Platform ≠ Content
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PlatformContent
≠
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Thank you to my smart friends: Callie NeylanJeremy PennycookPaulo LopezMax PfennighausPatrick CooperBenjamin DauerWes LindamoodJosh HatchJoel SuchermanKinsey WilsonMiranda MulliganMichael Yoch
Ian AdelmanTyson EvansBill CouchMatt MansfieldJustin FerrellBryan HaggertyMatt ThompsonRon CoddingtonMichael ManessLaura RamosIrakli NadareishviliMarc Lavallee
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Louisville Slugger
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About me
•Newseum
•Knight-Ridder/Tribune
•SmartBrief
•USA TODAY
•NPR
Rockwell
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CONTENT
Newseum
KRT
USA TODAY
NPR
PLATFORM
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Understanding the differences between the platforms is essential to creating good work.
Content design and platform design are different beasts.
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ContentExploratory
Specific
Custom
Storytelling
Pacing
PlatformRigid
General
Template-driven
Distribution
Wayfinding
The perfect page The perfect system
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What is the best way to tell this story?
What problem am I helping this reader solve?
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reporting the story
bandwidth
readabilitypacing
illustration
graphics
metrics
wayfinding
CMS
scale
sharing
CONTENT
PLATFORM
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“...like trying to make one pair of shoes fit everybody’s feet.”Jony IveFastCoDesign.com
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Poynter.org 10/28/2013
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Digital news design is still broken.
•Many story pages still feel the same.
•Pages are filled with unnecessary junk.
•Things don’t work on mobile.
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Samey
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152 choices in the top nav.
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Unsolicited NYTimes redesign by Andy Rutledge
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Your competitive set?
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WTHR app
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Gmail = ubiquitous
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News / Information Consumption
News Orgs → ← Tech Orgs
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Jim Roberts Is Mashable’s Exective Editor and Chief Content OfficerMashable October 30, 2013
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Source: wikipedia
Jeff Bezos Says Washington Post Could Take a Page From AmazonABC NewsSeptember 25, 2013
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The battle for audience retention will be fought on the platform.
Design plays a crucial role in helping news organizations make digital products.
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How might design help create better experiences?
We must create beautiful spaces in which our audiences want to spend time.
Lots of time.
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Lucent Home
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animatedalbums.tumblr.com
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Design thinking can help
•Context
•Research
•Empathy (user-centered)
•Synthesis → Insights
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Why?
•Answer the right questions
•Better answers, faster
•Proactive, not reactive
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Building great products can’t happen in dysfunction.
Our organizational structures are kryptonite to innovation.
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The baggage:
Paid to manage risk.
Distribution Content
Paid to tell stories.
vs.
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TechnologistsBetter!
ProductShepherds
User Experience
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Good experiences thrive in organizations where design is respected.
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Visual journalists are ready-made problem solvers.
•Ask questions
•Observation helps challenge status-quo
•Readers are fickle
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Parade Magazine
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If you’re not agile, you’re doing it wrong.
•Small
•Multidisciplinary
•Empowered
•Accountable
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Fertilizer for Agile
•Clear strategic direction
•Co-location
•Mutual understanding
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Evaluate and iterate
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Tappable prototype
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Understand how things work.
We say “build” for a reason.
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Handing a PSD to a developer does not make you a platform designer.
Knowledge of how things work is critical to making informed design decisions.
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Start small:
•Little experiments
•Skunk works can be cheap
•Google is free
•Show, don’t tell
•SHIP IT.
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Understanding the differences between the platforms is essential to creating good work.
Experience is everywhere.
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Thanks!
@dwjr