Integrating UX Design and Content Strategy

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@ethology @DrJedi @kevingoldman #humanside 1
Integrating User Experience Design
& Content Strategy
e

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All Rights Reserved © ethology, Inc. @ethology @DrJedi @kevingoldman #humanside
Today’s Speakers
2
Kevin Goldman,
Chief Design Architect |
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Dustin Diehl, Senior
Content Strategist |
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MODERATOR
David Amrani, Asst. Editor,
Content Studio |
Digiday

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And if you didn’t hear…
3

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Fantastic Prize Giveaways!
4
All attending audience members will be
entered into a drawing for one of the
following items (5 prizes in total):
• 1 Content Marketing Audit (value: $2,200)
• 1 half day Design Studio-virtual (value: $2,175)
• 1 of 3 Inkwell Design Toolkits (value $39/ea)

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Agenda
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UX & Content Strategy 101
The Problem
The Solution
Case Study
e
Q&A

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User Experience Design 101e

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@ethology #humanside
UX: A Cross Disciplinary System
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Human Factors

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Human Factors
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Technology

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Human Factors
Marketing
Technology

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Human Factors
Marketing
TechnologyAesthetics

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Human Factors
Marketing
user empathy — skilled craft
usability — science

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Human Factors
Marketing
Opportunity
Constraint

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Human Factors
Marketing
Opportunity
Constraint
Strategy
Tactics
Value

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Human Factors
Marketing
Opportunity
Constraint
Strategy
Tactics
Value
Principles
Trends

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@ethology #humanside 15

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Digital experiences should be more
human so that people can discover,
create, and get on with life!
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Content Strategy 101e

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Purposeful Content: Crafting the User Experience
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BRAND USERS
Supports
Business
Objectives
Fulfills
Audience
Needs

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@ethology @DrJedi @kevingoldman #humanside
HEADER: Use Title Case
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Content Strategy
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Content Marketing

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CS / UX Common Grounde

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CS & UX Skill Sets
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UX Skill Sets
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CS Skill Sets
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CS & UX Overlapping Skillsets
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CS & UX Overlapping Deliverables
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Content Audits
Content Templates
Content Workshops
Editorial Planning
Content Governance
Content Analytics
Content Writing
Audience Research
Personas, Customer
Journey Mapping, etc.
Testing
Navigation, Audits,
Wireframes, Testing
Governance
Brand Guides, Voice &
Tone, Style, UI Kits, etc.
Heuristic Evaluations
Mental Models
Design Studios
User Research
Usability Testing
Information Architecture
Visual Design
UI Kits

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What’s The Problem?e

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Often times we’re asked to:
Design without content
Create content strategy without the context of the entire
user experience.
30

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Great Work Seamlessly Integrates Content + Design
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And Without Content ….
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Lorem ipsum ≠ Content

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‹#›@ethology #humanside
At best, you duplicate efforts…

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43
At worst, you contradict each other.

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What’s The Solution?e

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People
Tools
Process

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People

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Process

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Human Naturally Silo
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Content Marketing Design Etc.

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Process Methods & Culture That Can Be Silo Busters
Design Studios
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Opps Design
Anti-Meetings Content Workshops
Content Strategy

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Engineering + Industrial Design is Seamless
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Editorial + Design is Seamless
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How CS + UX Can Be Seamless
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Anti-Meetings
Design Studio
Opps Design
Content Strategy
Content Workshops
Facilitator =

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Tools

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Cross Discipline Design & Content Studios
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We Even Created the Kit …
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Case Studye

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"Content is embraced as a business asset, and as a
design impact. All of our content designers are integral
parts of the design process.”
— Aaron Burgess, Content Director, Global User Experience Design, PayPal
Case Study: PayPal

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"Design and content are equal parts, neither of which is
replaceable nor subservient to each other. Everyone
has input on each other's work."
— Jonathan Mann, Senior Design Manager, PayPal
Case Study: PayPal

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• Creating a seamless interplay between design and content is crucial to
PayPal’s ability to support its customers.
• Content Designers at PayPal work seamlessly with UX designers, UX
researchers and many other disciplines.
• All groups at PayPal have UX + CS + UI
• Content is a business asset
• UX Design is a business asset”
Case Study: PayPal

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"Integrating content and design does not come down to
an organizational structure. It comes down to simply
facilitating the ability of your customer to interact with
great content."
— Aaron Burgess, Content Director, Global User Experience Design, PayPal
Case Study: PayPal

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6 Key Takeawayse

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1. Don’t put your content creators in a box.
2. Don’t force your designers to design without content
3. Break down silos.
4. Use simple tools that all disciplines understand.
5. Learn from mature industries that seamlessly integrate.
6. Hire T-shaped people for more cross disciplinary collaboration.

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QUESTIONS:
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Fantastic Prize Giveaways!
65
All attending audience members will be
entered into a drawing for one of the
following items (5 prizes in total):
• 1 Content Marketing Audit (value: $2,200)
• 1 half day Design Studio-virtual (value: $2,175)
• 1 of 3 Inkwell Design Toolkits (value $39/ea)

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About ethology and Convince & Convert
Digiday is a media company and community for digital media,
marketing and advertising professionals. We focus on quality, not
quantity, and honesty instead of spin. We cover the industry with
an expertise, depth and tone you won’t find anywhere else. The
Digiday team strives to produce the highest quality publications,
conferences, and resources for our industry.
www.digiday.com
ethology is an integrated full-service digital marketing agency for
evolving consumer brands. The agency offers consumer research,
strategy, planning, search, display and social media, email, content
and web development, creative and analytic services.
www.ethology.com

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