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UNDERSTANDING CONTENT:
THE STUFF WE DESIGN FOR
Rachel Lovinger and Karen McGrane
@rlovinger          @karenmcgrane
2
3
4
5
6
7
what
 about
the art?



           7
8
9
when do
we see
the art?




           10
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design For
12
WHERE IS
THE ART?




           13
14
15
16
DISASTER
STRIKES!




           16
17
18
19
20
YOU WOULDN’T BUILD
A GALLERY THIS WAY.



                      21
WHY WOULD YOU BUILD
A WEBSITE THIS WAY?



                      22
TWO BIG PROBLEMS




                   23
“   Organizations invest tremendous resources on
    developing the framework for a great user
    experience — fabulous design, robust content
    management infrastructure.
    Yet when it comes to the content itself, there's
    often a gap.




                                               ”
    The end result is that the value proposition for
    customers can't be delivered because the
    content is insufficient, inadequate, and
    inappropriate.
                                          — RAHEL BAILIE
                                                       24
We already have
 most of the content.        Copywriting just isn’t
                              that big of a deal.

        We can figure the
        content out later.
                                We pretty much know
                                what we want to say.
Our marketing team is
handling the content.

                                    Kristina Halvorson, Brain Traffic   25
Understanding Content: The Stuff We Design For
Melissa Rach, Brain Traffic   27
Here be dragons




                  Melissa Rach, Brain Traffic   27
Here be dragons




                  Melissa Rach, Brain Traffic   27
Codename Logo            Features      Browse Our Sites        About Us           Sign Up   Login   Support




                Feature Name
                Duis autem vel eum iriure dolor in hendrerit in vulputate velit
                esse molestie consequat, vel illum dolore eu feugiat nulla
                facilisis at vero eros et accumsan et iusto odio dignissim qui
                blandit praesent luptatum zzril delenit augue duis dolore.




                Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
                diam nonummy nibh euismod tincidunt ut laoreet dolore magna
                aliquam erat volutpat. Ut wisi enim ad.

                                    Lorem ipsum dolor sit amet, consectetuer
                                    adipiscing elit, sed diam nonummy nibh
                                    euismod tincidunt ut laoreet dolore magna
                                    aliquam erat volutpat. Ut wisi enim ad.


                                    Lorem ipsum dolor sit amet, consectetuer
                                    adipiscing elit, sed diam nonummy nibh
                                    euismod tincidunt ut laoreet dolore magna
                                    aliquam erat volutpat. Ut wisi enim ad.


                                    Lorem ipsum dolor sit amet, consectetuer
                                    adipiscing elit, sed diam nonummy nibh
                                    euismod tincidunt ut laoreet dolore magna
                                    aliquam erat volutpat. Ut wisi enim ad.




                                    Find out more about:
  Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name                     28
IT’S TIME TO GIVE CONTENT
THE ATTENTION IT DESERVES.



                             29
WHAT WE TALK ABOUT
WHEN WE TALK ABOUT
CONTENT
TEXT




       31
IMAGES




         32
IMAGES




         32
IMAGES




         32
AUDIO




        33
AUDIO




        33
VIDEO




        34
DATA VISUALIZATION




                     35
COMMENTS




           36
COMMENTS




           36
COMMENTS




           36
ERROR MESSAGES


        via Margot Bloomstein   37
CONTENT IS THE REASON
PEOPLE GO TO YOUR SITE.



Photo by zandperl         38
CONTENT IS
DATA + METADATA
Data is the core part of the        Metadata is information about the
content                             content
For example: a photographic image   For example:
                                    Title: Laduree Pastries
                                    Description: We wanted to eat them all!
                                    Tags: macaron, macaroon, Laduree, Paris, France,
                                    Champs-Élysées
                                    Created by: Robert Stribley
                                    Taken on: November 21, 2009
                                    Taken with: Nikon D200
                                    Usage Rights: (c) All rights reserved
                                    Source URL: http://www.flickr.com/photos/stribs/
                                    4375484013/

                                                                                 39
HOW TO ANALYZE
YOUR CONTENT FOR
FUN AND PROFIT
http://www.flickr.com/photos/carlaarena/3188139819/   41
http://www.getittogetherinc.net/images/storage%20before.JPG   42
DON’T LET THIS BE THE FATE
OF YOUR WEB CONTENT




    http://www.getittogetherinc.net/images/storage%20before.JPG   42
• What are my business objectives?
                              • What do my users want to do?
                              • What does my brand stand for?
        De                                                                      te gy
           sig                                                               tra
               nS                                                          S
                  tra
                     teg                                           te nt
                         y                                     C on
                                     Product Strategy


• How will users interact with it?                             • What do we want to say?
• How will it be structured?                                   • Where will we get the content?
• What will it look like?                                      • Who will maintain it?




                                        Technology
                                         Strategy


                                     • How will we build it?
                                     • Who will maintain it?
                                                                                         43
CONTENT STRATEGY
IN THE PROJECT LIFECYCLE

 Discover
 Discover   Design     Develop       Deploy

 Research   Source     Plan          Maintain
 Assess     Organize   Style Guide   Monitor
 Concept    Taxonomy   Copy Deck     Respond
 Voice                 Social




                                                44
CONTENT STRATEGY
IN THE PROJECT LIFECYCLE

 Discover
 Discover   Design     Develop       Deploy

 Research   Source     Plan          Maintain
 Assess     Organize   Style Guide   Monitor
 Concept    Taxonomy   Copy Deck     Respond
 Voice                 Social




                                                44
CONTENT STRATEGY

 Product
                 Analysis   Sourcing    Creation   Governance
 Strategy



CONTENT ANALYSIS
Get the Facts                          Assess the Quality
_What content do you have?              Is it communicating clearly?
_How is it organized?                   Is it appropriate for your
_What different types are there?        audience?

_Roughly, how much content is           Is it appropriate for your brand?
 there?                                 Is it meeting your business needs?

                                                                            45
CONTENT ANALYSIS
IS AN ITERATIVE PROCESS
                     Information
                                   An



                ct
                                     aly

             lle
                                        ze
           Co




   Assumptions                          Findings


            Re
              fin




                                     rm
                 e




                                   Fo
                      Insights

                                                   46
WHERE IS YOUR CONTENT?




                         47
A STEP-BY-STEP GUIDE TO
ANALYZING YOUR CONTENT
GET THE FACTS
Content Inventory
Content Organization
Content Model
CONTENT INVENTORY
WHAT CONTENT DO YOU HAVE?
Look at (all) the pages of the site
Make choices about what content to evaluate:
_How deep do you need to go?
_How do you ensure you see examples of all the different content types?
_What are common pathways that users are likely to take?
_Can you find content that has been lost or hidden?
Assume this will be a living document you use throughout your process




                                                                          50
51
Product name                             URL                                                                 Type     Type2   Packaging Caffeine     Product Line       Specialty
8ct Rooibos Blood Orange In Stash Tin    http://www.stashtea.com/products/8ct+Rooibos+Blood+Orange+In+Stash+Tin.aspx
                                                                                                          Herbal              Bagged     Caffeine Free
Black Needle Yunnan Black Tea            http://www.stashtea.com/products/Black+Needle+Yunnan+Black+Tea.aspx
                                                                                                          Black               Loose
Chai Spice Decaf Black Tea               http://www.stashtea.com/products/Chai+Spice+Decaf+Black+Tea.aspx?package=Bag
                                                                                                           Black Chai         Bagged
Chai White Tea                           http://www.stashtea.com/products/Chai+White+Tea.aspx                White    Chai    Bagged
Chanakara Dragonfruit Herbal Tea         http://www.stashtea.com/products/Chanakara+Dragonfruit+Herbal+Tea.aspx
                                                                                                            Herbal            Bagged
Christmas Morning Black Tea              http://www.stashtea.com/products/Christmas+Morning+Black+Tea.aspx?package=Bag
                                                                                                           Black              Bagged
Darjeeling Okayti Black Tea              http://www.stashtea.com/products/Darjeeling+Okayti+Black+Tea.aspx   Black            Loose
Double Bergamot Earl Grey Black Tea      http://www.stashtea.com/products/Double+Bergamot+Earl+Grey+Black+Tea.aspx?package=Bag
                                                                                                          Black             Bagged                   Premium
Dragon Phoenix Pearl Jasmine White Tea http://www.stashtea.com/products/Dragon+Phoenix+Pearl+Jasmine+White+Tea.aspx
                                                                                                        White                 Loose
Fusion Red & White Tea                   http://www.stashtea.com/products/Fusion+Red+_and_+White+Tea.aspx White               Loose
Ginger Peach Black Tea                   http://www.stashtea.com/products/Ginger+Peach+Black+Tea.aspx        Black            Loose
Kashmiri Chai Green Tea                  http://www.stashtea.com/products/Kashmiri+Chai+Green+Tea.aspx       Green    Chai    Loose
Keemun Hao Ya China Black Tea            http://www.stashtea.com/products/Keemun+Hao+Ya+China+Black+Tea.aspx
                                                                                                         Black                Loose
Lemon Honey Sticks                       http://www.stashtea.com/products/Lemon+Honey+Sticks.aspx?category=SPECIALTYFOOD                             Honey Sticks and Agave
                                                                                                                                                                        Specialty Food
Licorice Spice Herbal Tea                http://www.stashtea.com/products/Licorice+Spice+Herbal+Tea.aspx     Herbal           Loose      Caffeine FreePremium
Moroccan Mint Green Tea                  http://www.stashtea.com/productitems/green+teas.aspx?filter=Bag&product=tea
                                                                                                            Green             Bagged
Orange Cranberry Herbal Tea              http://www.stashtea.com/products/Orange+Cranberry+Herbal+Tea.aspx Herbal             Loose      Caffeine Free
Organic Assam Banasphati Black Tea       http://www.stashtea.com/products/Organic+Assam+Banasphati+Black+Tea.aspx
                                                                                                          Black               Loose                  Organic
Organic Chai Black & Green Tea           http://www.stashtea.com/products/Organic+Chai+Black+_and_+Green+Tea.aspx?package=Bag
                                                                                                          Black Chai        Bagged                   Organic
Organic Earl Grey Black & Green Tea      http://www.stashtea.com/products/Organic+Earl+Grey+Black+_and_+Green+Tea.aspx?package=Bag
                                                                                                           Black             Bagged                  Organic
Organic Merry Mint Green Tea             http://www.stashtea.com/products/Organic+Merry+Mint+Green+Tea.aspx?package=Bag
                                                                                                           Green              Bagged                 Organic
Organic Pomegranate Agave Sticks         http://www.stashtea.com/products/Organic+Pomegranate+Agave+Sticks.aspx?category=SPECIALTYFOOD               Honey Sticks and Agave
                                                                                                                                                                        Specialty Food
Organic Red Tea (Rooibos)                http://www.stashtea.com/products/Organic+Red+Tea+(Rooibos).aspx     Herbal           Loose      Caffeine FreeOrganic
Silver Beads White Tea                   http://www.stashtea.com/products/Silver+Beads+White+Tea.aspx        White            Loose
Silver Needle White Tea                  http://www.stashtea.com/products/Silver+Needle+White+Tea.aspx       White            Loose
Silvery Needles with Jasmine White Tea   http://www.stashtea.com/products/Silvery+Needles+with+Jasmine+White+Tea.aspx
                                                                                                            White             Loose
White Christmas White Tea                http://www.stashtea.com/products/White+Christmas+White+Tea.aspx     White            Loose
Yellow Kuan Yin Black Tea                http://www.stashtea.com/products/Yellow+Kuan+Yin+Black+Tea.aspx     Black            Loose
YMY 1690 Jasmine Green Tea               http://www.stashtea.com/products/YMY+1690+Jasmine+Green+Tea.aspx?package=Bag Japan
                                                                                                         Green China &    Bagged
YMY 1690 Pu-erh Tea                      http://www.stashtea.com/products/YMY+1690+Pu-erh+Tea.aspx?package=Bag China & Japan
                                                                                                         Black             Bagged                                         52
WHY DO THIS?
When is it useful?
_To understand the story the site is trying to tell
_To get a sense of the range of pages that need to be designed
_To determine the range of content types the site will support
_To decide what content to eliminate or migrate
When is a content inventory unnecessary? Why not do this?
_You can learn 80% of what you need to know by sampling representative
 content
_When the site is too large for a full inventory
_Consider automated tools to index the site
                                                                     53
CONTENT ORGANIZATION
HOW IS IT STRUCTURED?
Look at:
_Navigation, main channels of content
_Subsections within those channels
_Distribution of content across sections




                                           54
55
55
55
WHY DO THIS?
_To evaluate whether people can find the content they’re looking for
_To make decisions about a new navigation structure and content model
_To decide if content needs to be migrated to a new section
_To find gaps in the content where needed information is
 underrepresented




                                                                        56
CONTENT MODEL
WHAT DIFFERENT CONTENT TYPES ARE THERE?
Look at:
_Content formats: Article? Video? Audio? Image?
_Content structure or purpose: Recipe? Product Review? Blog post?
_Content assets: PDF spec sheets? Spreadsheet data?

How will this impact the design of the CMS?




                                                                    57
58
59
59
WHY DO THIS?
_If you’re doing a redesign
_If you’re launching a new CMS
_If you’re merging content from one site into another
_If you’re migrating content from one format to another (for example, from
 PDF to HTML)




                                                                        60
OTHER FACTORS TO CONSIDER
SEO
_Does the content follow best practices for titles, descriptions, keywords,
 and URLs?
Accessibility
_Does the content conform to guidelines for accessibility? See the W3C’s
 Web Accessibility Initiative for more info.
Functional Requirements
_If there are new features that have to be supported by metadata, does
 that metadata exist?



                                                                              61
ASSESS THE QUALITY
Content Quality
CONTENT QUALITY
HOW GOOD IS THE CONTENT?
Ask yourself:
_Do you have all the content that needs to be there?
_Is the content up-to-date? Are the examples presented fresh?
_Is it communicating clearly?
_Is the content relevant to its intended audience?
_Is the tone and style appropriate for your goals and reader? Is it
 appropriate for your brand?
_Is it meeting your business needs?
There is no overall definition of content quality—only quality within your
business and user context.

                                                                         63
NECESSARY CONTENT




                    64
NECESSARY CONTENT




                    64
UP TO DATE CONTENT




                     65
CLEAR COMMUNICATION




                      66
CLEAR COMMUNICATION




                      66
RELEVANT CONTENT




                   67
RELEVANT CONTENT




                   68
APPROPRIATE TONE AND STYLE




                             69
APPROPRIATE TONE AND STYLE




                             69
MEETING BUSINESS NEEDS




                         70
MEETING BUSINESS NEEDS




                         71
MEETING BUSINESS NEEDS




                         72
WHAT DECISIONS DOES THIS
HELP YOU MAKE?
_ To identify gaps where content is missing or inadequate
_ To create or source new content
_ To edit your existing content, or delete it altogether
_ To identify the page types or templates you will design for
_ To identify the fields and structure for a new CMS
_ To assign ownership of content for ongoing governance
Most important:
_ To define or refine how your editorial and messaging strategy creates
  business value


                                                                          73
Questions?




             74
charitywater.org/sxswater/


Many people in the developing world,
usually women and children, walk more
than three hours every day to fetch water
that is likely to make them sick.

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Understanding Content: The Stuff We Design For

  • 1. UNDERSTANDING CONTENT: THE STUFF WE DESIGN FOR Rachel Lovinger and Karen McGrane @rlovinger @karenmcgrane
  • 2. 2
  • 3. 3
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  • 23. 20
  • 24. YOU WOULDN’T BUILD A GALLERY THIS WAY. 21
  • 25. WHY WOULD YOU BUILD A WEBSITE THIS WAY? 22
  • 27. Organizations invest tremendous resources on developing the framework for a great user experience — fabulous design, robust content management infrastructure. Yet when it comes to the content itself, there's often a gap. ” The end result is that the value proposition for customers can't be delivered because the content is insufficient, inadequate, and inappropriate. — RAHEL BAILIE 24
  • 28. We already have most of the content. Copywriting just isn’t that big of a deal. We can figure the content out later. We pretty much know what we want to say. Our marketing team is handling the content. Kristina Halvorson, Brain Traffic 25
  • 30. Melissa Rach, Brain Traffic 27
  • 31. Here be dragons Melissa Rach, Brain Traffic 27
  • 32. Here be dragons Melissa Rach, Brain Traffic 27
  • 33. Codename Logo Features Browse Our Sites About Us Sign Up Login Support Feature Name Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Find out more about: Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 28
  • 34. IT’S TIME TO GIVE CONTENT THE ATTENTION IT DESERVES. 29
  • 35. WHAT WE TALK ABOUT WHEN WE TALK ABOUT CONTENT
  • 36. TEXT 31
  • 37. IMAGES 32
  • 38. IMAGES 32
  • 39. IMAGES 32
  • 40. AUDIO 33
  • 41. AUDIO 33
  • 42. VIDEO 34
  • 44. COMMENTS 36
  • 45. COMMENTS 36
  • 46. COMMENTS 36
  • 47. ERROR MESSAGES via Margot Bloomstein 37
  • 48. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE. Photo by zandperl 38
  • 49. CONTENT IS DATA + METADATA Data is the core part of the Metadata is information about the content content For example: a photographic image For example: Title: Laduree Pastries Description: We wanted to eat them all! Tags: macaron, macaroon, Laduree, Paris, France, Champs-Élysées Created by: Robert Stribley Taken on: November 21, 2009 Taken with: Nikon D200 Usage Rights: (c) All rights reserved Source URL: http://www.flickr.com/photos/stribs/ 4375484013/ 39
  • 50. HOW TO ANALYZE YOUR CONTENT FOR FUN AND PROFIT
  • 53. DON’T LET THIS BE THE FATE OF YOUR WEB CONTENT http://www.getittogetherinc.net/images/storage%20before.JPG 42
  • 54. • What are my business objectives? • What do my users want to do? • What does my brand stand for? De te gy sig tra nS S tra teg te nt y C on Product Strategy • How will users interact with it? • What do we want to say? • How will it be structured? • Where will we get the content? • What will it look like? • Who will maintain it? Technology Strategy • How will we build it? • Who will maintain it? 43
  • 55. CONTENT STRATEGY IN THE PROJECT LIFECYCLE Discover Discover Design Develop Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social 44
  • 56. CONTENT STRATEGY IN THE PROJECT LIFECYCLE Discover Discover Design Develop Deploy Research Source Plan Maintain Assess Organize Style Guide Monitor Concept Taxonomy Copy Deck Respond Voice Social 44
  • 57. CONTENT STRATEGY Product Analysis Sourcing Creation Governance Strategy CONTENT ANALYSIS Get the Facts Assess the Quality _What content do you have? Is it communicating clearly? _How is it organized? Is it appropriate for your _What different types are there? audience? _Roughly, how much content is Is it appropriate for your brand? there? Is it meeting your business needs? 45
  • 58. CONTENT ANALYSIS IS AN ITERATIVE PROCESS Information An ct aly lle ze Co Assumptions Findings Re fin rm e Fo Insights 46
  • 59. WHERE IS YOUR CONTENT? 47
  • 60. A STEP-BY-STEP GUIDE TO ANALYZING YOUR CONTENT
  • 61. GET THE FACTS Content Inventory Content Organization Content Model
  • 62. CONTENT INVENTORY WHAT CONTENT DO YOU HAVE? Look at (all) the pages of the site Make choices about what content to evaluate: _How deep do you need to go? _How do you ensure you see examples of all the different content types? _What are common pathways that users are likely to take? _Can you find content that has been lost or hidden? Assume this will be a living document you use throughout your process 50
  • 63. 51
  • 64. Product name URL Type Type2 Packaging Caffeine Product Line Specialty 8ct Rooibos Blood Orange In Stash Tin http://www.stashtea.com/products/8ct+Rooibos+Blood+Orange+In+Stash+Tin.aspx Herbal Bagged Caffeine Free Black Needle Yunnan Black Tea http://www.stashtea.com/products/Black+Needle+Yunnan+Black+Tea.aspx Black Loose Chai Spice Decaf Black Tea http://www.stashtea.com/products/Chai+Spice+Decaf+Black+Tea.aspx?package=Bag Black Chai Bagged Chai White Tea http://www.stashtea.com/products/Chai+White+Tea.aspx White Chai Bagged Chanakara Dragonfruit Herbal Tea http://www.stashtea.com/products/Chanakara+Dragonfruit+Herbal+Tea.aspx Herbal Bagged Christmas Morning Black Tea http://www.stashtea.com/products/Christmas+Morning+Black+Tea.aspx?package=Bag Black Bagged Darjeeling Okayti Black Tea http://www.stashtea.com/products/Darjeeling+Okayti+Black+Tea.aspx Black Loose Double Bergamot Earl Grey Black Tea http://www.stashtea.com/products/Double+Bergamot+Earl+Grey+Black+Tea.aspx?package=Bag Black Bagged Premium Dragon Phoenix Pearl Jasmine White Tea http://www.stashtea.com/products/Dragon+Phoenix+Pearl+Jasmine+White+Tea.aspx White Loose Fusion Red & White Tea http://www.stashtea.com/products/Fusion+Red+_and_+White+Tea.aspx White Loose Ginger Peach Black Tea http://www.stashtea.com/products/Ginger+Peach+Black+Tea.aspx Black Loose Kashmiri Chai Green Tea http://www.stashtea.com/products/Kashmiri+Chai+Green+Tea.aspx Green Chai Loose Keemun Hao Ya China Black Tea http://www.stashtea.com/products/Keemun+Hao+Ya+China+Black+Tea.aspx Black Loose Lemon Honey Sticks http://www.stashtea.com/products/Lemon+Honey+Sticks.aspx?category=SPECIALTYFOOD Honey Sticks and Agave Specialty Food Licorice Spice Herbal Tea http://www.stashtea.com/products/Licorice+Spice+Herbal+Tea.aspx Herbal Loose Caffeine FreePremium Moroccan Mint Green Tea http://www.stashtea.com/productitems/green+teas.aspx?filter=Bag&product=tea Green Bagged Orange Cranberry Herbal Tea http://www.stashtea.com/products/Orange+Cranberry+Herbal+Tea.aspx Herbal Loose Caffeine Free Organic Assam Banasphati Black Tea http://www.stashtea.com/products/Organic+Assam+Banasphati+Black+Tea.aspx Black Loose Organic Organic Chai Black & Green Tea http://www.stashtea.com/products/Organic+Chai+Black+_and_+Green+Tea.aspx?package=Bag Black Chai Bagged Organic Organic Earl Grey Black & Green Tea http://www.stashtea.com/products/Organic+Earl+Grey+Black+_and_+Green+Tea.aspx?package=Bag Black Bagged Organic Organic Merry Mint Green Tea http://www.stashtea.com/products/Organic+Merry+Mint+Green+Tea.aspx?package=Bag Green Bagged Organic Organic Pomegranate Agave Sticks http://www.stashtea.com/products/Organic+Pomegranate+Agave+Sticks.aspx?category=SPECIALTYFOOD Honey Sticks and Agave Specialty Food Organic Red Tea (Rooibos) http://www.stashtea.com/products/Organic+Red+Tea+(Rooibos).aspx Herbal Loose Caffeine FreeOrganic Silver Beads White Tea http://www.stashtea.com/products/Silver+Beads+White+Tea.aspx White Loose Silver Needle White Tea http://www.stashtea.com/products/Silver+Needle+White+Tea.aspx White Loose Silvery Needles with Jasmine White Tea http://www.stashtea.com/products/Silvery+Needles+with+Jasmine+White+Tea.aspx White Loose White Christmas White Tea http://www.stashtea.com/products/White+Christmas+White+Tea.aspx White Loose Yellow Kuan Yin Black Tea http://www.stashtea.com/products/Yellow+Kuan+Yin+Black+Tea.aspx Black Loose YMY 1690 Jasmine Green Tea http://www.stashtea.com/products/YMY+1690+Jasmine+Green+Tea.aspx?package=Bag Japan Green China & Bagged YMY 1690 Pu-erh Tea http://www.stashtea.com/products/YMY+1690+Pu-erh+Tea.aspx?package=Bag China & Japan Black Bagged 52
  • 65. WHY DO THIS? When is it useful? _To understand the story the site is trying to tell _To get a sense of the range of pages that need to be designed _To determine the range of content types the site will support _To decide what content to eliminate or migrate When is a content inventory unnecessary? Why not do this? _You can learn 80% of what you need to know by sampling representative content _When the site is too large for a full inventory _Consider automated tools to index the site 53
  • 66. CONTENT ORGANIZATION HOW IS IT STRUCTURED? Look at: _Navigation, main channels of content _Subsections within those channels _Distribution of content across sections 54
  • 67. 55
  • 68. 55
  • 69. 55
  • 70. WHY DO THIS? _To evaluate whether people can find the content they’re looking for _To make decisions about a new navigation structure and content model _To decide if content needs to be migrated to a new section _To find gaps in the content where needed information is underrepresented 56
  • 71. CONTENT MODEL WHAT DIFFERENT CONTENT TYPES ARE THERE? Look at: _Content formats: Article? Video? Audio? Image? _Content structure or purpose: Recipe? Product Review? Blog post? _Content assets: PDF spec sheets? Spreadsheet data? How will this impact the design of the CMS? 57
  • 72. 58
  • 73. 59
  • 74. 59
  • 75. WHY DO THIS? _If you’re doing a redesign _If you’re launching a new CMS _If you’re merging content from one site into another _If you’re migrating content from one format to another (for example, from PDF to HTML) 60
  • 76. OTHER FACTORS TO CONSIDER SEO _Does the content follow best practices for titles, descriptions, keywords, and URLs? Accessibility _Does the content conform to guidelines for accessibility? See the W3C’s Web Accessibility Initiative for more info. Functional Requirements _If there are new features that have to be supported by metadata, does that metadata exist? 61
  • 78. CONTENT QUALITY HOW GOOD IS THE CONTENT? Ask yourself: _Do you have all the content that needs to be there? _Is the content up-to-date? Are the examples presented fresh? _Is it communicating clearly? _Is the content relevant to its intended audience? _Is the tone and style appropriate for your goals and reader? Is it appropriate for your brand? _Is it meeting your business needs? There is no overall definition of content quality—only quality within your business and user context. 63
  • 81. UP TO DATE CONTENT 65
  • 91. WHAT DECISIONS DOES THIS HELP YOU MAKE? _ To identify gaps where content is missing or inadequate _ To create or source new content _ To edit your existing content, or delete it altogether _ To identify the page types or templates you will design for _ To identify the fields and structure for a new CMS _ To assign ownership of content for ongoing governance Most important: _ To define or refine how your editorial and messaging strategy creates business value 73
  • 93. charitywater.org/sxswater/ Many people in the developing world, usually women and children, walk more than three hours every day to fetch water that is likely to make them sick.

Hinweis der Redaktion

  1. www.bravermangallery.com
  2. Fairy Tale Fantasy, Neuschwanstein Castle, Bavaria, Germany , WallpaperMe.com
  3. The cartoon is by Hugh Haynie of The (Louisville) Courier-Journal. Courtesy Princeton University Archives
  4. Researchers started evaluating people’s expectations for the space, and planned how people would navigate
  5. But what about the art?
  6. But what about the art?
  7. Chose the paint colors Planned where all the descriptive cards would go Identified typefaces
  8. But what about the art?
  9. Kristina Halvorson, Brain Traffic
  10. Defining frames and mattes, choosing how the They were very careful to choose frames of lots of different sizes,
  11. What about the ART?
  12. What about the ART?
  13. What about the ART?
  14. Defining frames and mattes, choosing how the They were very careful to choose frames of lots of different sizes,
  15. Chose the paint colors Planned where all the descriptive cards would go Identified typefaces
  16. Researchers started evaluating people’s expectations for the space, and planned how people would navigate
  17. Kristina Halvorson, Brain Traffic
  18. How many of you have ever moved to a new home or apartment?
  19. Any content that doesn’t meet these needs is just getting in the way. Avoid wasting money on designing, creating and maintaining unnecessary content.
  20. The types of decisions and outcomes that will be influenced by this information – why did we go through all of this?