Winning with modular content, the redesign story of the NCAA - UX Strategy Summit 2014
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Transcript of Winning with modular content, the redesign story of the NCAA - UX Strategy Summit 2014
WINNING WITH CONTENT
the NCAA.com redesign story
Klemens [email protected] | @kwengert1
!Hi I am Klemens, I work for Turners internal consulting team on all of the Turner Brands CNN, CNN Money, TBS, TNT, etc. I also work support the HCI program at GA Tech, and UX Mentors !Lets first go over what the NCAA is and what its relationship is with Turner !As you can see that is my picture down there and of course I would like to continue the conversation on twitter or email. however, if you follow me you will see a lot of UX rants and A LOT of pictures of my son Thor (because I am one of those )
Klemens [email protected] | @kwengert1
As I said Prodigious amount of photos of Thor But he is not here just to delight me and hopefully you, research indicate… that his presence will get you to rate this presentation more favorably :-)
Klemens [email protected] | @kwengert1
AGENDA• Definition of UX Strategy
• The NCAA Example & Solution
• Accelerating the Innovation of Your Team
• Key Take Aways
• Q+A
So lets go through the agenda
Klemens [email protected] | @kwengert1
UX STRATEGY?A Process of Aligning the User Experience to the
Business Strategy
What is UX strategy, it is a way of developing guiding principles for UX that support the business strategy.
Klemens [email protected] | @kwengert1
SMART BUSINESS GOALS• Simple
• Measurable
• Attainable
• Relevant
• Tim Bound
How do you write smart business goals if you do not get any from your business team
Klemens [email protected] | @kwengert1
SEASONS
CHAMPIONSHIPSDIVISIONS
Who is the NCAA? they cover 3 seasons over 30 sports in 3 divisions with mens and women's series for 1300 schools. the content is wide. !Stakeholder interviews: Business wants - Sponsorship and traffic generation Editorial wants - Pigeonholed in the a layout, no champs, sports, schools Design wants - More consistency and a better design framework
FLEXIBILITY
Klemens [email protected] | @kwengert1
SOLVE FOR
Flexibility becomes the guiding principle that solves the problems for all groups. The Content blocks big idea is to adapt to the space that is given. Business team gets their sponsorship ops in there, the editorial team can rearrange the layout at any time, design team can focus on creating more content tiles instead of making one offs.
Klemens [email protected] | @kwengert1
150x300
300x300 300x600 300x900
600x600 600x900
900x1200
900x900
150x150
TILE SIZES
All content types such as articles, videos scores schools etc. that are featured on NCAA.com needs to exist in a multitude of different sizes. to be able to be rearranged
Klemens [email protected] | @kwengert1
LAYOUT SAMPLES
so here are all the different sizes, but as we all know wireframes do not make for great presentation material, so lets look at what the system looks like when our friends in visual design have taken a pass.
Klemens [email protected] | @kwengert1
show of the different modules and how the page was constructed
Klemens [email protected] | @kwengert1
But what about other devices? Cover the eco system problem - a ever expanding system of devices and consumption processes at this conference you see people with glass, pebbles, smart watches and phones of every size. there will be more devices. and for this you again need flexibility.
Klemens [email protected] | @kwengert1
Example of the mobile site for the NCAA and the mobile app: By creating a system that helps display the content you increases the velocity of all parties as they can focus on solving for the device of channel as opposed to setting up a system. this sets the brand up for a future where they can provide designs for the next device, whatever it may be.
Klemens [email protected] | @kwengert1
Example of how your coworkers can invent new ways of using the content in different ways. this is a application of the NCAA content blocks used inside of the March Madness on Demand Apps.
ACCELERATEINNOVATION
Klemens [email protected] | @kwengert1
You heard Kelly and Julie talk about the cross functional teams this morning here is where it comes together. If you focus on creating a system inside of which the content lives you are empowering your coworkers to invent new ways of using the content.
Klemens [email protected] | @kwengert1
WHY IS THIS IMPORTANT?
it will also Increases the velocity of the team as they are mor connected to the product. You unlocks creativity of the team and it sets the brand up for a future next device
Klemens [email protected] | @kwengert1
KEY TAKE AWAYThink content first to future proof
Modular content increases team velocity Control the system not the usage
recap