Design for What Matters With Content Strategy
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The document discusses the importance of content strategy in modern web design, emphasizing the need to create layouts from content rather than a static canvas. It outlines methods for prioritizing messaging, collaborating effectively, and making informed design choices in order to achieve clear communication and successful project outcomes. Tools and strategies are presented to help navigate organizational challenges and enhance team focus during the design process.
Design for What Matters With Content Strategy
- 1. DESIGN FOR WHAT MATTERS www.flickr.com/photos/vfsdigitaldesign/6590371661 sara wachter-boettcher / how design / may 2014 with content strategy
- 3. make us look formal AND fun!
- 4. www.flickr.com/photos/bevgoodwin/9482142313/ i’m important! put me on the homepage! me too! no, me!
- 5. www.flickr.com/photos/puuikibeach/8564682770 we have our content ready. just need to drop it in!
- 11. The web has upended design.
- 12. What’s left?
- 14. Screen sizes?
- 15. Device types?
- 16. ‘‘We need to shed the notion that we create layouts from a canvas in. We need to flip it on its head, and create layouts from the content out. — Mark Boulton, “A Richer Canvas”
- 18. Content strategy can guide you.
- 20. It’s about defining a purpose and a realistic plan for content. realistic
- 21. realistic
- 22. Use it to... • define the message • determine priorities • collaborate before crunch time
- 27. ‘‘Words are cheaper than comps. — Margot Bloomstein
- 28. At kickoff: Create a shared frame of reference.
- 30. Who are we? What are we trying to communicate? How should we sound?
- 32. What are our goals? Who is our audience? Why will they care? What should drive our decisions?
- 36. ‘‘Large organizations endure their fair share of politics… It’s hard to navigate these mini turf wars, so tools like carousels are used as appeasers to keep everyone from beating the sh** out of each other. — Brad Frost, “Carousels”
- 37. Strategy gives you tools for making tough choices.
- 38. Strategy makes it possible to say “no” during design.
- 40. ‘‘Before… wireframing, we can express our site’s information hierarchy in the simplest possible way: as a numbered list… No matter what the homepage looks like— if it can correctly present this information, it will be a victory. — Matt Griffin, “Responsive Comping”
- 41. What do we need? What can we cut? Where does this fit? What’s the hierarchy?
- 44. ‘‘Content strategy: Avoiding the 11th- hour sh**storm problem. — Karen McGrane
- 45. You can make launch less painful.
- 48. How does this reflect our strategy (or not)? What would need to change to make this on message? Where do I start?
- 50. Which jobs need to be done? Who is responsible? How important are they to the project?
- 53. Activities help... • focus the team • encourage decisions • make the work feel achievable
- 56. Content strategy
- 57. Bring your design skills to content problems.
- 60. But there’s another side, too.
- 63. www.flickr.com/photos/paulmannix/261313412 what we need to sustain what we need for launch
- 66. Flickr images used via Creative Commons Attribution license unless otherwise noted. Illustrations by Eva-Lotta Lamm. Used with permission. sarawb.com // @sara_ann_marie thank you, BOSTON