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Content-first Design - Let’s make information feel like a great conversation

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Alicia Farrell

“We need your help, can you put these things into categories? We think our current list is too long.” It’s probably a safe bet to say that every day a content pro or designer is asked to solve a problem like this. Actually, the drastic evolution of navigations models with fancy UI tricks is proof that many designers are being asked to solve this problem pretty regularly. Yet, findability is still a problem. Maybe that’s because the usability and findability problems are actually understandability problems. Imagine if information on a page could feel like a personalized conversation, removing the ambiguity that causes confusion. You can do that, and content-first design is the way. In this talk, Alicia will share how designing the content first, and then creating the structure can help. A content-first approach can help you nail down the natural language, use cases, and contextual relevance before you address structure and design.

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Alicia Lane CONTENT FIRST DESIGN A great conversation
Content-first Design - Let’s make information feel like a great conversation
Content-first Design - Let’s make information feel like a great conversation
” The walls we build to protect ourselves can easily become the prison we long to escape.
Content-first Design - Let’s make information feel like a great conversation
A business problem we face on a daily basis is failing to communicate with customers
Content-first Design - Let’s make information feel like a great conversation
Content-first Design - Let’s make information feel like a great conversation
” It isn’t about publishing pages anymore, it’s about thinking in systems. Karen McGrane
Content-first Design - Let’s make information feel like a great conversation
Content-first Design - Let’s make information feel like a great conversation
1 Get to know the users 17 Basically, what my process at Punch looked like 2 Message Architecture 3 Content Audit 4 Fill in the gaps 5 Content Modeling & Types Content-first Design for Website Redesigns 6 Copywriting 7 Structure the CMS
OMG! 18 Add your own sub-title here The difference? For whom?Why?What?Where the heck?
Content-first Design - Let’s make information feel like a great conversation
Content-first Design - Let’s make information feel like a great conversation
When it seems hopeless go back to the basics: the users and their needs.
” Structuring content outside of the presentation gives it freedom to go anywhere.
” How you design content, says a lot about who you are.
Content-first Design - Let’s make information feel like a great conversation
Content-first Design - Let’s make information feel like a great conversation
1 Get to know the users 2 4 53 17 Basically, what my process at Punch looked like Message Architecture Content Audit Fill in the gaps Content Modeling & Types Content-first Design for Website Redesigns 6 Copywriting 7 Structure the CMS
Content-first Design - Let’s make information feel like a great conversation
15 Design Thinking Needs of People Needs of Our Business Growth
16 Now we focus on exactly what we say, when, and to whom Content Design How People Talk About Their Needs How We Talk About People’s Needs Faster Growth
11 When it seems hopeless go back to the basics: the users, their needs, and how they talk about their needs.
71% of Millennials say they’d rather visit the dentist than call their bank. - The Millennial Disruption Index
Words can alienate, infuriate, and confuse. But they can also comfort, delight, build trust, and connect us.
Content Strategy ? isn’t copywriting. It’s using words to design meaningful conversations.
The Right Message to the Right Person at the Right Time.
Designing with words propels us into conversations that feel anticipatory, human, and memorable—for all the right reasons.
So, how do we do this? So glad you asked!
We need to teach ourselves the language our customers use.
Tip #1: Read it out loud, from end-to-end. If you can’t do it without feeling fake or missing key details, it’s not conversational enough yet.
Content-first Design - Let’s make information feel like a great conversation
Tip #2: Validate understandability then usability.
16 Does our content inspire con?dence or provide comfort? Let’s ?nd out. Content Testing
Content-first Design - Let’s make information feel like a great conversation
Tip #3: Do these things before giving your content structure.
WORDS MATTER. So we design with them and for them.
Do you want MORE?
@rvacontent rvacontentstrategy.com Join us on Slack for some real talk.
Alicia Lane @leashal

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Content-first Design - Let’s make information feel like a great conversation