Platform ≠ Content

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Slides from my talk about the difference between content and platform design and why it is essential to understand the difference. It explains why designers are uniquely qualified to solve some of the toughest problems facing newsrooms today. This talk explores how platform design is the new battleground for audience retention and how designers play a crucial role in building successful digital products.

Diseño Tecnología

Thank you to my smart friends:
Callie Neylan
Jeremy Pennycook
Paulo Lopez
Max Pfennighaus
Patrick Cooper
Benjamin Dauer
Wes Lindamood
Josh Hatch
Joel Sucherman
Kinsey Wilson
Miranda Mulligan
Michael Yoch

Ian Adelman
Tyson Evans
Bill Couch
Matt Mansfield
Justin Ferrell
Bryan Haggerty
Matt Thompson
Ron Coddington
Michael Maness
Laura Ramos
Irakli Nadareishvili
Marc Lavallee

Rockwell

About me
•Newseum
•Knight-Ridder/Tribune
•SmartBrief
•USA

TODAY

•NPR
•Twitter

Twitter

NPR
USA TODAY

PLATFORM
CONTENT

Newseum
KRT

Content design and
platform design are
different beasts.
Understanding the differences
between the platforms is essential to
creating good work.

Content

Platform

Exploratory
Speciﬁc
Custom
Storytelling
Pacing

Rigid
General
Template-driven
Distribution
Wayﬁnding

The perfect page

The perfect system

What is the best way to
tell this story?

What problem am I
helping this reader solve?

CONTENT

illustration
reporting
the story
graphics
pacing

bandwidth
readability
metrics

scale
CMS
sharing

wayﬁnding
PLATFORM

“...like trying to
make one pair of
shoes ﬁt
everybody’s feet.”
Jony Ive
FastCoDesign.com

Digital news design is
still broken.
•Many

story pages still feel the same.
•Pages are ﬁlled with unnecessary junk.
•Things don’t work on mobile.

Unsolicited NYTimes redesign by Andy Rutledge

News / Information Consumption

News Orgs →

← Tech Orgs

Jim Roberts Is
Mashable’s
Exective Editor
and Chief
Content Ofﬁcer
Mashable
October 30, 2013

Jeff Bezos Says
Washington Post
Could Take a
Page From
Amazon
ABC News
September 25, 2013

Source: wikipedia

The battle for audience
retention will be fought on
the platform.
Design plays a crucial role in helping
news organizations make digital products.

How might design help
create better experiences?
We must create beautiful spaces in which
our audiences want to spend time.
Lots of time.

Design thinking can help
•Context
•Research
•Empathy

(user-centered)
•Synthesis → Insights

Why?
•Answer

the right questions
•Better answers, faster
•Proactive, not reactive

Building great products
can’t happen in dysfunction.
Our organizational structures are
kryptonite to innovation.

The baggage:
Distribution
Paid to manage risk.

vs.

Content
Paid to tell stories.

Better!
Technologists

Product
Shepherds
User
Experience

Good experiences thrive in
organizations where design
is respected.

Visual journalists are readymade problem solvers.
•Ask

questions
•Observation helps challenge status-quo
•Readers are ﬁckle

If you’re not agile, you’re
doing it wrong.
•Small
•Multidisciplinary
•Empowered
•Accountable

Fertilizer for Agile
•Clear

strategic direction
•Co-location
•Mutual understanding

Understand how
things work.
We say “build” for a reason.

Handing a PSD to a
developer does not make
you a platform designer.
Knowledge of how things work is critical
to making informed design decisions.

Start small:
•Little

experiments
•Skunk works can be cheap
•Google is free
•Show, don’t tell
•SHIP IT.

Experience is everywhere.
Understanding the differences
between the platforms is essential to
creating good work.

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Platform ≠ Content

1. Platform ≠ Content

2. Thank you to my smart friends: Callie Neylan Jeremy Pennycook Paulo Lopez Max Pfennighaus Patrick Cooper Benjamin Dauer Wes Lindamood Josh Hatch Joel Sucherman Kinsey Wilson Miranda Mulligan Michael Yoch Ian Adelman Tyson Evans Bill Couch Matt Mansfield Justin Ferrell Bryan Haggerty Matt Thompson Ron Coddington Michael Maness Laura Ramos Irakli Nadareishvili Marc Lavallee

3. Louisville Slugger

4. Rockwell About me •Newseum •Knight-Ridder/Tribune •SmartBrief •USA TODAY •NPR •Twitter

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19. Twitter NPR USA TODAY PLATFORM CONTENT Newseum KRT

20. Content design and platform design are different beasts. Understanding the differences between the platforms is essential to creating good work.

21. Content Platform Exploratory Speciﬁc Custom Storytelling Pacing Rigid General Template-driven Distribution Wayﬁnding The perfect page The perfect system

22. What is the best way to tell this story? What problem am I helping this reader solve?

23. CONTENT illustration reporting the story graphics pacing bandwidth readability metrics scale CMS sharing wayﬁnding PLATFORM

24. “...like trying to make one pair of shoes ﬁt everybody’s feet.” Jony Ive FastCoDesign.com

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35. Poynter.org 10/28/2013

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37. Digital news design is still broken. •Many story pages still feel the same. •Pages are ﬁlled with unnecessary junk. •Things don’t work on mobile.

38. Samey

39. 152 choices in the top nav.

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42. Unsolicited NYTimes redesign by Andy Rutledge

43. Your competitive set?

44.

45. WTHR app

46.

47.

48. Gmail = ubiquitous

49. News / Information Consumption News Orgs → ← Tech Orgs

50. Jim Roberts Is Mashable’s Exective Editor and Chief Content Ofﬁcer Mashable October 30, 2013

51. Jeff Bezos Says Washington Post Could Take a Page From Amazon ABC News September 25, 2013 Source: wikipedia

52. The battle for audience retention will be fought on the platform. Design plays a crucial role in helping news organizations make digital products.

53. How might design help create better experiences? We must create beautiful spaces in which our audiences want to spend time. Lots of time.

54. Lucent Home

55. animatedalbums.tumblr.com

56. Design thinking can help •Context •Research •Empathy (user-centered) •Synthesis → Insights

57. Why? •Answer the right questions •Better answers, faster •Proactive, not reactive

58. Building great products can’t happen in dysfunction. Our organizational structures are kryptonite to innovation.

59. The baggage: Distribution Paid to manage risk. vs. Content Paid to tell stories.

60. Better! Technologists Product Shepherds User Experience

61. Good experiences thrive in organizations where design is respected.

62. Visual journalists are readymade problem solvers. •Ask questions •Observation helps challenge status-quo •Readers are ﬁckle

63. YouTube

64. Parade Magazine

65. If you’re not agile, you’re doing it wrong. •Small •Multidisciplinary •Empowered •Accountable

66. Fertilizer for Agile •Clear strategic direction •Co-location •Mutual understanding

67.

68. Evaluate and iterate

69. Tappable prototype

70. Understand how things work. We say “build” for a reason.

71.

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73. Handing a PSD to a developer does not make you a platform designer. Knowledge of how things work is critical to making informed design decisions.

74. Start small: •Little experiments •Skunk works can be cheap •Google is free •Show, don’t tell •SHIP IT.

75. Experience is everywhere. Understanding the differences between the platforms is essential to creating good work.

76. Thanks! @dwjr

Platform ≠ Content

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