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What to do when you don’t know what to do
Lou Rosenfeld / UX New Zealand / 29 October 2015
Your Career
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?Your Career
Sites & Apps
Your Career
Sites & Apps
Physical ProductsYour Career
Sites & Apps
Physical Products
Services
Your Career
Sites & Apps
Physical Products
Services Teams
Your Career
Sites & Apps
Physical Products
Services Teams
OrganizationsYour Career
Sites & Apps
Physical Products
Services Teams
Organizations
Communities
Your Career
Sites & Apps
Physical Products
Services Teams
Organizations
Communities
Business Models
Your Career
Sites & Apps
Physical Products
Services Teams
Organizations
Communities
Business Models
Your Career
Events
Sites & Apps
Physical Products
Services Teams
Organizations
Communities
Business Models
Your Career
Events
Content
Sites & Apps
Physical Products
Services Teams
Organizations
Communities
Business Models
Your Career
Events
Content
Content?
“Most publishers are frustrated authors” —Tim O’Reilly, 2005
How to improve a product that you’ve
not created yet?
Show and Tell Sessions
Show and Tell Sessions
Show and Tell Sessions4 sessions; 5-15 people/sessionQuestions:• “Why did you bring these books?”• “What are their good attributes?
And bad ones?”• “Where and when do you use them?”
Combine competitive and generative research
So where do we read?
So where do we read?
Small is good
6”/152mm x 9”/229mm x 150-250pp
Small and portable is good
Practical is good
C A R D S O R T I N G Designing Usable Categories
b y D ON N A S P E NC E R foreword by Jesse James Garrett
Card sorting is an effective, easy-to-use method for understanding how
people think about content and categories. It helps you create information
that is easy to find and understand. In Card Sorting: Designing Usable
Categories, Donna Spencer shows you how to plan and run a card sort,
analyze the results, and apply the outcomes to your projects.
“A wonderful book on a much-needed topic... Donna’s done an amazing job explaining (in easy-to-understand terms) what every designer, architect, and researcher should know about the ins-and-outs of card sorting.”
JARED M. SPOOL CEO and Founding Principal, User Interface Engineering
“Spencer mixes step-by-step instructions and good examples with just enough theory. You’ll emerge from this book with new skills to create great user-centered information architectures—and smart responses to tricky questions from pesky stakeholders.”
TAMARA ADLIN Founding Partner, Fell Swoop, and co-author of The Persona Lifecycle: Keeping People in Mind Throughout Product Design
“Donna has put together the definitive work on card sorting, a must have tool for all information architects. If you want to plan, run and analyse your own card sorts, this book has it all.”
ANDY BUDDUser Experience Director, Clearleft
“The ultimate guide to one of the under-appreciated user research methods in our toolbox. Whether you work on small web sites or in large corporate environments, this book is just the right size to give you everything you need to know to be a pro at card sorting.”
KEITH INSTONEInformation architecture lead, IBM.com user experience
www.rosenfeldmedia.com
MORE ON CARD SORTINGwww.rosenfeldmedia.com/books/cardsorting/
CAR
D SO
RTIN
G by D
ON
NA SPEN
CER
Books are judged by their covers
What's everyone's favorite UX book?
Take-away:Opinions are freely availablefrom anyone on everything—and may even be useful
Take-away:Opinions are freely availablefrom anyone on everything—and may even be useful
How to test a new product that’s really expensive
to produce?
Prototyping
Prototyping
Used LuLu for paper prototype(PDF testing was a bit easier)
Prototyping
Usability Testing
Usability Testing
Task analysis + interviews to evaluate• Support for orientation and fundability• Author and publisher credibility• Readability
Usability Testing
Task analysis + interviews to evaluate• Support for orientation and fundability• Author and publisher credibility• Readability
More on prototyping/testing books: http://rfld.me/1ONeA9e
The front of the book
vi
FREQUENTLY ASKED QUESTIONS
What do you mean by “content everywhere”? The way I talk about it, “content everywhere” doesn’t mean splattering your message in every corner of the Web. It’s about investing in content that’s flexible enough to go wherever you need it: multiple websites, apps, chan-nels, and other experiences. Why? Because devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content on all of them, which you can read about in Chapter 1.
Right now, most organizations can barely keep up with their large, unwieldy desktop websites, much less multiple different sets of content for all these different experiences. Content everywhere is all about learning how to pre-pare one set of content to go wherever it’s needed—now and in the future.
What do you mean by structured content, and why is it so important? Today, most digital content is unstructured: just words poured onto a page. To signify where one part ends and another begins, writers use formatting, like upping a font size to be a headline or putting an author’s name in italics. This works fine if your content is only going to be used on a single page and viewed on a desktop monitor, but that’s about it.
Structured content, on the other hand, is created in smaller modules, which can be stored and used in lots more ways. For example, you could display a headline and a copy teaser in one place, and have a user click to read the rest—something you can’t do if the story is all one blob. You can give the same content different presentation rules when it’s displayed on mobile, such as resizing headlines or changing which content is prioritized or emphasized—automatically. In this way, adding structure actually makes content more flexible, because it allows you to do more with it. You can learn about this in Chapter 5.
But don’t I need different, simpler content for mobile? If your content is needlessly complicated and full of fluff, then yes: Your con-tent should be simplified for mobile—and for everywhere else, too. After all, a user with a desktop computer doesn’t want to wade through filler either. But should your mobile users be offered “lite” versions of your content rather than the real deal? No.
While you might know what people do most often on their mobile devices, you can’t know what they’re intending to do on any specific visit. After all,
FAQ before the TOC provides context, navigation and orientation
The front of the book
vi
FREQUENTLY ASKED QUESTIONS
What do you mean by “content everywhere”? The way I talk about it, “content everywhere” doesn’t mean splattering your message in every corner of the Web. It’s about investing in content that’s flexible enough to go wherever you need it: multiple websites, apps, chan-nels, and other experiences. Why? Because devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content on all of them, which you can read about in Chapter 1.
Right now, most organizations can barely keep up with their large, unwieldy desktop websites, much less multiple different sets of content for all these different experiences. Content everywhere is all about learning how to pre-pare one set of content to go wherever it’s needed—now and in the future.
What do you mean by structured content, and why is it so important? Today, most digital content is unstructured: just words poured onto a page. To signify where one part ends and another begins, writers use formatting, like upping a font size to be a headline or putting an author’s name in italics. This works fine if your content is only going to be used on a single page and viewed on a desktop monitor, but that’s about it.
Structured content, on the other hand, is created in smaller modules, which can be stored and used in lots more ways. For example, you could display a headline and a copy teaser in one place, and have a user click to read the rest—something you can’t do if the story is all one blob. You can give the same content different presentation rules when it’s displayed on mobile, such as resizing headlines or changing which content is prioritized or emphasized—automatically. In this way, adding structure actually makes content more flexible, because it allows you to do more with it. You can learn about this in Chapter 5.
But don’t I need different, simpler content for mobile? If your content is needlessly complicated and full of fluff, then yes: Your con-tent should be simplified for mobile—and for everywhere else, too. After all, a user with a desktop computer doesn’t want to wade through filler either. But should your mobile users be offered “lite” versions of your content rather than the real deal? No.
While you might know what people do most often on their mobile devices, you can’t know what they’re intending to do on any specific visit. After all,
FAQ before the TOC provides context, navigation and orientation
Navigation
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
The back cover
www.rosenfeldmedia.com
MORE ON CONTENT EVERY WHEREwww.rosenfeldmedia.com/books/content-everywhere/
C O N T E N T E V E R Y W H E R E Strategy and Structure for Future-Ready Content
b y S A R A WA C H T E R- BOE T T C H E R
foreword by Kristina Halvorson
CO
NTE
NT E
VER
YW
HE
RE
by SARA W
ACHTER
-BO
ETTCHER
Care about content? Better copy isn’t enough. As devices and channels
multiply—and as users expect to relate, share, and shift information
quickly—we need content that can go more places, more easily. Content
Everywhere will help you stop creating fixed, single-purpose content
and start making it more future-ready, flexible, reusable, manageable,
and meaningful wherever it needs to go.
“The Web has moved beyond the desktop, and our content must follow. Through a broad perspective,
clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the
challenges we face.”
ETHAN MARCOTTE Author, Responsive Web Design
“If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.”
ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents
“Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.”
JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works
“An essential pretext to achieving responsive Web design. Required reading.”
DAN KLYN co-founder, The Understanding Group
Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm
Meh
Meh
MEH!
2008
2015
2008
2015
2008
interior design bends,
doesn’t break
Take-away:What can’t you
prototype and test?
Take-away:What can’t you
prototype and test?
How to improve a product’s design
over time?
What does it look like?
Mobile User Research
What does it look like?
Mobile User Research
Take-away:Identify and close the gaps between your customers,
products, and you
Take-away:Identify and close the gaps between your customers,
products, and you
Let’s talk about UX conferences
“We’ve reached peak UX conference.”
—me, 2013
“We’ve reached peak UX conference.”
—me, 2013
“I’m thrilled to announce Enterprise UX 2015!”
—me, 2014
How to design a product around a conversation?
user experience in the enterprise1) Take an existing conversation
2) Channel and capture it
Facebook Private ListTwitter
user experience in the enterprise1) Take an existing conversation
2) Channel and capture it
Facebook Private ListTwitter
user experience in the enterprise1) Take an existing conversation
3) Analyze for patterns
2) Channel and capture it
Facebook Private ListTwitter
user experience in the enterprise
4) Sequence patterns
1) Take an existing conversation
3) Analyze for patterns
2) Channel and capture it
Facebook Private ListTwitter
user experience in the enterprise
4) Sequence patterns
1) Take an existing conversation
3) Analyze for patterns
2) Channel and capture it
Facebook Private ListTwitter
user experience in the enterprise
4) Sequence patterns
1) Take an existing conversation
3) Analyze for patterns
Tactical Strategic
1 2 3 4
Take-away: Information architecture
is useful
Take-away: Information architecture
is useful
How to design to broaden a conversation?
Three speakers and one leader per theme Leader facilitates conversation with theme’s speakers months in advance of event
+ =
4x
Three speakers and one leader per theme Leader facilitates conversation with theme’s speakers months in advance of event
+ =
Day 1
Day 2
opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
Day 1
Day 2
opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
Day 1
Day 2
√ √
√ √
opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
storytelling session
“Enterprise UX Storytelling” session • Eight 5-minute sessions • Tightly curated by Dan Willis • Participation by application only
Day 1
Day 2
√ √
√ √
opening keynote theme 1 theme 2
theme 3 theme 4 closing keynote
storytelling session
“Enterprise UX Storytelling” session • Eight 5-minute sessions • Tightly curated by Dan Willis • Participation by application only
Day 1
Day 2
√ √
√ √
√
Take-away:Designing for engagement means letting go of control
Take-away:Designing for engagement means letting go of control
How to design to sustain a conversation?
Story arc from Lichaw’s Storymapping (Rosenfeld Media, 2016)
The Day 1 Conundrum
The Day 1 Conundrum
Party!
energy
The Day 1 Conundrum
Party!
energy
…SO TIRED…
The Day 1 Conundrum
Party!
energy
The Day 1 Conundrum
Party!
energy
Take-away: Time is a design material
(and so is delight)
Take-away: Time is a design material
(and so is delight)
How to design a product around a conversation
that may not exist?
Broadest possible framing
Broadest possible framing
2 personas
Broadest possible framing
2 personas
+Strong lineup
Broadest possible framing
2 personas
+Strong lineup
Survey to learn: What do you want to learn about this topic from these people?
Take-away:User research
equals promotion
One last take-away:Non-traditional contexts
teach us about UX
One last take-away:Non-traditional contexts
teach us about UX
What do you do when you don’t know what to do?
What do you do when you don’t know what to do?
Do UX.
