Digiday sept 2015 webinar .pptx

All Rights Reserved © ethology, Inc.

Ethology

@ethology @AnnaBananaHrach @TQ_AZ #UXCS

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Integrating User Experience Design & Content StrategyE


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Today’s Speakers

Anna Hrach Director of Content, Ethology

Tony QuirozUX Design Strategist, Ethology


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Founded in 2010, Ethology has offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland.

Ranked #75 in the Inc. 5000.

Our goal is to optimize every part of the digital experience to drive measurable results.

Paid Media& Search

Customer Experience

Planning & Analytics

ConsumerEngagement

Introduction to Ethology


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AgendaUX & Content Strategy 101

So What’s the Problem?

Methods & Madness

Process & Collaboration

E

Q&A


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User Experience 101E


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What does UX do?You’re the UI guys, right?


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How UX wants to be seen

• Field research

• Face-to-face interviewing

• Creation of user tests

• Gathering & organizing statistics

• Creating personas

• Product design

• Requirement writing

• Interaction design

• Information architecture

• Usability

• Prototyping

• Interface layout

• Interface design

• Visual design

• Taxonomy creation

• Terminology creation

• Copywriting

• Presenting & speaking

• Brainstorm coordination

• Design culture evangelism

How UX is typically seen

• Field research

• Face-to-face interviewing

• Creation of user tests

• Gathering & organizing statistics

• Creating personas

• Product design

• Requirement writing

• Interaction design

• Information architecture

• Usability

• Prototyping

• Interface layout

• Interface design

• Visual design

• Taxonomy creation

• Terminology creation

• Copywriting

• Presenting & speaking

• Brainstorm coordination

• Design culture evangelism

“UI is not UX.”- Eric Flowers, Intuit

www.uxisnotui.com

helloerik.com/ui-is-not-ux

@Erik_UX

Well yeah, but...


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Big Picture Design = Building Context

• Business objectives

• User behavior and motivations

• When, where, & how technology is used

• Tailoring design to marry the above

• Involving real users along the way


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Users will instinctively bypass designs that they don’t like.


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The business impact can be significant:

1. https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic 2. https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html

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User Experience 101

“When creating great experiences, it’s not so much about doing what users expect. Instead, it’s about creating a design that clearly meets their needs at the instant they need it.”

- Jared Spool Writer, Speaker, Founder, User Interface Engineering


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What does UX do?

● Understand the human factors.

● Identify key information needs and tasks.

● Integrate business goals and messaging.

● Craft experiences that ‘just work’ for the customers, optimized for the moments that matter most.


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What does UX do?

And the UI!


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Content Strategy 101E


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Purposeful Content: Crafting the User Experience

BRAND USERSSupports Business

Objectives

FulfillsAudience

Needs


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It’s the same as content marketing, right?


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HEADER: Use Title Case

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“Content strategy guides planning for the creation, delivery and governance of content.”

- Kristina HalvorsonAuthor, Content Strategy for the Web

https://twitter.com/halvorson


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“...the marketing and business process for creating and distributing relevant and valuable content…”

https://twitter.com/brennermichael

- Joe PulizziAuthor, Epic Content Marketing


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• Content Strategy

• Supports holistic experiences

• More than just words, experiences

• Business goals vs. user needs

• Defines and oversees all content

development processes

Content Marketing

• Attract customers through content

• Branded content

• Owned vs. paid

• Defines and oversees publishing

efforts, creation needs

&


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Content marketing typically looks at:

• What

• When

• How

• Where

In Other Words…


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Content strategy also looks at:

• What

• When

• How

• Where

In Other Words…

• Why

• For Whom

• By Whom

• With What

• How Often

• What Next


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Content Strategy

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Content Marketing


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CS / UX Common GroundE


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CS & UX Skill Sets

New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

BusinessAnalyst

UX

ContentStrategist

InfoArchitect

SEO

Designer

Production Assistant

Front-EndDev

Back-EndDev

ServerAdmin

ITWeb

Writer

WebEditor

UsabilitySpecialist

Skillset.org


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UX Skill Sets

New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

UX

ContentStrategist

InfoArchitect

SEO

Designer


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

WebWriter

WebEditor

BusinessAnalyst


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CS Skill Sets

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New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

UX

ContentStrategist

InfoArchitect

SEO

Designer


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

Web Editor

Web Writer

BusinessAnalyst


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CS & UX Overlapping Skillsets

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New Business

Dev.

AccountManager

ProjectManager

WebAnalyst

Producer

Business Analyst

UX

ContentStrategist

InfoArchitect

SEO

Designer


Front-EndDev

Back-EndDev

ServerAdmin

IT

UsabilitySpecialist

Web Editor

WebWriter


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UX & CS Overlapping Deliverables

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PersonasJourney Mapping

NavigationWireframes

TestingBrand GuidesVoice & Tone

UI Kits

Content AuditsContent TemplatesContent WorkshopsEditorial Planning

Content GovernanceContent AnalyticsContent Writing

Heuristic EvaluationsMental ModelsDesign StudiosUser Research

Usability TestingInformation Architecture

Visual Design


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What’s The Problem?E


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Often times we’re asked to:

• Design without content

• Create content strategy without the context of the entire user experience.


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Great Work Seamlessly Integrates Content + Design


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And Without Content…


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Great Work Seamlessly Integrates Content + Design


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And Without Content…


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So, Why Separate the Two?

Image courtesey of http://www.shutterstock.com


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Lorem ipsum ≠ Content


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need.more.room.


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too much.


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Build around the content, they said…


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At best, you duplicate efforts…

www.rsvlts.com


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At worst, you contradict each other.


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What’s The Solution?E


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People

Tools

Process


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Humans Naturally Silo

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Content Marketing Design Etc.


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Process Methods & Culture can be Silo Busters

Design Studios

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Opps Design

Anti-Meetings Content Workshops

Content Strategy


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Engineering + Industrial Design is Seamless

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Editorial + Design is Seamless

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How CS + UX Can Be Seamless

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“Anti-Meetings”Design StudiosContent StrategyContent WorkshopsJourney Mapping

Facilitators =


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Content Workshops are hands-on, interactive and engaging sessions, designed to reveal a brand’s core content strategy.

Content workshops


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1. How does content achieve business goals?

2. What content satisfies users needs?

3. How effective, engaging and strategic is your content?

Content workshops

Let’s chat about content.


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Content Workshops

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• Reveal core reasons for creating content in the first place

• Gives us business goals to achieve• Helps us understand customers and their needs• Essential for creating the ideal brand experience• Beginning of crafting the best possible customer

experiences


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Empathy Mapping

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“No one cares how much

you know, until they know

how much you care”

- Theodore Roosevelt


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Empathy Mapping

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CS & UX both require a deep understanding of the users in order to connect:

• Motivations and context

• Wants and needs

• Pains and gains

• Thoughts and feelings


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Journey Mapping

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Journey Mapping

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• A Journey Map makes the customer experience visible and tangible by injecting thoughts, actions, and feelings into the process.

• It also helps us pinpoint key ‘Moments of Truth’ where decisions are made and positive vs. negative impressions are set -- so we can give those special attention.


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Let’s Go to the Movies!

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http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023

“Consumers increasingly use smartphones for their purchases—in the case of movie tickets, 30 percent are bought on mobile phones, according to a new report from the Interactive Advertising Bureau and InMobi. And 87 percent of moviegoers researched a movie on smartphones after seeing an ad for that movie in another medium.”

From ADWEEK:


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Let’s go to the movies!

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So the customer journey may go something like this:

What am I going to do this weekend?

Commercial for a new movie. Sounds cool!

When is it playing at my local

theater?

MOMENT OF TRUTH!

Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/


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Um…

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That’s more like it.

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Who is easier to do business with?

More customer engagement time = more opportunity.


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More on Journey Mapping

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CS and UX make great allies in this activity, too.

• Put yourself in the customer's shoes on an even grander scale.

• Identify interaction points.

• Factor in thoughts, emotions, circumstance.

• Anticipate content needs and how to facilitate success through good design.


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Cross-Discipline Design Studios

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Cross-Discipline Design Studios

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Yet another chance to collaborate.

• Put yourself in the customer’s shoes in context of the design project.

• Identify workflows and interactions.

• Factor in thoughts, emotions, circumstance.

• Capture a shortlist of ideas to take to the next round.


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We Even Created the Kit …

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6 Key Takeaways E


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Partner up on customer research



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Align deliverables to create a more informed strategy



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Use real content. No more lorem ipsum, please.



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Break down silos with co-creation and review cycles



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Learn from mature industries and companies that seamlessly integrate form and function



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Hire T-shaped people for more cross-disciplinary collaboration



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QUESTIONS:

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Thanks for hanging out with us...