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What's Next: The Overlook User Experience

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In the past few years, design and content have become more integrated than ever before. It’s no longer enough to just create something beautiful and assign writers to draft content that fits. In fact, it’s irresponsible.

When crafted together, strong content and human-centered, empathetic design creates an optimal user experience. Learn how to incorporate content strategy into your process without sacrificing design, and how doing so will result in a better product for your users.

Publié dans : Marketing
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What's Next: The Overlook User Experience

  1. 1. What’s Next: The Overlooked User Experience Powered by
  2. 2. Welcome José Arteaga Consulting Analyst
 Ogilvy Consulting Brittney Urich Experience Designer
 Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. 1 2 3 4 What is experience content? Why should I care about it? What makes said content effective? How does it fit into the design process?
  6. 6. Content strategy guides the creation, delivery, and governance of useful, usable content. “ - Brain Traffic
  7. 7. ProcessStructure ExperienceEditorial Content
 Strategy Content design Systems design
  8. 8. Blogs posts, ads, press releases, white papers EDITORIAL CONTENT Instructions, error messages, tooltips, CTAs, links EXPERIENCE CONTENT
  9. 9. Instructions, error messages, tooltips, CTAs, links EXPERIENCE CONTENT
  10. 10. That’s great, but why should I care about this so-called experience content? “ - Lots of people
  11. 11. Because your credibility is on the line.
  12. 12. Because content has a business impact.
  13. 13. Because design and content are both part of the 
 user experience.
  14. 14. Embrace the
 overlaps Translating brand personality into digital experiences Creating an informed information architecture Mapping user journeys Identifying user needs
  15. 15. But if content strategy is so important, how have we been designing without it all these years? “ - A wise webinar attendee
  16. 16. We’ve been designing ineffective content.
  17. 17. Common content faux pas
  18. 18. Unhelpful help
  19. 19. Confirm shaming
  20. 20. Unexplained errors
  21. 21. Error shaming
  22. 22. Confusing CTAs
  23. 23. Content that simply doesn’t fit
  24. 24. You’ve found some amazing examples of bad content. But how do I know if my content is working? “ - You, probably
  25. 25. Enter the experience scale
  26. 26. 2 Beyond a typical heuristic Spans usability, brand identity, content, and category-specific experience factors. 3 Actionable 
 Scoring Provides high-level, digestible scores for each major experience pillar. 1 Proprietary framework Consists of 100+ experience principles and guidelines, distilled down into 30 core evaluation criteria.
  27. 27. Our
 Process Content should be easy to find and 
 interact with. Findable Content should say the right things at the right time. Useful Content should address a user pain point. Meaningful Content should be trustworthy and communicative. Credible Content should be responsible 
 and clear. Accurate 1 2 3 4 5 27 Content principles
  28. 28. These content principles are helpful, but also incredibly vague. “ - Everyone listening
  29. 29. Content should be easy to find and interact with. Findable
  30. 30. Content should address a user pain point. Useful
  31. 31. Content should say the right things at the right time. Meaningful
  32. 32. Content should be trustworthy and communicative. Credible
  33. 33. Content should be responsible and clear. Accurate
  34. 34. Okay, but how does content strategy fit into experience design? Are you about to throw off my whole process? “ - A concerned designer
  35. 35. In a word, yes.
  36. 36. Resist the temptation to put design first.
  37. 37. It can feel better to start with design.
  38. 38. 1. What information lives in this design? 2. Are we sure that’s the right content? 3. Who’s going to create it? 4. Does anyone even care about this? But we also need to know:
  39. 39. But my client/boss/coworker/neighbor wants me to design first. “ - Every designer ever
  40. 40. Design and content should inform one another.
  41. 41. Resist the temptation to put design first.1 Align 2 Discover 3 Create
  42. 42. ALIGN Determine how your brand translates 
 to digital.
  43. 43. 1. Do we have a clearly defined brand voice? 2. What does it sound like in an error message? When a user succeeds? Questions to ask:
  44. 44. ALIGN Determine how your brand translates 
 to digital. ALIGN Don’t assume that content will happen on its own.
  45. 45. 1. What content resources do we have on the team? 2. Can they help? In what capacity? 3. Who is responsible for the content? Questions to ask:
  46. 46. ALIGN Determine how your brand translates 
 to digital. ALIGN Don’t assume that content will happen on its own. ALIGN Define your content goals and principles.
  47. 47. 1. Do we have a goal for this content? What is it? 2. How will we accomplish that goal? 3. How will we know we’ve been successful? Questions to ask:
  48. 48. DISCOVER Make content a priority from 
 the start.
  49. 49. 1. How did the user get here? 2. What prior knowledge do they have? 3. What will help them get where they need to go? Questions to ask:
  50. 50. DISCOVER Make content a priority from 
 the start. DISCOVER Ask what users need, not what we want them to know.
  51. 51. 1. What is this user trying to do or learn? 2. What questions do they have? 3. Where do they need to go next? Questions to ask:
  52. 52. DISCOVER Make content a priority from 
 the start. DISCOVER Ask what users need, not what we want them to know. DISCOVER Evaluate the content that already exists.
  53. 53. 1. What can we keep? 2. What are we missing? 3. How useful is this content, really? Questions to ask:
  54. 54. CREATE Work in tandem with 
 the content folks.
  55. 55. 1. What content do you think we’ll need to create for these designs? 2. Can you help? Questions to ask:
  56. 56. CREATE Test, refine, repeat. CREATE Work in tandem with 
 the content folks.
  57. 57. 1. Have we tested this content? 2. Have we reworked the content to incorporate feedback? 3. Have we tested it again? Questions to ask:
  58. 58. Let’s recap
  59. 59. Design and content should inform one another.
  60. 60. Our
 Process Content should be easy to find and 
 interact with. Findable Content should say the right things at the right time. Useful Content should address a user pain point. Meaningful Content should be trustworthy and communicative. Credible Content should be responsible 
 and clear. Accurate 1 2 3 4 5 60 Content principles
  61. 61. Resist the temptation to put design first. CREATE Collaborate across disciplines to create and refine content. ALIGN Bring content to the table on day one, not in the 
 final countdown. DISCOVER Evaluate the content you have. Understand your user’s journey.
  62. 62. Questions? Reach out to us at: partner@ogilvy.com
  63. 63. Thank you.

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