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CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN ...

CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?

The great communicators and designers of the world start their projects in the proper place: content first, always. This thinking tends to make content strategists happy, but rarely are they included in the design process. Content-first design demands the inclusion of those content strategists and creators from the start. Imagine a university website rebuilt with narrative as its guiding light. Consider the new audience engagement opportunities created when content strategist are considered as creative partners. But how do those responsible for content and story-telling ensure that they’re not just relegated to filling in boxes that a designer has determined for them?

In this session, we will examine a content-first approach in other high-engagement business sectors and look at how focusing on content before any technical or design considerations are made can help improve our digital communications in higher education. You will leave this session with new ideas and a solid path forward to making content strategy crucial to design projects at your institutions.

Key takeaways

1. A working definition of content-first design and its benefits to higher education marketing and communications.
2. A mental framework for considering content strategy work as central and crucial to the entire design process.
3. Practical ways to include their content work in the design process.

Joel G Goodman

June 14, 2018
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Transcript

  1. Bravery is a service design and product development studio planted

    squarely in the higher education sector. We create daring solutions to the core challenges facing institutions of higher learning.
  2. Content-first design is the practice of putting users first by

    addressing their content needs before assuming their visual wants. BRAVERY.CO #contented18
  3. Leaving content till last guarantees this web project launches in

    a suboptimal state. BRAVERY.CO #contented18
  4. User Experience / UX Images VIDEO Microcopy Information Architecture CONVERSION

    RATE OPTIMIZATION / CRO Visual Design User Journey Maps Competitor Audits Usability Studies Interaction Design User Personae BRAND VOICE CONTENT PORTABILITY Accessibility Search Engine Optimization / SEO Content Engineering Content Gap Analysis Governance CHANNEL DISTRIBUTION Metadata Strategy User Acceptance Macro Copy
  5. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study
  6. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study
  7. BRAVERY.CO #contented18 Student Services Campus Accommodation Campus Life Alumni Outreach

    Library Facilities Business Services Accessibility Online Study SERVICES ARE A FUNCTION OF OUR CONTENT
  8. Design is a function of the content it is meant

    to convey. BRAVERY.CO #contented18
  9. “Content precedes design. Design in the absence of content is

    not design, it's decoration.” BRAVERY.CO #contented18 Jeffrey Zeldman
 5 May 2008, Twitter
  10. When you know that your new website, email, or microsite

    is meant to increase applicants, enquiries, or fundraising amounts your copy can be written with purpose and your media chosen for maximum impact. BRAVERY.CO #contented18
  11. Lorem ipsum dolor amet poutine everyday carry dreamcatcher, bespoke yr

    jianbing small batch tumeric heirloom affogato. Master cleanse chillwave viral succulents hoodie kickstarter tacos lyft. Man bun small batch PBR&B tilde yr everyday carry vexillologist cornhole intelligentsia tousled swag cardigan readymade messenger bag. Slow-carb austin direct trade biodiesel butcher. Ramps small batch food truck gastropub. Copper mug tote bag pitchfork kickstarter pabst kogi. Pug helvetica tacos authentic shoreditch food truck mustache. Skateboard shabby chic quinoa, keffiyeh bicycle rights chambray distillery keytar master cleanse hashtag freegan banh mi tattooed meh. VHS biodiesel whatever austin, salvia yuccie banh mi hammock food truck cloud bread cred. Letterpress actually sartorial literally four dollar toast air plant mlkshk you probably haven't heard of them green juice hell of williamsburg hoodie venmo. Fam kombucha salvia ugh green juice retro chicharrones palo santo HIPSTER IPSUM
  12. I'm speaking with myself, number one, because I have a

    very good brain and I've said a lot of things. You’re disgusting. The concept of Lorem Ipsum was created by and for the Chinese in order to make U.S. design jobs non- competitive. I’m the best thing that ever happened to placeholder text. Look at that text! Would anyone use that? Can you imagine that, the text of your next webpage?! Trump Ipsum is calling for a total and complete shutdown of Muslim text entering your website. Be careful, or I will spill the beans on your placeholder text. I know words. I have the best words. Does everybody know that pig named Lorem Ipsum? She's a disgusting pig, right? I'm speaking with myself, number one, because I have a very good brain and I've said a lot of things. You're telling the enemy exactly what you're going to do. No wonder you've been fighting Lorem Ipsum your entire adult life. TRUMP IPSUM
  13. Hodor hodor. HODOR hodor, hodor. Hodor, hodor, hodor hodor. HODOR

    hodor, hodor. Hodor hodor! Hodor! Hodor hodor. Hodor hodor HODOR! Hodor. Hodor hodor. Hodor? HODOR HODOR! HODOR HODOR! Hodor hodor! Hodor, hodor. Hodor. Hodor... Hodor hodor. Hodor hodor. Hodor hodor. HODOR HODOR! Hodor hodor. Hodor, hodor. Hodor. Hodor. Hodor? Hodor hodor. HODOR hodor, hodor. Hodor hodor! Hodor hodor HODOR! Hodor. Hodor, hodor, hodor hodor. HODOR? Hodor! Hodor hodor. Hodor? Hodor, hodor. Hodor. HODOR hodor, hodor. HODOR? Hodor, hodor. Hodor. Hodor! Hodor hodor. Hodor, hodor, hodor hodor. Hodor hodor! Hodor... Hodor hodor. Hodor! Hodor hodor. Hodor hodor! Hodor! Hodor hodor. Hodor hodor! Hodor? HODOR HODOR! Hodor hodor! Hodor, hodor, hodor hodor. Hodor hodor. Hodor, hodor. HODOR IPSUM
  14. “Game designers start with the story. What they add to

    the experience complements and builds on the core story; it doesn’t distract from the priority of ‘accomplish goal,’ even when that takes a year longer than expected…” BRAVERY.CO #contented18 Steph Hay
 29 April 2015, A List Apart
  15. bonus. These practices can actually cause an IA to naturally

    reveal itself. BRAVERY.CO #contented18
  16. Content-first design is the practice of putting users first by

    addressing their content needs before assuming their visual wants. BRAVERY.CO #contented18