Our clients are at the forefront of digital transformation, and our company leads the way in making those transformations possible. But who creates the strategy behind the content that we are all here to transform? Content strategists! In partnership with UX, Analytics, and of course our endlessly creative developers. It's not always easy to find a way to combine our expertise and make it all happen for our clients—especially when we are scattered across the globe. We will share how content modeling has become the intersection that enables us all to realize the future of content development. We'll share the ways that Content Modeling is transforming our practice by making seamless, new, data-driven, omni-channel experiences a reality. We will review/define Content Modeling terms, its purpose, and especially its inter-disciplinary demands. We'll present use cases showing how content modeling brings to life cutting-edge and sustainable, cross-channel digital experiences.

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WORLD IA DAY 2015 PRESENTATION TITLE HERE
PRESENTATION TITLE

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POWERING NEW
DIGITAL EXPERIENCES
WITH CONTENT MODELING
CLARE COTUGNO, PH.D – DIRECTOR OF CONTENT STRATEGY
REBECCA DEERY – DIRECTOR OF USER EXPERIENCE
February 20 2016
#WIAD_EPAM

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• Content modeling defined
• Why content modeling is necessary
• How a holistically created model powers innovation
• The payoff for project teams and clients
OUR TALK WILL COVER …

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INTRODUCTION

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BUILD BRIDGES, BREAK SILOS
OUR ORGANIZATIONAL CHALLENGE:

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A DREAM FULFILLED?

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BUT DON’T MAKE IT HEAVY!
IN ONE BAG.
I WANT EVERYTHING
Image: The Simpson’s 20th Century FOX 2001

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CONTENT MODELING – A Definition
A content model identifies all the types of content, the
elements within those types, and the relationships among
them in a larger ecosystem.

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CONTENT ECOSYSTEM – Holistic Context
CUSTOMER
SERVICE
SCRIPTS
APPS
UGC
SOCIAL
MEDIA
PRINT
IN-STORE
ARCHITECHURE
IN-STORE
DIGITAL
WEBSITE
CMS

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CONTENT MODELING – An act of communication
“Content modelling is critical to continuously
communicating the structure and meaning of content to
and from designers.” – Cleve Gibbon

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Maker Model Seasonal relevance
Use Photo Related items
Reviews
Product description
(short)
Product description
(specs/long)
Video FAQ Price
Durability Tips Availability
BASIC CONTENT MODEL – Starts with data

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MANY WAYS TO BUILD A CONTENT MODEL

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RIGHT MODEL FOR THE RIGHT CLIENT
Probably not this … But maybe not so much this either…

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MANAGING THE CONTENT MODEL – The business user
We have to make a model that works in real-world situations
• Sustainable - can they feed the beast?
• Sensible - not too simple or too complex
• Usable - by real content creators and administrators in the trenches

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REFINE AND TEACH w/ CLIENT CREATORS, DEVELOPERS, etc

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COMPONENT IDENTIFICATION USE FOR…. COMPONENT IMAGE & CHARACTER COUNTS RECOMMENDATION
A-spot image, 1-up C1 Single- topic given
priority
Headline: Max 40 characters
Sub Headline: Max 75 characters; roughly two-three lines
CTA Button: 12-15 characters
Note: Avoid using a 3-line headline and 3-line subhead together
• The 1-UP component allows for
a single image with text and a
CTA in the A-Spot
• Use the 1-UP image when you
want to give a single topic
precedence on the page.
• A single A-spot image with CTA
Donate makes for the most
immersive and focused
immediate impact.
• During peak need for blood, use
a single image A-spot with Give
Blood CTA.
A-spot image, 2-UP C2 Two topics given equal
priority
Headline: Max 40 characters
Sub Headline: Max 75 character (two lines)
CTA button: 12-15 characters
Note: At mobile size, sub headline is suppressed
• The 2-UP image component
allows for two images of equal
size, each with its own text and
CTA.
• Use this when you want to give
two topics equal weight.
HELPING CLIENTS SUSTAIN THE MODEL
COMPONENTS & RECOMMENDATIONS FOR USE

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TEAMWORK!
HOW DO WE GET THIS DONE?
Image: Barn Raising, Georgia Magazine 2008

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OUR CROSS-FUNCTIONAL TEAM
FRONT-END
DEVELOPER
BUSINESS
ANALYST
UX
DESIGNER
ANALYTICS
LEAD
CONTENT
STRATEGIST
CMS DEV
EXPERT
VISUAL
DESIGNER
CONTENT
MODEL

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COLLABORATION BETWEEN TEAMS
FRONT-END
DEVELOPER
BUSINESS
ANALYST
UX
DESIGNER
ANALYTICS
LEAD
CONTENT
STRATEGIST
CMS DEV
EXPERT
VISUAL
DESIGNER
CONTENT
MODEL

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GETTING IT DONE THROUGH COLLABORATION

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COLLABORATION PAYOFF
Creating a content model TOGETHER ensures transformation happens by creating:
1. Content-First Deliverables
2. Alignment
3. Responsive
4. Future-Ready Architecture
5. Efficient Process
6. Sustainable System = Happy Client = Repeat Engagement

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INNOVATION
CONTENT MODELING DRIVES

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• All size / shape screens / no screen
• Multiple contexts
• Evolving forms from paper to kiosks
• Multi-channel, non-linear user journeys
• Localized, personalized content
• Environmental influences
• Consistent brand expression
• System fluidity – good models make systems easier
to adapt (ex: Pong to Tetris)
OMNICHANNEL EXPERIENCES
Image: Dr. Frank Lee, Drexel University / Phillyskyline.com 2014

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• Search is complicated
• Different results matter in different contexts
(mobile vs desktop)
• People search in different ways
• Business owners have different goals for search
• Data may (or may not) exist to inform you
• Facets and data are always evolving – it’s never
static (MORE WORK FOR IA’s)
• Contexts of search (voice, cognitive, inference
logic) are evolving
SEARCH SYSTEMS

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PUTTING IT INTO THE PROJECT TIMELINE
MONTH
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MONTH
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MONTH
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MONTH
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MONTH
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MONTH
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MONTH
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MONTH
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DISCOVERY PHASE
BACKEND INTEGRATION / IMPLEMENTATION PHASE
CMS CONTENT MIGRATION &
TESTING PHASE
UX, DESIGN & FRONT-END
DEVELOPMENT PHASE
CONTENT MODEL
REQUIREMENTS
CONTENT MODEL DEVELOPMENT

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TAKE AWAYS: HOW IS A CONTENT MODEL IMPACTFUL?
DEFINES OUR
REQUIREMENTS
• Sets parameters on what information / content to use in context.
• Defines business requirements for what information displays when.
• Identifies gaps in user or business needs for data.
INFORMS THE
DEPENDENCIES
ON SYSTEMS
• Identify where information needs to be pulled to generate the optimal queries
• Prioritize need for additional data / content to generate
• Identify and address performance issues before final UI is defined
INFORMS THE
USER
EXPERIENCE
• Map and prioritize content based on customer & business need
• Helps prioritize information in UI – The most IA thing ever!
• Uncover gaps for new data, features & functions

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WHAT HAPPENS WITHOUT A CONTENT MODEL?
UNMET
BUSINESS
REQUIREMENTS
• Business has different expectations of how Search Results display
• Unmet expectations around business automation, generation too much manual work
• There are gaps between existing content and desired new experience
POTENTIAL
PERFORMANCE
ISSUES
• Unexpected data needs cause lag time or other feed-related issues
• Content isn’t as contextual or as helpful to understand
• Increased development effort to create new data relationships that weren’t
planned for
UNREALISTIC
USER
EXPERIENCE
• Flow of data and intended interaction design doesn’t match up
• Interactions and UI features become de-scoped due to lack of data support
• Business & user expectations aren’t met for results, generating design changes

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WE’RE CREATING A MONSTER!
WITHOUT A CONTENT MODEL
Image: Frankenstein, Universal Pictures 1931

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THANK YOU
@ClareCo | @beccadeery
#WIAD_EPAM