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Why Can't We All Just Get Along?

J
judybpresenting

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

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Related topics:
Content Strategy • UX Design
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WHY CAN’T WE ALL JUST GET ALONG? UX DESIGN + CONTENT STRATEGY COLLABORATION A Judy Bruce and Samantha Dietz Collaboration September 2014
WHO WE ARE
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
CONTENT STRATEGIST Thinks in terms of CONTENT BLOCKS and HIERARCHIES to flesh out structure. INSPIRATION: MICHAEL EMERSON
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
UX DESIGNER Thinks in terms of EXPERIENTIAL BLOCKS and FLOWS that create structure. INSPIRATION: MICHAEL EMERSON
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. +
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
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
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/
WHO ARE YOU?
CONTENT STRATEGISTS HOLLA! ©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
UX DESIGNERS HOLLA! ©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
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
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
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
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
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
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
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
WORD ON THE STREET ©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en Change: Cropped to center on slide
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 Change: Cropped to center on slide
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.”
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
BUT WE DON’T ALWAYS" GET TO WORK" WITH EACH OTHER
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
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
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.
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/
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
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
SOME FACTORS THAT IMPACT! WHEN AND HOW WE WORK TOGETHER
SOME FACTORS THAT IMPACT! WHEN AND HOW WE WORK TOGETHER CLIENT • Awareness of the UX Disciplines • Business Needs • Timeline • Budget
SOME FACTORS THAT IMPACT! WHEN AND HOW WE WORK TOGETHER AGENCY • Awareness of the" UX Skillsets • Business Development • Processes • Culture
SOME FACTORS THAT IMPACT! WHEN AND HOW WE WORK TOGETHER PROJECT • Awareness of the" UX Skillsets • Project Type • Scope • Deliverables • Team Members
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
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
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
WHEN WE WORK TOGETHER
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/
QUOTE We’re building out the narrative! in different ways. It’s holistic happiness. ~ Michael Emerson Senior Copywriter, Razorfish NYC
USER JOURNEY BY DISCIPLINE USER JOURNEY
USER JOURNEY BY DISCIPLINE USER JOURNEY UX DESIGNER
TA S K S USER JOURNEY BY DISCIPLINE What are the tasks the user has to accomplish? UX DESIGNER USER JOURNEY
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?
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
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
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
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?
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?
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
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
WHAT WE LEARNED
WORD ON THE STREET ©FERAL 78 − https://www.flickr.com/photos/emmettgrrrl/ Creative Commons license: http://creativecommons.org/licenses/by/2.0/deed.en
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
LET’S TALK Benefits? ©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
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!
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!
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!
4. OPTIMAL USER EXPERIENCE Looks like we nailed it! Those users didn’t have any problems finding the content they were looking for!
5. DESIGN SUSTAINABILITY Good thing we made it scalable! The client needs to add a new product line to the site.
WORD ON THE STREET ©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
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
LET’S TALK Challenges? ©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
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?
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.
3. NO CLEAR DIVISION OF LABOR Wait a minute! I just finished the competitive. Just finished the competitive analysis.
4. WORKING IN SILOES Or the wires! I can’t believe we just presented that! The comps didn’t match the copy deck.
5. DIFFERENCES OF OPINION This experience is clearer! This experience flows better!
WORD ON THE STREET ©PAUL ENGLEFIELD− https://www.flickr.com/photos/hawksanddoves/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
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
LET’S TALK Solutions? ©ALISHA VARGAS − https://www.flickr.com/photos/alishav/ Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en
SOLUTIONS
SOLUTIONS 1. BE YOUR OWN ADVOCATE • Understand your strengths and value • Communicate your strengths and value
SOLUTIONS 2. BE PROACTIVE • Identify gaps/opportunities for involvement • Communicate needs for involvement • Adapt to your project’s needs
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
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
SOLUTIONS 5. RESOLVE DIFFERENCES RESPECTFULLY • Assert your POV • Don’t take anything personally • Hash out your differences
ACKNOWLEDGEMENTS
OUR HOSTS ACQUITY GROUP KATIE LOWER CHICAGO CONTENT STRATEGISTS MEETUP IXDA CHICAGO
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
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/
THANK YOU! ©STEVE SNODGRASS − https://www.flickr.com/photos/10710442@N08 Creative Commons license: https://creativecommons.org/licenses/by/2.0/deed.en

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Why Can't We All Just Get Along?

  • 1. WHY CAN’T WE ALL JUST GET ALONG? UX DESIGN + CONTENT STRATEGY COLLABORATION A Judy Bruce and Samantha Dietz Collaboration September 2014
  • 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/
  • 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 Change: Cropped to center on slide
  • 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 Change: Cropped to center on slide
  • 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
  • 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 Change: Cropped to center; added international no sign
  • 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
  • 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
  • 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