan: How to group content together How to label those groups How to navigate those groups
Un-Structured Content
Page driven:
TITLE
BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY. BODY COPY BODY COPY.
Structured Content
Data driven:
TITLE
META DATA
RELATIONSHIPS
TYPE
INTRO SUMMARY
BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY BODY COPY.
AUTHOR
Specific content structure
Data: Information about content Specific template requirements: purpose and requirements
ACTIVITY #3 Identifying Content Structures
1. Look for components that could have relationships
with other content e.g: STAR RATINGS
2. Create a list of all the components that you could
standardise across all reviews
ALL REVIEWS HAVE THESE ‘THINGS’: • STAR RATINGS: with a value between 0 stars and 5 stars • • • •
ACTIVITY #3 Making Content Findable
1. Choose a ‘thing’ from your list and explore
how it could make the review more findable
2. Sketch out how users could use an interface to
find content with this ‘thing’
Filter reviews by STAR RATINGS:
Metadata & Microdata
Metadata and Microdata help search engines, APIs, feeds and content management systems make sense of content and improve its findability They use controlled vocabularies to ensure they are consistent.
Metadata
• Data about data • Essential for findability: it makes
content understandable to search engines and content management systems
• Describes relationships between content through taxonomies and content types
Microdata
• Stores data about content in context: specific pieces of information are given a structure so machines can take more meaning from them
• Different standardised schemas exist e.g: RDF, Schema.org, Dublin Core etc
Schema.org
Enables you to tag specific things within HTML to give more context. “Itemscope”: Broadly identifies the theme of the thing “Itemprop”: Provides the detail about the thing
A simple author bio: Aoife Glass Women’s Editor, BikeRadar I’m a mountain biker at heart, also drawn to the open road. I likes big long adventures in the mountains. Usually to be found in the Mendip Hills or the Somerset Levels in the UK. I’m passionate about women's cycling at all levels.
<section itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Aoife Glass</span>, <span itemprop="jobTitle">Womens Editor</span> <span itemprop="affiliation">BikeRadar</span>. I’m a mountain biker at heart, also drawn to the open road. I likes big long adventures in the mountains. Usually to be found in the Mendip Hills or the Somerset Levels in the UK. I’m passionate about women's cycling at all levels.
</section>
Add microdata:
What Google understands:
https://search.google.com/structured-data/testing-tool/u/0/ https://developers.google.com/search/docs/guides/mark-up-content
To Close:
Structured content makes content more findable which is essential to any user experience. It blends multiple disciplines including IA, content strategy, usability and SEO is something UX PR actioners should absolutely care about ;-)
Useful Tools Trim: Content audit tool coming soon Gettrim.co | @Trimvincible Gather Content: Fabulous content workflow tool Gathercontent.com | @GatherContent Hemmingway App: Lovely tool to test your content readability Hemmingwayapp.com Google: Structured Data test tool https://search.google.com/structured-data/testing-tool/u/0/
Glossary Content Modelling: The process of mapping the relationships between pieces of content or information. A content model can include high level relationships within a domain and more detailed relationships between pieces of content. Structuring Content: The process of taking content and breaking it into parts to make it more findable and reusable for humans and machines.
Data Modelling: The process of modeling a database inline with the type of queries it will need to handle. This is done by a developer.
Service Oriented Architecture: A development architecture that separates data, processes/tasks and interfaces to make it more flexible. A service or API (Application Programing Interface) acts as a middleman that processes requests from the editorial interface and user interface with the information stored in databases.
Content Management System: A system that enables a group of people to manage content in a fairly straightforward way. Each CMS has its own way of dealing with content types and favours a specific one, e.g: ‘Posts’ in WordPress. Some CMS platforms are much more flexible than others, for instance Sitecore will enable you to build anything but it comes with the challenge that it has to be built, whereas WordPress is restrictive but is ready to go, out-of-the-box.
Glossary
Metadata: Data about data. Metadata describes information about the content, such as structural information like author, publishing date, ID, or taxonomy items in a format either defined by the CMS, or a universal schema, or a mix of both. Metadata is used to find content based on specific queries, so tools like search rely heavily on it.
Glossary
Taxonomy: In the context of creating and managing digital content a taxonomy is a controlled vocabulary that is used consistently to describe pieces of content. A taxonomy can have a hierarchical element to it, to describe the relationship between different taxonomy items.