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Content Strategy in ActionTaming a 5,000 Page Franken-site
Rebecca BlakistonUser Experience LibrarianShoshana MaydenWeb Content StrategistUniversity of Arizona Libraries September 30, 2014
#edui_frankensite
Rebecca Blakiston@blakistonr
UX librarianInstructional designerFacilitatorProject managerMad user researcherAspiring ethnographerYogi
Shoshana Mayden@shosh1530
WriterEditor
Environmental scientistWeb content strategist
Spreadsheet masterYogi
Our franken-site in a nutshell
Main Drupal
site
Staff director
yNews
& event
s
Hours
Feedback form
Databases
Tutorials
Digital collectio
ns
Video contes
t
Exhibits
Interlibrary loan
Library resource organize
r
Catalog
Discovery tool
Collections
Streaming video
Exception slip
Guides
FAQs
Meet our franken-site
Where to even begin?
Re-Digital User eXperience
reworkredo
rethink
reenvision
redesign
rebuild
rewrite
revitalize
reenergize
reorganize
rearchitect
refocus
reconsider
rebrand
redefinereconnect
Project Redux
Franken-dux!
Goals
1. Content focused2. Accessible3. Usable4. Findable5. Familiar6. Engaging7. Understandable8. Credible9. Human
Principles & Plan
1. Do user research.2. Get stakeholder feedback.3. Define audience and primary tasks.4. Get a grip on our content.5. Content first, design second.6. Integrate franken-parts into Drupal.7. Make it easy & fun.8. Provide workflows & training.9. Only create what we can maintain.10.Take the time to do it right.
We will evaluate every piece of content.
We will not
migrate content.
We will rip the guts out of our
franken-site.
Talking to actual users
Focus groups
Open card sorting
Closed card sorting
Treejack
Survey
Personas
The MonsterNicknames: FrankieAge: 6 months
Major: UndeclaredLives: Dungeon off-campus
Uses the library for:• Terrifying freshman• Quiet study space
Challenges:• Tech novice• Afraid of fire
Story Development
What is that?
Dissecting all the parts
Content Audit Questions
Content Audit Questions
We have a lot of content…
20% poor usability
Next Steps
25% not relevant
RIP: We’ve buried 100 pages so far!
Rewiring our monster
Content strategy
We champion student and faculty success by giving them access to the spaces, technology, collections and expertise needed for their research, teaching, studying and collaboration.
We will capture your ideas then send to all staff for a sort.
helpful
friendly
reliable
people-focused
traditional
unmoving
fun
Who we are
fun
45 staff members did our online sorting exercise
now:knowledgeable
friendlyhelpful
academiccustomer-focused
future:easy-to-usecutting-edgeconsistentengagingpeople-focused
exclusivestaticold
schooltradition
alquirky
funny?witty?cool?hip?
A ghastly example
databases are specialized search tools
including:
• library subscriptions
• trial databases
•open-access
wants to find maps & GIS data
wants to find databases in ecology
wants to see popular databases
wants to see trial databases
Next steps…
Subject
Liaison
DevTeam
DatabaseLead
ContentStrategis
t
Workflows
Point People
Embracing the
monster
LibGuides
LibAnswers
Summon
strategic planning
new web exhibits
security updates
newcampus branding
UA Mobile 2.0
organizational
restructuring
incremental deployment
new.library.arizona.edu
usability testing
Coming in October…
Defining scope and prioritizing based on user impact
Letting go of perfection