This document discusses collaboration between UX designers and content strategists. It begins by introducing Judy Bruce, an independent content strategist, and Samantha Dietz, a UX design lead. They have different approaches - content strategists think in terms of content blocks and hierarchies while UX designers think in terms of experiential blocks and flows. The document then discusses factors that impact when and how they work together, such as client needs, agency processes, and project scope. It provides examples of how they each approach a user journey differently but together can create a holistic experience. While collaboration has benefits like unique perspectives and optimal user experience, challenges include a lack of understanding of each other's roles and bringing content strategy in too

1. WHY CAN’T WE ALL
JUST GET ALONG?
UX DESIGN + CONTENT STRATEGY COLLABORATION
A Judy Bruce and Samantha Dietz Collaboration
September 2014

2. WHO WE ARE

3. JUDY
BRUCE
U X C o n t e n t S t r a t e g i s t
I n d e p e n d e n t

4. CONTENT
STRATEGIST
Thinks in terms of
CONTENT
BLOCKS
and HIERARCHIES
to flesh out
structure.
INSPIRATION: MICHAEL EMERSON

5. SAMANTHA
DIETZ
U X D e s i g n L e a d
E l e v a t e S t u d i o s

6. UX
DESIGNER
Thinks in terms of
EXPERIENTIAL
BLOCKS
and FLOWS
that create
structure.
INSPIRATION: MICHAEL EMERSON

7. CONTENT
STRATEGIST
GOOD UX NEEDS BOTH
Thinks in terms of
CONTENT
BLOCKS
and HIERARCHIES
to flesh out
structure.
UX
DESIGNER
Thinks in terms of
EXPERIENTIAL
BLOCKS
and FLOWS
that create
structure.
+

8. THE THREE QUALITIES OF PEOPLE!
I MOST ENJOY WORKING WITH
Dream
Big
Get S#!%
Done
Know How
to Have
Fun
~ Jeff Weiner,!
CEO, LinkedIn
People I
Most Enjoy
Working
With
VENN DIAGRAM: JEFF WEINER (https://www.linkedin.com/today/author/22330283) − https://www.linkedin.com/nhome/updates?topic=activity%3A5897065675549073408

9. Dream
Big
Get"
S#!%
Done
Give a
Crap
Know"
How to Have
Fun
People I
Most Enjoy
Working
With
OUR FOURTH QUALITY
~ Jeff Weiner,!
CEO, LinkedIn
VENN DIAGRAM: JEFF WEINER (https://www.linkedin.com/today/author/22330283) − https://www.linkedin.com/nhome/updates?topic=activity%3A5897065675549073408

10. QUOTE
COLLABORATE
The space between people working together!
is filled with conflict, friction, strife,!
exhilaration, delight, and vast creative potential.
~ Bruce Mau
Designer and author !
“An Incomplete Manifesto for Growth”
QUOTE: BRUCE MAU (http://www.massivechangeworkshops.com/aboutus/) − http://www.massivechangeworkshops.com/the-incomplete-manifesto-for-growth/

11. WHO ARE YOU?

12. CONTENT STRATEGISTS
HOLLA!
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

13. UX DESIGNERS
HOLLA!
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

14. THE SPARK
2014 WORLD IA DAY PANEL
Are Content Strategists the New IAs?
©PSHUTTERBUG − https://www.flickr.com/photos/pshan427/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
Change: Black and white

15. THE SPARK
2014 WORLD IA DAY PANEL
Are Content Strategists the New IAs?
NO!
©PSHUTTERBUG − https://www.flickr.com/photos/pshan427/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
Change: Black and white

16. QUOTE
Having one person wear both hats means you’re
going to get 50% of the job done on either.
Bringing two unique viewpoints and sets of
expertise are going to result in a better product.
~ Gabby Hon
UX Design Lead, Independent

17. GAIN AN UNDERSTANDING
How do!
UX designers and content strategists!
collaborate on!
UX projects in Chicago?
©RICK SEIDEL − https://www.flickr.com/photos/56194068@N04/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

18. TALKING TO FOLKS LIKE YOU
Individuals whose experiences!
were shaped at a well-known
Chicago digital agency somewhere
along their career journey.
©DIEGO TORRES SILVESTRE − https://www.flickr.com/photos/3336/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

19. SO WE COULD BREAK THE ICE
©JOHN LODDER − https://www.flickr.com/photos/jlodder/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

20. SO WE COULD BREAK THE ICE
AND START A CONVERSATION
©JOHN LODDER − https://www.flickr.com/photos/jlodder/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

21. WORD ON THE STREET
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
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22. WORD ON THE STREET
Spoiler Alert!
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
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23. WE DO ALL GET ALONG
“Good to have a partner through good and bad.”
“They make my life easier.”
“When flow is good, "
it’s really fun and leads to aha moments.”

24. QUOTE
It’s like creative needs design and writing.
User experience needs UX design and
content strategy. It’s the yin to the yang.
~ Celeste Crocker-Payne
Digital/Content Strategist

25. BUT WE DON’T ALWAYS"
GET TO WORK"
WITH EACH OTHER

26. THE NINE PILLARS OF SUCCESSFUL WEB TEAMS
site
strategy"
technology
implementation"
~ Jesse James Garrett,
Co-founder and CCO,
Adaptive Path
UX design"
is in the
center of the
ecosystem.
CHART: JESSE JAMES GARRETT (http://www.adaptivepath.com/about/team/jesse-james-garrett/) − http://www.jjg.net/ia/files/pillars.pdf

27. THE NINE PILLARS OF SUCCESSFUL WEB TEAMS
content
strategy"
concrete"
design"
abstract
design"
site
strategy"
technology
implementation"
~ Jesse James Garrett,
Co-founder and CCO,
Adaptive Path
Content
strategy isn’t
always at the
UX table.
CHART: JESSE JAMES GARRETT (http://www.adaptivepath.com/about/team/jesse-james-garrett/) − http://www.jjg.net/ia/files/pillars.pdf

28. THE NINE PILLARS OF SUCCESSFUL WEB TEAMS
content
strategy"
concrete"
design"
abstract
design"
site
strategy"
technology
implementation"
CHART: JESSE JAMES GARRETT (http://www.adaptivepath.com/about/team/jesse-james-garrett/) − http://www.jjg.net/ia/files/pillars.pdf
CLOUD INSPIRATION: JANET BORGGREN
~ Jesse James Garrett,
Co-founder and CCO,
Adaptive Path
content
production"
Content
becomes an
afterthought.
We can draft"
the content and
figure it out"
as we go along.

29. THE NINE PILLARS OF SUCCESSFUL WEB TEAMS
THE 11TH HOUR S#!%STORM
QUOTE: KAREN MCGRANE (http://www.karenmcgrane.com/) − http://karenmcgrane.com/2010/08/05/content-strategy-at-ux-melbourne-avoiding-the-11th-hour-shtstorm/

30. LET’S TALK
How many of
you have
experienced
the 11th hour
s#!%storm?
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

31. QUOTE
Everyone says “Content is king,”!
but it’s a myth of our industry.
… there are more UX designers than!
content strategists.
~ Celeste Crocker-Payne
Digital/Content Strategist

32. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER

33. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
CLIENT
• Awareness of the
UX Disciplines
• Business Needs
• Timeline
• Budget

34. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
AGENCY
• Awareness of the"
UX Skillsets
• Business
Development
• Processes
• Culture

35. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
PROJECT
• Awareness of the"
UX Skillsets
• Project Type
• Scope
• Deliverables
• Team Members

36. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
CLIENT
• Awareness of the
UX Disciplines
• Business Needs
• Timeline
• Budget
PROJECT
• Awareness of the
UX Skillsets
• Project Type
• Scope
• Deliverables
• Team Members
AGENCY
• Awareness of the"
UX Skillsets
• Business
Development
• Processes
• Culture

37. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
AWARENESS"
OF THE"
UX DISCIPLINES
& SKILLSETS
PROJECT SCOPE
HOW PROJECT"
IS SOLD BASED
ON IDENTIFIED
CLIENT NEEDS

38. SOME FACTORS THAT IMPACT!
WHEN AND HOW WE WORK TOGETHER
PEOPLE ON OUR TEAMS
• Distinct Paths
• Unique Skillsets and Experiences
• Individual Ways of Doing Things

39. WHEN WE WORK TOGETHER

40. WE CREATE THE UX STORY
©FRAN SIMÓ: https://www.flickr.com/photos/93211492@N06/ Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

41. QUOTE
We’re building out the narrative!
in different ways. It’s holistic happiness.
~ Michael Emerson
Senior Copywriter, Razorfish NYC

42. USER JOURNEY BY DISCIPLINE
USER JOURNEY

43. USER JOURNEY BY DISCIPLINE
USER JOURNEY
UX DESIGNER

44. TA
S
K
S
USER JOURNEY BY DISCIPLINE
What are
the tasks
the user has
to accomplish?
UX DESIGNER
USER JOURNEY

45. USER JOURNEY BY DISCIPLINE
UX DESIGNER
USER JOURNEY
TA
S
K
S
S
C
REEN
S
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?

46. USER JOURNEY BY DISCIPLINE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER

47. USER JOURNEY IS ONLY HALF DONE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER

48. USER JOURNEY BY DISCIPLINE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER
CONTENT STRATEGIST

49. USER JOURNEY BY DISCIPLINE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER
CONTENT STRATEGIST
What content
is needed to
help users with
their tasks?

50. USER JOURNEY BY DISCIPLINE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER
CONTENT STRATEGIST
What content
is needed to
help users with
their tasks?
Does content
currently exist
to flesh out
the screens
or does it have
to be created?

51. USER JOURNEY BY DISCIPLINE
USER JOURNEY
TA
S
K
S
S
C
REEN
S
E
X
PERIENC
E
What are
the tasks
the user has
to accomplish?
How should
the screens
be structured?
What should
the experience
be to support
the user?
UX DESIGNER
CONTENT STRATEGIST
What content
is needed to
help users with
their tasks?
Does content
currently exist
to flesh out
the screens
or does it have
to be created?
How should
the content be
communicated
to support the
user?
INSPIRATION: JANET BORGGREN

52. QUOTE
The experience is a person engaging!
with content, so the quality and structure!
of the content are really important.
Without content structure, you don’t have!
a sustainable design.
~ Janet Borggren
Content Lead, Razorfish

53. WHAT WE LEARNED

54. WORD ON THE STREET
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

55. GOOD THINGS HAPPEN"
WHEN WE GET TOGETHER
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en

56. LET’S TALK
Benefits?
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

57. 1. UNIQUE PERSPECTIVES!
AND CAPABILITIES
I love it! And what if
we add this content?
What do you think
about this
functionality?
I love that!

58. 2. SHARED PERSPECTIVES!
AND CAPABILITIES
Let’s split it up!
We have all this work,
but not a whole lot
of time to do it.
Awesome!

59. 3. UX PARTNER
My future project
doesn’t have
a UX designer.
I would love to have
you on that, too!
My current project
doesn’t have
a content strategist.
It would be great
to have you on it!

60. 4. OPTIMAL USER EXPERIENCE
Looks like
we nailed it!
Those users didn’t
have any problems
finding the content
they were looking for!

61. 5. DESIGN SUSTAINABILITY
Good thing we made
it scalable!
The client needs to add
a new product line
to the site.

62. WORD ON THE STREET
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
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63. IT’S NOT ALL"
PUPPY DOGS AND RAINBOWS
©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
Change: Cropped to center; added international no sign

64. LET’S TALK
Challenges?
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

65. 1. NO KNOWLEDGE OF!
WHAT YOU BRING TO THE UX TABLE
I have no idea.
It’s not like
the project requires
a content audit.
I’m going to work
on the wires.
What about you?

66. 2. CONTENT STRATEGY!
BROUGHT IN LATE
Unfortunately,
we can’t change
the site map.
The client already
approved it.
Based on
my content audit,
the site map seems
to be incomplete.

67. 3. NO CLEAR DIVISION OF LABOR
Wait a minute!
I just finished the
competitive.
Just finished the
competitive
analysis.

68. 4. WORKING IN SILOES
Or the wires!
I can’t believe
we just presented that!
The comps didn’t match
the copy deck.

69. 5. DIFFERENCES OF OPINION
This experience
is clearer!
This experience
flows better!

70. WORD ON THE STREET
©PAUL ENGLEFIELD− https://www.flickr.com/photos/hawksanddoves/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

71. GIVING A CRAP"
MAKES IT WORK
©PAUL ENGLEFIELD− https://www.flickr.com/photos/hawksanddoves/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

72. LET’S TALK
Solutions?
©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

73. SOLUTIONS

74. SOLUTIONS
1. BE YOUR OWN ADVOCATE
• Understand your strengths and value
• Communicate your strengths and value

75. SOLUTIONS
2. BE PROACTIVE
• Identify gaps/opportunities for involvement
• Communicate needs for involvement
• Adapt to your project’s needs

76. SOLUTIONS
3. ESTABLISH CLEAR OBJECTIVES
• Define project goal, process, and tasks
• Negotiate clear division of labor
• Who leads
• Who supports
• Who owns exclusively
• Establish communication structure

77. SOLUTIONS
4. BE A GOOD PARTNER
• Be accessible, responsive, flexible,"
and supportive
• Communicate
• Share information and ideas
• Use a common language
• Walk each other through the work
• Build a rapport outside the work

78. SOLUTIONS
5. RESOLVE DIFFERENCES
RESPECTFULLY
• Assert your POV
• Don’t take anything personally
• Hash out your differences

79. ACKNOWLEDGEMENTS

80. OUR HOSTS
ACQUITY GROUP
KATIE LOWER
CHICAGO CONTENT STRATEGISTS
MEETUP
IXDA CHICAGO

81. OUR PARTICIPANTS
Anonymous [3]
Robert Atkinson, Associate Director of Content Strategy, Razorfish
Cheryl Bacigalupi, Associate Experience Director, Razorfish
Sunni Barbera, Associate Experience Director, Razorfish
Sam Barrett, President/Owner, The Neologism Store
Kristin Berggren, Creative Director, Experience Design, SapientNitro Chicago
Laura Blaydon, Content Strategy Lead, SapientNitro Chicago
Janet Borggren, Content Lead, Razorfish
Celeste Crocker-Payne, Digital/Content Strategist
Michael Emerson, Senior Copywriter, Razorfish NYC
Kathy Herwig, Associate Director of Content Strategy, VSA Partners
Gabby Hon, Lead User Experience Consultant
Brian Jones, Director of Content, Acquity Group
Jen Lesniak, Associate Experience Director, Razorfish
Colleen Miloni, Senior Content Strategist
Mark Montri, Senior Interaction Designer, Leo Burnett
Irena A. Svidovsky, Experience Design, SapientNitro Chicago
WITH SPECIAL THANKS TO
Bethany Mudd, User Experience Expert, Allstate
Jen O' Brien, Independent Consultant
Alexa Smith, User Experience Consultant, Rightpoint

82. FINAL THOUGHT
Making great digital products takes people.!
Lots of talented people….
Argue for more specialization,!
more clarity of roles,!
because that’s what it takes to do things right.
~ Karen McGrane
“What I Do Matters. Yours Is Bullshit.”
QUOTE: KAREN MCGRANE (http://www.karenmcgrane.com/) − http://karenmcgrane.com/2012/02/29/what-i-do-matters-yours-is-bs/

83. THANK YOU!
©STEVE SNODGRASS − https://www.flickr.com/photos/10710442@N08 Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en