Putting content center stage in customer experience and touchpoint design. Presentation at The Web and Beyond 2012 (Amsterdam).

2. The Moment for Content
Putting content center stage in customer
experience and touchpoint design
Bas Evers

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• Content Designer at
Informaat
• Content Strategist
• Fellow Initiator
ContentCafé

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What I’ll discuss
1. Content in CX/UX
2. Content in the Touchpoint Design Process
3. Examples of Content Issues
4. Our Challenge

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I. Content in CX/UX

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User experience
encompasses all
aspects of the end-
user’s interaction
with the company,
its services, and its
products
Donald Norman, 1995

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80, maybe 90%
of the user
experience is
determined by
the content
Gerry McGovern

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Customer
experience is the
perception that
customers have of
their interactions
with an
organization
Bruce Temkin

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In order to really impact
our users’ experiences,
we need to move beyond
the interface and into
business at large
(Interactions are not being
designed yet in CX)
Peter Bogaards

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I'd like a little
relevant content
with my responsive
design, please
Scott Abel

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II. Content in the
Touchpoint Design Process

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The point is you better figure
out what you want to “say”
before you start pushing
pixels around, or you’re in a
whole mess of trouble

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dialogs with
Rahel Bailie

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Communication goals
are the foundational
elements that inform
visual design,
content strategy,
editorial strategy,
nomenclature, and
architecture
Margot Bloomstein

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A content model documents all the different types of
content you will have for a given project
It contains detailed definitions of each content type’s
elements and their relationships to each other
Rachel Lovinger

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IAs & IXDs
• Does the page design
accommodate all the
content types?
• What bits of text and
media will be
available for the
page?
Developers
• How to match the
desired content type Content Producers
with the way the CMS • What content to create?
works? • Content workflow?
• How to enter it into the CMS?

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III. Examples of Content Issues

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Content Issues Addressed
• Flickr’s metadata filtering options
• WWF’s responsive design limited to navigation
• Amazon offering easy access to negative reviews

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IV. Our Challenge

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Jonathan Kahn

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@everbass
@informaat
@contentcafe_nl

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Related Links
• Scott Abel - I'd Like a Little Relevant Content With My Responsive Design, Please
• Rahel Anne Bailie - Big Content: Content Strategy as a Design Framework
• Margot Bloomstein - Content Strategy at Work
• Peter Bogaards - Customer experience: The natural ally for UX in business
• Kyle Fiedler - Lorem Ipsum is Killing Your Designs
• Informaat (Google+) - Informaat experience design
• Jonathan Kahn - Digital-first companies thrive on mobile disruption. Everyone else
struggles.
• Rachel Lovinger - Content Modelling: A Master Skill
• Gerry McGovern - Content is an enabler
• Karen McGrane - Integrating Content Strategy into Your Design Process
• Jeffrey Zeldman - Content Precedes Design

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Image Sources
3, 4: Kamiel Martinet (Informaat)
7: http://www.jnd.org/NNg-Photographs/DonNorman2003-3.jpg
8: http://i.ytimg.com/vi/Q6fkNcMiyXM/0.jpg
9: http://a0.twimg.com/profile_images/1453576481/Bruce_Headshot_2.jpg
10: Danny Bloemendaal (Informaat)
11: http://www.flickr.com/photos/sonnycohen/3640809202/sizes/o/in/photostream/
12: http://consentdigital.com/blog/wp-content/uploads/2010/10/content.jpg
14: http://a0.twimg.com/profile_images/1487594013/Rahel_Bailie_2011.jpg
15: http://www.flickr.com/photos/carlodemarchis/5038896142/sizes/o/in/photostream/
16: http://media.tumblr.com/tumblr_lx830rpASF1r3y0ey.jpg
17: http://www.alistapart.com/articles/content-modelling-a-master-skill/
21: http://www.flickr.com/photos/chi-nederland/archives/date-posted/2011/07/12/
22: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png
23: http://bradfrostweb.com/wp-content/uploads/2012/08/wwf.png
24: http://www.amazon.com/Google-Nexus-Tablet-16-GB/product-reviews/B008M04V1E/ref=dp_top_cm_cr_acr_txt?ie=UTF8&showViewpoints=1
26: http://www.gadgets-weblog.com/wp-content/uploads/topgear.jpg
27: http://lucidplot.com/media/2012/07/Multi-source-dynamic-content.png
28: http://www.5tendesign.com/images/process_diagram.jpg
29: http://designinformer.com/wp-content/uploads/lorem-ipsum/no-lorem.jpg
32: http://brandonclaybon.comlu.com/wp-content/uploads/2011/12/thank-you-blackboard.jpg