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The Moment for Content #twab2012
The Moment for Content
Putting content center stage in customer
experience and touchpoint design



Bas Evers
3




•       Content Designer at
        Informaat
•       Content Strategist
•       Fellow Initiator
        ContentCafé
4



    What I’ll discuss
    1. Content in CX/UX
    2. Content in the Touchpoint Design Process
    3. Examples of Content Issues
    4. Our Challenge
5




    I. Content in CX/UX
6
7




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




                        Donald Norman, 1995
8




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



                Gerry McGovern
9




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




Bruce Temkin
10



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
11




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




Scott Abel
12




         II. Content in the
     Touchpoint Design Process
13




     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
14




               dialogs with

Rahel Bailie
15




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



                       Margot Bloomstein
16




        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
17




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?
18




 III. Examples of Content Issues
19
20
21
22
23
24
25

Content Issues Addressed


• Flickr’s metadata filtering options
• WWF’s responsive design limited to navigation
• Amazon offering easy access to negative reviews
26




     IV. Our Challenge
27




     Jonathan Kahn
28
29
30
31
32




@everbass
@informaat
@contentcafe_nl
33

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
34

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
The Moment for Content #twab2012

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The Moment for Content #twab2012

  • 2. The Moment for Content Putting content center stage in customer experience and touchpoint design Bas Evers
  • 3. 3 • Content Designer at Informaat • Content Strategist • Fellow Initiator ContentCafé
  • 4. 4 What I’ll discuss 1. Content in CX/UX 2. Content in the Touchpoint Design Process 3. Examples of Content Issues 4. Our Challenge
  • 5. 5 I. Content in CX/UX
  • 6. 6
  • 7. 7 User experience encompasses all aspects of the end- user’s interaction with the company, its services, and its products Donald Norman, 1995
  • 8. 8 80, maybe 90% of the user experience is determined by the content Gerry McGovern
  • 9. 9 Customer experience is the perception that customers have of their interactions with an organization Bruce Temkin
  • 10. 10 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
  • 11. 11 I'd like a little relevant content with my responsive design, please Scott Abel
  • 12. 12 II. Content in the Touchpoint Design Process
  • 13. 13 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
  • 14. 14 dialogs with Rahel Bailie
  • 15. 15 Communication goals are the foundational elements that inform visual design, content strategy, editorial strategy, nomenclature, and architecture Margot Bloomstein
  • 16. 16 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
  • 17. 17 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?
  • 18. 18 III. Examples of Content Issues
  • 19. 19
  • 20. 20
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25 Content Issues Addressed • Flickr’s metadata filtering options • WWF’s responsive design limited to navigation • Amazon offering easy access to negative reviews
  • 26. 26 IV. Our Challenge
  • 27. 27 Jonathan Kahn
  • 28. 28
  • 29. 29
  • 30. 30
  • 31. 31
  • 33. 33 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
  • 34. 34 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