Conducting a Productive Content Requirements Workshop

Transcription

1 Conducting a Productive Content Requirements Workshop Rahel Anne 2012 Intentional Design Inc.

2 The methodology Analyze Collect Publish Manage

3 The methodology Analyze Collect Publish Manage

4 The premise Need to make some decisions around content: too much, inaccurate, doesn t support business goals Efficient way of gathering requirements from groups, such as business units Provides a more holistic picture of the work to be done and eliminates inconsistencies Signifies a more formalized process and increases participant preparation and attendance Sets up realistic expectations Moves the overall process along

5 Analyze content (from content inventory) Find the high-value content Determine content quality criteria Prepare a content scorecard Gather user research: personas and scenarios Prepare MACK recommendations (migrate, archive, create, keep)

6 Context within a CS project Running workshops is a single line of many project deliverables

7 Each workshop represents multiple tasks and forms the basis for later deliverables

8 Analyze content

9 Find the high-value content

10 Determine content quality criteria

11 Prepare a scorecard

12 Bring personas

13 The workshop

14 Workshop agenda: introduction WHAT Project and Process Overview (15 minutes) Project progress (stages, activities, tasks) Workshop outcomes and KPIs WHO BU manager/coordinator levels Content strategists Senior Management of the Business Unit Delivered by high-level project resource

15 Engage Interact Inform People and Processes User Experience and Content Strategy Tools and Technologies

16 Exercise

17 Exercise (6 minutes) You are: Ebooks group Responsibility: Selling ebooks online Your task is to identify: Customer engagement opportunities Customer transactions Content needed You are: Engineering group Responsibility: Trash and recycling Your task is to identify: Public engagement opportunities Citizen transactions Content needed

18 The workshop

19 The methodology Goals Objectives Activities Content

20 Workshop agenda: preliminary work WHAT Goals, objectives, risks (60 minutes) Personas and task-based scenarios Review objectives for business unit, operations, and website Explore potential business transactions (inform, interact, engage) OUTCOME: Summary of operational aspirations, pain points, challenges, and opportunities WHO BU manager/coordinator levels and BU senior management Facilitator: Project lead and content strategy lead

21 The workshop

22 The workshop Goals Objectives Activities Content

23 Workshop agenda: outcomes WHAT Discuss content requirements and challenges (75 minutes) Explore existing content requirements and gaps Determine whether content supports the interactions OUTCOME: Priority content matching business requirements WHO BU manager/coordinator levels, in small groups Facilitation by teams of two: a content strategist (facilitator) and a writer (scribe) Project lead and content strategy lead as floats

24 The outcomes

25 Exercise

26 Exercise (10 minutes) Persona: ebooks group Responsibility: Selling ebooks online Task-Identify at least: 1 goal 2 objectives 3 activities 5 pieces of content Persona: Engineering group Responsibility: Trash and recycling Task-Identify at least: 1 goal 2 objectives 3 activities 5 pieces of content

27 Workshop agenda: conclusion WHAT Discuss content lifecycle issues (10 minutes) Content authority (approvals, sign-off) and responsibilities Content sources (authoring, data sources, editorial calendar) and management aspects Publish, archive/deletion/retention aspects OUTCOME: Content lifecycle highlights WHO BU manager/coordinator levels, in small groups Facilitation by teams of two: a content strategist (facilitator) and a writer (scribe)

28 Workshop agenda: conclusion Discuss the content process (30 minutes) Where applicable, assign action items and delivery dates to participants Identify items that require clarification Review next steps and timelines OUTCOME: Summary of action items and delivery dates WHO Facilitation by project lead BU manager/coordinator levels Content strategists

29 The process Business Unit Consultations Business objectives CS team and business units Content Creation / Collection Rewrite content CS team Internal Review Good fit for publishing? CS team Technical Review Facts right? Business Unit Editorial Review Accurate? CS team Strategic Review Right focus for brand? Directors Final Approval Is the org protected? Communications and Legal Editing Cycle No typos? CS team Publish CS team

30 Use the results to: Develop content structure Information architecture Wireframes Taxonomy Develop content Triage content to be produced Understand tasks and focus Guide (and justify) content decisions

31 Exercise

32 Exercise (10 minutes) Persona: Content Strategist Your task is to map out the content in a hierarchical way Objective Goal Objective Activity Activity Activity Content Content Content Content Content

33 The architecture

34 Content architecture Category 1 Category 2 Category 3 Category 4 Category 5 Dept A Dept B Dept C Dept D Dept E Dept F Dept G

35 The architecture Hundreds of lines per tab Multiple authors Eight tabs in the content matrix

36 Questions? Feedback? Discussion? Thank you