Designing Content for Product Experiences

Build BETTER Content © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Jonathon Colman Content Strategy, Facebook @jcolman © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Get the full story bit.ly/fixourshit © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Stand up if You’re a writer

Stand up if You’re a writer You’re a builder

Stand up if You’re a writer You’re a builder You’re a researcher

Stand up if You’re a writer You’re a builder You’re a researcher You’re a designer

hey © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

We should all be standing © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

How we identify ourselves

How we identify ourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

We work best when we’re Open and bold © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be open

Let’s be open I’m a content strategist © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

“ We plan for the creation, publication, and governance of useful, usable content. Kristina Halvorson CEO/Founder, Brain traffic Co-author, Content Strategy for the Web Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

“ We use words and data to create unambiguous content that supports meaningful, interactive experiences. Rachel Lovinger Experience Director, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

“ Content Strategy is to copywriting as Information architecture is to design. Rachel Lovinger Experience Director, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

“ We don’t need more content. Sara Wachter-Boettcher Content Strategist Author, Content Everywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

“ Does more. We don’t need more content. We need content that Sara Wachter-Boettcher Content Strategist Author, Content Everywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

But isn’t Facebook’s content all user-generated?

http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ © Facebook http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Language is An interface http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ © Facebook http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Language is Infrastructure concept: Andrew Hinton http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ © Facebook http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Let’s be bold

Let’s be bold content strategy ≠ copywriting © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’s be bold content strategy ≠ managing writers © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’s be bold content strategy ≠ content marketing © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’s be bold content strategy = interaction design © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be bold content strategy = user experience © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s be bold content strategy = Design thinking © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

intertwingled © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

intertwingled

Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

This is content Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

This is design and engineering without Content Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

This is content Strategy Source: Dan Saffer/Kicker Studio © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)

Let’s be bold Design content as a System concept: Erin Kissane © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Let’s be bold Design content as a Product concept: Ian Lurie © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Let’s be bold Design content as an Experience © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Listen: “Page views aren’t your goal.” Source: Michael Powers Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29

“Your goal is your goal.” Source: Michael Powers Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Selfactualization Esteem Good content experiences meet our needs Love & Belonging Safety Physiological Source: A.H. Maslow A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm

Joy Usability Great content experiences exceed them Accessibility Core Functionality Purpose Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, Matt Toback A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm

Content needs collaboration across teams Source: Skillset.org/Brain Traffic © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)

Content needs a lifecycle Source: erin Scime/Dopedata.com © Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)

Content is an Experience Build Learn measure Source: Eric Ries, The Lean Startup “Build-Measure-Learn” © Eric Ries/The Lean Startup

Build Ideas Products Learn that improves with iteration measure Source: Eric Ries, The Lean Startup Data “Build-Measure-Learn” © Eric Ries/The Lean Startup

But you can’t be lean without learning Organizational action Outcomes Single-Loop Learning Concept: Chris Argyris Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey

But you can’t be lean without learning Norms Assumptions Strategies Organizational action Outcomes Single-Loop Learning Double-Loop Learning Concept: Chris Argyris Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey

How we design Content experiences at Facebook © Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

Start with the Why why Make the world more open and connected Chart: Simon Sinek “Start with Why” © Simon Sinek, www.startwithwhy.com

Continue with the How how why connect with friends, discover the world, share how you want Chart: Simon Sinek “Start with Why” © Simon Sinek, www.startwithwhy.com

Then do the What what how why Design, Engineering, Content, Research, marketing, product… Chart: Simon Sinek “Start with Why” © Simon Sinek, www.startwithwhy.com

Our core values Focus on Impact Build Social value Be open Move fast Be Bold See why core values matter for your content strategy © Facebook – facebook.com/careers

What we Used to say © Facebook – facebook.com/careers

What we’ve learned

Norms Assumptions Strategies Organizational action Outcomes Single-Loop Learning Double-Loop Learning Concept: Chris Argyris Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey

What is Minimum Viable Content? Source: Libby Brittain/Sarah O’Keefe

Quality framework Craft Value Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri

The five planes of user experience Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

where content is seen and used Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

Where content is modeled and built Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

Where content is proposed and planned Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

Where Content Strategy Happens Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

The path from strategy to surface is

The path from strategy to surface is Non-Linear © Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Our Content Principles Use plain language and be concise. © Facebook/Content Strategy

Our Content Principles Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. © Facebook/Content Strategy

Our Content Principles Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. © Facebook/Content Strategy Be friendly, conversational and respectful—like you’re talking to a neighbor.

Does this sound like us? Error 24601: Neg Fault Config ^n2.1x

Does this sound like us? Error 24601: Neg Fault Config ^n2.1x LOLz, 404 #YOLO

Does this sound like us? Error 24601: Neg Fault Config ^n2.1x LOLz, 404 #YOLO Sorry, there’s a temporary issue with your post. Please try again in a minute.

Sorry, there’s a temporary issue with your post. Please try again in a minute.

What happened? Sorry, there’s a temporary issue with your post. Please try again in a minute.

Where did it happen? Sorry, there’s a temporary issue with your post. Please try again in a minute.

Sorry, there’s a temporary issue with your post. Please try again in a minute. What should I do next?

Sorry, there’s a temporary issue with your post. Please try again in a minute. When?

Oh No! Did I do something wrong? will I lose my work? Sorry, there’s a temporary issue with your post. Please try again in a minute. Great! So it’s OKAY? How long will all this take?

fear Anxiety Sorry, there’s a temporary issue with your post. Please try again in a minute. Relief Impatience

Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. © Facebook/Content Strategy Be friendly, conversational and respectful—like you’re talking to a neighbor.

What I’ve learned from THREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Login The best content is invisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Login show examples, not concepts © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Login Break Apart big decisions © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Content Strategy outcomes Optional and opt-in Shows you value upfront Offers you clear choices Easy to opt-out

We planned for these experiences Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

So we could build them Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

For people to use Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

This is where Content Strategy Happens Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)

Let’s Stand up for Value Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri

Let’s Stand up for Value Ease of Use Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri

Let’s Stand up for Value Ease of Use Craft Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri

Let’s Stand up for Starting with Why what how why Chart: Simon Sinek “Start with Why” © Simon Sinek, www.startwithwhy.com

Let’s Stand up for Interaction design User experience Design thinking © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s Stand up for Intertwingling © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’s Stand up for Better content

hey © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

We should all be standing © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

Build BETTER Content © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Jonathon Colman Content Strategy, Facebook @jcolman © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Get the full story bit.ly/fixourshit © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

200+ free Content strategy resources bit.ly/epic-cs © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Designing Content for Product Experiences

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