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Nothing is worse than delivering a sparkling new site full of promise and seeing it ruined with crappy content. The best designed sites can be wrecked with blurry imagery, poor copy, and incorrect use of styles. This talk covers factors that contribute to crappy content implementation and the steps we can take to avoid them. I will share deliverables that close the gap between site launch and maintenance.
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Nica Lorber / Creative Director / Chapter Three
nicelobster
DON'T LET CRAPPY CONTENT RUIN YOUR NEW SITE
JUNE 3, 2014 / DRUPALCON AUSTIN / UX DESIGN TRACK
chapter_three
AMAZINGWEBSITES
BEAUTIFUL DESIGN
ROCK SOLID DEVELOPMENT
MEANINGFUL CONTENT
AMAZING WEBSITES
THE PROBLEM
photo credit; Joey Parsons https://www.flickr.com/photos/joeyparsons/3531756010/
Businesses & organizations diminish the investment in their sites with poor content
THE SOLUTION
1. More resources
2. Better education
3. Better planning
RESOURCING
DIGITAL STRATEGIST
DESIGNER
UX DESIGNER
PROJECT MANAGER
WRITER
INFORMATION ARCHITECT
SEO EXPERT
SOCIAL MEDIA EXPERT
MARKETER
DRUPAL ADMINISTRATOR
DATA ANALYST
CONTENT STRATEGIST
DEVELOPER
SUBJECT EXPERT
HMTL CHOPS
PROJECT MANAGER
DRUPAL ADMINISTRATOR
DATA ANALYST
HMTL CHOPS
PROJECT MANAGER
WRITER
MARKETER
DIGITAL STRATEGIST
DESIGNER
UX SPECIALIST
PROJECT MANAGER
COPY WRITER
INFORMATION ARCHITECT
SEO SPECIALIST
SOCIAL MEDIA EXPERT
MARKETER
DRUPAL ADMINISTRATOR
DATA ANALYST
CONTENT STRATEGIST
DEVELOPER
SUBJECT EXPERT
HMTL CHOPS
Content needs a CHAMPION!
Photo by: John Haslam / http://bit.ly/1nx0N9i
CONTENT DESERVES MORE $$$$$.
RESOURCING SOLUTIONS
• Invest in training your best suited employees
• Prioritize employee retention (more $$$)
• Empower those who understand the web
EDUCATION
WHAT IS CONTENT?
NAVIGATION
COPY
IMAGES
GRAPHICS
TAXONOMY
VIDEOS
Taxonomy
Usability?
Images
Graphics
SYNTHESISof everything on your site
Video
Navigation Speed?
Copy
WHAT IS CRAPPY CONTENT?
1. Is not curated for the web
2. Decreases usability
3. Does not meet site goals
WRITING FOR THE WEBHTTP://CHAPTERTHREE.COM/BLOG/HOW-WRITE-WEB
WHY WRITE DIFFERENTLY FOR THE WEB?
• People read 20% slower online
• People are task focused
• People scan
Reference: http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
CONTENT LENGTH?
AVOID REDUNDANT PHRASES
WRITE CONCISELY
AVOID BANNER BLINDNESS
DEFINE CONTENT GOALS
1. What is the communication goal of the page?
2. Who is the audience?
3. What are the key calls to action?
GOALS FOR EDITING
1. What is the utilitarian function of the page?
2. Can content be shorter or more skimmable?
3. Can redundant content be eliminated?
BREAK GRAMMAR RULES
• Sentence fragments allow users to scan
• 1, 2, 3, instead of one, two, three
• Paragraphs don’t need 3-5 sentences
REF: http://www.nngroup.com/articles/break-grammar-rules/
SOURCING IMAGERY
• Who is in charge of imagery?
• Are there imagery guidelines?
• Is there an image budget?
SOURCING PHOTOS
• Take them yourself
• Search Creative Commons
• Buy them
• Hire a photographer
RESOURCES
• http://www.istockphoto.com
• http://www.stocksy.com
• http://search.creativecommons.org
• http://compfight.com
EXAMPLE
PLANNING
BETTER UX
•What is the nature of the content?
•Who are the content creators?
•What are their skills?
•Image heavy?
•Who writes?
•How often?
CONTENT TEASERS
CONTENT TEASERS
AUTOMATE TEASER LENGTH
MAKE HELPER TEXT ON IMAGE UPLOADS
CREATE DRUPAL-SPECIFIC EDITORIAL GUIDELINES
Pixelated
DESIGN THE GUIDELINES
TEACH IN PERSON
WRITE
1. More resources
2. Better education
3. Better planning
THANK YOU!Nica Lorber / Creative Director / Chapter Three
nicelobster
