1. The document discusses UX-led content strategy and how content should fulfill human needs and satisfy real user functions like findability, readability, and supporting interactions beyond just visuals. 2. It provides a case study example of redesigning an intranet where removing unnecessary content and focusing on priority information led to improved employee satisfaction and efficiency. 3. Another case study example describes rewriting product page content for improved readability which led to a 416% increase in customer satisfaction scores.

1. TODAY:
UX-Led Content Strategy:
Getting to the Core of Every
Experience
Mike Donahue
User Experience Professionals
Association International
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UXPA 2017 GOALS
1. Provide more UX resources to UX Professionals
2. Improve brand consistency
3. Improve our “International” UXPA

2. UX-Led
Content
Strategy
August 2017
Mike Donahue
@mdonahue37 #uxpa #soflux #ux-content

3. Content is not just text.

4. Content is not a replacement
for place holders
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Cras facilisis aliquet vehicula.
Maecenas feugiat mattis urna, nec feugiat neque
tempus ut. Interdum et malesuada fames ac ante
ipsum primis in faucibus. Fusce non facilisis
urna, ac aliquam sem. Vivamus laoreet ligula
quis enim ultricies, finibus rutrum arcu aliquet.
Nam ac blandit sem.
Button label

5. Content is not
king!

6. Content is core!

7. What’s an experience
without the content?

8. content:
Noun
1 (usu. contents) the things that are held or included in something: he unscrewed the top of the
flask and drank the contents | he picked up the correspondence and scanned the contents.
• [ usu. in sing. ] the amount of a particular constituent occurring in a substance: milk with a low-fat
content.
• (contents or table of contents) a list of the titles of chapters or sections contained in a book or
periodical: the contents page.
• information made available by a website or other electronic medium: online content providers.
2 the substance or material dealt with in a speech, literary work, etc., as distinct from its form or style:
the outward form and precise content of the messages.
Adjective
in a state of peaceful happiness: he seemed more content, less bitter.
• satisfied with a certain level of achievement, good fortune, etc., and not wishing for more: he had to
be content with third place | the duke was content to act as Regent.

9. Are users content with the
content of your content?
substance stuff
satisfied

10. Satisfaction
How it makes
people feel
Stuff
What it is
Substance
What it’s made
of or means
UX
UX-led content
strategy
accounts for…

11. All content is UX content!

12. UX copy [content] gets shit done as
directly and simply as possible.
Joel Marsh
http://thehipperelement.com/post/72080847673/daily-ux-crash-course-3-of-31

13. UX content informs design
(this is why we need to work from the content out)

14. No one created the glass and then
figured out what to put in it.

15. Without UX

16. Or worse.

17. This is what we want.

18. Thoughtful ruthlessness leads
to appropriately precise
content.
Which leads to much better designs and experiences.

19. Case study: Citrix intranet redesign
(Backstage)
• Employees felt they spent
too much time trying to
locate relevant content –
too much stuff to sift
through
• It was painful and confusing
to locate and open support
requests
• They came to get answers
so they could get back to
work, not be entertained or
socialize
Old version

21. Page table - Priority Index
http://www.slideshare.net/donahuephoto/page-table-template
Put 80% of your time
into these two box

22. Emotion-driven goal (page table objective)
• We want employees to feel confident and
efficient finding the right information and support
• So we will remove noise and downplay
distractions
• So they can return to work as quickly as
possible

23. There can be only one...Priority 1
Get thoughtfully ruthless.

24. Design Persona
If your site were a person
what would they be like?

25. Meet Claire
Design persona used for
Citrix intranet redesign

26. Who is
Claire?

27. Net results
60-90% reduction
in content across sections
383% increase
in search use
224% increase
in page views per session
34% decrease
in average time per session
59% decrease
in bounce
Massive improvement in
employee satisfaction

28. Function: Findability – through
clicking/typing

29. Function: Findability – through
clicking/typing
Decision fatigue Pogo sticking

30. Emotion-driven goal (page table objective)
• We want employees to feel confident and
efficient finding the right information and support
• So we will remove noise and downplay
distractions
• So they can return to work as quickly as
possible

31. Net results
46% reduction
in support content
48% increase
in online support tickets
21% decrease
in misdirected tickets
$383K
annual cost savings

32. UX content is functional

33. Creating functional content
Great content makes it easy for the user to find
and understand the experience.

34. Expanding our definition of interaction
The hand isn’t the only way to interact with content.

35. Most
interactions
begin in the
eyes.

36. Most
interactions
begin in the
eyes.

37. Test your content
like you test your UI.
Content optimization yields bigger
rewards.

38. Function: Readability – which feels
easiest?
A B C

39. UX content satisfies real needs

40. Case study: Citrix.com redesign
• Tracked NPS score before
and after redesign
• Applied the same design
changes to all category and
product pages
• Only had resources to
rewrite the content within the
networking categry and
products

41. Function: is it easy to read?
https://readability-score.com/text/

42. Function: Readability - scoring
Grade level • Ideal grade score for average audience is 8±
• Lower grade indicates easier reading
• Is a good indicator of vocabulary required by reader
• Avoid unnecessary big words at all cost
Reading ease • Ideal reading score for average audience is 45 or higher
• Higher scores indicate easier reading
• Is a good indicator of sentence quality
• Avoid long run-on sentences

43. Function: Readability score
comparison
War and Peace
Average grade: 8
Average readability: 70

44. Function: Readability score
comparison
Citrix networking
Average grade: 20±
Average readability: 12
Worst scores: 27/-47
After rewrite
Average grade: 14±
Average readability: 35
and higher

45. Function: Readability – impact on
satisfaction
416%
improvement in NPS
-20%
-10%
0%
10%
20%
30%
-20%
-10%
0%
10%
20%
30%
before after

46. UX content doesn’t just fill
space on a screen,
it fulfills human needs.

47. Content is not king.
Content is CORE!
@mdonahue37 #uxpa #soflux #ux-content