Next-Level Collaboration: Facilitating Web Content Working Sessions

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Photograph by Deborah Coleman, Pixar meet ed catmull

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Photograph from “Inside the Pixar Braintrust” by Fast Company

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Digital experiences are messy, iterative, and overlapping, too.

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“People don’t experience content separately from design, UX, and code. Making things shouldn’t be that way either.” – Jared Spool

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File sharing and occasional meetings are not collaboration.

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Collaboration is when the whole is greater than the sum of its parts.

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Our decision making is stronger when we draw on the collective knowledge of the group.

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effective collaboration Create alignment = deliver better outcomes Remove politics = launch faster Reduce rework = decrease costs Boost morale = increase productivity

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user needs business goals content that matters

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“Content doesn’t belong to content. Design doesn’t belong to design. Code doesn’t belong to dev.” – Nicole Fenton

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UX = wireframing

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UI code design content = wireframing

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what about… Ownership? Our work is not as separate as we imagine. No one person or department can truly own anything, but someone should be responsible for leading. Who goes first? It’s not about who goes first, it’s about creating space for things to unfold in tandem.

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“The secret isn’t content first or content last … it’s content and design at the same time.” - Travis Gertz, Louder Than Ten

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collaboration doesn’t have to hurt

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it’s about creating space to share decisions WITH vs. FOR

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planning your content

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In this session, we’ll practice prioritizing user needs aligning with business goals mapping content to user needs

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but first, empathize thinking feeling doing @DANIELEIZANS

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map the user’s context Browsing the site from their phone Which card is right for me? Looking the information over with a partner I hope I’m approved Getting ready to make a major purchase How long does it take to get approved? What kind of credit score do I need to apply? Will this help me rebuild my credit? Nervous Hopeful Confused Skeptical thinking feeling doing Researching after talking to a banker

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let’s practice together! Get into groups of 4-5 people

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Hero banner: Susan G. Komen card Card categories Compare cards Popular cards Card description Image of card Card details Check for special offers Link to apply

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STEP 1 Define brand goals, communication needs, and prioritize

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STEP 2 Determine user needs, tasks, and prioritize

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STEP 3 Compare prioritized business goals and user needs. How do they stack up? Do we need to: •  Realign •  Discuss gaps •  Make conscious compromises

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STEP 4 List all current content elements (if you’re redesigning), and determine new content elements needed.

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STEP 5 Map content elements to prioritized user tasks, look for gaps. Look for: •  Missing content •  User tasks or needs that are under or over addressed •  Content elements that don’t really align to any user goal or need

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you made it! Let’s reflect

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When web content won’t fix the problem Discuss broken underlying business models and decisions that go beyond the web and adjust expectations

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When business goals don’t align to user needs When stakeholders participate in matching business goals to user needs they discover misaligned priorities for themselves. •  Realign those priorities •  Make conscious compromises

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YOU COULD EVEN Map content to visual hierarchy (wireframe sketch)

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YOU COULD EVEN Prioritize features, functionality, and content needs with the project team and stakeholders features and functionality, too

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good content is everyone’s responsibility

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excuses, excuses "That's not my job.” "We don't have time or budget.” "I don't want to step on toes.” "No one will listen to me.” "I don't know how to do that."

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Cross-discipline content working sessions (with stakeholders) help us reduce risk and avoid costly, incorrect assumptions.

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Balance business goals and user needs. Tie all decisions back to them.

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Create the space to do the work together, not just talk about it.

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Set yourself up for success by thoughtfully planning how you’re going to work together.

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Collaboration is scalable. Use cross-discipline working sessions wisely so you don’t waste time or blow budgets.

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internal users count, too

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just jump in

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thank you! Bonus material on planning working sessions and determining stakeholders: bit.ly/designtogether togetherly.co sitewire.com @REBEKAHCANCINO

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