D4 d slidedeck_jakedimare-shortnotes-v1

www.cmsmyth.com @jakedimare

Jake DiMare

Senior Project Manager - ISITE Design

Contributing Editor – The CMS Myth

So Happy Together

(Experience Designers and Content Strategists are)

2 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com

My name is Jake…

Resources: www.cmsmyth.com/D4DBoston2013

Hashtags: #D4D

#SoHappy

Twitter: @jakedimare

@cmsmyth

http://www.cmsmyth.com/

Who are you?

#SoHappyTogether @jakedimare

5 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappyTogether @jakedimare



Talking Content

Strategy and

Experience Design

with @jakedimare at

#D4D Boston!

#SoHappy



Experience Design

Content Strategy

A

W

E

S

O

M

E



Scope



Schedule



Budget



Stakeholder expectations



Risk



7 WAYS

CONTENT CAN

‘CHOKE OUT’ A

WEB PROJECT



Content = scope…

#1 FAILURE TO

APPRECIATE THE

DEPTH AND

BREADTH OF A

PROJECT.



The Big Dig



The Big Dig

Originally scheduled for

completion: 1998 @ $2.8B



The Big Dig

Eventually completed in:

2007 @ 14.6B

Originally scheduled for

completion: 1998 @ $2.8B



#2 FAILURE TO

RECOGNIZE THE

VITAL

IMPORTANCE OF

CONTENT.

It’s all about the content…



#3 FAILURE TO

PLAN FOR

CREATING AND/OR

REVISING

CONTENT.

Ready or not…



The Writing Process

Prewriting

Writing

Revising

Editing

Publishing

Promoting



#4 FAILURE TO

UNDERSTAND THE

CHALLENGES OF

DESIGNING WITH

DUMMY CONTENT.

For placement only (for dummies)…



Dummy text is for…

Lorem Ipsum is simply dummy text of the

printing and typesetting industry. It has been

the industry's standard dummy text ever since

the 1500s…

…the 1500’s…

…the1500’s…

…the 1500’s…



#5 FAILURE TO

PROPERLY PLAN

FOR CONTENT

MIGRATION.

Content on the move…



#6 FAILURE TO

RECOGNIZE THE

RELATIONSHIP

BETWEEN CONTENT

AND EXPERIENCE

Experience this…



#7 FAILURE TO

UNDERSTAND THE

GRAVITY OF THE

BUSINESS GOALS

AND OBJECTIVES.

Create the experience business needs...



Digital Experience

Vision

Culture &Governance

Technology

OptimizationContent

OperationsPlan

Customer Insight

The seven gates for digital

change



6 THINGS YOU

CAN DO TO

MITIGATE

THESE RISKS


41 6/21/2013 www.cmsmyth.com | @jakedimare | www.isitedesign.com#SoHappy @jakedimare



THE EVOLUTION OF WEB

DESIGN AND DEVELOPMENT

TEAMS



In the beginning…



1990-1995

Web team:

• Web Master(s)



2000

Web team:

• Web Developer(s)

• Web Designer(s)



2005

Web team:


• Web Designer(s)

• Information

Architect(s)



2005

Web team:


• Web Designer(s)

• Information

Architect(s)

• Project Manager



Present day

DX team:

• Engineer

• XD

• XA

• PM

• Digital Strategist

• MO Specialist

• Content Strategist



Defining success today…

Targeted

Portable

Mobile

Social

Responsive

Local

Global

Relevant



Activities, Milestones and

Deliverables

Discovery Design Development



Content audit

What: Detailed content inventory

and associated analysis

When: Scoping, Discovery

Why: The cone of uncertainty



Content Audit



Content audit pro tips

• Do Use Xenu!

• Don’t just run automated software

• Include UXA, UXD, MO, and business

stakeholders in the analysis

• Look for pockets of abandoned

content

• Compare audit against Analytics



Message architecture

What: Hierarchy of

communication goals

When: Discovery, Design

Why: Learnin’!



Message Architecture

Card

Sort



Card sort steps

1. Sort all cards into the three

columns

2. Remove ‘Who We’re Not’

3. Confirm remaining two columns

4. Remove ‘Who We Are’

5. Prioritize remainder

6. Record



Venn diagram steps

1. Place emotive words in the

brand attributes circle

2. Place emotive words in the

audience needs circle

3. Explore overlap

4. Record



Message architecture output

• Contrarian

– Provocative, yet optimistic

• Empowering

– Provide tools

– Inspire action

• Innovative

– Current

– Leading edge, not bleeding edge

• Egalitarian

– Build community

– Relationship oriented



Message architecture…

• Design Implications

– Use of Popular Memes for imagery

– No stock footage of people in offices

– Sans-Serif font for design elements

– User-centric navigation

• Copy Implications

– Use AP style guide

– Use humor liberally

– Longer sentence structures are acceptable



Message architecture pro tips

• Set up the room

– Get chairs out of the way

– Provide snacks and refreshment

– Write ground rules on white board

• Ground rules:

– This exercise is about the brand

– Perception = reality

– This is a safe environment



Migration planning

What: Documents detailing the

effort associated with content

integration

When: Design, Development

Why: Because migration is hard



Migration planning pro tips

• Start early, update often

• Be informed by genuine workflow

• Let stakeholders know this is a

living document. It doesn’t get

‘finished’

• Make sure everyone is working

from the same sheet music.

• Have a sign off column!



CMS governance

What: Documentation of rules,

vital information, etc.

When: Development

Why: Self preservation (Ever

Want to go on vacation?)



CMS governance• Hosting information

• Support information

• Content management team information

• Measurement team information

• Advertising information

• Archiving

• Security

• Information architecture

• Hiring and training

• Standards and procedures

• Legal issues (Privacy, TOS, Etc.)



User Documentation

What: How to manual(s)

When: Development

Why: Self preservation

Also: Portfolio rot…



7 ways content can choke out

your project…

• #1 FAILURE TO UNDERSTAND SCOPE.

• #2 FAILURE TO RESPECT THE CONTENT

• #3 FAILURE TO PLAN FOR CONTENT CREATION.

• #4 FAILURE TO DESIGN WITH REAL COPY

• #5 FAILURE TO PLAN FOR CONTENT MIGRATION.

• #6 FAILURE TO PLAN FOR YOUR NEW CMS.

• #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.



6 Things you can do to mitigate

these risks…

• Hire a content strategist!

• Conduct a Content Audit

• Create a Message Architecture

• Migration Planning

• Write CMS Governance Documentation

• Write User Documentation


Building Bridges, Connecting Communities

Evaluate this session at:portland2013.drupal.org/schedule.

Thank you!

and

What did you think?

Now who won those t-shirts?


Resources: www.cmsmyth.com/D4DBoston2013

Hashtags: #D4D

#SoHappy

Twitter: @jakedimare

@cmsmyth


D4 d slidedeck_jakedimare-shortnotes-v1

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